defining research problem

7/30/2019 Defining Research Problem

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FORMULATION OF A RESEARCH PROBLEM

Dr. Madan Lal

AND

DEVELOPING AN APPROACH TO THE RESEARCH PROBLEM


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FORMULATION OF A RESEARCH PROBLEM


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IMPORTANCE OF PROBLEM DEFINITION

1. A problem well defined is half solved2. The formulation of the problem is often more

essential than its solution. (Albert Einstein)

3. How the problem is framed determines what

solution is obtained4. The research problem drives subsequent stages of

the research process

5. Proper problem definition ensures that the

research results will meet decision makersobjectives


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Why important:-

A research can only be designed andconducted properly when the research

problem has been clearly defined.If the problem is ill defined or misunderstood,

it will lead only to waste of money time and

effort.Inadequate problem definition can cause

failure of research projects.


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THE PROCESS OF DEFINING THE PROBLEM

TASKS INVOLVED

DISCUSSION WITH

DECISION MAKERS

INTERVIEW WITH

EXPERTS

SECONDARY DATA

ANALYSIS

QUALITATIVE

RESEARCH

ENVIRONMENTAL CONTEXT OF THE PROBLEM

PROBLEM DEFINITION

MANAGEMENT DECISION PROBLEM

MARKETING RESEARCH PROBLEM

APPROACH DEVELOPEMENT


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TASKS INVOLVED(1) DISCUSSIONS WITH DECISION MAKERS:-

PROBLEM AUDIT:- It provides a useful framework for interacting with the

DM and identifying the underlying causes of the problem. It is a

comprehensive examination of a problem to understand its origin and

nature.

Interaction between the DM and the researcher should be characterized

by seven Cs:-

7C

COMMUNICATION

COOPERATION

CONFIDENCE

CANDOR-no hidden agenda

CLOSENESS

CONTINUITY

CREATIVITY


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(2) INTERVIEW WITH INDUSTRY EXPERTS:-

Usually through unstructured personal interviews. The purpose is to help

define the marketing research problem rather than to develop a

conclusive solution.(3) SECONDARY DATA ANALYSIS:-

Secondary data:- Data collected for some purpose other than the problem at hand.

Primary data:- Data originated by the researcher specifically to address the

research problem.

Analysis of available secondary data is an essential step in problem definition process.(4) QUALITATIVE RESEARCH:-

It is an unstructured exploratory research methodology based on small samples

intended to provide insight and understanding of the problem setting. It utilizes

popular techniques like focus groups, depth interviews (one to one ), pilot surveys

, case studies etc.

Pilot surveys:- surveys that tend to be less structured than large scale surveys in

that they generally contain more open ended questions and the sample size is

much smaller.


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ENVIRONMENTAL CONTEXT OF THE PROBLEMTo understand the background of a marketing research problem, the researcher

must understand the clients firm and industry. The researcher must analyze the

factors that have an impact on the definition of the marketing research problem.The factors that encompass the environmental context of the problem are:-

PAST INFORMATION AND

FORECASTS

RESOURCES AND CONSTRAINTS

OBJECTIVES

BUYER BEHAVIOR

LEGAL ENVIRONMENT

ECONOMIC ENVIRONMENT

MARKETING AND TECHNOLOGICAL

SKILLS

MONEY ,RESEARCH SKILLS ,COST, TIME ETC.

TRENDS OF SALES, MARKET PROFITIBILITY, MARKET

SHARE ETC.

PUBLIC POLICIES, LAWS, PATENTS,TRADEMARKS, TRADEAGREEMENTS , TAXES TARRIFS ETC.

PURCHASING POWER, GROSS INCOME, SAVINGS, CREDIT

AVAILAIBILITY ETC.

NUMBER, GEOGRAPHICAL LOCATION, DEMOGRAPHIC

AND PSYCOLOGICAL CAHARACTERSTICS, PRODUCT

CONSUMPTION HABIT ETC. OF BUYERS


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MARKETING DECISION PROBLEM VS.MARKETING RESEARCH PROBLEM

The Marketing Decision Problem

The difference between the current marketing situationand a given desired situation, e.g. sales are not picking upfor a new product as expected

Usually indicated by symptoms

Preliminary exploratory research is often needed to:

Clarify and better understand the marketing problem,

Understand possible causes of the marketing problem Determine what research information should be

collected to help solve the problem

Help define the research problem


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MARKETING DECISION PROBLEM VS.


The Marketing Research ProblemThe researchers translation of the

marketing decision problem into a form

that will guide the data collection effortand provide the required information tosolve the marketing problem


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COMPONENTS (CONTENTS) OF THE MKTING RESEARCHPROBLEM DEFINITION

1. Unit of analysis Target population from whom data is to be

collected, e.g. individual consumers, households, retailers,organizational customers, etc

2. Key Variables, Constructs, and/or Concepts

Anything that may assume different values among members

of the target population, e.g. age, level of satisfaction, etc3. Research objectives (questions) stating what variables

(constructs/concepts) will be measured for what units ofanalyses

Broad Objective Provides perspective (the big picture) Specific Objectives Provide clear guidelines on how to

proceed with the research


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MANAGEMENT DECISION PROBLEM AND MARKETING RESEARCH

PROBLEM

MANAGEMENT DECISION PROBLEM:- The problem confronting the decision

maker, it asks what the decision maker needs to do.

MARKETING RESEARCH PROBLEM:- A problem that entails determining

what information is needed and how it can be obtained in the most feasible

way.

