Learning Objectives

CHAPTER Two
Problem Definition and
the Research Process

Copyright © 2004
John Wiley & Sons, Inc.
 Learning Objectives
Learning Objectives
1. To understand the problem definition process.

2. To learn the steps involved in the marketing research

process.

3. To understand the components of the research

request.

4. To learn the advantages and disadvantages of

survey, observation, and experimental research
techniques.

5. To become familiar with how the research process is

initiated.
 Learning Objectives
Correctly Defining the To understand the problem
Problem definition process.

Identify the Problem and State the

Marketing Research Objectives

The process for defining the problem is shown in figure 2.1

The best objectives will lead to precise decision making

information for managers.
 Learning Objectives
Correctly Defining the To understand the problem
Problem definition process.

Figure 2.1 The Problem Definition Process

Recognize the problem or opportunity

Opportunity verification
Find out why the information is being sought

Understand the decision-making environment

( the industry, company, product, and target market)

Conducting Exploratory Research

Using the Internet for Exploratory Research
Use the symptoms to help clarify the problem
 Learning Objectives
Correctly Defining the To understand the problem
Problem definition process.

Translate the management problem into a marketing

research problem

Determine whether the information already exists

Determine whether the research problem can really be answered.

Avoid the ”Nice to Know” Syndrome

Management Decisions and Research Objectives
Research Objectives Stated as Hypotheses

State the research objectives

Figure 2.2 Learning Objectives
The Marketing Research Process

(8)
Follow-up
(2)
(7) Creating of the
Writing and Research Design
Presenting the
Report
(1)
Identifying the
(6) Problem and State (3)
Analyzing the the Marketing Choosing the
Data Research Method of
Objectives Research

(5) (4)
Collecting the Selecting the
Data Sampling
Procedure
 Learning Objectives
The Marketing Research To learn the steps involved in the
Process marketing research process.

Creating the Research Design

Descriptive Studies:
• who
• what
• where
• when
• how
Causal Studies:
• concomitant variation
• spurious association
 Learning Objectives
The Marketing Research To learn the steps involved in the
Process marketing research process.

Choosing a Basic Method of Research

Survey: an interviewer and questionnaire

Observation: to monitor respondents’ actions without

direct interaction

Experiments: to measure causality

Selecting the Sampling Procedure

Probability versus Nonprobability Samples

 Learning Objectives
The Marketing Research To learn the steps involved in the
Process marketing research process.

Collecting the Data

Marketing research field service

Analyzing the Data

To interpret and draw conclusions

Preparing and Writing the Report

•Using the Internet to Disseminate Reports

•Judging the quality of a Report

 Learning Objectives
SUMMARY

• Correctly Defining the Problem

• The Marketing Research Process

• Managing the Research Process

 Learning Objectives

The End

Copyright 2004, John Wiley & Sons, Inc.