1. Problem Definition and the Research Process
CHAPTER Two
Copyright © 2004
John Wiley & Sons, Inc.

2. Learning Objectives 1. To understand the problem definition process.
2. To learn the steps involved in the marketing research process.
3. To understand the components of the research request.
4. To learn the advantages and disadvantages of survey, observation, and experimental research techniques.
5. To become familiar with how the research process is initiated.

3. Correctly Defining the Problem
To understand the problem definition process.
Identify the Problem and State the Marketing Research Objectives
The process for defining the problem is shown in figure 2.1
The best objectives will lead to precise decision making information for managers.

4. Correctly Defining the Problem
To understand the problem definition process.
Figure 2.1 The Problem Definition Process
Recognize the problem or opportunity
Opportunity verification
Find out why the information is being sought
Understand the decision-making environment
( the industry, company, product, and target market)
Conducting Exploratory Research
Using the Internet for Exploratory Research
Use the symptoms to help clarify the problem

5. Correctly Defining the Problem
To understand the problem definition process.
Translate the management problem into a marketing research problem
Determine whether the information already exists
Determine whether the research problem can really be answered.
Avoid the ”Nice to Know” Syndrome
Management Decisions and Research Objectives
Research Objectives Stated as Hypotheses
State the research objectives

6. The Marketing Research Process
Figure 2.2
The Marketing Research Process
(8)
Follow-up
(2)
Creating of the Research Design
(7)
Writing and Presenting the Report
(1)
Identifying the Problem and State the Marketing Research Objectives
(3)
Choosing the Method of Research
(6)
Analyzing the Data
(5)
Collecting the Data
(4)
Selecting the Sampling Procedure

7. The Marketing Research Process
To learn the steps involved in the marketing research process.
Creating the Research Design
Descriptive Studies:
who
what
where
when
how
Causal Studies:
concomitant variation
spurious association

8. The Marketing Research Process
To learn the steps involved in the marketing research process.
Choosing a Basic Method of Research
Survey: an interviewer and questionnaire
Observation: to monitor respondents’ actions without direct interaction
Experiments: to measure causality
Selecting the Sampling Procedure
Probability versus Nonprobability Samples

9. The Marketing Research Process
To learn the steps involved in the marketing research process.
Collecting the Data
Marketing research field service
Analyzing the Data
To interpret and draw conclusions
Preparing and Writing the Report
Using the Internet to Disseminate Reports
Judging the quality of a Report

10. SUMMARY
Correctly Defining the Problem
The Marketing Research Process
Managing the Research Process

11. The End
Copyright 2004, John Wiley & Sons, Inc.