This document discusses defining the marketing research problem and approach. It explains that properly defining the problem involves understanding both the visible symptoms and underlying causes through qualitative research. Well-defined research questions are needed to guide the subsequent research design and data collection. Both management problems and underlying marketing research problems must be considered. Common errors in problem definition are problems that are too broad or narrow in scope. Key components of defining the research problem include developing relevant research questions and hypotheses within an appropriate analytical framework.

1. Defining the Research
Problem
ASIF JAMAL
Visiting Lecturer & Motivational Speaker

2. Defining the Research Problem

3. The Marketing Research Process
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Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report

4. Problem
discovery
Problem definition
(statement of
research objectives)
Secondary
(historical)
data
Experience
survey
Pilot
study
Case
study
Selection of
exploratory research
technique
Selection of
basic research
method
Experiment Survey
Observation
Secondary
Data StudyLaboratory Field Interview Questionnaire
Selection of
exploratory research
technique
Sampling
Probability Nonprobability
Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing
Interpretation
of
findings
Report
Data
Gathering
Data
Processing
and Analysis
Conclusions
and Report
Research Design
Problem Discovery
and Definition

5. The Problem Definition and Approach Development Process
Tasks Involved
Qualitative
Research
Discussions with
Decision Makers
Interviews with
Experts
Secondary Data
Analysis
Environmental Context of the Problem
Step 1: Problem Definition
Management Decision Problem
Marketing Research Problem
Step 2: Approach to the Problem
Step 3: Research Design
Research
Questions and Hypotheses
Analytical Framework
and Models
Specification of
Information Needed
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6. Beware the Iceberg!
The Iceberg Principle
The dangerous part of many marketing problems is
neither visible to nor understood by many marketing
managers.
“Submerged” parts of the problem must be
understood and including in the research design for the
research to be useful.

7. Symptoms vs. Problems
Microbrewery
Symptom
Consumers prefer the taste of competitor’s brand
PD based on the Symptom
What type of reformulated taste is needed?
True Problem
Old-fashioned package influenced taste perception

8. Symptoms vs. Problems
Manufacturer of palm-size computers
with Internet access
Symptom
Distributors complain prices are too high
PD based on the Symptom
Investigate business users to learn how much prices need to
be reduced
True Problem
Distributors do not have adequate product knowledge to
communicate product’s value

9. Management Decision Problems vs.
Marketing Research Problems
Management Decision
Problems
Ask what the decision
maker needs to do
Action oriented
Focus on symptoms
Marketing Research
Problems
Ask what information is
needed and how it should be
obtained
Information oriented
Focus on the underlying
causes

10. Translating Management Problems into
Research Problems (Questions)
Management Problem
Determine the best ways the firm can communicate
with potential purchasers of laptop computers
Research Questions
How familiar are consumers with the various brands of
computers?
What attitudes do consumers have toward these
brands?
How important are the various factors for evaluating
the purchase of a laptop computer?
How effective are the communications efforts of the
various competitive marketers in terms of message
recognition?

11. Common
Errors
Errors in Defining the Market Research ProblemF
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Problem Definition is
too Broad
•Does Not Provide
Guidelines for
Subsequent Steps
•e.g., Improving the
Company’s Image
Problem Definition
is too Narrow
•May Miss Some
Important Components
of the Problem
•e.g. Changing Prices in
Response to a
Competitor’s Price
Change.

12. “Bad” vs. “Good” Research
Questions
Research questions should be stated as clearly as
possible
“Bad” research question
Is advertising copy X better than advertising copy Y?
“Good” research question
Which advertising copy has a higher day-after recall
score?

13. Components of the
Marketing Research
Problem
Research
Questions
Hypotheses
Analytical
Framework
and
Models
Development of Research Questions & HypothesisF
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14. Analytical Framework & Models
Research questions & hypotheses are developed
within analytical frameworks
Basically, theories & models
Theory suggests that satisfaction improves morale
& perceptions
A sales manager who wants to increase market
share (management problem) may
Ask how to encourage salespeople to generate more sales
(research question)
State that (based on theory) higher job satisfaction leads to
greater sales productivity (hypothesis)