1. Problem Definition and the Research Proposal
King Fahd University of Petroleum & Minerals Department of Management and Marketing MKT Marketing Research by Dr. Alhassan G. Abdul-Muhmin
Problem Definition and the Research Proposal
Reference: Zikmund & Babin, Chapter 5

2. Learning Objectives
At the end of the discussion you should be able to:
explain why proper problem definition is important in research
identify the components of a properly defined research problem definition
translate a managerial decision statement into a relevant research problem/objective
explain what a research proposal is and outline its contents
explain why it is important to write a research proposal

3. IMPORTANCE OF PROBLEM DEFINITION
A problem well defined is half solved
“The formulation of the problem is often more essential than its solution.” (Albert Einstein)
How the problem is framed determines what solution is obtained
The two Christian priests of yesteryear
The two groups of Saudi youth and the punctured tires
The research problem drives subsequent stages of the research process
Proper problem definition ensures that the research results will meet decision maker’s objectives

4. The Process of Problem Definition
(1) Understand the business situation – identify the key symptoms
Determine unit of analysis
Identify (Isolate) the problems from symptoms
Determine relevant variables
Write managerial decision statement and corresponding research purpose
State research questions/objectives and/or hypotheses

5. The Process of Problem Definition: 1. Understand the Business Decision
Researcher needs to understand:
the decision maker’s objectives (i.e. desirable end-states that the decision maker hopes to achieve within a future time frame) for conducting the research
the business context in which the decision maker operates objectives
Can be achieved by conducting a situation analysis - informal gathering of background information to familiarize the researcher and manager with the decision-making environment situation.
Useful guidelines are:
Develop many alternative problem statements
Think about potential solutions to the problems
Use free-association techniques to generate lists of ideas
Be open-minded. Consider all plausible ideas

6. The Process of Problem Definition: 2. Isolate Symptoms from Problem
Symptom – the sign (indicator) that something is wrong (e.g. sales decline)
Problem – the actual reasons (possible causes) for the discrepancy between what is (current situation) and what is desired (e.g. lack of motivation among salespeople)
Tackling the symptoms may not necessarily solve the problem, the real (root) causes must be identified and tackled
See next slide for example of differences between symptoms and problems, and Exhibit 5.4 for link with decision statements

7. Isolating Problems from Symptoms
Problem Definition
Organization Symptoms Based on Symptom Probable True Problem
Twenty-year-old neighborhood swimming association seeks research help
Membership has been declining for years.
Less frequent usage among members
Increased attendance at new water park with wave pool and water slides that moved into town a few years ago.
Neighborhood residents prefer the water park
Demographic changes:
Swim facility is outdated and does not appeal to younger families
Younger families and children have negative image of the pool.
Older residents no longer swim anywhere.

8. The Process of Problem Definition: 3
The Process of Problem Definition: 3. Write Managerial Decision Statements and Corresponding Research Objectives
Decision statements capture the researcher’s understanding of the decision maker’s objectives (reasons) for seeking the research
Essentially involves stating the information that is needed to help make the decision
Decision statements must then be translated into research objectives (the deliverables of the research)
See Exhibit 5.5 for link between decision statements and research objectives

9. The Process of Problem Definition: 4. Determine Unit of Analysis
Unit of Analysis – The target population from whom data needs to be collected to serve the research objectives
These could be:
Individuals (maybe even further classified by demographics, geographic location, etc)
Households
Organizational customers (e.g. retailers, wholesalers)
Competitors
Etc
Sometimes a single research problem may require investigation at one or more levels of analysis

10. The Process of Problem Definition: 5. Determine Relevant Variables
Variable - Anything that may assume different values among members of the target population, e.g. age, level of satisfaction, etc
Variables can be :
Categorical or continuous
Dependent or independent
Variable classifications have implications for data analysis
A hypothesis is an unproven statement (or a guess) about the nature of relationships between variables or possible solution to a problem

11. The Process of Problem Definition: 6
The Process of Problem Definition: 6. State Research Questions and Objectives
Research Objectives
Goals that the research is designed to achieve
Research Questions
Questions for which the research is designed to provide answers
The researcher’s translation of the managerial (marketing) problem into a specific inquiry
Research questions and research objectives often differ only in terms of phrasing (whether as a question or a statement)
Research objectives should be stated both in broad and specific terms to give:
Broad research objective, and
Specific research objectives

12. SUMMARY: COMPONENTS (CONTENTS) OF THE MKTING RESEARCH PROBLEM DEFINITION
Unit of analysis  Target population from whom data is to be collected, e.g. individual consumers, households, retailers, organizational customers, etc
Key Variables, Constructs, and/or Concepts
Anything that may assume different values among members of the target population, e.g. age, level of satisfaction, etc
Variables can be categorical or continuous; dependent or independent
Research objectives (questions) stating what variables (constructs/concepts) will be measured for what units of analyses
Broad Objective – Provides perspective (the big picture)
Specific Objectives – Provide clear guidelines on how to proceed with the research

13. THE RESEARCH PROPOSAL
A written statement of the research design (strategy, blueprint) that often also includes
a statement explaining the purpose of the study (in the form of research objectives or deliverables)
a definition of the problem (often in the form of a decision statement)
the particular research methodology that will be employed
details of procedures that will be used during each stage of the research process, and
a schedule of costs and deadlines

14. Contents of the Research Proposal
Purpose of the research
The general purpose (includes the marketing problem and the research problem)
Specific research objectives to be achieved with the study (including clear specification of variables involved)
Research Design
Specific research method (or methods) to be used
Justification for choice of methods
Measurement
How variables will be measured
Sample questions
Sample Design
What the target population will be
How the sample will be selected
What size of sample will be used

15. Contents of the Research Proposal - Continued
Data gathering
How the data will be collected and by who.
Data Processing/Analysis
How the data will be processed
What analysis techniques will be used for specific research objectives
Presentation of Results
How results will be presented
Written report
Oral presentation
Time Schedule
Time schedule for completion of the study (if possible in the form of a Gantt Chart)
Budget
Overall cost of the study (including breakdown of different cost components)

16. Time Schedule DISTRIBUTOR STUDY 1. Observation and store audits
DISTRIBUTOR STUDY
1. Observation and store audits
2. Depth interviews
CONSUMER STUDY
3. Focus Group Interviews
4. Observation of consumer shopping
5. Consumer Survey
6. Data analysis and report writing
TIME FROM START OF STUDY (WEEKS)
RESEARCH ACTIVITY 1 2 3 4 5 6 7 8 9
7. Oral presentation

17. Functions of a Research Proposal
For Management (the client):
Evaluation
It helps the client to evaluate the ability of the research to accomplish its objectives
Choosing research suppliers
Client judges quality of different research suppliers from their proposals
Judgment standard
It is a standard for determining if the research was conducted as planned

18. Functions of a Research Proposal
For the Researcher:
Thinking ahead
It forces the researcher to think through the different stages of the research process
Bidding document
It serves as the researcher’s bid to offer a specific service
For Both Parties:
Communication
It serves as a means of communication between the researcher and the client (decision maker)
Written Contract
It serves as a written contract that can always be referred to