steps in mrslide 1© associate professor dr. jamil bojei, 2007

Steps in MR Slide 1© Associate Professor Dr. Jamil Bojei, 2007


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


STEP 1: DEFINING THE PROBLEM


STEP 1

• Problem definition – a broad statement of the general problem and identification o the specific components of the marketing research problem


The Problem Definition and Approach Development Process

Tasks Involved

Qualitative Research

Discussions with Decision Makers

Interviews withExperts

Secondary DataAnalysis

Environmental Context of the Problem

Step 1: Problem Definition

Management Decision Problem

Marketing Research Problem

Step 2: Approach to the Problem

Step 3: Research Design

ResearchQuestions and Hypotheses

Analytical Framework and Models

Specification of

Information Needed


• Discussions with Decision Makers

• Interviews with Industry Experts

• Secondary Data Analysis

• Qualitative Research

Tasks Involved in Problem Definition


The Seven Cs of InteractionThe interaction between the DM and the researcher should be characterized by the seven Cs:

1. Communication

2. Cooperation

3. Confidence

4. Candor

5. Closeness

6. Continuity

7. Creativity


Underlying Causes

• Superior Promotion by Competition

• Inadequate Distribution of Company’s Products

• Lower Product Quality

• Price Undercutting by a Major Competitor

Focus of the DM Focus of the Researcher

Discussion

Discussion Between the Researcher and the DM

Symptoms

• Loss of Market Share


STEP 2: DEVELOPING AN APPROACH TO THE

PROBLEM


THE PROCESS OF STEP 1 & 2• Task Involved

Discussions with decision makers• The history of problem

• The alternative course of action available to decision maker

• The criteria that will be used to evaluate the alternative courses of action

• The nature of potential actions that are likely to be suggested based on the research findings.



Discussions with decision makers (cont.)• The information that is needed to answer the

decision maker’s questions

• The manner in which the decision maker will use each item of information in making decision.

• The corporate culture as it relates to decision making.



Interviews with industry experts• Individuals knowledgeable about the fir and the

industry—may help researcher formulate the marketing research problem.

• Experts may be found inside and outside the firm.

• A prepared list of topics to be covered during the interviews is often helpful



Secondary data analysis• Secondary data is data collected for some purpose

other than the problem at hand.

• Primary data is data originated by the researcher specifically to address the research problem.


Primary vs. Secondary Data• Primary data are originated by a researcher for

the specific purpose of addressing the problem at hand. The collection of primary data involves all six steps of the marketing research process (Chapter 1).

• Secondary data are data which have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.


Table 4.1 A Comparison of Primary and

Secondary Data


Uses of Secondary Data

• Identify the problem

• Better define the problem

• Develop an approach to the problem

• Formulate an appropriate research design (for example, by identifying the key variables)

• Answer certain research questions and test some hypotheses

• Interpret primary data more insightfully


Criteria for Evaluating Secondary Data

• Specifications: Methodology Used to Collect the Data

• Error: Accuracy of the Data

• Currency: When the Data Were Collected

• Objective(s): The Purpose for Which the Data Were Collected

• Nature: The Content of the Data

• Dependability: Overall, How Dependable Are the Data


Figure 4.3 A Classification of Secondary Data

Secondary Data

Internal

Requires Further

Processing

Ready to Use

Published Materials

Computerized Databases

SyndicatedServices

External


Published SecondaryData

GeneralBusinessSources

Other GovernmentPublications

Census Data

Government Sources

Figure 4.4 A Classification of Published Secondary Sources

GuidesDirectories

Indices

StatisticalData


Computerized Databases

Online Internet Offline

Special Purpose

Databases

Directory Databases

Full- TextDatabases

BibliographicDatabases

Numeric Databases

Figure 4.6 A Classification of Computerized Databases



Qualitative research• An unstructured exploratory research methodology

based on small samples intended to provide insight and understanding of the problem setting.


THE PROCESS OF STEP 1 & 2• Environmental context of the problem

Past information and forecast Resources and constraints Objectives of the decision maker Buyer behavior Legal environment Economic environment Marketing and technological skills


MANAGEMENT DECISION PROBLEM

• The problem confronting the decision maker. It asks what the decision maker need to do.


MARKETING RESEARCH PROBLEM

• The marketing research problem asks what information is needed and how it can best be obtained.


Management Decision Problem Research Problem

Should the price be cut in response to a price cut by a competitor?

Determine the buyer behavior at various price levels.

Should “Keropok Segera” be introduced in the market.

Assess the probable market size and market share for “Keropok Segera”

What should be done to increase the market share of “Celcom”?

Determine the relative strengths and weaknesses of Celcom vis-à-vis those of the competitors.

MANAGEMENT DECISION PROBLEM AND MARKETING RESEARCH PROBLEMS


Management Decision Problem Vs. Marketing Research Problem

Management Decision Problem Marketing Research Problem Should a new product be To determine consumer introduced? preferences and purchase

intentions for the proposed new product.

Should the advertising To determine the effectivenesscampaign be changed? of the current advertising

campaign. Should the price of the To determine the price elasticitybrand be increased? of demand and the impact on

sales and profits of various levels of price changes.


Common Errors

Errors in Defining the Market Research Problem

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.


Proper Definition of the Marketing Research Problem

Marketing Research Problem

BroadStatement

SPECIFIC COMPONENTS

Component 1 Component 2 Component 3


COMPONENTS OF THE APPROACH

• Analytical Framework and Models Objective evidence – unbiased evidence that is

supported by empirical findings. Theory – a conceptual scheme based on

foundational statements, which are assumed to be true.

Analytical model – an explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part



• Analytical Framework and Models (cont.) Verbal model – analytical model that provide a written

representation of the relationships between variables. Graphical model – analytical model that provides a

visual picture of the relationships between variables. Mathematical model – analytical model that explicitly

describe the relationships between variables, usually in equation form.



• Research questions Are refined statements of the specific

components if the problem. A problem components may break into several research questions.

Research questions are designed to ask the specific information required to address each problem component.



• Hypothesis An unproven statements or proposition about a

factor or phenomenon that is of the interest to the researcher.

steps in mrslide 1© associate professor dr. jamil bojei, 2007

Documents

associate professor

jamil bojei

problem definition slide

data slide

general problem

history of problem

research design slide

process of step