Académique Documents
Professionnel Documents
Culture Documents
Problem
The Marketing Research Process
Step 1: Defining the Problem
Secondary
Experience Pilot Case Collection of
(historical) Data
survey study study data
data
Gathering (fieldwork)
Tasks Involved
Management Marketing
Decision Problems Research Problems
Ask what the decision Ask what information is
maker needs to do needed and how it
Action oriented should be obtained
Focus on symptoms Information oriented
Focus on the underlying
causes
Translating Management Problems into
Research Problems (Questions)
Management Problem
Determine the best ways the firm can communicate with
potential purchasers of laptop computers
Research Questions
How familiar are consumers with the various brands of
computers?
What attitudes do consumers have toward these brands?
How important are the various factors for evaluating the
purchase of a laptop computer?
How effective are the communications efforts of the various
competitive marketers in terms of message recognition?
Errors in Defining the Market Research Problem
Common
Errors
Components of
the Marketing
Research Problem
Analytical
Framework
Research
and
Questions
Models
Hypotheses
Analytical Framework & Models
Research questions & hypotheses are
developed within analytical frameworks
Basically, theories & models
Theory suggests that satisfaction improves
morale & perceptions
A sales manager who wants to increase
market share (management problem) may
Ask how to encourage salespeople to generate more sales
(research question)
State that (based on theory) higher job satisfaction leads to
greater sales productivity (hypothesis)
Hypotheses
An unproven proposition or
possible solution to the problem.
Assert probable answers to
research questions.
Hypotheses & research questions
both state relationships
Research questions are interrogative (ask)
Hypotheses are declarative (state)
Our Hypotheses
Demographic factors do not
influence mental intangibility.
Demographic factors do not
influence trusting disposition.
Demographic factors do not
influence e-commerce trust.
Demographic factors do not
influence technophobia
Demographic factors do not
influence impulse buying tendency
Continued on next slide
Our Hypotheses
Mental intangibility negatively
impacts Trust.
Technophobia negatively
impacts Trust.
Technophobia positively
influences Mental Intangibility.
Trusting Disposition positively
influences trust.
Our Hypotheses
Trust positively impacts
Intentions.
Trust negatively impacts E-
Concerns.
Impulse Buying Tendency
negatively impacts E-Concerns.
Impulse Buying Tendency
positively impacts E-Behavior.
Our Hypotheses
Impulse Buying Tendency
positively impacts Intentions.
E-Concerns negatively impact E-
Behavior.
E-Concerns negatively impact
Intentions.
E-Behavior positively impacts
Intentions.