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Problem Discovery and Definition Process

This document outlines the process of problem discovery and definition in marketing research. It discusses preliminary data collection and problem definition as the first steps. It describes exploring the problem through various techniques before formally defining it. The key aspects of problem definition are stating clear research objectives by understanding the decision-maker's goals, analyzing the situation, isolating the true problem rather than superficial symptoms, and determining the relevant variables and unit of analysis. The overall goal is to formulate the problem in a way that provides direction for the subsequent research design.

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12 views24 pages

Problem Discovery and Definition Process

This document outlines the process of problem discovery and definition in marketing research. It discusses preliminary data collection and problem definition as the first steps. It describes exploring the problem through various techniques before formally defining it. The key aspects of problem definition are stating clear research objectives by understanding the decision-maker's goals, analyzing the situation, isolating the true problem rather than superficial symptoms, and determining the relevant variables and unit of analysis. The overall goal is to formulate the problem in a way that provides direction for the subsequent research design.

Uploaded by

NurulAbdulGhani
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

PROBLEM

IDENTIFICATION BROAD
PROBLEM AREA

2.1 Preliminary data collection


2.2 Problem definition

Problem
discovery

Problem Discovery
and Definition

Sampling

Selection of
exploratory research
technique

Secondary
(historical)
data

Experience
survey

Probability

Pilot
study

Case
study

Data
Gathering
Data
Processing
and
Analysis

Problem definition
(statement of
research objectives)

Experiment
Laboratory

Conclusions
and Report

Survey
Field

Interview

Nonprobability

Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing

Selection of
basic research
method

Research Design

Selection of
exploratory research
technique

Questionnaire

Observation

Secondary
Data Study

Interpretation
of
findings

Report

Uncertainty Influences the


Type of Research

CAUSAL OR
DESCRIPTIVE

COMPLETELY
CERTAIN

ABSOLUTE
AMBIGUITY

EXPLORATORY

Problem Discovery and


Definition
First step
Problem, opportunity, or monitor
operations
Discovery before definition
Problem means management
problem

The formulation of the


problem is often more
essential than its solution.

Albert Einstein

Problem Definition
The indication of a specific business
decision area that will be clarified by
answering some research questions.

Defining Problem Results in


Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Problem Definition
Statement of
Research Objectives

Exploratory
Research
(Optional)

The Process of
Problem Definition
Ascertain the
decision makers
objectives

Determine unit
of analysis

Understand
background of
the problem

Determine
relevant
variables

Isolate/identify
the problem, not
the symptoms

State research
questions and
objectives

Ascertain the Decision Makers


Objectives
Decision makers objectives
Managerial goals expressed in
measurable terms.

The Iceberg Principle

The principle indicating that the


dangerous part of many business
problems is neither visible to nor
understood by managers.

Understand the Background of


the Problem
Exercising judgment
Situation analysis - The informal
gathering of background information
to familiarize researchers or
managers with the decision area.

11

Isolate and Identify the


Problems, Not the Symptoms
Symptoms can be confusing

12

Symptoms Can Be
Confusing
Twenty-year-old neighborhood
swimming association:
Membership has been declining for
years.
New water park -residents prefer the
expensive water park????
Demographic changes: Children have
grown up

Organization
Twenty-year-old
neighborhood
swimming
association in a
major city.

Symptoms
Membership has been
declining for years.
New water park with
wave pool and water
slides moved into
town a few years ago.

Problem Definition
Based on Symptom

True Problem

Neighborhood
residents prefer the
expensive water
park and have
negative image of
swimming pool.

Demographic changes:
Children in this 20year-old neighborhood
have grown up. Older
residents no longer
swim anywhere.

What Language Is Written on


This Stone Found by
Archaeologists?
TOTI
EMUL
ESTO

The Language Is English: To Tie


Mules To

TOTI
EMUL
ESTO

Determine the Unit of


Analysis
Individuals, households,
organizations, etc.
In many studies, the family rather
than the individual is the appropriate
unit of analysis.

17

Determine the Relevant


Variable
Anything that may assume different
numerical values

18

Types of Variables

Categorical
Continuous
Dependent
Independent

Hypothesis
An unproven proposition
A possible solution to a problem
Guess

State the research


questions and research
objectives

21

If you do not know where you are


going,
any road will take you there.

Broad
research
objectives

Statement
of business
problem

Exploratory
research
(optional)

Specific
Objective 1

Specific
Objective 2

Specific
Objective 3

Research
Design

Results

The Process of
Problem Definition
Ascertain the
decision makers
objectives

Determine unit
of analysis

Understand
background of
the problem

Determine
relevant
variables

Isolate/identify
the problem, not
the symptoms

State research
questions and
objectives

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