Marketing

Problem Definition

“If I had one hour to save the world,

I would spend fifty-five minutes defining

the problem and only five minutes finding

the solution.”

Albert Einstein

Research Process

Stage 1: Problem Definition

Problem Definition

Research Questions + Objectives

Stage 2: Design & Planning

Research Design

Exploratory | Descriptive | Causal

Research Methods

Secondary | Primary

(Qualitative | Quantitative)

Sampling Selection

Probability | Non-Probability

Stage 3: Implementation

Data Collection

Data Analysis

Stage 4: Report & Follow-up

Report

Follow-up

“Looking at Data” & Statistical Tests

Importance of Defining the Problem

• Defining the problem:

– Stating the general problem

– Identifying the specific components of the mktg research

problem

• Why is it important?

The Process of Defining the Problem

•

•

•

Recognizing •

a Problem •

Gap Analysis

Discussions with Decision Makers

Interviews with Experts

Secondary Data Analysis

Qualitative Research

• Management Decision Problem

Problem

Definition

• Marketing Research Problem

•

•

Approach to •

the Problem •

Objective / Theoretical

Analytical

Research Questions

Hypotheses

Recognizing a Problem:

Gap Analysis

Problem: A gap between plan & actual

Opportunity: A gap between actual and possible

• Objectives are set

• Feedback on objectives is available

• Objectives and feedback are compared

Recognizing a Problem:

Find Out Why the Information Is Being Sought

• Results of research

– How will information be used

– What decisions will be made

• Managers need to prioritize questions and issues

• Questions should be rephrased slightly differently and the

differences should be discussed

• Create sample data and ask if data can help answer the

questions

• Identify real need for market research

The Process of Defining the Problem

•

•

•

Recognizing •

a Problem •

Gap Analysis

Discussions with...