Chapter 2 flashcards
What are the areas where info is needed?
Problem formulation, or defining the problem is
the process of trying to identify specific areas where
additional information is needed about the marketing
environment.
Why is problem formation important?
- defining problem is the most difficult part of MR process
- must delay research until problem is properly defined
- asking the wrong question can result in useless info and wasted money
- you cannot redo research
What is a problem?
has negative remifications for the organization. Ex low sales
What is an oppurtonity?
Has potentially positive results for the organization
What is the problem formation process?
Step 1: Meet with Client
Step 2: Clarify the Problem/Opportunity
Step 3: State the Manager’s Decision Problem
Step 4: Develop Possible Research Problems/Objectives
Step 5: Select Research Problem(s)/Objectives to Be Addressed
Step 6: Prepare Research Request Agreement
What is step 1 meet with the client?
the purpose is to:
build a relationsip, manage statement of oppurtonity or problem, background information, objectives for reasearch, possible actions after research
What are the two basic sources of marketing problems?
Planned and Unplanned Change
What is planned change?
increase revenues, introdcue new products
what is unplanned change?
react to customer suggestions, discover new uses for old products through custoemr feedback
What is step 2 clarify the problem/ oppurtunity?
this is the chance for the researcher to fully analyze the heart of the problem with clients help
researcher should provide different perspective on issues than client
What is Step 3: State the Manager’s Decision
Problem
Decision problem is the basic problem facing the manager
for which marketing research is intended to provide
answers
What should a decision problem do?
Describe the manager’s perspective
Be simple
Take the form of a question
What is a discovery oriented/exploratory decision problem?
Decision problem that seeks to answer “what” or
“why”. The focus is to generate useful information
What is a strategy oriented decision problem?
decision problem that seeks to answer “how”. The focus is to generate alternative courses of action. Common with planned changes in the marketing environment.
When are discovery oriented decision problems a good fit?
with unplanned change
when are strategy oriented decision problems a good fit?
with planned changes
What is Step 4: Develop Possible Research
Problems
-Decision Problems describe the manager’s view of the
situation
- Research Problems/Objectives restate decision problems
in research terms
What shoud research problems/ objectives achieve?
Set the scope of what will (will not) be addressed
Be written as statements beginning with action verbs, e.g.;
describe, determine, investigate, identify, assess…
What is a research problem for this decision problem:
Why are store revenues so low?
*Investigate current customer
satisfaction
*Assess target market perceptions
of store and competitors
What is a research problem for this decision problem:
how do we increase store traffic?
*Investigate the effectiveness of different
sales promotions
*Determine consumer response to
two proposed ad campaigns
what is Step 5: Select Research Problem(s) to Be
Addressed and Eliminate the others
Select one research problem to focus on and scrap the rest
What should Step 6: Prepare Research Request
Agreement include?
- Background – the events that led to the manager’s decision
problem - Decision Problem – the underlying question confronting the
manager - Research Problem(s)/Objective(s) – issue(s) used to address
the decision problem - Use – supplying logical reasons for each piece of research
- Population/Subgroups – groups from whom information must
be gathered - Logistics – estimates of resource requirements
