Chapter 2: Defining the Marketing Research Problem and Developing an Approach

problem definition
a statement of the management decision problem and the marketing research problem– broken down into a broad statement and specific components
problem-definition process
the process of defining the management decision problem and the marketing research problem
problem audit
a comprehensive examination of a marketing problem to understand its origin and nature
secondary data
data collected for some purpose other than the problem at hand
primary data
data originated by the research specifically to address the research problem
qualitative research
an unstructured, exploratory research methodology based on small samples intended to provide insight and understand of the problem setting
environmental context of the problem
consists of the factors that have an impact on the definition of the marketing research problem, including past information and forecasts, resources and constraints of the firm, objectives of the decision maker, buyer behavior, legal environment, economic environment and marketing and technological skills of the firm
objectives
the goals of the organization and of the decision maker that must be considered in order to conduct successful marketing research
buyer behavior
a body of knowledge that tries to understand and predict consumers’ reactions based on specific characteristics of individuals
legal environment
regulatory policies and norms within which organizations must operate
economic environment
this is composed of purchasing power, income, prices, savings, credit availability and general economic conditions
management 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 of the problem
the initial statement of the marketing research problem that provides an appropriate perspective on the problem
specific components of the problem
the second part of the marketing research problem identification– these focus on the key aspects of the problem and how to provide clear guidelines on how to proceed
objective evidence
unbiased evidence that is supported by empirical findings
theory
a conceptual scheme based on foundational statements, or axioms, that are assumed to be true
analytical framework
this is a statement of the theory as applied to the marketing research problem
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
graphical model
an analytical model that provides a visual picture of the relationships between variables
research questions (RQs)
refined statements of the specific components of the problem
hypothesis (H)
an unproven statement or proposition about a factor that is of interest to the researcher