Chapter 2: Problem definition and research plan (proposal) Chapter 2: Problem definition and research plan (proposal)

Chapter 2: Problem definition and research plan (proposal)

The formulation of the problem is more important than its solution. There are 6 steps to develop a research plan.

1.Problem definition

The hint of a specific marketing decision area that will be explained by answering some research questions.

The Iceberg Principle: It is a theory that suggests that aggregate data can hide information that is important for the proper evaluation of a situation. Normally, that information in the data is not visible and easily understood by marketing managers.

The process of problem definition

•  Find out the decision maker’s objectives .We need to know what the purpose of the research is. What we are trying to achieve. Also, which area of information we need. New coke example , the area of information  that we need such as taste , image and customer characteristics.
• Understand background of the problem
•  Identify the problem
•  Determine unit of analysis
•   Determine relevant variables
•  State research questions and objective

Problem

Do a situation analysis-The informal gathering of background information to familiarize researchers or managers with the decision area (could be by Sec. Data).

•  How much is already known?
•  What further information is needed?

Undertake a literature review of the relevant theory that may help the research.. E.g. Berry and Parasuraman (1991) for satisfaction research.

2. Understand the Background of the Problem

Do a situation analysis-The informal gathering of background information to researchers or managers with the decision area (could be by historical data).E.g. How much is already known?What further information is needed?

Start a literature review(reading for information form any book magazine) of the relevant hypothesis(suitable to the subject , direct to the point) that may help the research.For example,  Berry and Parasuraman (1991) for satisfaction research.

1.       Recognise the concern ( it may be an opportunity and threat), sub concern.

2.       Set priority(decide which are the one that are more serious)

3.       Plan for resolution and action.

3. Separate (isolate) and identify the problems, not the symptoms

Symptoms (sign) ( it may be true or not true) can be confusing(puzzling, the sign is not sure): many occurrences that appear to be the problem may only be symptoms of a deeper problem.

Requires exploratory (investigating) research: repeatedly ask for the cause of the “problem” until you reach the true root of the problem. Why do your work?

Overall, it means that there are a lot of problems but we need to keep asking for the cause id the problem until we reach the true root of the problem.

One of the examples is a twenty years old neighbour swimming association in major city.Symtoms have shown that memberships have been declining for years. New Water Park had moved in to town few years ago. Based on Symptoms, they conclude that the neighbourhood residents prefer the expensive water park and have negative image of swimming pool. The true problem, it is the changes of demographic. Children who stay in this 20-years neighbourhood have grown up. Older residents no longer swim.

 4. Determine the Unit of Analysis

We need to know who are our target, who can provide us with the information needed to solve our problem and who we exactly we analyzing, for example indiduals,households and organizations.

5. Determine the relevant Variables

Variable: anything that may assume different numerical or categorical values

•  What is to be measured?
• Exploratory research(eg. Focus groups) helps.

How would these variables be related? (Draw a conceptual diagra

6. State the research questions and research objectives

State some of your research hypotheses. Hypothesis:a tentative(temporary)solution to a problem, an unproven proposition( unporve idea).

 Hypotheses (theory) or research objective: We design an uncertain solution for a problem. For example, the greatest barrier to blood donation by non contributor is convenience.

Example of research question and research objectives

(Research Questions)

1.       What do current students think about various aspects of the quality of Curtin?

2.       What are some of the reasons why people choose to study at University?

3.       Where do people look to for information about courses?

4.       Are the above same for all types of people?

(Research Objectives)

1.       To determine student ratings of Curtin University with respect to reputation, convenience of location, range of courses …etc.

2.       To measure the frequency of using different communication mediums by students.

3.       To determine the reasons why people undertake University studies.

4.       To determine if different demographic groups have different reasons for studying.

5.       To determine if different demographic groups use different communication mediums.

6.       To determine if those who have a higher exposure to each communication medium exhibit higher ratings of Curtin University.