Research Questions Flashcards
What is Problem Formulation?
Is the Process of trying to identify specific areas where additional information is needed about the marketing environment.
Defining the Problem
This consist of 6 steps.
Meet with the Client involves?
Obtaining:
–Management statement of problem/opportunity
–Background information
–Management objectives for research
–Possible managerial actions to result from research
What are 2 Basic Sources of Marketing Problems?
Planned Change
Unplanned Change
What is Planned Change?
Increase Revenues
Intro NEW Products
What is Unplanned Change?
React to Customer Suggestions
Discover New Uses for OLD Products Through Customer Feedback
What are Discovery Questions seek to answer for MDP?
Seeks to answer “what” or “why”
To generate useful Info
Unplanned Change
What are Strategy Questions seek to answer for MDP?
Seeks to answer “how”
To generate alternative (different) courses of action.
Planned Change
A firm’s response to unplanned change determines what?
Problem or an Opportunity
A firm’s response to unplanned change determines what?
Problem or an Opportunity
Example: New product development and promotions is what type of change?
Planned Change
Is planned change proactive or reactive?
Proactive
How a manager explains a problem is what type of Problem?
Decision
The rephrasing of a problem for research or plan for a project is what type of problem?
Research
What is step 1 of Problem Formulation Process?
Meet with Client
What is step 2 of Problem Formulation Process?
Clarify the Problem
What is step 3 of Problem Formulation Process?
State the Manager’s Decision Problem (MDP)
What is step 4 of Problem Formulation Process?
Develop Possible Research Problems
What is step 5 of Problem Formulation Process?
Select Research Problem(s) to Be Addressed
What is step 6 of Problem Formulation Process?
Prepare Research Request Agreement
Meet with the Client
Step 1 of Problem Formulation Process
Meeting is to Obtain:
–Management statements of problem/opportunity
–Background Info
Management objectives for research
–Possible managerial actions to result from research
Clarify Problem/Opportunity
Step 2 of Problem Formulation Process
Research gives different viewpoints on problem(s)
–Normal Thinking of Managers can be when they think the same way and not beyond into different ideas.
State Manager’s Decision Problems (MDP)
Step 3 of Problem Formulation Process
The basic problem facing the manager for which market research is intended to provide answers.
Describes the manager’s view of the situation
A decision should:
- -Be Simple
- -Take the form of a Question
Discovery and Strategy Questions Used
Develop Possible Research Problems
Step 4 of the Problem Formulation Process
Restates decision problem (MDP) in research terms
Research problem rephrases the problem for research or plan for project.
Set scope to what WILL be addressed
Write as a statement with Action Verbs
(Describe, Determine, Investigate, Identify, Assess…)
Select Research Problem to be Addressed
Step 5 of the Problem Formulation Process
Example:
Decision Problem: why are store revenues so low?
Research Problem: investigate current customer satisfaction
Prepare Research Request Agreement (RRA)
Step 6 of the Problem Formulation Process
The research request agreement should be executed between the research and the client.
Background: Events that lead to the MDP
Decision Problem: Underlying question confronting manager
Research Problem: Issues used to address the decision problem
Use: Supplying logical reasons for each piece of research
Population / Subgroups: Groups from whom the info must be gathered on
Logistics: Estimates of resource requirements
Research Proposal Contains?
Problem Definition and Background
Research Design and Data Sources
Sampling Plan
Data Collection Forms
Analysis
Time Schedule
Personnel and Cost Estimate
Appendices
