Problem Identification

and Research Problem

WHAT IS A RESEARCH PROBLEM

A research problem, in general, refers to some difficulty
which a researcher experiences in the context of either
a theoretical or practical situation and wants to obtain a
solution for the same

IMPORTANCE OF PROBLEM DEFINITION

1. A problem well defined is half solved
2. The formulation of the problem is often
more essential than its solution. (Albert
Einstein)
3. How the problem is framed determines
what solution is obtained
4. The research problem drives subsequent
stages of the research process
5. Proper problem definition ensures that
the research results will meet decision

The Process of Problem

Definition
(1) Understand the
business situation
identify the key
symptoms

Determine unit
of analysis

Identify (Isolate)
the problems
from symptoms

Determine
relevant
variables

Write managerial
decision statement
and corresponding
research purpose

State research
questions/objective
s and/or
hypotheses

The Process of Problem Definition:

1. Understand the Business Decision

Researcher needs to understand:

1. the decision makers objectives (i.e. desirable
end-states that the decision maker hopes to
achieve within a future time frame) for
conducting the research
2. the business context in which the decision maker
operates objectives

Can be achieved by conducting a situation

analysis - informal gathering of background
information to familiarize the researcher and
manager with the decision-making environment
situation.
Useful guidelines are:
1. Develop many alternative problem statements
2. Think about potential solutions to the problems
3. Use free-association techniques to generate lists

The Process of Problem

Definition:
2. Isolate Symptoms from
Problem

Symptom the sign (indicator) that

something is wrong (e.g. sales decline)
Problem the actual reasons (possible
causes) for the discrepancy between what is
(current situation) and what is desired (e.g.
lack of motivation among salespeople)
Tackling the symptoms may not necessarily
solve the problem, the real (root) causes
must be identified and tackled

Isolating Problems from

Symptoms

Organization

Twenty-year-old
neighborhood
swimming
association
seeks research
help

Problem Definition
Symptoms
Based on Symptom
Problem
Membership has
been declining for
years.
Less frequent usage
among members
Increased
attendance at new
water park with
wave pool and water
slides that moved
into town a few
years ago.

Probable True

Neighborhood
residents prefer the
water park

Demographic changes:
Swim facility is
outdated and does
not appeal to
younger families
Younger families and
children have
negative image of
the pool.
Older residents no
longer swim
anywhere.

The Process of Problem

Definition:
3. Write Managerial Decision
Statements and Corresponding
Research Objectives

Decision statements capture the

researchers understanding of the decision
makers objectives (reasons) for seeking the
research
Essentially involves stating the information
that is needed to help make the decision
Decision statements must then be
translated into research objectives (the
deliverables of the research)

The Process of Problem

Definition:
4. Determine Unit of Analysis
Unit of Analysis The target population
from whom data needs to be collected to
serve the research objectives
These could be:
Individuals (maybe even further classified by
demographics, geographic location, etc)
Households
Organizational customers (e.g. retailers,
wholesalers)
Competitors
Etc

Sometimes a single research problem

may require investigation at one or more

The Process of Problem

Definition:
5. Determine Relevant
Variables
Variable - Anything that may assume
different values among members of the
target population, e.g. age, level of
satisfaction, etc
Variables can be :
Categorical or continuous
Dependent or independent

Variable classifications have implications

for data analysis
A hypothesis is an unproven statement

The Process of Problem Definition:

6. State Research Questions and
Objectives
Research Objectives
Goals that the research is designed to achieve

Research Questions
Questions for which the research is designed to
provide answers
The researchers translation of the managerial
(marketing) problem into a specific inquiry

Research questions and research objectives often

differ only in terms of phrasing (whether as a
question or a statement)
Research objectives should be stated both in broad
and specific terms to give:
Broad research objective, and
Specific research objectives

THE RESEARCH
PROPOSAL
A written statement of the research design
(strategy, blueprint) that often also includes
a statement explaining the purpose of the study
(in the form of research objectives or
deliverables)
a definition of the problem (often in the form of
a decision statement)
the particular research methodology that will be
employed
details of procedures that will be used during
each stage of the research process, and
a schedule of costs and deadlines

Contents of the Research Proposal

1. Purpose of the research

The general purpose

Specific research objectives to be achieved with the study
(including clear specification of variables involved)

2. Research Design

Specific research method (or methods) to be used

Justification for choice of methods

3. Measurement

How variables will be measured

Sample questions

4. Sample Design

What the target population will be

How the sample will be selected
What size of sample will be used

Contents of the Research Proposal

- Continued
5. Data gathering

How the data will be collected and by who.

6. Data Processing/Analysis

How the data will be processed

What analysis techniques will be used for specific
research objectives

7. Presentation of Results

How results will be presented

Written report
Oral presentation

8. Time Schedule

Time schedule for completion of the study

9. Budget

Overall cost of the study (including breakdown of

different cost components)

Functions of a Research Proposal

For Management (the client):
1. Evaluation

It helps the client to evaluate the ability of

the research to accomplish its objectives

2. Choosing research suppliers

Client judges quality of different research

suppliers from their proposals

3. Judgment standard

It is a standard for determining if the research

was conducted as planned

Functions of a Research Proposal

For the Researcher:
1. Thinking ahead

It forces the researcher to think through the different

stages of the research process

2. Bidding document

It serves as the researchers bid to offer a specific

service

For Both Parties:

3. Communication

It serves as a means of communication between the

researcher and the client (decision maker)

4. Written Contract

It serves as a written contract that can always be

referred to

SELECTING THE PROBLEM

Subject which is overdone should not be normally chosen
Controversial subject should not become the choice of an
average researcher
Too narrow or too vague problems should be avoided
The subject selected for research should be familiar and
feasible so that the related research material or sources of
research are within ones reach
The importance of the subject, the qualifications and the
training of a researcher, the costs involved, the time factor are
few other criteria that must also be considered in selecting a
problem

SELECTING THE PROBLEM

Subject which is overdone should not be normally chosen
Controversial subject should not become the choice of an
average researcher
Too narrow or too vague problems should be avoided
The subject selected for research should be familiar and
feasible so that the related research material or sources of
research are within ones reach
The importance of the subject, the qualifications and the
training of a researcher, the costs involved, the time factor
are few other criteria that must also be considered in
selecting a problem
The selection of a problem must be preceded by a
preliminary study

TECHNIQUE INVOLVED IN DEFINING

A PROBLEM
Statement of the problem in a general way
Understanding the nature of the problem
Surveying the available literature
Developing the ideas through discussions
Rephrasing the research problem