The Structuring of Inquiry

Research Process

Feed back

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Define research problem

Approach to the Problem

Formulate hypotheses

Research design

Collect data (execution)

Analyze data (test

hypotheses

Interpret and report

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Research Problem

A broad statement of the general problem and identification of the specific components of the marketing research problem.

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Process of Defining the Problem 4

Discussions with Decision Maker(s)

Interviews with Experts

Secondary Data Analysis

Qualitative Research

Environmental Context of the Problem

Management Decision Problem

Research Problem

Objective/ Theoretical

Foundations

Analytical Model: Verbal,

Graphical, Mathe Hypotheses

Research Questions

Step 1: Problem Definition

Step 2: Approach to the Problem

Step 3: Research Design

Tasks Involved

Process of Defining the Problem

Discussions with DM

Industry Expert

Secondary Data Analysis

Qualitative Research

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Process of Defining the Problem

Environmental context of the Problem Past information and forecasts

Resource constraint

Objectives

Buyer Behavior

Legal Environment

Economic Environment

Management Decision Problem and Marketing Research Problem

Confront Decision Maker

Information : what and how

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Process of Defining the Problem

Management Decision Problem and Research Problem Asks what the decision maker needs to do

What information is needed and how it should be obtained

Action oriented

Information Oriented

Focuses on symptoms

Focuses on the underlying causes

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Defining the Research Problem

Stating the research problem in: Broad Statement provides an appropriate perspective on

the problem

Specific Components focus on the key components of the problem and provide clear guidelines on how to proceed

Common errors in problem definition:

The research problem is defined too broadly

The research problem is defined too narrowly

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Components of the Approach

Objective/Theoretical Framework Theory

A conceptual scheme based on foundational statements, that are assumed to be true.

Objective evidence

Unbiased evidence that is supported by empirical findings

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Components of the Approach

Analytical Model A set of variables and their interrelationships designed to

represent, in whole or in part, some real system or process

Verbal models

stated in prose form

Graphical models

visual representations

Mathematical models

equation form

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Components of the Approach

Research Questions

Refined statements of the specific components of the problems

Hypotheses

Unproven statement or proposition about a factor or phenomenon

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