Marketing-Information Management

LAP 13

Marketing-Information Management

LAP 13

Marketing-Research Problems

Objectives:Objectives:

Describe the ways that marketers identify marketing-research problems / objectives.

Describe the ways that marketers identify marketing-research problems / objectives.

Discuss the importance of identifying the marketing-research problem.

Discuss the importance of identifying the marketing-research problem.

Discuss the importance of identifying the marketing-research problem.

• Allie’s cold—actually allergies!

• Important to define the problem

Solve problems Solve problems

Take advantage of opportunities

Take advantage of opportunities

Provides information to help business’s managers:Provides information to help business’s managers:

Benefits of Marketing ResearchBenefits of Marketing Research

Mid-sized and big companies—hire marketing-research firms

Mid-sized and big companies—hire marketing-research firms

Small businesses—do it themselves Small businesses—do it themselves

How Marketing Research Is Conducted

Keeps managers & researchers “on the same page”

Keeps businesses from wasting:

• Time

Importance of Defining the Problem

• Money • Effort

Keeps solutions timely

Helps managers look deeper than the surface

Importance of Defining the Problem

Decision Problems vs. Research Problems

• Discovery-oriented

(what? why?)

• Strategy-oriented (how? which?)

Decision problem—problem from managers’ perspective

May be:

Decision Problems vs. Research Problems

• Problem from researchers’ perspective

• May be many for one decision problem

Research problem:

Research to AvoidResearch to Avoid

•For researchers—preconceived ideas about results

•For managers—lack of financial sense:

• Innovative new products

• Products with little financial risk

Describe the ways that marketers identify marketing-research

problems / objectives.

Clarifying decision problem through:

Ways Managers and Researchers Define the Problem

• Questioning• Conducting situation analysis

Translating decision problem into research problem(s)

Determining which research problems to pursue

Deciding what kinds of information are needed: Deciding what kinds of information are needed:

Ways Managers and Researchers Define the Problem

• Secondary data• Primary data• Secondary data• Primary data

Deciding what unit of analysis to use

Deciding what unit of analysis to use

Ways Managers and Researchers Define the Problem

Determining the relevant variables to study

Finalizing decision into formal research objectives

Weighing costs vs. benefits

Your current place of employment or familiar business

Current problems or opportunities (decision problem)?

Research problems?

Independent researcher Mark

Being pressured by manager for certain research results

What would you do?

MBAResearchAcknowledgments

Original DevelopersLelia Ventling, Sarah Bartlett Borich,

MBAResearch

Version 1.0

Copyright © 2011MBA Research and Curriculum Center®

Digital-based photography sources:Digital-based photography sources:

THINKSTOCK PHOTOSVarious images used in this presentation are ©2011 Liquid Library. All rights reserved http:www.thinkstockphotos.com

MICROSOFT CLIP GALLERY LIVEVarious clipart used in conjunction with ©PowerPoint 2003®, ©Microsoft® All rights reservedOne Microsoft WayRedmond, WA 98052-6399 USA

Copyright:

All photographic digital images on this CD are owned

by the aforementioned photographic resources or

their licensors and are protected by the United States

copyright laws, international treaty provisions, and

applicable laws. No title to or intellectual property

rights to the images on this CD are transferred to you.

These sources retain all rights and are not to be used,

digitally copied, transferred, or manipulated in any

way. To do so is a violation of federal copyright laws.