Marketing
Research
Ch 2: Defining the Marketing Research Problem and
Developing an Approach
5th Section
By: Marwa Ahmed
Components of an Approach
1) Analytical Framework and Model
2) Research Questions and Hypotheses
3) Specification of the Information Needed
1) Models: An analytical model is a set of variables, and their interrelationships
designed to represent, in whole or in part, some real system or process.
One type of models is Graphical models:
They are visual and are used to isolate variables and to suggest directions of
relationships but are not designed to provide numerical results.
Awareness
Understanding: Evaluation
Preference
Patronage
2) Development of Research Questions & Hypothesis
• Research questions (RQs) are refined statements of the specific components
of the problem.
• A hypothesis (H) is an unproven statement or proposition about a factor or
phenomenon that is of interest to the researcher. Often, a hypothesis is a possible
answer to the research question.
Harley-Davidson Example
• RQ: Can the motorcycle buyers be segmented based on psychographic characteristics?
• H1: There are distinct segments of motorcycle buyers.
• H2: Each segment is motivated to own a Harley for a different reason.
• H3: Brand loyalty is high among Harley-Davidson customers in all segments.
3) Specification of Information Needed
• 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.
Component 1 Ownership of motorcycles (Harley-Davidson and its competitors). Interest in potentially owning a
motorcycle if they do not currently have one.
• Standard demographic characteristics (e.g., gender, marital status, household size, age, education, occupation,
income, and type and number of automobiles owned) and psychographic characteristics (outdoor and
recreational activities, family orientation, and attitude toward adventure).
Component 2 No new information to be collected. The segment can be identified based on information obtained
for the first component.
Component 3 Ratings of Harley-Davidson motorcycles on image, features, brand name, and subjective
perceptions.
Component 4 Attitudes towards, preferences for and repurchase of Harley-Davidson motorcycles.
International Marketing Research
• Lack of familiarity with the environmental factors of the country in which the
research is being conducted can increase the difficulty of appropriately
defining the problem.
• Many international marketing efforts fail because a problem audit is not
conducted prior to entering the foreign market, and the relevant
environmental factors are not taken into account.
• While developing theoretical framework, models, research questions and hypotheses,
remember that difference in the environmental factor, especially the
sociocultural environment, can lead to difference in the formation of
perceptions, attitudes, preferences and choice behavior, for example:
orientation toward time varies considerably across cultures, which can
influence perceptions and preferences for convenience foods.
Motorcycles are used for recreation in the United States but as a means of
daily transportation in SE Asia.
Marketing Research & Social Media
1) Problem Definition
• Social media are a natural source of qualitative secondary data and qualitative
research, and it can be used to aid in all the tasks that need to be performed in order to
define the problem.
–In defining the marketing research problem, analysis of social media content can provide
a good idea of the broad scope of the problem and aid in identifying the specific
components.
–Social media can also help in gaining an understanding of the environmental context
of the problem.
–If the decision maker maintains a blog or has a Facebook page, these sources provide
additional information in understanding the DM and her\his objectives.
–It is also possible to identify industry experts, and an analysis of their social media
sites can provide insights into their thinking as it relates to problem at hand.
• EX: IdeaStorm as a social media platform has enabled Dell to identify and address many
marketing problems.
Marketing Research & Social Media (Cont.)
2) Approach to the Problem
• Use of these media can be extended to incorporate feedback from
consumers as to whether the researchers are on the right track because
the analytical models developed and the research questions as posed by the
firm were consistent with and based upon consumer thinking and insights.
• Researchers can then assess the appropriateness of their models or
whether they are asking the right research questions.
• Furthermore, market researchers can choose to openly discuss their
derived hypothesis for feedback among closed social media consumer
panels.
Ethics in Marketing Research
• Potential for ethical conflict between the marketing researcher and the client.
• Personal interests or hidden agendas of either stakeholder can lead to ethical
dilemmas.
• The client should be forthright in disclosing the relevant objectives and the purpose
for which the research is being undertaken.
• The researcher should have the best interest of the client at heart.
• In developing an approach, ethical issues include using models and approaches
developed for specific projects for other clients.
Acronym: Problem
The factors to be considered when analyzing the environmental context of the
problem can be summed up by the acronym PROBLEM:
Past information and forecasts
Resources and constraints
Objectives of the decision maker
Buyer behavior
Legal environment
E conomic environment
Marketing and technological skills
1) An explicit specification of a set of variables and their interrelationships designed to represent some real
system or process in whole or in part is called an analytical model.
Answer: TRUE
2)In graphical models, the variables and their relationships are stated in prose form.
Answer: FALSE
3) Mathematical models are visual and pictorially represent the theory.
Answer: FALSE
4)Graphical models are used to isolate variables and to suggest directions of relationships but are not
designed to provide numerical results.
Answer: TRUE
5)According to the text, graphical models are logical, preliminary steps to developing mathematical models.
Answer: TRUE
6)Verbal models explicitly specify the strength and direction of relationships among variables, usually in
equation form.
Answer: FALSE
7)Research questions are refined statements of the specific components of the problem.
Answer: TRUE
8)An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher
is called a theory.
Answer: FALSE
9)Hypotheses are statements about proposed relationships rather than merely questions to be answered.
Answer: TRUE
10)An unproven statement or proposition about a factor or phenomenon that is of interest to the
researcher is called a hypothesis.
Answer: TRUE
11)With the use of social media such as blogs, Facebook, or Twitter, researchers can update consumers on
the research that has been ongoing and the actions that have been taken.
Answer: TRUE
12)It is possible to identify industry experts, and an analysis of their social media sites can provide insights
into their thinking as it relates to problem at hand.
Answer: TRUE
13)An explicit specification of a set of variables and their interrelationships designed to represent some real
system or process in whole or in part is called a(n) .
A) analytical model
B) theory
C) hypothesis
D) objective
E) broad-based research
Answer: A
14)Which of the following is NOT a common form of a model?
A) verbal model
B) graphical model
C) mathematical model
D) technological model
E) A and B
Answer: D
15)In the variables and their relationships are stated in prose form.
A) verbal models
B) graphical models
C) mathematical models
D) technological models
E) provisional models
Answer: A
16)Which of the following models are often a summary or restatement of the main points of the theory?
A) graphical models
B) mathematical models
C) verbal models
D) technological models
E) provisional models
Answer: C
17) are visual and pictorially represent the theory.
A) Graphical models
B) Mathematical models
C) Verbal models
D) Technological models
E) Cartoons
Answer: A
18)Which of the following models are used to isolate variables and to suggest directions of relationships
but are not designed to provide numerical results?
A) graphical models
B) mathematical models
C) verbal models
D) technological models
E) specific models
Answer: A
Thanks For
Good Listening
See you next week
Happy weekend!
