Professional Documents
Culture Documents
BRM Module2
BRM Module2
BRM Module2
Definition of the information needed Secondary data analysis Qualitative research Method of collecting qualitative data Measurement and scaling procedures Questionnaire design Sampling process and sample size Plan of data analysis
Problem Formulation
A problem well defined is a problem half solved!
Failure to properly identify where you are headed and why will inevitably lead you to wonder where you are and how you got there!
Marketing Research Objectives: the specific bits of knowledge that need to be gathered to close the information gaps highlighted in the research problem. Stated in action terms Serve as a standard to evaluate the quality and value of the research Objectives should be specific and unambiguous Examples: To measure the number of college freshmen at the VTU To assess viewer recall of our ad campaign To describe the segments of the marketplace
Management Problem Placement office has noticed, while major companies make annual recruiting visits to campus for engineers, not many national or local companies are formally recruiting business majors through the placement office Why? How do we address this? Marketing Research Problems Why are companies not taking advantage of the resources that the placement service offers? Are companies going around the service? Are companies aware of the VTU placement service? Are companies aware of the reputation of the VTU Business School? What kind of things might generate more recruiting activity? Marketing Research Objectives To determine to what extent companies are aware of the VTU placement service Determine whether companies, especially locals, are aware of the strong reputation of the VTU To determine whether a quarterly newsletter highlighting VTU business programs and students might generate more recruiting activity.
Another Example
Management Problem What price should we charge for our new product? Research Problem What are our costs of production and marketing (COGS)? What are our pricing objectives and position in the market? What price does similar types of products sell for? What is the perceived value of our product in the marketplace? Are there any norms or conventional practices in the marketplace (e.g., customary prices, continual discounting) Research Objectives To assess the costs involved in producing and selling our product To determine corporate objectives and their implications for pricing To examine current prices for direct and indirect competition To determine potential customer reaction to various prices and their perception of the benefits of owning the product
Practice, Practice
For the following management problems,
identify the underlying research problems and a couple of research objectives. Should our retail chain offer online shopping? What advertising media should we use to reach our market? How do we get more people to attend our outdoor festival/event? Should we build a new warehouse to store our excess inventory?
Problem discovery
Sampling
Probability
No probability
Experience survey
Pilot study
Case study
Research Design
Interpretation of findings
Experiment
Laboratory Field Interview
Survey
Questionnaire
Observation
Report
CAUSAL OR DESCRIPTIVE
COMPLETELY CERTAIN
ABSOLUTE AMBIGUITY
EXPLORATORY
The formulation of the problem is often more essential than its solution.
Problem Definition
The indication of a specific business decision area that will be clarified by answering some research questions. It should interest the researcher It should be researchable It must have uniqueness / novelty It must be feasible Social relevance
Problem definition allows a researcher to set the proper research objectives.
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Anything that may assume different numerical values A Variables is defined as anything that varies or changes in value, because variable represents a quality that can exhibit differences in value or strength
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Hypothesis
An unproven proposition A possible solution to a problem Guess
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Specific Objective 1
Specific Objective 2
Specific Objective 3
Research Design
Results
Research Proposal
A written statement of the research design that includes a statement explaining the purpose of the study Detailed outline of procedures associated with a particular methodology
Anticipating Outcomes
Dummy tables Representations of the actual tables that will be in the findings section of the final report; used to gain a better understanding of what the actual outcomes of the research will be.