Market research-from research problem to research question

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

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Market research-from research problem to research question

  1. 1. From Problem Definition toResearch QuestionBy Sarah Sloan 2013
  2. 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 methodologySarah Sloan, 2013
  3. 3. Possible Broad Decision Research research research problem Questions problem questionSarah Sloan, 2013
  4. 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 formSarah Sloan, 2013
  5. 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 purchaseSarah Sloan, 2013
  6. 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. 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-questionsSarah Sloan, 2013
  8. 8. Possible Decision Broad research Research research problem question Questions problemDevelop What sort ofpackage for package designnew 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 consumersSarah Sloan, 2013 prefer most?
  9. 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

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