Defining the Problem and Determining Research Objectives

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Chapter
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Friday, October 20
Defining the Problem and Determining Research
Objectives
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Differences Between Managers and Researchers

• Marketing managers and researchers see the world
  differently because they have different jobs to
  perform and their backgrounds are very different.

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Differences Between Managers and Researchers
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Discussion and Definition of the Problem
Discussions often take place between managers and
researchers to determine the problem.
Researchers should ask questions relating to
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Define the Marketing Managers ProblemQuestions
cont.
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Online Research and Problem Definition

• Managers sometimes must act fast, Online research
  could help
• Positive Outcome Online systems aid in the
  process because information systems speed
  information delivery
• Negative Outcomes 1. Information Overload or 2.
  Online environment also means that competitors
  and customers have better information

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Define the Marketing Management Problem and
Research Objectives

• Marketing Management Problem
• Symptoms of failure to achieve an objective are
  present. What should be done?
• Difference between these two actions
• Symptoms of the likelihood of achieving an
  objective are present (opportunity
  identification). What should be done?
• Marketing Research Objectives
• Providing relevant, accurate, and unbiased
  information that managers can use to solve their
  marketing management problems

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Defining the Marketing Management Problem

• Understanding of the Managers Situation
• Background of the product/service company
  history, overall mission, marketing plans,
  managers objectives and her/his resources, etc.
• Clarify Symptoms
• Symptoms are changes or _________. Examples
  include changes in sales volume, market share,
  profits, or dealer orders, also complaints and/or
  competitor actions could be indicators

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Define the Marketing Managers Problemcont.

• Pinpoint suspected causes of the problem.
• Eliminating a symptom does not solve the problem.
• For every problem, an underlying cause can be
  found.
• A probable cause differs from a possible cause.
  Important to list all possibilities first.
• Specify actions that may alleviate the problem.
• Solutions include any marketing action that may
  resolve the problem.

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Define the Marketing Managers Problemcont.

• Assess the adequacy of information on hand to
  specify research objectives.
• Information State quantity and quality of
  evidence a manager possesses
• Information Gaps discrepancies between the
  current information level and the desired level
  of information at which a manager feels
  comfortable resolving the problem at hand
• Manager and researcher come to agree on research
  objectives based on the information gaps.

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The Invitation to Bid and the Marketing Research
Proposal

• A marketing research proposal flows from an
  invitation to bid (ITB) or request for
  proposal ( RFP)
• Both define the marketing management problem
• Both specify the research objectives
• The bid details the research method proposed by
  the researcher to accomplish the research
  objectives

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The Invitation to Bid and the Marketing Research
Proposal

• The problem statement for both identifies
• the company, division, or principals involved
• the symptoms
• the possible causes of the symptoms
• the anticipated uses of the research information
• The research proposal ensures that the researcher
  and the manager see the problem in the same way.

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The Invitation to Bid and the Marketing Research
Proposal

• The proposal itemizes the information objectives
  agreed to by the manager and researcher.
• Constructs and operational definitions are
  specified.
• A construct is a marketing term or concept that
  is involved in the marketing management problem
  (e.g. brand awareness, product knowledge,
  attitude, loyalty, satisfaction).
• An operational definition describes how the
  researcher will measure a construct.

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Formulate the Marketing Research
ProposalTranslate the Research Objectives to Be
Researchablecont.

• Relationships are identified.
• A relationship is a meaningful link believed to
  exist between two constructs (lower price is
  related to greater sales, higher exposure is
  related to greater awareness, etc.).
• A model is decided.
• A model connects constructs with understandable
  logic

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The Invitation to Bid and the Marketing Research
Proposal

• The proposed research method identifies data
  collection mode, questionnaire design, sample
  plan, and other aspects of the anticipated
  marketing research.