There is not a single “right” MRP, as long as they are sensible andappropriate for the research contextExamples of MRP•Over-arching statement: to identify and study the key driversof customers’ satisfaction with Crown Casino•Components (i.e., what the drivers are)–To investigate whether customers’ experiencewith Crown’s service influences their overall satisfaction–To study whether the type of of gaming customers engage in affect their overall satisfaction with the casino–To investigate the difference in satisfaction across customers of different socio-demographic groups–To investigate the difference in satisfaction across customers of different consumption profile (e.g., casual vs. frequent gamblers; local vs. international gamblers) 45To illustrate this graphically, 46Customersatisfactionat CrownExperience withserviceType of gamingSocio‐demographicsegmentsConsumption profileKeyDrivers/Components
Lecture 116Examples of MRP components•Over-arching statement: To identify and investigatethe key determinants of members’ usage of the Caulfield fitness center•Components–To study the relationship between members’ attitude towards health and fitnessand their usage frequency of the center–To investigate the relationship between members’ awareness of the center’s facilities/programs and their usage rate of the center–To investigate the difference in usage frequency across demographic groups47Characteristics of the MRP•Asks what information is needed and how it should be obtained•Information oriented (focus on understanding)•Focuses on the underlying causes•Clearly defined and articulated•Can be answered by testing each RQ and H48A quick recap what we have just discussed about Marketing Research Problem (MRP)Some commonly asked questions (important because you need to do this for assignment 1!!!)49
Lecture 117Structurally, Marketing Research Problem (MRP) consist of two things•Overarching statement–A broad summary of your overall research goal (often, this is the main underlying issue you are trying to understand)•Specific components–Focus on the key aspects of the MRP and provide clear guidelines on how to proceed further (Often this is about different types of determinants/drivers of the focal issue)50There is not a single “right” MRP, as long as they are sensible andappropriate for the research contextWhy do we need to develop marketing research problems (MRP)?•MRP offers a broad overview of the marketing problem you are trying to tackle•The components provide a structureto organizeyour specific research questions (RQs)•But remember: Components of MRP are still too broad/vague and cannot be answered directly. Most data you collect from questionnaire are quite specific. So you need to first develop RQs (next week)51How do we go about formulate MRP? (i.e., where to find the key underlying issue and its main drivers)•Out there in the real world–
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