1. Defining the Research Problem

2. Figure 1.4 The Marketing Research Process
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report

3. Problem Discovery and Definition Sampling
Selection of
exploratory research
technique
Problem
discovery
Problem Discovery
and Definition
Sampling
Selection of
exploratory research
technique
Probability
Nonprobability
Secondary
(historical)
data
Experience
survey
Pilot
study
Case
study
Collection of
data
(fieldwork)
Data
Gathering
Data Processing
and Analysis
Editing and
coding
data
Problem definition
(statement of
research objectives)
Data
processing
Selection of
basic research
method
Research Design
Conclusions
and Report
Interpretation of
findings
Experiment
Survey
Observation
Secondary
Data Study
Report
Laboratory
Field
Interview
Questionnaire

4. Figure 2.3 The Problem Definition and Approach Development Process
Tasks Involved
Discussions with
Decision Makers
Interviews with
Experts
Secondary Data
Analysis
Qualitative
Research
Environmental Context of the Problem
Step 1: Problem Definition
Management Decision Problem
Marketing Research Problem
Step 2: Approach to the Problem
Analytical Framework
and Models
Research
Questions and Hypotheses
Specification of
Information Needed
Step 3: Research Design

5. Beware the Iceberg! The Iceberg Principle
The dangerous part of many marketing problems is neither visible to nor understood by many marketing managers.
“Submerged” parts of the problem must be understood and including in the research design for the research to be useful.

6. Symptoms vs. Problems Microbrewery Symptom PD based on the Symptom
Consumers prefer the taste of competitor’s brand
PD based on the Symptom
What type of reformulated taste is needed?
True Problem
Old-fashioned package influenced taste perception

7. Symptoms vs. Problems
Manufacturer of palm-size computers with Internet access
Symptom
Distributors complain prices are too high
PD based on the Symptom
Investigate business users to learn how much prices need to be reduced
True Problem
Distributors do not have adequate product knowledge to communicate product’s value

8. Management Decision Problems vs. Marketing Research Problems
Ask what information is needed and how it should be obtained
Information oriented
Focus on the underlying causes
Management Decision Problems
Ask what the decision maker needs to do
Action oriented
Focus on symptoms

9. Translating Management Problems into Research Problems (Questions)
Determine the best ways the firm can communicate with potential purchasers of laptop computers
Research Questions
How familiar are consumers with the various brands of computers?
What attitudes do consumers have toward these brands?
How important are the various factors for evaluating the purchase of a laptop computer?
How effective are the communications efforts of the various competitive marketers in terms of message recognition?

10. Figure 2.7 Errors in Defining the Market Research Problem
Common Errors
Problem Definition is too Broad
Does Not Provide Guidelines for Subsequent Steps
e.g., Improving the Company’s Image
Problem Definition is too Narrow
May Miss Some Important Components of the Problem
e.g. Changing Prices in Response to a Competitor’s Price Change.

11. “Bad” vs. “Good” Research Questions
Research questions should be stated as clearly as possible
“Bad” research question
Is advertising copy X better than advertising copy Y?
“Good” research question
Which advertising copy has a higher day-after recall score?

12. Our Management Question
What is the best way to deal with proven customer concerns about e-security?

13. Our Research Questions
Are customers truly concerned about e-security & e-privacy ?
What psychographic factors influence concerns about e-security & e-privacy?

14. Figure 2.9 Development of Research Questio1 ns and Hypothesis
Development of Research Questions & Hypothesis
Components of the Marketing Research Problem
Figure 2.9 Development of Research Questio1 ns and Hypothesis
Analytical
Framework
and
Models
Research
Questions
Hypotheses

15. Analytical Framework & Models
Research questions & hypotheses are developed within analytical frameworks
Basically, theories & models
Theory suggests that satisfaction improves morale & perceptions
A sales manager who wants to increase market share (management problem) may
Ask how to encourage salespeople to generate more sales (research question)
State that (based on theory) higher job satisfaction leads to greater sales productivity (hypothesis)

16. Hypotheses
An unproven proposition or possible solution to the problem.
Assert probable answers to research questions.
Hypotheses & research questions both state relationships
Research questions are interrogative (ask)
Hypotheses are declarative (state)

17. Our Hypotheses
Demographic factors do not influence mental intangibility.
Demographic factors do not influence trusting disposition.
Demographic factors do not influence e-commerce trust.
Demographic factors do not influence technophobia
Demographic factors do not influence impulse buying tendency
Continued on next slide

18. Our Hypotheses Mental intangibility negatively impacts Trust.
Technophobia negatively impacts Trust.
Technophobia positively influences Mental Intangibility.
Trusting Disposition positively influences trust.

19. Our Hypotheses Trust positively impacts Intentions.
Trust negatively impacts E-Concerns.
Impulse Buying Tendency negatively impacts E-Concerns.
Impulse Buying Tendency positively impacts E-Behavior.

20. Our Hypotheses Impulse Buying Tendency positively impacts Intentions.
E-Concerns negatively impact E-Behavior.
E-Concerns negatively impact Intentions.
E-Behavior positively impacts Intentions.