GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 4 pot

Defining the Problem and Determining Research Objectives Ch 4 2 The Importance of Properly Defining the Problem • Properly defining the problem is the most important step in the marketing research process. • If the wrong problem is defined, all the remaining steps in the marketing research process are wrong. Ch 4 3 Define the Problem • Two sources of problems: – A problem exists when a gap exists between what was supposed to happen and what did happen, i.e., failure to meet an objective. – An opportunity occurs when there is a gap between what did happen and what could have happened… called an opportunity. Ch 4 4 Define the Problem Ch 4 5 Recognizing the Problem • To recognize a problem, managers must be knowledgeable of objectives and actual performance. • To be aware of opportunities, managers must have a process for monitoring opportunities, such as opportunity identification. Ch 4 6 The Role of Symptoms in Problem Recognition • “We have a problem … we are losing money” – Managers must be careful to avoid confusing symptoms with problems. Ch 4 7 The Role of Symptoms in Problem Recognition • Symptoms are changes in the level of some key monitor that measures the achievement of an objective. • The role of the symptom is to alert management to a problem; there is a gap between what should be happening and what is happening. Ch 4 8 The Role of the Researcher in Problem Definition • Researchers should ensure managers are defining the problem correctly. • This is particularly true when the manager has already defined the problem in very specific terms. • Researchers sometimes take additional investigations, known as a “situation analysis,” to ensure the problem is adequately defined. Ch 4 9 Impediments to Problem Definition • Failure to change behavior for problem definition situations – Managers deal with outside suppliers efficiently with little interaction. Marketing research requires a great deal of interaction and communication. Ch 4 10 Impediments to Problem Definition • There are differences between managers’ and researchers’ backgrounds. – Traditionally researchers were technicians and managers were trained in general decision making. – Today managers are much more aware of technical software such as using your SPSS. [...]... channels 4 Premium channels Pay-for-view Ch 4 21 Specify Possible Solutions that May Alleviate the Symptoms • Possible solutions include any marketing action that the marketing manager thinks may solve the problem, such as price changes, product modification, etc Ch 4 22 Speculate on Anticipated Consequences of the Solutions • “What if” questions should be made regarding possible consequences of each marketing. .. present an ethical problem in the marketing research industry Ch 4 11 Defining the Problem & Establishing Research Objectives • A Process: – There is no universally accepted, step-by-step approach used by marketing researchers to define the problem and establish research objectives • “Defining problems accurately is more an art than a science.” – Lawrence D Gibson Ch 4 12 Assess the Background and the... research will eliminate a manager’s uncertainty and therefore aid in decision making Ch 4 25 The Role of Hypotheses in Defining the Problem • Hypotheses are statements that are taken for true for the purposes of argument or investigation • Assumptions about the consequences of solutions are hypotheses Ch 4 26 The Role of Hypotheses in Defining the Problem • When a manager makes a statement or an assumption... under? Ch 4 13 Clarify the Symptoms of the Problem • The researcher must understand the control system and determine what symptoms are being identified by the system Ch 4 14 Pinpoint Suspected Causes of the Symptom • There’s always some cause or causes for a change • It is important to determine all possible causes • Researchers should narrow possible causes to a small set of probable causes Ch 4 15 University... to answer the question – Do this for each and every management question Ch 4 31 The Marketing Research Proposal • Three functions: – It states the problem – It specifies the research objectives – It details the research method proposed • Proposals also contain a timetable and a budget Ch 4 32 Research Objectives • • • • Ch 4 Precise Detailed Clear Operational – Operational definitions describe the... consequences of each marketing action being considered Ch 4 23 Identify Manager’s Assumptions about Solutions’ Consequences • Assumptions are assertions that certain conditions exist or certain reactions will take place if considered solutions are implemented • If the manager is completely certain of assumptions there is no need for research Ch 4 24 Identify Manager’s Assumptions about Solutions’ Consequences... did not change, how could it cause the symptom? Ch 4 19 University Estates – Problem Definition & Research Objectives • Probable Causes for University Estates Occupancy Rate Decline 1 Competitor’s Actions Basic Cable TV 2 Consumers (Current and Prospective Student Renters) No change 3 University Estates Itself No change 4 The Environment No change Ch 4 Probable Cause Probable Cause Probable Cause Probable... this statement a hypothesis Ch 4 27 Assess the Adequacy of Information on Hand • To specify research objectives – The information state should be assessed – The information state refers to the quantity and quality of evidence a manager possesses for each of his or her assumptions – Information gaps are discrepancies between the current information level and the desired information Ch 4 28 level Assess... to 80% • Manager & Researcher brainstorm a list of POSSIBLE CAUSES Wait! You give it a try Ch 4 16 University Estates – Problem Definition & Research Objectives • What are some possible cases for University Estates’ Occupancy Decline? Ch 4 17 University Estates – Problem Definition & Research Objectives Ch 4 18 University Estates – Problem Definition & Research Objectives • What is/are the probable... abstract idea inferred from specific instances that are thought to be related • Typical marketing constructs are brand loyalty, satisfaction, preference, awareness, knowledge • Research objectives typically call for the measurement of constructs • There are customary methods for defining and measuring constructs Ch 4 34 Constructs CONSTRUCT Brand awareness OPERATIONAL DEFINITION Question: Have you heard . in the marketing research industry. Ch 4 12 Defining the Problem & Establishing Research Objectives • A Process: – There is no universally accepted, step-by-step approach used by marketing. between what did happen and what could have happened… called an opportunity. Ch 4 4 Define the Problem Ch 4 5 Recognizing the Problem • To recognize a problem, managers must be knowledgeable. operating under? Ch 4 14 Clarify the Symptoms of the Problem • The researcher must understand the control system and determine what symptoms are being identified by the system. Ch 4 15 Pinpoint