MANAGEMENT DECISIONPROBLEM


ASKS WHAT THE DECISION MAKER

NEEDS TO DO

ASKS 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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Marketing Decision Problem Vs. Marketing ResearchProblem EXAMPLE:-

Marketing Decision Problem Marketing Research Problem

Should a new product be To determine consumer preferences

introduced? and purchase intentions for the

proposed new product.

Should the advertising To determine the effectiveness

campaign be changed? of the current advertising

campaign among the target audience.

Should the price of the To determine the price elasticity

brand be increased? of demand and the impact on sales

and profits of various levels

of price changes.


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DEVELOPING AN APPROACH TO THERESEARCH PROBLEM


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COMPONENTS (OUTPUTS) OF THE APPROACHTO THE PROBLEM

1. Theoretical Foundations

2. Research Questions

3. Conceptual Model

4. Hypotheses

5. Specific Information to be Collected


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1. Theoretical FoundationsTheory

Generalizations that we make about constructs (orconcepts and variables) and the relationships amongthem

A set of systematically interrelated concepts,definitions, and propositions that are advanced toexplain and predictphenomena (facts).

Value of Theory1. Summarizes what is known about an object of study

2. Narrows the range of facts we need to study

3. Suggests which research approaches will yield the greatestmeaning

4. Predicts further facts that should be found

5. Suggests a system that can be imposed on data in order toclassify them in meaningful ways


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The Role of Theory in Applied Marketing Research

Research Task Role of Theory1. Conceptualizing

and identifying

key variables

Provides a conceptual foundation and understanding of the basic processesunderlying the problem situation. These processes will suggest key dependent

and independent variables

2. Operationalizing

key variables

Theoretical constructs (variables) can suggest independent and dependent

variables naturally occurring in the real world.

3. Selecting aresearch design

Causal or associative relationships suggested by the theory may indicate whether

a causal or descriptive design should be adopted.

4. Selecting a

sample

The theoretical framework may be useful in defining the population and

suggesting variables for qualifying respondents, imposing quotas, or stratifying

the population

5. Analyzing and

interpreting data

The theoretical framework (and the models, research questions and hypotheses

based on it) guide the selection of a data analysis strategy and the interpretation

6. Integrating

findings

The findings obtained in the research project can be interpreted in the light of

previous research and integrated with the existing body of knowledge.


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2. Research Questions and Hypotheses Research questions (RQs) refined statements of the

specific components of the problem. A hypothesis (H) an unproven statement or

proposition relating to the phenomenon of interest tothe researcher; or to relationships among variables to

be investigated. Often, it is a possible answer to a research question.

Hypotheses may be:

Descriptive, or

Relational

Correlational, or

Causal


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3. Analytical (Conceptual) Model

A simplified representation of a complex system; A representation constructed to study some aspects

of a system or the system as a whole

A set of variables and their interrelationships

designed to represent, in whole or in part, some realsystem or process.

Types of Analytical Models

Verbal models Graphic models

Mathematical


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Verbal Models

Models in which the variables and theirrelationships are stated in prose form.

Such models may be mere restatements of the

main tenets of a theory.

E.g.

Consumers adopt products through a process

starting from awareness, through interest,

evaluation, preference formation, trial, purchase,

and finally adoption.


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Graphical Models Visual representations of key variables and

interrelationships. Used to isolate variables and to suggest directions of

relationships but are not designed to provide numericalresults.

Awareness

Understanding: Evaluation

Preference

Patronage


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Mathematical Models

n

iiixaa

y1

0

Models that explicitly specify relationshipsamong variables, usually in equation form.

Where

y = degree of preferenceX = factors that constitute the choice criteria

a0, ai = model parameters to be estimated


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Hypotheses

See conceptual model; For example, H1a: There is a positive link between the SERVQUAL

dimensions of responsiveness, assurance, reliabilityand empathy on one hand and satisfaction withservice employees on the other.

H1b: There is a positive link between the SERVQUALdimension of tangibles and satisfaction withphysical facilities of a service firm.


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Developing Research Questions and Hypotheses

Components of the

Research Questions

Hypotheses

Objective/Theoretical

Framework

AnalyticalModel

Marketing Research Problem

S f th B i i St f


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Summary of the Beginning Stages ofMarketing Research

Symptom of Marketing Problem

Exploratory Research

Formulation of Research Problem

Initial understanding of PossibleCauses of the Problem

Marketing Decision Problem

Statement of Research Objectives

Sales are not picking up for a new

product/brand

The brand has an image problem

How can we improve the brands

image?

See next slide

See next slide

Summary of the Beginning Stages of


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Summary of the Beginning Stages ofMarketing Research - Continued

Research Questions:

1) What is the current image of

our brand compared to

competitors brands?

2) What is the role of our price,

packaging, distribution,

advertising, etc on the

current image of our brand?3) Will a change in packaging

lead to a positive change in

image?

Research Objectives

1) To determine our brands

image compared to

competitors brands.

2) To determine the source of

our current image problems.

3) To examine the specific role

of packaging in the presentimage of our brand.


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Concept : a concept is a generally accepted collection of

meanings or characteristics associated with certain

events, objects, conditions, situations and behaviors.

Construct: a construct is an image or abstract idea

specifically invented for a given research and/or theory

building purpose.

Variable : a variable is s symbol of an event, act,

characteristic, trait or attitude that can be measured and

to which we assign categorical values.

Phenomenon : the way the things appear to our scene.

Reality : what actually the things areDefinition:


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defining research problem

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