CH 3: Problem defined; Exploratory research; Research process

First step of Marketing Research process
1. Identify the problem; State the objectives
8 Steps of The Problem Definition Process
1. Recognize problem, opportunity
2. Find out why info is needed
3. Understand decision-making environment
4. Use symptoms to clarify problem
5. Translate MGMT problem –> MKT research problem
6. Determine if info already exists
7. Determined if question is answerable
8. State research objectives
* Recognize the problem/opportunity
Can problem become an opportunity?
What is SITUATION ANALYSIS?
Study of decision-making environment
Is EXPLORATORY RESEARCH: preliminary or definitive?
Preliminary
Define EXPLORATORY RESEARCH
• Preliminary research conducted to either:
– Increase understanding of concept;
– Clarify exact nature of problem;
– Identify important variables
Purpose of EXPLORATORY RESEARCH
– Define terms
– Clarify problems
– Develop theories
– Establish priorities
– Gain general information
Examples of EXPLORATORY RESEARCH
• Pilot Studies
• Experience Surveys
• Secondary Data Analysis
• Case Analysis
• Focus groups
What is the DECISION MAKING ENVIRONMENT comprised of?
• Industry
• Company
• Products
• Target market
Define MARKETING RESEARCH PROBLEM
• Specifies what information is needed to solve the problem + how it will be obtained
* Determine whether the information already exists
Have you researched other research?
* Determine whether the question can be answered.
Are the objectives clear, realistic?
* State the research objectives.
Include timetable, responsible party
Dependent vs. Independent variables
• Dependent variable:
– variable influenced by independent variable
– result of manipulating the independent variable
– E.g. Test score

• Independent variable
– controlled/manipulated variable
– causes a change in dependent variable
– E.g. Time spent studying

Define RESEARCH REQUEST
• Internal document used by large companies to describe potential research project; benefits; estimated costs
• Formally approved before research can begin
What does a RESEARCH REQUEST include?
• Action
• Origin
• Information
• Use
• Targeting
• Logistics
• Comments
Define REQUEST FOR PROPOSAL (RFP)
• Solicitation sent to marketing suppliers, inviting them to submit proposals & bids
What does a REQUEST FOR PROPOSAL (RFP) include?
• Background of problem/issue
• Goals/objectives
• Methodology the firm wants you to follow
• Scope, timetable
• Total project costs
• Instructions (e.g. report format; who’s presenting it)
Marketing Research Proposal
– Title page
– Statement of research objectives
– Study design
– Areas of Questioning
– Data analysis
– Personnel involved
– Specifications and Assumptions
– Services
– Cost
– Timing