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Exploring
Marketing Research
Problem Definition and the
Research Proposal
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COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
CAUSAL OR
DESCRIPTIVE
EXPLORATORY
Remember - Uncertainty Influences the Type of Research
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Problem Discovery and Definition
First Step
Problem, Opportunity, or Monitor Operations
Discovery before Definition
Problem means Management Problem
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Problem definition
The indication of a specific marketing
decision area that will be clarified by
answering some research questions.
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Statement of
Research Objectives
Problem Definition
Defining Problem Results in
Clear Cut Research Objectives
Exploratory
Research
(Optional)
Analysis of
the Situation
Symptom Detection
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The Process of
Problem DefinitionAscertain the
decision makers
objectives
Understand
background of the
problem (situation
analysis)
Isolate/identify the
problem, not the
symptoms
Determine unit of
analysis
Determine relevant
variables
State research
questions and
objectives
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Ascertain the Decision Makers
Objectives
Decision makers objectives
Managerial goals expressed in measurable
terms.
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The I ceberg Principle
The principle indicating that the dangerouspart of many marketing problems is neither
visible to nor understood by marketing
managers.
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Understand the Background of
the Problem
Exercising Judgment
Situation analysis - The informal gathering
of background information to familiarize
researchers or managers with the decision
area.
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Symptoms Can Be Confusing
Twenty-year-old neighborhood swimming
association:
Membership has been declining for
years.
New water park -residents prefer the
expensive water park????
Demographic changes: Children have
grown up.
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Problem Definition
Organization Symptoms Based on Symptom True Problem
Twenty-year-oldneighborhood
swimming
association in a
major city.
Membership has beendeclining for years.
New water park with
wave pool and water
slides moved into
town a few years ago.
Neighborhoodresidents prefer the
expensive water
park and have
negative image of
swimming pool.
Demographic changes:Children in this 20-
year-old neighborhood
have grown up. Older
residents no longer
swim anywhere.
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Determine the Unit of Analysis
Individuals, households, organizations, etc.
In many studies, the family rather than the
individual is the appropriate unit of
analysis.
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Determine the relevant
VARIABLE
Anything that may assume different
numerical values
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Types of Variables
Category
Limited number of distinct variables
Ex. Male or female Continuous
Infinite range of numbers
Ex. Sales volume
Causal research Dependent variablevariable that is expected to be
predicted or explained
Independent variableinfluences the dependent
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Hypothesis
An unproven proposition
A possible solution to a problem
Guess
Problems are interrogative
Hypotheses are declarative and morespecifically related to research operations
and testing.
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Decision-oriented
Research Objectives
Objective is researchers version of the marketingproblem.
Objective is derived from the problem definitionand it explains the purpose of the research inmeasurable terms.
Objectives must specify the information needed to
make a decision. Objectives should be managerial action standard.
If measurement turns out to be X, then managementwill do A, if measurement is Y, management will do B.
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Basic Questions -
Problem Definition
What is the purpose of the study?
How much is already known?
Is additional background information necessary?
What is to be measured? How?
Can the data be made available?
Should research be conducted? Can a hypothesis be formulated?
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Basic Questions -
Basic Research Design
What types of questions need to be
answered?
Are descriptive or causal findings required?
What is the source of the data?
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Basic Questions -
Basic Research Design
Can objective answers be obtained by
asking people?
How quickly is the information needed?
How should survey questions be worded?
How should experimental manipulations be
made?
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Basic Questions -
Selection of Sample
Who or what is the source of the data?
Can the target population be identified?
Is a sample necessary?
How accurate must the sample be?
Is a probability sample necessary?
Is a national sample necessary?
How large a sample is necessary?
How will the sample be selected?
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Basic Questions -
Data Gather ing
Who will gather the data?
How long will data gathering take?
How much supervision is needed?
What operational procedures need to be
followed?
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Basic Questions -
Data Analysis
Will standardized editing and coding
procedures be used?
How will the data be categorized? What statistical software will be used?
What is the nature of the data?
What questions need to be answered? How many variables are to be investigated
simultaneously?
Performance criteria for evaluation?
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Basic Questions -
Type of Report
Who will read the report?
Are managerial recommendations
requested?
How many presentations are required?
What will be the format of the written
report?
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Basic Questions -
Overal l Evaluation
How much will the study cost?
Is the time frame acceptable?
Is outside help needed?
Will this research design attain the stated
research objectives?
When should the research be scheduled to
begin?
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Anticipating Outcomes
Dummy tables
Representations of the actual tables that will
be in the findings section of the final report;
used to gain a better understanding of what
the actual outcomes of the research will be.
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Example of
Dummy Table
Smokes Non-Smoker
Male
Female