Chapter4 - Defining the Problem and Determining Research...

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Defining the Problem and Determining Research Objectives What's Your Problem?
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Ch 4 2 The Importance of Properly Defining the Problem Properly defining the problem is the most important step in the marketing research process. If the wrong problem is defined, all the remaining steps in the marketing research process are wrong.
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Ch 4 3 Define the Problem Two sources of problems: A problem exists when a gap exists between what was supposed to happen and what did happen. An opportunity occurs when there is a gap between what did happen and what could have happened.
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Ch 4 4 Define the Problem
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Ch 4 5 Recognizing the Problem To recognize a problem, managers must be knowledgeable of objectives and actual performance. To be aware of opportunities, managers must have a process for monitoring opportunities, such as opportunity identification.
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Ch 4 6 The Role of Symptoms in Problem Recognition “We have a problem … we are losing money” Managers must be careful to avoid confusing symptoms with problems.
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Ch 4 7 The Role of Symptoms in Problem Recognition Symptoms are changes in the level of some key monitor that measures the achievement of an objective. The role of the symptom is to alert management to a problem; there is a gap between what should be happening and what is happening.
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Ch 4 8 The Role of the Researcher in Problem Definition Researchers should ensure managers are defining the problem correctly. This is particularly true when the manager has already defined the problem in very specific terms. Researchers sometimes take additional investigations, known as a “ situation analysis ,” to ensure the problem is adequately defined.
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Ch 4 9 Impediments to Problem Definition Failure to change behavior for problem definition situations Managers deal with outside suppliers efficiently with little interaction. Marketing research requires a great deal of interaction and communication.
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Ch 4 10 Impediments to Problem Definition There are differences between managers’ and researchers’ backgrounds. Traditionally researchers were technicians and managers were trained in general decision making. Today managers are much more aware of technical software such as using your SPSS.
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Ch 4 11 The Role of ITBs and RFPs ITBs are Invitations to Bid. RFPs are Requests for Proposals. When ITBs and RFPs are issued management has already defined the problem. Phony ITBs and RFPs present an ethical problem in the marketing research industry.
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12 Defining the Problem & Establishing Research Objectives A Process: There is no universally accepted, step-by-step approach used by marketing researchers to define the problem and establish research objectives. Defining problems accurately is more
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Chapter4 - Defining the Problem and Determining Research...

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