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Steps in MR Slide 3© Associate Professor Dr. Jamil Bojei, 2007
STEP 2: DEVELOPING AN APPROACH TO THE
PROBLEM
Steps in MR Slide 4© Associate Professor Dr. Jamil Bojei, 2007
STEP 3: FORMULATING A RESEARCH DESIGN
Steps in MR Slide 5© Associate Professor Dr. Jamil Bojei, 2007
STEP 4: DOING FIELD WORK OR COLLECTING DATA
Steps in MR Slide 7© Associate Professor Dr. Jamil Bojei, 2007
STEP 6: PREPARING AND PRESENTING THE REPORT
Steps in MR Slide 9© Associate Professor Dr. Jamil Bojei, 2007
STEP 1
• Problem definition – a broad statement of the general problem and identification o the specific components of the marketing research problem
Steps in MR Slide 10© Associate Professor Dr. Jamil Bojei, 2007
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
Steps in MR Slide 11© Associate Professor Dr. Jamil Bojei, 2007
• Discussions with Decision Makers
• Interviews with Industry Experts
• Secondary Data Analysis
• Qualitative Research
Tasks Involved in Problem Definition
Steps in MR Slide 12© Associate Professor Dr. Jamil Bojei, 2007
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
Steps in MR Slide 13© Associate Professor Dr. Jamil Bojei, 2007
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
Steps in MR Slide 14© Associate Professor Dr. Jamil Bojei, 2007
STEP 2: DEVELOPING AN APPROACH TO THE
PROBLEM
Steps in MR Slide 15© Associate Professor Dr. Jamil Bojei, 2007
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.
Steps in MR Slide 16© Associate Professor Dr. Jamil Bojei, 2007
THE PROCESS OF STEP 1 & 2• Task Involved
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.
Steps in MR Slide 17© Associate Professor Dr. Jamil Bojei, 2007
THE PROCESS OF STEP 1 & 2• Task Involved
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
Steps in MR Slide 18© Associate Professor Dr. Jamil Bojei, 2007
THE PROCESS OF STEP 1 & 2• Task Involved
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.
Steps in MR Slide 19© Associate Professor Dr. Jamil Bojei, 2007
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.
Steps in MR Slide 20© Associate Professor Dr. Jamil Bojei, 2007
Table 4.1 A Comparison of Primary and
Secondary Data
Steps in MR Slide 21© Associate Professor Dr. Jamil Bojei, 2007
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
Steps in MR Slide 22© Associate Professor Dr. Jamil Bojei, 2007
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
Steps in MR Slide 23© Associate Professor Dr. Jamil Bojei, 2007
Figure 4.3 A Classification of Secondary Data
Secondary Data
Internal
Requires Further
Processing
Ready to Use
Published Materials
Computerized Databases
SyndicatedServices
External
Steps in MR Slide 24© Associate Professor Dr. Jamil Bojei, 2007
Published SecondaryData
GeneralBusinessSources
Other GovernmentPublications
Census Data
Government Sources
Figure 4.4 A Classification of Published Secondary Sources
GuidesDirectories
Indices
StatisticalData
Steps in MR Slide 25© Associate Professor Dr. Jamil Bojei, 2007
Computerized Databases
Online Internet Offline
Special Purpose
Databases
Directory Databases
Full- TextDatabases
BibliographicDatabases
Numeric Databases
Figure 4.6 A Classification of Computerized Databases
Steps in MR Slide 26© Associate Professor Dr. Jamil Bojei, 2007
THE PROCESS OF STEP 1 & 2• Task Involved
Qualitative research• An unstructured exploratory research methodology
based on small samples intended to provide insight and understanding of the problem setting.
Steps in MR Slide 27© Associate Professor Dr. Jamil Bojei, 2007
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
Steps in MR Slide 28© Associate Professor Dr. Jamil Bojei, 2007
MANAGEMENT DECISION PROBLEM
• The problem confronting the decision maker. It asks what the decision maker need to do.
Steps in MR Slide 29© Associate Professor Dr. Jamil Bojei, 2007
MARKETING RESEARCH PROBLEM
• The marketing research problem asks what information is needed and how it can best be obtained.
Steps in MR Slide 30© Associate Professor Dr. Jamil Bojei, 2007
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
Steps in MR Slide 31© Associate Professor Dr. Jamil Bojei, 2007
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.
Steps in MR Slide 32© Associate Professor Dr. Jamil Bojei, 2007
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.
Steps in MR Slide 33© Associate Professor Dr. Jamil Bojei, 2007
Proper Definition of the Marketing Research Problem
Marketing Research Problem
BroadStatement
SPECIFIC COMPONENTS
Component 1 Component 2 Component 3
Steps in MR Slide 34© Associate Professor Dr. Jamil Bojei, 2007
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
Steps in MR Slide 35© Associate Professor Dr. Jamil Bojei, 2007
COMPONENTS OF THE APPROACH
• 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.
Steps in MR Slide 36© Associate Professor Dr. Jamil Bojei, 2007
COMPONENTS OF THE APPROACH
• 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.