Problem Definition and The Research Process. Critical Importance of Correctly Defining the Problem...
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![Page 1: Problem Definition and The Research Process. Critical Importance of Correctly Defining the Problem State the research objectives Determine whether the.](https://reader036.fdocuments.us/reader036/viewer/2022062801/56649e845503460f94b868f4/html5/thumbnails/1.jpg)
Problem Definition and The Research Process
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Critical Importance of Correctly Defining the Problem
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Recognize the Problem/Opportunity
• Changes occur in the firm’s external environment:– Should we change the existing marketing mix?– If so, How?
• Marketing research may be used to evaluate the products and services, promotion, distribution, and pricing alternatives.
• In addition it may be used to find and evaluate new opportunities, in the process called “opportunity identification”
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Example of Opportunity Identification
• In 1990, there have been over 30 million babies born in the United States. They represent the largest generation since baby boomers.
• Because of that increase in single-parent and dual earner households, kids are making shopping decisions once left to mom.
• With their allowance, earnings, and gifts, children 14 and under will spend an estimated $20 billion a year, and they will influence another $200 billion in purchases.
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Example of Opportunity Identification
• These statistics represent an opportunity.
• Walt Disney, for example, launched a 24-hour kids’ radio network based on its marketing research.
• General Motors did an analysis on backseat consumers that is children between 5-15 years. GM purchased the inside cover of Sports Illustrated for Kids (a mag. targeted to boys from 8-14 years) for the ad on the Chevy Venture minivan.
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Recognize Problem
• Managers may want to know:– Why are we losing marketing share?– What should we do about our competitor
lowering its prices by 10 percent?
• In this instances, marketing researchers can help managers solve problems
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Find Out Why the Information Is Being Sought
• Managers may not have a clear idea of what they want, therefore marketing researchers often find the following helpful:– Discuss what the info. will be used for and what decisions
might be made as a result of the research.– Try to get the client/manager to prioritize their questions.– Create sample data and ask if such a data would help
answer the questions. Simulate the decision process.
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Understand the Decision-Making Environment
• The better the marketing researcher understands the decision-making environment, including the industry, the firm, its products or services, and the target market, the more likely it is that the problem will be defined correctly.
• This step may be referred to as conducting a situation analysis. That is studying the decision-making environment within which the marketing research will take place.
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Understand the Decision-Making Environment
• Sometimes informed discussions with managers and suppliers and on-site visits aren’t enough.
• Exploratory research which is a preliminary research may be conducted to obtain greater understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied. It can take several forms: pilot studies, experience surveys, secondary data analysis, and case analysis.
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Exploratory Research• Pilot studies: surveys using a limited number of respondents
and often employing less rigorous sampling techniques than are employed in large, quantitative studies.
• Experience surveys: discussions with knowledgeable individuals, both inside and outside the organization, who may provide insights into the problem. (not with the formal questionnaire)
• Case analysis: reviewing info. from situations that are similar to the current one.
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Use of the Symptoms to Clarify the Problem
• A symptom is a phenomenon that occurs because of existence of something else.
• Example: problem of poor sales, declining profits, increased customer complaints, or defecting customers. each of these is a symptom of a deeper problem. That is , something is causing a company’s customers to leave.
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Use of the Symptoms to Clarify the Problem
• Focusing on symptoms and not the true problem is often referred to as the iceberg principle.
• Approx. 10% of iceberg rises out of the ocean; the remaining 90% is below the surface.
• Preoccupied with the obstacle they can see, managers may fail to comprehend and confront the deeper problem, which remain submerged.
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Iceberg Principle
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Translate the Management Problem into a Marketing Research Problem
• Management decision problem: a statement specifying the type of managerial action required to solve the problem.
• Once it has been identified, it must be converted into a marketing research problem.
• The marketing research problem specifies what info.
is needed to solve the problem and how that info. can be obtained efficiently and effectively.
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Determine Whether the Information Already Exists
• Using existing data can save managers time and money if such data can answer the research question.
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Determine Whether the Question Can Be Answered
• When marketing researchers promise more than they can deliver, they hurt the credibility of marketing research.
• It is extremely important for the researchers to avoid being impelled into an effort that they know has a limited probability of success.
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State the Research Objectives
• The climax of the problem definition is a statement of the research objectives.
