Chapter 5:

Problem Definition and the

Research Process
 The Iceberg Principle

- The principle indicating that the dangerous

part of many marketing problems is neither
visible to nor understood by marketing
managers.
 The Process of
Problem Definition
Ascertain the Determine unit of
decision maker’s analysis
objectives

Understand Determine relevant

background of the variables
problem

Isolate/identify the State research

problem, not the questions and
symptoms objectives
 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.
Isolate and Identify the Problems,
Not the Symptoms
• Symptoms can be confusing
 Problem Definition
Organization Symptoms Based on Symptom True Problem

Twenty-year- Membership has Neighborhood Demographic

old been declining for residents prefer changes: Children in
neighborhood years. New water the expensive this 20-year-old
swimming park with wave water park and neighborhood have
association in pool and water have negative grown up. Older
a major city. slides moved into image of residents no longer
town a few years swimming pool. swim anywhere.
ago.
 Determine the Unit of Analysis
• Individuals, households, organizations, etc.
• In many studies, the family rather than the
individual is the appropriate unit of
analysis.
Determine the Relevant Variable
• Anything that may assume different
numerical values
 Types of Variables
• Categorical
• Continuous
• Dependent
• Independent
State the research questions and
research objectives
Broad research Statement of Exploratory
objectives marketing research
problem (optional)

Specific Specific Specific

Objective 1 Objective 2 Objective 3

Research
Results
Design
 Basic Questions -
Problem Definition
• What is the purpose of the study?
• How much is already known?
• Is additional background information necessary?
• What is to be measured? How?
• Can the data be made available?
• Should research be conducted?
• Can a hypothesis be formulated?
 Basic Questions -
Basic Research Design
• What types of questions need to be
answered?
• Are descriptive or causal findings required?
• What is the source of the data?
 Basic Questions -
Basic Research Design
• Can objective answers be obtained by
asking people?
• How quickly is the information needed?
• How should survey questions be worded?
• How should experimental manipulations be
made?
 Basic Questions -
Selection of Sample
• Who or what is the source of the data?
• Can the target population be identified?
• Is a sample necessary?
• How accurate must the sample be?
• Is a probability sample necessary?
• Is a national sample necessary?
• How large a sample is necessary?
• How will the sample be selected?
 Basic Questions -
Data Gathering
• Who will gather the data?
• How long will data gathering take?
• How much supervision is needed?
• What operational procedures need to be
followed?
 Basic Questions -
Data Analysis
• Will standardized editing and coding
procedures be used?
• How will the data be categorized?
• What statistical software will be used?
• What is the nature of the data?
• What questions need to be answered?
• How many variables are to be investigated
simultaneously?
• Performance criteria for evaluation?
 Basic Questions -
Type of Report
• Who will read the report?
• Are managerial recommendations
requested?
• How many presentations are required?
• What will be the format of the written
report?
 Basic Questions -
Overall Evaluation
• How much will the study cost?
• Is the time frame acceptable?
• Is outside help needed?
• Will this research design attain the stated
research objectives?
• When should the research be scheduled to
begin?