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23 Cards in this Set
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach IMPORTANCE OF DEFINING THE PROBLEM |
Problem definition involves stating the generalproblem and identifying the specific components of the marketing researchproblem. Only when the marketing research problem has been clearly defined canresearch be designed and conducted properly. right |
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach What are the 4 tasks involved |
Discussions with the decision makers,interviews with industry experts and other knowledgeable individuals, analysisof secondary data, and sometimes qualitative research. |
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach Why is it immportant to have a discussion with decion makers - DMs? |
DM needs to learn limitations ofresearch Researcher needs to understand the DMhopes to learn from the research |
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Chapter 2: Defining the Marketing Research Problem and Developing an Approach Whats a problem audit? |
examination of marketing problem tounderstand its nature |
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What are the components of problem audit (7)? |
1. The eventsthat led to the decision that action is needed, or the history of the problem. 2. The alternativecourses of action available to the DM. The set of alternatives may beincomplete at this stage, and qualitative research may be needed to identifythe more innovative courses of action.3. The criteriathat will be used to evaluate the alternative courses of action. 4. The potentialactions that are likely to be suggested based on the research findings.5. The informationthat is needed to answer the DM’s questions. 6. The manner inwhich the DM will use each item of information in making the decision. 7. Thecorporate culture as it relates to decision making. In some firms, thedecision-making process is dominant; in others the personality of the DM ismore important. Awareness of corporate culture may be one of the mostimportant factors that distinguishes researchers who affect strategic marketingdecisions from those who do not. |
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How shoud the interaction between reseracher and Decision maer be characterized? 7 cs? |
1. Communication. Free exchange of ideas between theDM and researcher is essential. 2. Cooperation. Marketing research is a teamproject in which both parties (DM and researcher) must cooperate. 3. Confidence. The interaction between the DM andthe researcher should be guided by mutual trust. 4. Candor. There shouldnot be any hidden agendas, and an attitude of openness should prevail. 5. Closeness. Feelings of warmth and closenessshould characterize the relationship between the DM and the researcher. 6. Continuity. The DM andthe researcher must interact continually rather than sporadically. 7. Creativity. Theinteraction between the DM and the researcher should be creative rather thanformulaic. f |
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Why intervies with experts? |
The purpose of interviewing experts is tohelp define the marketing research problem rather than to develop aconclusive solution.Potential difficulties: · People who claim to be knowledgeableare not· Difficult to locate and obtain helpfrom experts outside the client organization interviews with experts are more useful inconducting marketing research for industrial firms and for products of atechnical nature, where it is relatively easy to identify and approach theexperts. |
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Difference between secondary and and primary data? |
Secondary data are data that have been collected for somepurpose other than the problem at hand.· Primary data are originated by the researcher for thespecific purpose of addressing the research problem.· Secondary data - include information madeavailable by the business and government sources, commercial marketing researchfirms, and computerized databases. -are an economical an quick source of background information. Analysis of available secondary data is anessential step in the problem definition process: Primary data should not becollected until the available secondary data have been fully analyzed. US'>PrZmE[ |
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Qualitative research |
1) Qualitative Research Definition: unstructured, exploratoryresearch based on small samples intended to provide insight and understandingof the problem setting Pilot surveys: contain more open-endedquestions and the sample size is much smaller than for normal surveys Case Studies:involve anextensive examination of a few selected cases (customers, stores) of thephenomenon of interest |
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What are environmental factors of the problem? |
Included are: past information and forecastspertaining to the industry and the firm, resources and constraint of the firm, objectives of the decision maker, buyer behavior, legal environment, economicenvironment, and marketing and technological skills of the firm. |
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A little bit more detailed |
Environmental Context of the problem1) Past Info and Forecast: info with respect to sales,market share, profitability, demographics population which could help theresearcher understand the underlying market research problem2) Resources and Constraints: money, research skills,cost, time3) Objectives: serve objective of theorganization and the DM4) Buyer Behavior: predict response of buyerto specific actions by marketer based on an individual’s characteristics(demographics, product consumption habits, response to promotions, pricesensitivity etc.)5) Legal environment: regulatory policies withinwhich an organization has to operate6) Economic Environment: consisting of income,prices, savings credit and general economic conditions7) Marketing and Technological Skills: influence the possiblestrategies and marketing programs being implemented, e.g. you will notintroduce a new product if you lack the skills to manufacture or market itin otבa[ |
