2 The Problem Definition Process Recognize the problem or opportunity Find out why the information is sought Understand the decision making environment.

2

The Problem Definition Process

Recognize the problem or opportunity

Find out why the information is sought

Understand the decision making environment

Use the symptoms to help clarify the problem

Translate mgt. problem to marketing research problem

Determine whether the information already exists

Determine whether the question can be answered

State the research objectives

Can the problem become opportunity?

Any suspect motives?

Examine cultural &bureaucracy issues

Determine cause &effect relationships

Mgt. support is key

Have you researchedother research?

Are the objectivesdoable / realistic?

Include timetable andresponsible party

Chapter Two

3

• Pilot Studies• Focus Groups• Case Analyses• Secondary Data• Concept Testing• Depth Interviews• Taste Tests• Experience Surveys

Pu

rpos

e

Key

Met

hod

s

• Define Terms• Clarify Problems• Develop Theories• Establish Priorities• Gain General Information

Preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.

Preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.

Exploratory Studies Defined

The Decision Making EnvironmentExploratory Studies

Chapter Two

Theoretical base for your research

Evaluative report of existing literature

Critical assessment of the current state of

knowledge

Find out what has already been done Discover what has not yet been addressed Position your research Identify gaps or flaws in existing research Suggest methods you should use Provide support for your chosen methods

Select topic◦ Achievable, interesting, focused, important

Determine what you want to know◦ Break down into topic areas

e.g. Student drinking: current behaviour, effects on health, effects on functioning, motivations, etc.

Identify key search words and synonyms◦ e.g. Charity advertisements, charity appeals,

nonprofit advertising, not-for-profit advertising, nfp, etc.

Identify information sources◦ Books, academic journals, popular press articles,

government documents, conference proceedings, etc.

◦ ABI Inform is an important management database http://www.uleth.ca/lib/; Select “articles”; Select

“management”; Select “connect” for ABI Inform

Use general and specific information ◦e.g. Recycling:

Overall recycling trends,

general consumer motivations for recycling,

specific local programs.

Use peer-reviewed academic articles when possible

◦other (gov’t reports, popular press, stats, etc.)

REVIEW◦ What is the current state of knowledge in the

area?◦ How have others approached the research area? ◦ What are the key concepts and theories in the

area? MOVING FORWARD

◦ What do we still need to find out?◦ What is the best way to find that out? ◦ What would be the importance of your research?

Literature review for your group topic◦ Determine what you want to know

◦ Identify search terms

◦ Find several relevant articles

◦ Summarize these

◦ Write the lit review with references

◦ Submit via email to prof. and all group members