King Fahd University of Petroleum

1
King Fahd University of Petroleum
MineralsDepartment of Management and Marketing
MKT 345 - Marketing Researchby Dr. Alhassan G.
Abdul-Muhmin

• Problem Definition and the Research Proposal
• Reference Zikmund Babin, Chapter 5

2
Learning Objectives

• At the end of the discussion you should be able
  to
• explain why proper problem definition is
  important in research
• identify the components of a properly defined
  research problem definition
• translate a managerial decision statement into a
  relevant research problem/objective
• explain what a research proposal is and outline
  its contents
• explain why it is important to write a research
  proposal

3
IMPORTANCE OF PROBLEM DEFINITION

• A problem well defined is half solved
• The formulation of the problem is often more
  essential than its solution. (Albert Einstein)
• How the problem is framed determines what
  solution is obtained
• The two Christian priests of yesteryear
• The two groups of Saudi youth and the punctured
  tires
• The research problem drives subsequent stages of
  the research process
• Proper problem definition ensures that the
  research results will meet decision makers
  objectives

4
The Process of Problem Definition
5
The Process of Problem Definition1. Understand
the Business Decision

• Researcher needs to understand
• the decision makers objectives (i.e. desirable
  end-states that the decision maker hopes to
  achieve within a future time frame) for
  conducting the research
• the business context in which the decision maker
  operates objectives
• Can be achieved by conducting a situation
  analysis - informal gathering of background
  information to familiarize the researcher and
  manager with the decision-making environment
  situation.
• Useful guidelines are
• Develop many alternative problem statements
• Think about potential solutions to the problems
• Use free-association techniques to generate lists
  of ideas
• Be open-minded. Consider all plausible ideas

6
The Process of Problem Definition2. Isolate
Symptoms from Problem

• Symptom the sign (indicator) that something is
  wrong (e.g. sales decline)
• Problem the actual reasons (possible causes)
  for the discrepancy between what is (current
  situation) and what is desired (e.g. lack of
  motivation among salespeople)
• Tackling the symptoms may not necessarily solve
  the problem, the real (root) causes must be
  identified and tackled
• See next slide for example of differences between
  symptoms and problems, and Exhibit 5.4 for link
  with decision statements

7
Isolating Problems from Symptoms
Problem Definition Organization Symptom
s Based on Symptom Probable True
Problem
Twenty-year-old neighborhood swimming association
seeks research help

• Membership has been declining for years.
• Less frequent usage among members
• Increased attendance at new water park with wave
  pool and water slides that moved into town a few
  years ago.

Neighborhood residents prefer the water park

• Demographic changes
• Swim facility is outdated and does not appeal to
  younger families
• Younger families and children have negative
  image of the pool.
• Older residents no longer swim anywhere.

8
The Process of Problem Definition3. Write
Managerial Decision Statements and Corresponding
Research Objectives

• Decision statements capture the researchers
  understanding of the decision makers objectives
  (reasons) for seeking the research
• Essentially involves stating the information that
  is needed to help make the decision
• Decision statements must then be translated into
  research objectives (the deliverables of the
  research)
• See Exhibit 5.5 for link between decision
  statements and research objectives

9
The Process of Problem Definition 4. Determine
Unit of Analysis

• Unit of Analysis The target population from
  whom data needs to be collected to serve the
  research objectives
• These could be
• Individuals (maybe even further classified by
  demographics, geographic location, etc)
• Households
• Organizational customers (e.g. retailers,
  wholesalers)
• Competitors
• Etc
• Sometimes a single research problem may require
  investigation at one or more levels of analysis

10
The Process of Problem Definition5. Determine
Relevant Variables

• Variable - Anything that may assume different
  values among members of the target population,
  e.g. age, level of satisfaction, etc
• Variables can be
• Categorical or continuous
• Dependent or independent
• Variable classifications have implications for
  data analysis
• A hypothesis is an unproven statement (or a
  guess) about the nature of relationships between
  variables or possible solution to a problem

11
The Process of Problem Definition6. State
Research Questions and Objectives

• Research Objectives
• Goals that the research is designed to achieve
• Research Questions
• Questions for which the research is designed to
  provide answers
• The researchers translation of the managerial
  (marketing) problem into a specific inquiry
• Research questions and research objectives often
  differ only in terms of phrasing (whether as a
  question or a statement)
• Research objectives should be stated both in
  broad and specific terms to give
• Broad research objective, and
• Specific research objectives

12
SUMMARYCOMPONENTS (CONTENTS) OF THE MKTING
RESEARCH PROBLEM DEFINITION

• Unit of analysis ? Target population from whom
  data is to be collected, e.g. individual
  consumers, households, retailers, organizational
  customers, etc
• Key Variables, Constructs, and/or Concepts
• Anything that may assume different values among
  members of the target population, e.g. age, level
  of satisfaction, etc
• Variables can be categorical or continuous
  dependent or independent
• Research objectives (questions) stating what
  variables (constructs/concepts) will be measured
  for what units of analyses
• Broad Objective Provides perspective (the big
  picture)
• Specific Objectives Provide clear guidelines on
  how to proceed with the research

13
THE RESEARCH PROPOSAL

• A written statement of the research design
  (strategy, blueprint) that often also includes
• a statement explaining the purpose of the study
  (in the form of research objectives or
  deliverables)
• a definition of the problem (often in the form of
  a decision statement)
• the particular research methodology that will be
  employed
• details of procedures that will be used during
  each stage of the research process, and
• a schedule of costs and deadlines

14
Contents of the Research Proposal

• Purpose of the research
• The general purpose (includes the marketing
  problem and the research problem)
• Specific research objectives to be achieved with
  the study (including clear specification of
  variables involved)
• Research Design
• Specific research method (or methods) to be used
• Justification for choice of methods
• Measurement
• How variables will be measured
• Sample questions
• Sample Design
• What the target population will be
• How the sample will be selected
• What size of sample will be used

15
Contents of the Research Proposal - Continued

• Data gathering
• How the data will be collected and by who.
• Data Processing/Analysis
• How the data will be processed
• What analysis techniques will be used for
  specific research objectives
• Presentation of Results
• How results will be presented
• Written report
• Oral presentation
• Time Schedule
• Time schedule for completion of the study (if
  possible in the form of a Gantt Chart)
• Budget
• Overall cost of the study (including breakdown of
  different cost components)

16
Time Schedule
17
Functions of a Research Proposal

• For Management (the client)
• Evaluation
• It helps the client to evaluate the ability of
  the research to accomplish its objectives
• Choosing research suppliers
• Client judges quality of different research
  suppliers from their proposals
• Judgment standard
• It is a standard for determining if the research
  was conducted as planned

18
Functions of a Research Proposal

• For the Researcher
• Thinking ahead
• It forces the researcher to think through the
  different stages of the research process
• Bidding document
• It serves as the researchers bid to offer a
  specific service
• For Both Parties
• Communication
• It serves as a means of communication between the
  researcher and the client (decision maker)
• Written Contract
• It serves as a written contract that can always
  be referred to