Defining the Research

Problem
The Marketing Research Process
Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

Problem Discovery Problem Selection of
discovery exploratory research
and Definition technique
Sampling
Selection of
exploratory research
technique Probability Nonprobability

Secondary
Experience Pilot Case Collection of
(historical) Data
survey study study data
data
Gathering (fieldwork)

Data Editing and

Problem definition coding
(statement of Processing
data
research objectives) and Analysis
Data
Selection of processing
Research Design basic research
method Interpretation
Conclusions
of
and Report findings
Experiment Survey
Secondary
Laboratory Field Interview Questionnaire Observation
Data Study Report
 The Problem Definition and Approach Development Process

Tasks Involved

Discussions with Interviews with Secondary Data Qualitative

Decision Makers Experts Analysis Research

Environmental Context of the Problem

Step 1: Problem Definition

Management Decision Problem

Marketing Research Problem

Step 2: Approach to the Problem

Analytical Framework Research Specification of

and Models Questions and Hypotheses Information Needed

Step 3: Research Design

 Beware the Iceberg!
The Iceberg Principle
The dangerous part of many marketing problems is
neither visible to nor understood by many marketing
managers.
Submerged parts of the problem must be
understood and including in the research design for
the research to be useful.
Symptoms vs. Problems
Microbrewery
Symptom
Consumers prefer the taste of competitors brand
PD based on the Symptom
What type of reformulated taste is needed?
True Problem
Old-fashioned package influenced taste perception
Symptoms vs. Problems
Manufacturer of palm-size computers
with Internet access
Symptom
Distributors complain prices are too high
PD based on the Symptom
Investigate business users to learn how much prices
need to be reduced
True Problem
Distributors do not have adequate product
knowledge to communicate products value
Management Decision Problems vs.
Marketing Research Problems

Management Marketing
Decision Problems Research Problems
Ask what the decision Ask what information is
maker needs to do needed and how it
Action oriented should be obtained
Focus on symptoms Information oriented
Focus on the underlying
causes
Translating Management Problems into
Research Problems (Questions)
Management Problem
Determine the best ways the firm can communicate with
potential purchasers of laptop computers
Research Questions
How familiar are consumers with the various brands of
computers?
What attitudes do consumers have toward these brands?
How important are the various factors for evaluating the
purchase of a laptop computer?
How effective are the communications efforts of the various
competitive marketers in terms of message recognition?
Errors in Defining the Market Research Problem

Common
Errors

Problem Definition is Problem Definition

too Broad is too Narrow
Does Not Provide May Miss Some
Guidelines for Important Components
Subsequent Steps of the Problem
e.g., Improving the e.g. Changing Prices in
Companys Image Response to a
Competitors Price
Change.
 Bad vs. Good Research
Questions
Research questions should be
stated as clearly as possible
Bad research question
Is advertising copy X better than advertising copy Y?
Good research question
Which advertising copy has a higher day-after recall
score?
 Our Management Question

What is the best way to deal

with proven customer
concerns about e-security?
 Our Research Questions

1. Are customers truly concerned

about e-security & e-privacy ?
2. What psychographic factors
influence concerns about e-
security & e-privacy?
Development of Research Questions & Hypothesis

Components of
the Marketing
Research Problem

Analytical
Framework
Research
and
Questions
Models

Hypotheses
 Analytical Framework & Models
Research questions & hypotheses are
developed within analytical frameworks
Basically, theories & models
Theory suggests that satisfaction improves
morale & perceptions
A sales manager who wants to increase
market share (management problem) may
Ask how to encourage salespeople to generate more sales
(research question)
State that (based on theory) higher job satisfaction leads to
greater sales productivity (hypothesis)
 Hypotheses
An unproven proposition or
possible solution to the problem.
Assert probable answers to
research questions.
Hypotheses & research questions
both state relationships
Research questions are interrogative (ask)
Hypotheses are declarative (state)
 Our Hypotheses
Demographic factors do not
influence mental intangibility.
Demographic factors do not
influence trusting disposition.
Demographic factors do not
influence e-commerce trust.
Demographic factors do not
influence technophobia
Demographic factors do not
influence impulse buying tendency
Continued on next slide
 Our Hypotheses
Mental intangibility negatively
impacts Trust.
Technophobia negatively
impacts Trust.
Technophobia positively
influences Mental Intangibility.
Trusting Disposition positively
influences trust.
 Our Hypotheses
Trust positively impacts
Intentions.
Trust negatively impacts E-
Concerns.
Impulse Buying Tendency
negatively impacts E-Concerns.
Impulse Buying Tendency
positively impacts E-Behavior.
 Our Hypotheses
Impulse Buying Tendency
positively impacts Intentions.
E-Concerns negatively impact E-
Behavior.
E-Concerns negatively impact
Intentions.
E-Behavior positively impacts
Intentions.