Chapter 4 Flashcards
(13 cards)
Explain the 3 steps in Defining the problem
- Identify the decision-making situation (problems / opportunity)
- Define the marketing problem
- Translate the marketing problem into a research problem
Explain the difference in the 2 types of observations that affect decision making
Symptom
e.g. decline in sales
Problem/ Opportunity
e.g. decrease in product quality
Explain the 2 categories of problems
Problems of choice
Choice between two alternatives
E.g. Withdraw product from product line?
Introduce new product?
Modify existing product?
Red-light problems
Indicate danger
E.g. Low market share
Sharp decline in sales
What are the ways to deal with problems/opportunities ?
- Literature | Read up-to-date specialist literature
- Observation | Conditions in enterprise
- Discussions | Goal=oriented, qualified industrial executives
- Brainstorming | Management, industrial executives, other groups.
- Business gatherings | Attending seminars, congresses & meetings
Name and explain the 2 options to define the marketing problem
Problem Audit
▪Extensive & systematic investigation
▪Clarifies nature & origin of problem
▪Distinguishes between symptom and causes of problem
▪Leads to detailed & correct identification of marketing
problem
▪Compile list of what is known, and what needs to be
known about problem
Background Analysis
▪Become familiar with decision environment
▪Generates ideas, provides insight into problem.
▪Is project feasible? (benefits vs. costs)
How to:
-Situation analysis
-Literature survey
-Specialist opinion
-Case studies
Explain the difference between a marketing and a research problem
Marketing Problem
*What must decision-makers do?
*Action-orientated
*Focused on symptoms
e.g. Modify/improve existing
product
Research Problem
*What information is needed?
*How should it be obtained?
*Information-orientated
*Focuses on underlying causes
e.g. Determine market acceptance of existing vs potential modified product
Explain what a research problem is and its criteria
Sentence or statement that asks:
“What relationship exists between X & Y” (2 or more variables)
Criteria for a good research problem:
1. Express relationship between variables
2. Problem stated in question format
3. Imply possibilities of empirical testing
e.g. Does social media affect Generation Y’s purchase behaviour?
Explain what a research Question is and its criteria
▪Refined statement of specific
components of problem
▪Facts that need to be collected
▪Summarises the significant issue the research will investigate
Well-formulated research question:
1. Identifies the theoretical
construct/s
2. Recognisability
3. Transcends the data
4. Significance
5. Capacity to surprise
6. Robust (Strong)
What are research objectives and name the 2 types
Research objectives = what you aim to achieve with the research.
- Accurate, relevant, specific
Primary (main) objectives & secondary (sub) objectives
Explain the primary objective
Overall statement of what is expected to be achieved by study.
What will be studied, where it will be studies, purpose of research.
Statement of main associations & relationship that researcher seeks to
discover/establish
e.g. To determine the drivers of potato chip purchase behaviour among
South African consumers.
Explain secondary objectives and what their criteria
Specific aspects of topic researcher wants to investigate within mainframework.
Each secondary objective should:
1. Be numbered
2. Be clear, complete & specific
3. Communicate intention of researcher
4. Focus on aspects of project
5. Use action oriented words/verbs
6. Start with phrases such as: “to determine”, “to examine”, “to find out” etc.
Contrast primary and secondary research objectives
primary :
e.g. To determine the drivers of potato chip purchase behaviour among
South African consumers.
Secondary:
1. To determine the relationship between the price of potato chips and
South African consumers’ purchase of potato chips
2. To determine the relationship between the packaging design of potato
chips and South African consumers’ purchase of potato chips
3. To determine the relationship between the quality of potato chips and
South African consumers’ purchase of potato chips
Explain the research hypothesis
Hypothesis: an unproven statement (answer) or proposition about the
relationship between two or more variables (research question) that can
be tested with empirical data.
i.e. a tentative statement about the relationship between variables.
e.g.
1. There is a negative relationship between the price of potato chips and South African consumers’ purchase of potato chips.
(i.e. if the price goes down, then purchases go up)
