Chapter Two

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Chapter Two
Chapter Two
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Figure 2.1 Relationship to the Previous Chapter
and The Marketing Research Process
Figure 2.1 Relationship of Problem Definition
and Approach to the Previous Chapter and the
Marketing Research Process
Focus of This Chapter
Relationship to Previous Chapter
Relationship to Marketing Research Process
Problem Definition

• Defining the Management Decision Problem
• Defining the Marketing Research Problem
• Developing an Approach to the Problem

• The Nature of Marketing Research (Chapter 1)
• Definition of Marketing Research (Chapter 1)
• The Marketing Research Process (Chapter 1)

Approach to Problem
Research Design
Field Work
Data Preparation and Analysis
Report Preparation and Presentation
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Figure 2.2 Defining the Marketing Research
Process and Developing and Approach An Overview
Figure 2.2 Defining the Marketing Research
Process and Developing An
Approach An Overview
Opening Vignette
Importance of Defining the Problem
The Process of Defining the Problem and
Developing an Approach
Fig 2.3
Focus on Elrick Lavidge
Internet Applications
Tasks Involved
Discussions with DM
Secondary Data Analysis
Qualitative Research
Interviews with Experts
Problem Audit
Fig 2.5
Environmental Context of the Problem
Fig 2.4
Fig 2.6
Application to Contemporary Issues
TQM
International
Technology
Ethics
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Figure 2.2 Defining the Marketing Research
Process and Developing and Approach An Overview
Continued
Figure 2.2 Defining the Marketing Research
Process and Developing An
Approach An Overview (continued)
Opening Vignette
Management Decision Problem
Table 2.1
Definition of the Marketing Research Problem
Figs 2.7-2.8
Internet Applications
Focus on Elrick Lavidge
Components of the Approach
Fig 2.9
Analytical Framework and Models
Specification of Information Needed
Research Questions and Hypothesis
Application to Contemporary Issues
International
TQM
Technology
Ethics
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Figure 2.3 The Problem Definition and Approach
Development Process
Figure 2.3 The Problem Definition and Approach
Development Process
Tasks Involved
Qualitative Research
Discussions with Decision Makers
Interviews with Experts
Secondary Data Analysis
Environmental Context of the Problem
Step 1 Problem Definition
Management Decision Problem
Marketing Research Problem
Step 2 Approach to the Problem
Research Questions and Hypotheses
Analytical Framework and Models
Specification of Information Needed
Step 3 Research Design
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Figure 2.4 Conducting a Problem Audit
Figure 2.4 Conducting a Problem Audit
History of the Problem
Alternative Courses of Action Available to DM
Criteria for Evaluating Alternative Courses
Nature of Potential Actions Based on Research
Information Needed to Answer the DMs Questions
How Will Each Item of Information Be Used by the
DM?
Corporate Decision-Making Culture
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Figure 2.5 Discussion Between the Researcher and
the DM
Figure 2.5 Discussion Between the Researcher and
the DM
Focus of the DM
Focus of the Researcher

• Underlying Causes
• Superior Promotion by Competition
• Inadequate Distribution of Companys Products
• Lower Product Quality
• Price Undercutting by a Major Competitor

• Symptoms
• Loss of Market Share

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Figure 2.6 Factors to be Considered in the
Environment Context of the Problem
Figure 2.6 Factors to be Considered in the
Environment Context of the Problem
Past Information and Forecasts
Resources and Constraints
Objectives of the Decision Maker
Buyer Behavior
Legal Environment
Economic Environment
Marketing and Technological Skills
Figure 2.4 Conducting a Problem Audit
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Figure 2.7 Errors in Defining the Market Research
Problem
Figure 2.7 Errors in Defining the Market
Research Problem
Common Errors
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Figure 2.8 Proper Definition of the Marketing
Research Problem
Figure 2.8 Proper Definition of the Marketing
Research Problem
Component 1
Component 2
Component 3
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Figure 2.9 Development of Research Questio1ns
and Hypothesis
Figure 2.9 Development of Research Questions
Hypothesis
Components of the Marketing Research Problem
Analytical Framework and Models
Research Questions
Hypotheses
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Table 2.1 Management Decision Problem Versus the
Marketing Research Problem