05-prob def & rsch prposal.ppt

Exploring Marketing ResearchWilliam G. Zikmund
Chapter 5:
Problem Definition and the
Research Proposal
Problem
discovery
Problem definition
(statement of
research objectives)
Secondary
(historical)
data
Experience
survey
Pilot
study
Case
study
Selection of
exploratory research
technique
Selection of
basic research
method
Experiment
Survey
Observation
Secondary
Data Study
Laboratory
Field
Interview
Questionnaire
Selection of
exploratory research
technique
Sampling
Probability
Nonprobability
Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing
Interpretation
of
findings
Report
Data
Gathering
Data
Processing
and
Analysis
Conclusions
and Report
Research Design
Problem Discovery
and Definition
Copyright © 2000 Harcourt, Inc. All rights reserved.
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
CAUSAL OR
DESCRIPTIVE
EXPLORATORY
Remember - Uncertainty Influences the Type of Research
Problem Discovery and Definition
First Step
Problem, Opportunity, or Monitor Operations
Discovery before Definition
Problem means Management Problem
“The formulation of the problem is often more essential than its solution.”
Albert Einstein
Copyright © 2000 Harcourt, Inc. All rights reserved.
Problem definition
The indication of a specific marketing decision area that will be clarified by answering some research questions.
Copyright © 2000 Harcourt, Inc. All rights reserved.
Statement of
Research Objectives
Problem Definition
Defining Problem Results in
Clear Cut Research Objectives
Exploratory
Research
(Optional)
Analysis of
the Situation
Symptom Detection
The Process of
Problem Definition
Ascertain the decision maker’s objectives
Understand background of the problem
Isolate/identify the problem, not the symptoms
Determine unit of analysis
Determine relevant variables
State research questions and objectives
Ascertain the Decision Maker’s Objectives
Decision makers’ objectives
Managerial goals expressed in measurable terms