Scribd
Upload
31 views

Problem Definition and Developing An Approach: Dr. Abhinita Daiya D. Y. Patil International University

This document outlines the process for defining a problem and developing an approach for marketing research. It involves discussing the problem with decision makers, conducting interviews with experts, and analyzing secondary data and qualitative research. This helps understand the environmental context of the problem. The problem is then defined by outlining the management decision problem and marketing research problem specifically. An approach is developed by specifying objectives, theoretical frameworks, analytical models, research questions, hypotheses, and the information needed. The overall process aims to fully understand the problem before expending resources on marketing research.

Uploaded by

Abhinita Daiya
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
31 views

Problem Definition and Developing An Approach: Dr. Abhinita Daiya D. Y. Patil International University

This document outlines the process for defining a problem and developing an approach for marketing research. It involves discussing the problem with decision makers, conducting interviews with experts, and analyzing secondary data and qualitative research. This helps understand the environmental context of the problem. The problem is then defined by outlining the management decision problem and marketing research problem specifically. An approach is developed by specifying objectives, theoretical frameworks, analytical models, research questions, hypotheses, and the information needed. The overall process aims to fully understand the problem before expending resources on marketing research.

Uploaded by

Abhinita Daiya
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 9

Problem Definition and

Developing an Approach
Dr. Abhinita Daiya
D. Y. Patil International University
Concept

A broad statement of the general problem and


identification of the specific components of the
marketing research problems.
 All the effort, time and money spent from this point on will be wated if the problem is
misunderstood or ill defined.
 Most difficult process.
Process

Tasks Involved
Discussion with Decision
Interview with Experts Secondary Data Analysis Qualitative Research
Maker(s)

Environmental Context of the Problem

Step 1: Problem Definition


Management Decision Problem Marketing Research Problem

Step 2: Approach to the Problem


Objectives/ Theoretical Specification of
Analytical Model Research Questions Hypothesis
Foundations Information Needed
Tasks Involved
 Discussions with Decision Makers
 Problem Audit
 7 Cs (Communication, Cooperation, Confidence, Candor, Closeness, Continuity,
Creativity)
 Interviews with Industry Experts
 Experience Survey or Key-informant Technique
 Lead-user Survey
 Secondary Data Analysis
 Qualitative Research
 Pilot Surveys
 Case Studies
Environmental Context of the Problem

 Past Information and Forecasts


 Resources and Constraints
 Objectives
 Buyer Behavior
 Legal Environment
 Economic Environment
 Marketing and Technological Skills
Problem Definition

 Management Decision Problem


 Marketing Research Problem

 Conceptual Map
 Broad Statements
 Specific Components
Approach to the Problem

 Objective/ Theoretical Framework


 Theory
 Objective Evidence
 Analytical Model
 Verbal model
 Graphical Model
 Mathematical Model
 Research Questions
 Hypothesis
 Specification of Information Needed
Research Design
THANK YOU

You might also like