ProblemDefinitionandthProblemDefinitionandtheResearchProposaleResearchProposalProblemdiscoveryProblem definition(statement ofresearch objectives)Secondary(historical)dataExperiencesurveyPilotstudyCasestudySelection ofexploratory researchtechniqueSelection ofbasic researchmethodExperimentSurveyObservationSecondaryData StudyLaboratoryFieldInterviewQuestionnaireSelection ofexploratory researchtechniqueSamplingProbability NonprobabilityCollection ofdata(fieldwork)Editing andcodingdataDataprocessingInterpretationoffindingsReportDataGatheringDataProcessingandAnalysisConclusionsand ReportResearch DesignProblem Discoveryand DefinitionCopyright 2000 Harcourt, Inc. All rights reserved.COMPLETELYCERTAINABSOLUTEAMBIGUITYCAUSAL ORDESCRIPTIVEEXPLORATORYRemember - Uncertainty Influences the Type of ResearchProblem Discovery and DefinitionFirst StepProblem, Opportunity, or Monitor OperationsDiscovery before DefinitionProblem means Management Problem“The formulation of the problem is often more essential than its solution.”Albert EinsteinCopyright 2000 Harcourt, Inc. All rights reserved.Problem definitionThe indication of a specific marketing decision area that will be clarified by answering some research questions.Copyright 2000 Harcourt, Inc. All rights reserved.Statement of Research ObjectivesProblem DefinitionDefining Problem Results inClear Cut Research ObjectivesExploratoryResearch(Optional)Analysis of the SituationSymptom DetectionThe Process ofProblem DefinitionAscertain the decision makers objectivesUnderstand background of the problemIsolate/identify the problem, not the symptomsDetermine unit of analysisDetermine relevant variablesState research questions and objectivesAscertain the Decision Makers ObjectivesDecision makers objectivesManagerial goals expressed in measurable terms.Copyright 2000 Harcourt, Inc. All rights reserved.The Iceberg PrincipleThe principle indicating that the dangerous part of many marketing problems is neither visible to nor understood by marketing managers.Copyright 2000 Harcourt, Inc. All rights reserved.Understand the Background of the ProblemExercising JudgmentSituation analysis - The informal gathering of background information to familiarize researchers or managers with the decision area.Copyright 2000 Harcourt, Inc. All rights reserved.Isolate and identify the problems, not the symptomsSymptoms Can Be ConfusingCopyright 2000 Harcourt, Inc. All rights reserved.Symptoms Can Be ConfusingTwenty-year-old neighborhood swimming association:Membership has been declining for years. New water park -residents prefer the expensive water park?Demographic changes: Children have grown upCopyright 2000 Harcourt, Inc. All rights reserved. Problem DefinitionOrganizationSymptoms Based on Symptom True ProblemTwenty-year-old neighborhood swimming association in a major city.Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago.Neighborhood residents prefer the expensive water park and have negative image of swimming pool. Demographic changes: Children in this 20-year-old neighborhood have grown up. Older residents no longer swim anywhere.Determine the Unit of AnalysisIndividuals, households, organizations, etc.In many studies, the family rather than the individual is the appropriate unit of analysis.Copyright 2000 Harcourt, Inc. All rights reserved.Determine the relevant VARIABLEAnything that may assume different numerical valuesCopyright 2000 Harcourt, Inc. All rights reserved.Types of VariablesCategorical Continuous DependentIndependentHypothesisAn unproven propositionA possible solution to a problemGuessState the research questions and research objectivesCopyright 2000 Harcourt, Inc. All rights reserved.Statement of marketing problemExploratory research (optional)Statement of marketing problemBroad research objectivesSpecific Objective 1Specific Objective 2Specific Objective 3Research DesignResultsResearch ProposalA written statement of the research design that includes a statement explaining the purpose of the studyDetailed outline of procedures associated with a particular methodologyBasic Questions - Problem DefinitionWhat is the purpose of the study?How much is already known?Is additional background information necessary?What is to be measured? How?Can the data be made available?Should research be conducted?Can a hypothesis be formulated?Copyright 2000 Harcourt, Inc. All rights reserved.Basic Questions - Basic Research DesignWhat types of questions need to be answered?Are descriptive or causal findings required? What is the source of the data?Copyright 2000 Harcourt, Inc. All rights reserved.Basic Questions - Basic Research DesignCan objective answers be obtained by asking people?How quickly is the information needed?How should survey questions be worded?How should experimental manipulations be made?Copyright 2000 Harcourt, Inc. All rights reserved.Basic Questions - Selection of SampleWho or what is the source of the data?Can the target population be identified?Is a sample necessary?How accurate must the sample be?Is a probability sample necessary?Is a national sample necessary?How large a sample is necessary?How will the sample be selected?Copyright 2000 Harcourt, Inc. All rights reserved.Basic Questions - Data GatheringWho will gather the data?How long will data gathering take?How much supervision is needed?What operational procedures need to be followed?Copyright 2000 Harcourt, Inc. All rights reserved.Basic Questions - Data AnalysisWill standardized editing and coding procedures be used?How will the data be categorized?What statistical software will be used?What is the nature of the data?What questions need to be answered?How many variables are to be investigated simultaneously?Performance criteria for evaluation?Copyright 2000 Harcourt, Inc. All rights reserved.Basic Questions - Type of ReportWho will read the report?Are managerial recommendations requested?How many presentations are required?What will be the format of the written report?Copyright 2000 Harcourt, Inc. All rights reserved.Basic Questions - Overall EvaluationHow much will the study cost?Is the time frame acceptable?Is outside help needed?Will this research design attain the stated research objectives?When should the research be scheduled to begin?Copyright 2000 Harcourt, Inc. All rights reserved.Anticipating OutcomesDummy tablesRepresentations of the actual tables that will be in the findings section of the final report; used to gain a better understanding of what the actual outcomes of the research will be.Copyright 2000 Harcourt, Inc. All rights reserved.结束结束