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…
Unilever sold consumer products in 150 countries. As much as 85 percent of their profits came from overseas, with 7 percent of their profits being attributed to Asia and the Pacific. Unilever attempted to break into the Japanese detergent market with Surf Superconcentrate. It achieved 14.5 percent of the market share initially during test marketing, which fell down…
By focusing on each component of the problem and the analytical framework and models, research questions, and hypotheses, the researcher can determine what information should be obtained in the marketing research project. It is helpful to carry out this exercise for each component of the problem and make a list specifying all the information that should be collected.…
Verbal Model A consumer first becomes aware of a department store. That person then gains an understanding of the store by evaluating the store in terms of the factors comprising the choice criteria, Based on the evaluation. the consumer forms a degree of preference for the store. If preference is strong enough. the consumer will patronize the store…
The general rule to be followed in defining the marketing research problem is that the definition shou1d (I) allow the researcher to obtain all the information needed to address the management decision problem, and (2) guide the researcher in proceeding with the project. Researchers make two common errors’ in problem definition. The first arises when the research problem…
Milk sales had declined in the 1980s and early 1990s, and the milk industry needed to find a way to increase sales. An advertising company was hired by the California Milk Processor Board, which in turn hired MfNRlC Research toconducta telephone tracking survey of Californians over age II. To identify the cause of low milk sales, the research…
To understand the background of a marketing research problem, the researcher must understand the client’s firm and industry. In particular, the researcher should analyze the factors that have an impact on the definition of the marketing research problem. These factors, encompassing the environmental context of the problem, include past information and forecasts pertaining to the industry and the firm,…
In addition to discussions with the DM, interviews with industry experts, individuals knowledgeable about the finn and the industry, may help formulate the marketing research problern.? These experts may be found both inside and outside the finn. If the notion of experts is broadened to include people very knowledgeable about the general topic being investigated, then these interviews are…
The problem definition and approach development process is shown in Figure 2.1. The tasks involved in problem definition consist of discussions with the decision makers. interviews with industry experts and other knowledgeable individuals, analysis of secondary data, and sometimes qualitative research. These tasks help the researcher to understand the background of the problem by analyzing the environmental context. Certain…
Overview This chapter covers the first two of the six steps of the marketing research process described in defining the marketing research problem and developing an approach to the problem. Defining the problem ISthe most important step, because only when a problem has been clearly and accurately identified can a research project be conducted properly. Defining the marketing research…
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