Marketing Research and Consumer Behavior Insights

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Marketing Research and Consumer Behavior Insights

• Chapter 5
• Problem Definition and the
• Research Proposal

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A Sea Horses Tale
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Selection of exploratory research technique
Problem discovery
Problem Discovery and Definition
Sampling
Selection of exploratory research technique
Probability
Nonprobability
Secondary (historical) data
Experience survey
Pilot study
Case study
Collection of data (fieldwork)
Data Gathering
Data Processing and Analysis
Editing and coding data
Problem definition (statement of research
objectives)
Data processing
Selection of basic research method
Research Design
Conclusions and Report
Interpretation of findings
Experiment
Survey
Observation
Secondary Data Study
Report
Laboratory
Field
Interview
Questionnaire
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Uncertainty Influences the Type of Research
CAUSAL OR DESCRIPTIVE
EXPLORATORY
COMPLETELY CERTAIN
ABSOLUTE AMBIGUITY
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Problem Discovery and Definition

• First step
• Problem, opportunity, or monitor operations
• Discovery before definition
• Problem means management problem

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The formulation of the problem is often more
essential than its solution.

• Albert Einstein

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Problem Definition

• The indication of a specific marketing decision
  area that will be clarified by answering some
  research questions.

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Defining Problem Results in Clear Cut Research
Objectives
Symptom Detection
Exploratory Research (Optional)
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The Process of Problem Definition
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Ascertain the Decision Makers Objectives

• Decision makers objectives
• Managerial goals expressed in measurable terms.

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The Iceberg Principle (p. 103)

• The principle indicating that the dangerous part
  of many marketing problems is neither visible to
  nor understood by marketing managers.

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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.

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Isolate and Identify the Problems, Not the
Symptoms

• Symptoms can be confusing

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Symptoms Can Be Confusing

• Twenty-year-old neighborhood swimming
  association
• Membership has been declining for years.
• New water park -residents prefer the expensive
  water park????
• Demographic changes Children have grown up

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Problem Definition Organization Symptom
s Based on Symptom True Problem
Twenty-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 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.
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What Language Is Written on This Stone Found by
Archaeologists?
TOTI EMUL ESTO
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The Language Is English To Tie Mules To
TOTI EMUL ESTO
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Determine the Unit of Analysis

• Individuals, households, organizations, etc.
• In many studies, the family rather than the
  individual is the appropriate unit of analysis.

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Determine the Relevant Variable

• Anything that may assume different numerical
  values

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Types of Variables

• Categorical
• Continuous
• Dependent
• Independent

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Hypothesis

• An unproven proposition
• A possible solution to a problem
• Guess

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State the research questions and research
objectives
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If you do not know where you are going,any road
will take you there.
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Statement of marketing problem
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The Process of Problem Definition
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Research 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
  particular methodology

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Basic 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?

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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?

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Basic Questions - Basic Research Design

• Can objective answers be obtained by asking
  people?
• How quickly is the information needed?
• How should survey questions be worded?
• How should experimental manipulations be made?

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Basic Questions - Selection of Sample

• Who or what is the source of the data?
• Can the target population be identified?
• Is a sample necessary?
• How accurate must the sample be?
• Is a probability sample necessary?
• Is a national sample necessary?
• How large a sample is necessary?
• How will the sample be selected?

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Basic Questions - Data Gathering

• Who will gather the data?
• How long will data gathering take?
• How much supervision is needed?
• What operational procedures need to be followed?

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Basic Questions - Data Analysis

• Will standardized editing and coding procedures
  be used?
• How will the data be categorized?
• What statistical software will be used?
• What is the nature of the data?
• What questions need to be answered?
• How many variables are to be investigated
  simultaneously?
• Performance criteria for evaluation?

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Basic Questions - Type of Report

• Who will read the report?
• Are managerial recommendations requested?
• How many presentations are required?
• What will be the format of the written report?

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Basic Questions - Overall Evaluation

• How much will the study cost?
• Is the time frame acceptable?
• Is outside help needed?
• Will this research design attain the stated
  research objectives?
• When should the research be scheduled to begin?

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Anticipating Outcomes

• Dummy tables
• Representations of the actual tables that will be
  in the findings section of the final report used
  to gain a better understanding of what the actual
  outcomes of the research will be.

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THINKING