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1、ExploringMarketing ResearchWilliam G. ZikmundChapter 5: Problem Definition and the Research Proposal Problem discoveryProblem definition (statement of research objectives)Secondary (historical) dataExperience surveyPilot studyCase studySelection of exploratory research techniqueSelection of basic re
2、search methodExperimentSurvey ObservationSecondary Data StudyLaboratoryFieldInterviewQuestionnaireSelection of exploratory research techniqueSamplingProbabilityNonprobabilityCollection of data (fieldwork)Editing and coding dataData processingInterpretation of findingsReportData GatheringData Process
3、ing and AnalysisConclusions and ReportResearch DesignProblem Discovery and DefinitionCopyright 2000 Harcourt, Inc. All rights reserved.COMPLETELY CERTAINABSOLUTE AMBIGUITYCAUSAL OR DESCRIPTIVEEXPLORATORYRemember - Uncertainty Influences the Type of ResearchProblem Discovery and Definition First Step
4、 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 EinsteinCopyright 2000 Harcourt, Inc. All rights reserved.Problem definition The indication of a specific marketi
5、ng decision area that will be clarified by answering some research questions.Copyright 2000 Harcourt, Inc. All rights reserved.Statement of Research ObjectivesProblem DefinitionDefining Problem Results in Clear Cut Research ObjectivesExploratory Research (Optional)Analysis of the SituationSymptom De
6、tectionThe Process of Problem DefinitionAscertain the decision makers objectivesUnderstand background of the problemIsolate/identify the problem, not the symptomsDetermine unit of analysisDetermine relevant variablesState research questions and objectivesAscertain the Decision Makers Objectives Deci
7、sion makers objectives Managerial goals expressed in measurable terms.Copyright 2000 Harcourt, Inc. All rights reserved.The Iceberg Principle The principle indicating that the dangerous part of many marketing problems is neither visible to nor understood by marketing managers.Copyright 2000 Harcourt
8、, Inc. All rights reserved.Understand the Background of the Problem Exercising Judgment Situation analysis - The informal gathering of background information to familiarize researchers or managers with the decision area.Copyright 2000 Harcourt, Inc. All rights reserved.Isolate and identify the probl
9、ems, not the symptoms Symptoms Can Be ConfusingCopyright 2000 Harcourt, Inc. All rights reserved.Symptoms Can Be ConfusingTwenty-year-old neighborhood swimming association: Membership has been declining for years. New water park -residents prefer the expensive water park? Demographic changes: Childr
10、en have grown upCopyright 2000 Harcourt, Inc. All rights reserved.Problem Definition OrganizationSymptoms Based on Symptom True ProblemTwenty-year-old neighborhood swimming association in a major city.Membership has been declining for years. New water park with wave pool and water slides moved into
11、town a few years ago.Neighborhood residents prefer the expensive water park and have negative image of swimming pool. Demographic changes: Children in this 20-year -old neighborhood have grown up. Older residents no longer swim anywhere.Determine the Unit of Analysis Individuals, households, organiz
12、ations, etc. In many studies, the family rather than the individual is the appropriate unit of analysis.Copyright 2000 Harcourt, Inc. All rights reserved.Determine the relevant VARIABLE Anything that may assume different numerical valuesCopyright 2000 Harcourt, Inc. All rights reserved.Types of Vari
13、ablesCategorical Continuous DependentIndependentHypothesis An unproven proposition A possible solution to a problem GuessState the research questions and research objectivesCopyright 2000 Harcourt, Inc. All rights reserved.Statement of marketing problemExploratory research (optional)Statement of mar
14、keting problemBroad research objectivesSpecific Objective 1Specific Objective 2Specific Objective 3Research DesignResultsResearch Proposal A written statement of the research design that includes a statement explaining the purpose of the study Detailed outline of procedures associated with a particu
15、lar methodologyBasic Questions - Problem Definition What is the purpose of the study? How much is already known? Is additional background information necessary? What is to be measured? How? Can the data be made available? Should research be conducted? Can a hypothesis be formulated?Copyright 2000 Ha
16、rcourt, Inc. All rights reserved.Basic Questions -Basic Research Design What types of questions need to be answered? Are descriptive or causal findings required? What is the source of the data?Copyright 2000 Harcourt, Inc. All rights reserved.Basic Questions - Basic Research Design Can objective answers be obtained by asking people? How quickly is the information needed? How should survey questions
