市场营销课件英文22个PPT 05-prob def rsch prposal.ppt

Exploring Marketing ResearchWilliam G. Zikmund Chapter 5: Problem Definition and the Research Proposal Problem Discovery and Definition First Step Problem, Opportunity, or Monitor Operations Discovery before Definition Problem means Management Problem “The formulation of the problem is often more essential than its solution.” Albert Einstein Problem definition The indication of a specific marketing decision area that will be clarified by answering some research questions. Ascertain the Decision Maker’s Objectives Decision makers’ objectives Managerial goals expressed in measurable terms. The Iceberg Principle The principle indicating that the dangerous part of many marketing problems is neither visible to nor understood by marketing managers. Understand the Background of the Problem Exercising Judgment Situation analysis - The informal gathering of background information to familiarize researchers or managers with the decision area. Isolate and identify the problems, not the symptoms Symptoms Can Be Confusing Symptoms Can Be Confusing Twenty-year-old neighborhood swimming association: Membership has been declining for years. New water park -residents prefer the expensive water park???? Demographic changes: Children have grown up Determine the Unit of Analysis Individuals, households, organizations, etc. In many studies, the family rather than the individual is the appropriate unit of analysis. Determine the relevant VARIABLE Anything that may assume different numerical values Hypothesis An unproven proposition A possible solution to a problem Guess State the research questions and research objectives Research Proposal A written statement of the research design that includes a statement explaining the purpose of the study Detailed outline of procedures associated with a particular methodology Basic Questions - Problem Definition What is the purpose of the study? How much is already known? Is additional background information necessary? What is to be me