MR_Problem_Definition_Approach_p(2)

MR_Problem_Definition_Approach_p(2) - 1. Indepth interview...

Info iconThis preview shows pages 1–12. Sign up to view the full content.

View Full Document Right Arrow Icon
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Objectives To learn the procedures involved in clarifying a research problem To understand the backward market research methodology
Background image of page 2
Content The Problem Audit Andreason’s Backward Market Research Methodology
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Introduction Ill-Defined Management Problems**
Background image of page 4
The Problem Audit A marketing problem arises with management symptoms such as rising costs, declining sales, etc. The problem audit is an attempt to clarify the marketing problem with the purpose of developing the Research Question Tree. Steps in problem auditing: 1. Restate the symptom in broad question form. 2. The broad management questions are progressively broken down into research questions. 3. A research question must be refined if it is not specific enough. 4. The kind of information that is needed to answer the specific research questions.
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
The Research Question Tree
Background image of page 6
The Problem Audit Methods for collecting information to construct the Research Question Tree:
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 8
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 10
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 12
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: 1. Indepth interview with relevant decision makers and relevant managers. 2. Experience survey involving other people who are knowledgeable about the topic/industry. 3. Secondary data analysis. 4. Qualitative research eg. Case studies, pilot surveys. Problem Audit Write up the Prototype Report Client Satisfy with the Prototype Report? Rewrite Prototype Report based on Clients Feedback Start Data Collection Analyse Data, Replace Make-up Data in Prototype Report by Genuine Data Andreason's (1985) "Backward Research Methodology " No Yes Backward Market Research Video Script.pdf (available in Moodle) Andreason's (1985) "Backward Research Methodology " Relevant Sites Quirk's Marketing Research Review References Textbooks, Chapter 2, pp. 30-49, 53-59. Andreason, A.R (1985), "Backward marketing research", Harvard Business Review, Vol. 63 pp.176, 180, 182....
View Full Document

This note was uploaded on 01/15/2010 for the course MKT mkt3010C taught by Professor Alan during the Fall '08 term at CUHK.

Page1 / 12

MR_Problem_Definition_Approach_p(2) - 1. Indepth interview...

This preview shows document pages 1 - 12. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online