King Fahd University of Petroleum & Minerals Department of Management and Marketing MKT 345 - Marketing Research by Dr.

Alhassan G. Abdul-Muhmin

Problem Definition and the Research Proposal Reference: Zikmund & Babin, Chapter 5

Learning Objectives
At the end of the discussion you should be able to: 1. explain why proper problem definition is important in research 2. identify the components of a properly defined research problem definition 3. translate a managerial decision statement into a relevant research problem/objective 4. explain what a research proposal is and outline its contents 5. explain why it is important to write a research proposal

IMPORTANCE OF PROBLEM DEFINITION

1. A problem well defined is half solved 2. The formulation of the problem is often more essential than its solution. (Albert Einstein) 3. How the problem is framed determines what solution is obtained
The two Christian priests of yesteryear The two groups of Saudi youth and the punctured tires

4. The research problem drives subsequent stages of the research process 5. Proper problem definition ensures that the research results will meet decision makers objectives

The Process of Problem Definition

(1) Understand the business situation identify the key symptoms

Determine unit of analysis

Identify (Isolate) the problems from symptoms

Determine relevant variables

Write managerial decision statement and corresponding research purpose

State research questions/objectives and/or hypotheses

The Process of Problem Definition: 1. Understand the Business Decision

Researcher needs to understand:
1. 2. the decision makers objectives (i.e. desirable end-states that the decision maker hopes to achieve within a future time frame) for conducting the research the business context in which the decision maker operates objectives

Can be achieved by conducting a situation analysis informal gathering of background information to familiarize the researcher and manager with the decision-making environment situation. Useful guidelines are:
1. 2. 3. 4. Develop many alternative problem statements Think about potential solutions to the problems Use free-association techniques to generate lists of ideas Be open-minded. Consider all plausible ideas

The Process of Problem Definition: 2. Isolate Symptoms from Problem

Symptom the sign (indicator) that something is wrong (e.g. sales decline) Problem the actual reasons (possible causes) for the discrepancy between what is (current situation) and what is desired (e.g. lack of motivation among salespeople) Tackling the symptoms may not necessarily solve the problem, the real (root) causes must be identified and tackled See next slide for example of differences between symptoms and problems, and Exhibit 5.4 for link with decision statements

Isolating Problems from Symptoms

Organization

Symptoms

Problem Definition Based on Symptom

Probable True Problem Demographic changes: Swim facility is outdated and does not appeal to younger families Younger families and children have negative image of the pool. Older residents no longer swim anywhere.

Twenty-year-old neighborhood swimming association seeks research help

Membership has been declining for years. Less frequent usage among members Increased attendance at new water park with wave pool and water slides that moved into town a few years ago.

Neighborhood residents prefer the water park

The Process of Problem Definition: 3. Write Managerial Decision Statements and Corresponding Research Objectives
Decision statements capture the researchers understanding of the decision makers objectives (reasons) for seeking the research Essentially involves stating the information that is needed to help make the decision Decision statements must then be translated into research objectives (the deliverables of the research) See Exhibit 5.5 for link between decision statements and research objectives

The Process of Problem Definition: 4. Determine Unit of Analysis

Unit of Analysis The target population from whom data needs to be collected to serve the research objectives These could be:
Individuals (maybe even further classified by demographics, geographic location, etc) Households Organizational customers (e.g. retailers, wholesalers) Competitors Etc

Sometimes a single research problem may require investigation at one or more levels of analysis

The Process of Problem Definition: 5. Determine Relevant Variables

Variable - Anything that may assume different values among members of the target population, e.g. age, level of satisfaction, etc Variables can be :
Categorical or continuous Dependent or independent

Variable classifications have implications for data analysis A hypothesis is an unproven statement (or a guess) about the nature of relationships between variables or possible solution to a problem

The Process of Problem Definition: 6. State Research Questions and Objectives

Research Objectives
Goals that the research is designed to achieve

Research Questions
Questions for which the research is designed to provide answers The researchers translation of the managerial (marketing) problem into a specific inquiry

Research questions and research objectives often differ only in terms of phrasing (whether as a question or a statement) Research objectives should be stated both in broad and specific terms to give:
Broad research objective, and Specific research objectives

SUMMARY: COMPONENTS (CONTENTS) OF THE MKTING RESEARCH PROBLEM DEFINITION

1. Unit of analysis Target population from whom data is to be collected, e.g. individual consumers, households, retailers, organizational customers, etc 2. Key Variables, Constructs, and/or Concepts Anything that may assume different values among members of the target population, e.g. age, level of satisfaction, etc Variables can be categorical or continuous; dependent or independent 3. Research objectives (questions) stating what variables (constructs/concepts) will be measured for what units of analyses Broad Objective Provides perspective (the big picture) Specific Objectives Provide clear guidelines on how to proceed with the research

THE RESEARCH PROPOSAL

A written statement of the research design (strategy, blueprint) that often also includes
a statement explaining the purpose of the study (in the form of research objectives or deliverables) a definition of the problem (often in the form of a decision statement) the particular research methodology that will be employed details of procedures that will be used during each stage of the research process, and a schedule of costs and deadlines

Contents of the Research Proposal

1. Purpose of the research
The general purpose (includes the marketing problem and the research problem) Specific research objectives to be achieved with the study (including clear specification of variables involved) Specific research method (or methods) to be used Justification for choice of methods How variables will be measured Sample questions What the target population will be How the sample will be selected What size of sample will be used

2. Research Design

3. Measurement

4. Sample Design

Contents of the Research Proposal - Continued

5. Data gathering
How the data will be collected and by who. How the data will be processed What analysis techniques will be used for specific research objectives How results will be presented
Written report Oral presentation

6. Data Processing/Analysis 7. Presentation of Results

8. Time Schedule
Time schedule for completion of the study (if possible in the form of a Gantt Chart) Overall cost of the study (including breakdown of different cost components)

9. Budget

Time Schedule
TIME FROM START OF STUDY (WEEKS) RESEARCH ACTIVITY 1 2 3 4 5 6 7 8 9

DISTRIBUTOR STUDY 1. Observation and store audits

2. Depth interviews

CONSUMER STUDY 3. Focus Group Interviews 4. Observation of consumer shopping 5. Consumer Survey 6. Data analysis and report writing 7. Oral presentation

Functions of a Research Proposal

For Management (the client): 1. Evaluation
It helps the client to evaluate the ability of the research to accomplish its objectives Client judges quality of different research suppliers from their proposals It is a standard for determining if the research was conducted as planned

2. Choosing research suppliers

3. Judgment standard

Functions of a Research Proposal

For the Researcher: 1. Thinking ahead
It forces the researcher to think through the different stages of the research process

2. Bidding document
It serves as the researchers bid to offer a specific service

For Both Parties: 1. Communication

It serves as a means of communication between the researcher and the client (decision maker)

2. Written Contract
It serves as a written contract that can always be referred to