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7/21/2019 2-Marketing Research Problem
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Defining the Marketing Research
Problem and Developing anApproach
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The Problem Definition Process
DiscussionwithDecision Maker(s)
InterviewswithExperts
SecondaryDataAnalysis
QualitativeResearch
Management Decision Problem
Marketing Research Problem
Tasks Involved
Environmental Context of the Problem
Step I: Problem Definition
Step II: Approach to the Problem
Objective/TheoreticalFoundations
ResearchQuestions
Hypotheses
Step III: Research Design
Analytical
Model: Verbal,
Graphical,
Mathematical
Specification
of
Information
Needed
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Discussions with Decision Makers
Interviews with Industry Experts
Secondary Data Analysis
Qualitative Research
Tasks Involved in Problem Definition
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The Problem Audit
The problem audit is a comprehensive examination of a marketing
problem with the purpose of understanding its origin and nature.
1. The events that led to the decision that action is needed,
or the history of the problem.
2. The alternative courses of action available to the DM.
3. The criteria that will be used to evaluate the alternative coursesof action.
4. The potential actions that are likely to be suggested based on
the research findings.
5. The information that is needed to answer the DM's
questions.6. The manner in which the DM will use each item of
information in making the decision.
7. The corporate culture as it relates to decision making.
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The Seven Cs of Interaction
The interaction between the DM and theresearcher should be characterized by theseven Cs:
1. Communication2. Cooperation
3. Confidence
4. Candor
5. Closeness
6. Continuity
7. Creativity
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Factors to be Considered in theEnvironmental Context of the Problem
PAST INFORMATION AND FORECASTS
RESOURCES AND CONSTRAINTS
OBJECTIVES
BUYER BEHAVIOR
LEGAL ENVIROMENT
ECONOMIC ENVIROMENT
MARKETING AND TECHNOLOGICAL
SKILLS
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Management Decision Problem Vs.Marketing Research Problem
Management Decision Problem Marketing Research Problem
Should a new product be To determine consumer preferences
introduced? and purchase intentions for the
proposed new product.
Should the advertising To determine the effectiveness
campaign be changed? of the current advertising
campaign.
Should the price of the To determine the price elasticity
brand be increased? of demand and the impact on sales
and profits of various levelsof price changes.
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Proper Definition of the Research Problem
Marketing Research Problem
Broad Statement
Specific Components
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Components of an Approach
Objective/Theoretical Foundations
Analytical Model
Research Questions Hypotheses
Specification of the Information
Needed
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The Role of Theory in AppliedMarketing Research
Research Task Role of Theory1. Conceptualizing
and identifying
key variables
Provides a conceptual foundation and understanding of the basic processes
underlying the problem situation. These processes will suggest key dependent
and independent variables.
2. Operationalizing
key variables
Theoretical constructs (variables) can suggest independent and dependent
variables naturally occurring in the real world.
3. Selecting a
research design
Causal or associative relationships suggested by the theory may indicate whether
a causal or descriptive design should be adopted.
4. Selecting a
sample
The theoretical framework may be useful in defining the population and
suggesting variables for qualifying respondents, imposing quotas, or stratifying
the population
5. Analyzing and
interpreting data
The theoretical framework (and the models, research questions and hypotheses
based on it) guide the selection of a data analysis strategy and the interpretation
of results
6. Integrating
findings
The findings obtained in the research project can be interpreted in the light of
previous research and integrated with the existing body of knowledge.
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Models
An analytical modelis a set of variablesand their interrelationships designed torepresent, in whole or in part, some realsystem or process.
In verbal models, the variables and their
relationships are stated in prose form. Suchmodels may be mere restatements of themain tenets of a theory.
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Graphical Models
Graphical modelsare visual. They are used toisolate variables and to suggest directions of
relationships but are not designed to provide
numerical results.
Awareness
Understanding: Evaluation
Preference
Patronage
2 13
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Mathematical modelsexplicitly specify therelationships among variables, usually in
equation form.
Where
y = degree of preference
= model parameters to be estimated
statistically
Mathematical Models
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iiixaay
1
0
aa i,0
2 14
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Development of ResearchQuestions and Hypotheses
Components of the
Research Questions
Hypotheses
Objective/TheoreticalFramework
AnalyticalModel
Marketing Research Problem
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Research Questions and Hypotheses
Research questions(RQs) are refinedstatements of the specific componentsof the problem.
A hypothesis(H) is an unprovenstatement or proposition about a factoror phenomenon that is of interest to theresearcher. Often, a hypothesis is apossible answer to the researchquestion.