A Concept Map for Problem Definition Marketing Research Help

A Concept Map for Problem Definition

A Concept Map for Problem Definition

which should then be translated into a marketing research problem. The management decision problem asks what the DM needs to do, whereas the marketing research problem  asks what information is needed and how it can be obtained effectively and efficiently. The researcher should avoid defining the marketing research problem either too broadly or too narrowly. An appropriate way of defining the marketing research problem is to make a broad statement of the
problem and then identify its specific components. Developing an approach to the problem is the second step in the marketing research process. The components of an approach consist of an objective/theoretical framework, analytical models, research questions. hypotheses. and specification of information needed. It is necessary that the approach developed be based on objective or empirical evidence and be grounded in theory. The relevant variables and their interrelationships may be neatly summarized via an analytical model. The most common kinds of model structures are verbal. graphical. and mathematical, The research questions are refined statements of the specific components of the problem that ask what specific information is required with respect to the problem  components. Research questions may be further refined into hypotheses. Finally. given the problem definition, research questions, and hypotheses, the information needed should be specified. Figure 2.6 is a concept map for developing an approach to the problem. When defining the problem in international marketing research, the researcher must isolate and examine the impact of the self-reference criterion (SRC), or the unconscious reference to one’s own cultural values. Likewise, when
developing an approach, the differences in the environment prevailing in the domestic market and the foreign markets should be carefully considered. Se.,veral ethical issues that
have an impact on the client and the researcher can arise at this stage but can be resolved by adhering to the seven Cs: communication, cooperation, confidence, candor, closeness, continuity. and creativity

A Concept Map for Approach to the Problem

A Concept Map for Approach to the Problem

Key Terms and Concepts

Key Terms and Concepts

Posted on November 28, 2015 in Defining the Marketing Research Problem ond Developing on Approoch

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