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Marketing Research Problem Approach

This document outlines the process for defining a marketing research problem and developing an approach. It discusses defining the problem through tasks like discussing with decision makers, problem audits, and secondary research. Step 1 is to define the problem broadly and specifically. Step 2 is to develop an approach, including establishing objectives and a theoretical framework, developing an analytical model, refining research questions, and generating hypotheses about information needed. The overall process provides guidelines for clearly scoping the problem and outlining how to proceed with research.

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Ayush Garg
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11 views6 pages

Marketing Research Problem Approach

This document outlines the process for defining a marketing research problem and developing an approach. It discusses defining the problem through tasks like discussing with decision makers, problem audits, and secondary research. Step 1 is to define the problem broadly and specifically. Step 2 is to develop an approach, including establishing objectives and a theoretical framework, developing an analytical model, refining research questions, and generating hypotheses about information needed. The overall process provides guidelines for clearly scoping the problem and outlining how to proceed with research.

Uploaded by

Ayush Garg
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

DEFINING THE MARKETING RESEARCH PROBLEM & DEVELOPING AN APPROACH

CHAPTER 2

IMPORTANCE OF DEFINING THE PROBLEM

PROBLEM DEFINITION- a broad statement of the general problem and identification of the specific components of the marketing research problems.

THE PROCESS OF DEFINING THE PROBLEM AND DEVELOPING AN APPROACH

TASKS INVOLVED- discussion with decision makers, problem audit, interviews with industry experts, secondary data analysis and qualitative research.

ENVIRONMENTAL CONTEXT OF THE PROBLEMpast information & forecasts, resources & constraints, objectives, buyer behaviour, legal environment, economic environment, marketing & technological skills

STEP 1: PROBLEM DEFINITION

MANAGAMENT DECISION PROBLEM- the problem confronting the decision maker. It asks what the decision maker needs to do. MARKETING RESEARCH PROBLEM- a problem that entails determining what information is needed and how it can be obtained in the most feasible way. BROAD STATEMENT- the initial statement of the marketing research problem that provides an appropriate perspective on the problem. SPECIFIC COMPONENTS- the specific components focus on the key aspects of the problem and provide clear guidelines on how to proceed further.

STEP 2: APPROACH TO THE PROBLEM

OBJECTIVE/THEORETICAL FRAMEWORK- a theory is a conceptual scheme based on foundational statements and an objective evidence that is unbiased and supported by empirical findings is gathered by compiling relevant findings from secondary sources. 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. Eg are verbal, graphical, mathematical.

RESEARCH QUESTIONS- refined statements of the specific components of the problem. HYPOTHESES- an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. SPECIFICATION OF INFORMATION NEEDEDspecifying various components of the research information required

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