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MANAGEMENT DECISION PROBLEM AND MARKETING RESEARCH PROBLEM |
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Defining the market research problem (again) |
The general rule to be followed in defining themarketing research problem is that the definition should (1) allow the researcherto obtain all the information needed to address the management decisionproblem, and (2) guide the researcher in proceeding with the project. |
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Problem of too narrow or too broad definition? |
Two common errors in problem definition: 1. The problem is defined too broadly à noclear guidelines for the subsequent steps involved in the project (difficultto suggest an approach to the problem or a research design). 2. The problem is defined too narrowly à Anarrow focus may preclude consideration of some courses of action,particularly those that are innovative and may not be obvious. It may alsoprevent the researcher from addressing important components of the managementdecision problem. |
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How to solve this dilemma? |
The likelihood of committing either type oferror in problem definition can be reduced by stating the marketing researchproblem in broad, general terms and identifying its specific components. · The broad statement provides perspectiveon the problem and acts as a safeguard against committing the second type oferror. · The specific components focus on the keyaspects of the problem and provide clear guidelines on how to proceed further,thereby reducing the likelihood of the first type of error. nguage:��ח |
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What are the components of approaching the problem? |
theoutputs. The outputs of the approach development process should include thefollowing components: objective/theoretical framework, analytical models,research questions, hypotheses, and specification of information needed. |
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What is the objective / theoreticl framework? |
A theory is a conceptual scheme basedon foundational statements called axioms, which are assumed to be true. · Objective evidence (evidence that is unbiased andsupported by empirical findings) is gathered by compiling relevantfindings from secondary sources. Theories are incomplete. · The theoretical framework also serves as afoundation for developing an appropriate analytical model. |
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What is the analytical model? |
· An analytical model is a set ofvariables and their interrelationships designed to represent, inwhole or in part, some real system or process. |
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What 3 forms of analytical models are there? |
In verbal models, the variables andtheir relationships are stated in prose form. Such models may be mererestatements of the main tenets of a theory. · Graphical models are visual. They are used toisolate variables and to suggest directions of relationships but are notdesigned to provide numerical results. · Mathematical models explicitly specify the relationshipsamong variables, usually in equation form. These models can be used asguides for formulation the research design and have the advantage of beingamenable to manipulate. |
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How do research questions and hypotheses relate? |
Research questions (RQs) are refined statements ofthe specific components of the problem. · The formulation of the research questionsshould be guided not only by the problem definition, but also by thetheoretical framework and the analytical model. t:normal'· A hypothesis (H) is an unprovenstatement or proposition about a factor or phenomenon that is of interestto the researcher. · Often, a hypothesis is a possible answer to theresearch question. Hypotheses go beyond research questions becausethey are statements of relationships or propositions rather than merelyquestions to which answers are sought.· Whereas research questions are interrogative,hypotheses are declarative and can be tested empirically. |
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What is the self-reference criterion |
unconscious reference to one’s own culturalvalues. |
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What to do about it? |
1. Define the marketing research problem in termsof domestic environmental and cultural factors.2. Define the marketing research problem in termsof foreign environmental and cultural factors. Make no judgments. This involvesan identification of the related traits, economics, values, needs, or habits inthe proposed market culture. This task requires input from researchers familiarwith the foreign environment. 3. Isolate the self-reference criterion (SRC)influence on the problem and examine it carefully to see how it complicated theproblem. Examine the differences between steps 1 and 2. The SRC can be seen toaccount for these differences. 4. Redefine the problem without the SRC influenceand address it for the foreign market situation. |
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All summed up |
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