Defining Research Problem and Defining an Approach

Question 1

Problem definition

Answer 1

stating the general problem and identifying specific components of the marketing research problem

Question 2

Tasks involved

Answer 2

• Discussions with Decision Makers
• Interview with experts
• Secondary data analysis
• Qualitative research

Question 3

Discussion with decision makers

Answer 3

• 7 C (communication/confidence/creativity/closeness/cooperation/codnor/continuity)
• DM must understand capabilities and limitations of research

Question 4

Interview with experts

Answer 4

• occurs inside (experience survey)
• occurs outside (lead user survey)

Question 5

Secondary Data analysis

Answer 5

• exploratory unstructured research based on small samples

Question 6

Pilot surveys

Answer 6

open ended questions with small sample size

Question 7

Case studies

Answer 7

intensive examination on case of interest

Question 8

Problem definition

Answer 8

• Management decision problem (what decisions managers need to do)
• Marketing Research problem (what info is needed/how to obtain said info)

Question 9

Analytical model

Answer 9

set of variables that should represent the process
- verbal: variables written (restatements of main theory)
- graphical: visuals that isolate variables
- mathematical: specify relationship in equation form