MKT PDF
MKT PDF
MKT PDF
Analytical Specification
Objective/ Model: Verbal, Research of
Theoretical Hypotheses
Graphical, Questions Information
Foundations
Mathematical Needed
7
Importance of Defining the
Problem
• Problem definition involves stating the general marketing
research problem and identifying its specific components.
Qualitative Research
Environmental Context of the
Problem
• To understand the background to a marketing research
problem, the researcher must understand the client’s firm and
industry.
• In particular, the researcher analyze the factors that have an
impact on the definition of the marketing research problem
such as:
past information and forecast pertaining to the industry and
the firm;
resources and constraints of the firm;
objective of the decision maker;
buyer behavior;
legal environment;
economic environment; and
marketing and technological skills of the firm.
Management Decision Problem and
Marketing Research Problem
• The management decision problem asks what the DM
needs to do, whereas the marketing research problem
ask what information is needed and how it can best be
obtained.
• Research can provide the necessary information to make
a sound decision.
• The management decision problem is action oriented.
It is concerned with the possible actions the DM could
take.
• How should the loss of market share be arrested?
• Should the market be segmented differently?
Management Decision Problem and
Marketing Research Problem cont. …
• Problem definition
• Research design
• Data collection
• Data analysis
• Interpretation of results
• Reporting
Tasks Involved In a Research
Design
Define the Information Needed
Construct a Questionnaire
Research
Design
Exploratory Conclusive
Research Research
Cross-sectional
Study
Descriptive Causal
Longitudinal Design Design
Study
Experiment
Secondary
Survey Observation
Data Study
EXPLORATORY
RESEARCH
• Usually conducted during the initial
stage of the research process
• Purposes
– To narrow the scope of the research
topic, and
– To transform ambiguous problems into
well-defined ones.
CONCLUSIVE RESEARCH
• Provide specific information that aids the
decision maker in evaluating alternative
courses of action
• Sound statistical methods & formal research
methodologies are used to increase the
reliability of the information
• Data sought tends to be specific & decisive
• Also more structured & formal than
exploratory data
TYPES OF CONCLUSIVE
RESEARCH
• Descriptive Research
– Describes attitudes, perceptions,
characteristics, activities and situations.
– Examines who, what, when, where, why, &
how questions
• Causal Research
– Provides evidence that a cause-and-effect
relationship exists or does not exist.
– Premise is that something (and independent
variable) directly influences the behavior of
something else (the dependent variable).
Common Characteristics of
Descriptive Studies
• Concomitant Variation
– Extent to which the cause and effect vary together
as hypothesized
(National Company)
Delphi research services pvt. ltd
Delphi is a "specialist" market research and strategic consulting firm.
Delphi was set up in 1991 by a small team of research practitioners.
Delphi came into existence primarily to cater to the needs of Indian and
international companies and multi-lateral agencies seeking high quality
and actionable research in the areas of business-to-business /industrial
research and social research. Since 1994, Delphi added one additional
line of business - specialised consumer research exclusively for
the service sector.
Delphi's aim from Day One has been to stay lean and focused.
Over the years, Delphi has made steady and solid progress with a
growing base of renowned customers comprising leading Indian and
international companies and multi-lateral organisations.
Delphi's expertise is sought by companies in India, the Asean region, the
Middle East and the USA.
AREAS OF
SPECIALISATION
APPROACH / DIFFERENTIATION:
RESULTS: