Chapter 3 - Problem definition, exploratory research, and the research process. Conducting marketing research involves a series of logical steps, beginning with problem definition and research objectives. What are the steps in the marketing research process? How is the research process initiated? These are the issues we will address in this chapter. | 3-1 Chapter Three 3-2 1. Recognize the problem or opportunity 2. Find out why the information is being sought 3. Understand the decision making environment 4. Use the symptoms to help clarify the problem Can the problem become opportunity? Any suspect motives? Examine cultural & bureaucracy issues Determine cause & effect relationships The Problem Definition Process Key Terms & Definitions 3-3 5. Translate management problem to marketing research problem 6. Determine whether the information already exists 7. Determine whether the question can be answered 8. State the research objectives Management support is key Have you researched other research? Are the objectives clear and realistic? Include timetable and responsible party The Problem Definition Process Key Terms & Definitions The professor might want to emphasize this process because many times the students do not put enough thought into formulating research objectives. 3-4 Purposes Define Terms Clarify Problems Develop . | 3-1 Chapter Three 3-2 1. Recognize the problem or opportunity 2. Find out why the information is being sought 3. Understand the decision making environment 4. Use the symptoms to help clarify the problem Can the problem become opportunity? Any suspect motives? Examine cultural & bureaucracy issues Determine cause & effect relationships The Problem Definition Process Key Terms & Definitions 3-3 5. Translate management problem to marketing research problem 6. Determine whether the information already exists 7. Determine whether the question can be answered 8. State the research objectives Management support is key Have you researched other research? Are the objectives clear and realistic? Include timetable and responsible party The Problem Definition Process Key Terms & Definitions The professor might want to emphasize this process because many times the students do not put enough thought into formulating research objectives. 3-4 Purposes Define Terms Clarify Problems Develop Theories Establish Priorities Gain General Information Preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied. Exploratory Studies Defined The Decision-Making Environment Key Terms & Definitions Examples of actual products/brands and situations help when explaining this type of research. 3-5 A Research Hypothesis: A conjectural statement about a relationship between two or more variables that can be tested with empirical data. A claim, or argument about your theory of what is causing “X” that you will research to prove or disprove: “Sales are declining because of competition” A Research Question: Questioning what the researcher wants to learn – without making a claim about what might be causing the issue at hand. “We don’t know why sales are declining, so let’s research the problem to find out.” Research Hypothesis vs. Research Question Key Terms & Definitions 3-6 The .