• These are stated in terms of the precise info. necessary to address the marketing research problem/opportunity.
• Research objectives must be specific and unambiguous as possible.
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Marketing Research Process
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2. Creating Research Design
• Research design: the plan to be followed to answer the marketing research objectives.
• There is no single best design. Instead, different designs offer array of choices, with certain advantages and disadvantages.
• First, the researchers need to decide whether the research will be descriptive or causal.
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Descriptive and Causal Studies
• Descriptive studies: research studies that answer the questions who, what, when, where, and how. It primarily describe what is going on/ what exists.
• Implicit descriptive research is the fact that management already knows/understands the underlying relationships among the variables in the problem.– Variable: a symbol/concept that can assume any one of a
set values.
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Descriptive and Causal Studies
• Causal studies: research that examine whether the value of one variable causes or determines the value of another variable. – Dependent variable: a symbol/concept expected to
be explained or influenced by independent variable.
– Independent variable: a symbol/concept over which the researcher has some control and that is hypothesized to cause or influence the dependent variable.
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3. Choosing a Basic Method of Research
1. Survey research: research in which an interviewer interacts with respondents to obtain facts, opinion, and attitudes.
2. Observation research: descriptive research that monitors respondents’ actions without direct interaction.
3. Experiment research: research to measure causality, in which the researcher changes one or more variables and observes the effect of the changes on another variable.
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4. Selecting the Sampling Procedure
• A sample is subset from a larger population.
• Several questions must be answered before a sampling procedure is selected.1. The population/universe of interest must be
defined2. Whether to use a probability sample or
nonprobability sample (more details will be in the sampling topic)
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5. Collecting Data
• Interview-based data collection is done by marketing research field services.
• To ensure that all subcontractors do everything exactly the same way, detailed field instructions should be developed to every job.
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6. Analyzing the Data
• The purpose of this analysis is to interpret and draw conclusions from mass of collected data.
• The marketing researcher may use a variety of techniques for the analysis.
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7. Writing and Presenting the Report
• The researcher must prepare the report and communicate the conclusions and recommendations to management in both written and oral reports.
• This is a key step in the process because a marketing researcher who wants project conclusions acted on must convince the manager that the results are credible and justified by the data collected.
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8. Following Up
• It is important that the research finding be used.
• Management should determine whether the recommendations were followed and, if not, why not.
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MANAGING THE RESEARCH PROCESS
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Managing Research Process
• The Research Request• Request for Proposal• What to Look for in a Marketing Research
Supplier
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Managing Research Process
The Research Request•An internal document used by large organizations that describes a potential research project, its benefits to the organization, and estimated costs; it must be formally approved before a research project can begin.
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The Research Request
• The sections of a formal research request are as follows:
– Action: actions to be taken on the basis of research– Origin: events led to a need for decision– Information: list the questions that needs to have answered to
take action– Use: how each piece of info. will be used to help make the
actual decision– Target groups and subgroups– Logistics: approximation of the available budget and time– Comments: other comments relevant to the research project
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Managing Research ProcessRequest for Proposal (RFP)•A solicitation sent to marketing research suppliers inviting them to submit a formal proposal, including a bid.
•A typical RFP provides background data on why a study is to be conducted, outlines the research objectives, describes a methodology, and suggests a time frame.
•Most of RFPs also ask for (1) detailed cost breakdown, (2) the supplier’s experience in relevant area, and (3) references
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Managing Research ProcessWhat to Look for in a Marketing Research Supplier
•Top 10 list of desirable qualities in marketing researchers:1. Maintains client confidentiality2. Is honest3. Is punctual4. Is flexible5. Delivers against project specifications6. Provides high-quality output7. Is responsive to the client’s needs8. Has high quality control standards9. Is customer-oriented in interactions with client10. Keeps the client informed throughout a project
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1st Part of Group Project (10 out of 30 points)
• Group of 6 members (8 groups)• Presentation on the selected topic• Start your presentation from next week (1 group/ class)
1. Exploratory research and qualitative analysis (Tong)2. Digital research using secondary data (Kloster)3. Survey research (Eyes)4. Observation (Pim)5. Experimental research and test marketing (Jeerapa)6. Measurement (Phitpawee)7. Questionnaire design (May)8. Sampling: sample design and sample size (Zinn)