A short presentation that provides guidance on how to move from an undefined business problem to a research question that can be investigated.

1. From Problem Definition to
Research Question
By Sarah Sloan 2013

2. • In marketing, we do research to solve marketing
problems
• In quantitative research, we need to turn our problem into
more specific hypotheses we can test.
• You can also define research questions, and then use
propositions in qualitative research.
• Before we can begin research, we must first set
ourselves a question to guide our research method and
methodology
Sarah Sloan, 2013

3. Possible Broad
Decision Research
research research
problem Questions
problem question
Sarah Sloan, 2013

4. • Very vague
• Not sure how to proceed
• The CEO may come to you with a vague idea of
something that needs to be investigated
• Eg. “Our sales have fallen”
• Eg. “We need to develop new packaging”
• Not in question form
Sarah Sloan, 2013

5. • Here we can begin to define the research problem
• Turn it from vague organisational problem, into an issue
we can conduct research on.
• Becomes a little clearer, and well defined
• Eg. Evaluate which package is most likely influencing
intention to purchase
Sarah Sloan, 2013

6. • Turn our research problem into a question
• Question form
• Again, more detail, better defined
• Use marketing terms at this stage
• Eg. What sort of package design will be most effective in
influencing intention to purchase the new product?
Sarah Sloan, 2013

7. • Drill down to look at certain aspects of the issue
• For example, if considering why sales have fallen, you
could investigate possible reasons such as seasonality.
• For our previous example with product packaging -
• Which colours do target consumers prefer most?
• From here you can have sub-questions
Sarah Sloan, 2013

8. Possible
Decision Broad research Research
research
problem question Questions
problem
Develop What sort of
package for package design
new product will be most
effective in
Evaluate which influencing
package is intention to
most likely purchase the new Eg. RQ1:
influencing product? Which colours
intention to do target
purchase consumers
Sarah Sloan, 2013 prefer most?

9. • If you have any questions, please feel free to contact me
–
• Follow me @happy_chappy89 on twitter
• s.sloan[at]griffith.edu.au
• Visit my online resume to learn more about my work
• sarahsloanbio.wordpress.com
• Visit my blog for university students:
• http://academicwonderings.wordpress.com/
Sarah Sloan, 2013