Académique Documents
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intellectual investigation
2. Research Design
2. Background
3. Objectives
4. Methodology
5. Findings
6. Conclusion
Formulating the Problem
Ascertain decision maker’s objectives
Understand the background of the
problem
Isolate and identify the problem rather
than its symptoms
Determine the unit of analysis
Determine the relevant variables
State the research questions
[hypotheses] and research objectives
Problem Formulation
Business Decision Problem
Research Problem
Research Question
Hypothesis formulation
Shopping List 1 Shopping List 2
Lazy
4% 48%
Thrifty 16% 4%
35
30
Ad Cut-through
25 Branded Cut-through
20 Message Cut-through
15 Ad Spend
10 Share of Mind
Market Share
5
0
Week
Share of Mind
Share of Mind
30
25
20 Ariel
Henko
15
Surf Ultra
10 Tide
5
0
Week
Positioning Share
Driving Variable for Ariel
Positioning Share
35
30
25 Share of Mind
Stain Removal
20
Shining Clothes
15
High Tech
10 VFM
5
0
Week
in a lighter vein…
A market researcher drafted by the Army was at the firing range.
At the range, he was given some instruction, a rifle, and 50 rounds
of ammo. He fired 10 shots at the target. The report came from
the target area that all attempts had completely missed the target.
He fired 10 more, with the same result.