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Analysis of problem definition

Problem explanation is the first and the essential step of research process. Regarding to meaning, "Problem definition will involve stating the overall problem and discovering the specific pieces of the marketplace research". A number of failures in marketing research study are due to unclear classification of the challenge. Therefore, a great deal of stress is on your choice makers to work through their objectives totally or, if indeed they have, they aren't willing to totally disclose them.

It is the responsibility of your choice maker is to ensure that the study proceeds along clearly described lines. The researcher should ensure that he/she is able to articulate each and every aspect of the target.

The figure shows an average marketing research process. Correctly defining the condition is the key first rung on the ladder in the marketing research process. If the research problem is identified incorrectly, the research objectives will also be wrong, and the complete marketing research process is a waste of time and money. So the management needs to be careful in defining the situation to avoid errors in the research & hence in final conclusion.

Following are some of the characteristics of problem claims,

Problem Description Process:

The process for determining the situation is described below, C:\Users\Public\Pictures\problem1. jpg

The marketing research process begins with the acceptance of your marketing problem or opportunity. Sometimes it is also known as opportunity id. Opportunity recognition is only Using marketing research to find and evaluate new opportunities. Certainly, marketing research doesn't always package with opportunities. Professionals may choose to know, for example, "Why are we shedding marketing share?" or "What should we do about Ajax Developing bringing down its prices by 10 percent?" In these cases, marketing researchers can help professionals solve problems.

Large levels of money, effort, and time are lost because demands for marketing information are terribly designed or misunderstood. Therefore, marketing research workers often find the following activities helpful:

Discuss what the info will be used for and what decisions might be made as a result of the research. Work through in depth cases to help clarify the issue.

Try to get your client or supervisor to prioritize their questions. This helps sort out central questions from those of incidental interest.

Rephrase the questions in a number of slightly different varieties and discuss the distinctions.

Create test data and have if such data would help answer the questions. Simulate the decision process.

Remember that a lot more clear-cut you think the questions are and the quicker you come to feel that the questions are straightforward, the more you should doubt that you have understood the real need.

Problem Classification Steps

This step may be referred to as conducting a situation analysis. Studying your choice making environment within which the marketing research will take place. The better the marketing researcher is aware of the decision-making environment, like the industry, the organization, its products, and the mark market, the much more likely it is the fact the challenge will be identified correctly.

Marketing researchers must be cautious to tell apart between symptoms and the real problem. An indicator is a occurrence that occurs due to existence of something else. So differentiating symptoms can give a specific idea about the situation.

Once the real management decision problem has been identified, it must be changed into a marketing research problem. The marketing research problem specifies what information is needed to solve the situation and how that information can be acquired successfully and effectively. The marketing research target, then, is the target statement, defining the precise information had a need to solve the marketing research problem. Professionals must combine these details with their own experience and other related information to produce a proper decision.

There is a propensity to expect that current data are more advanced than data collected in the past, as current data appear to be a "fix on today's situation. " And because experts have significantly more control over the format and comprehensiveness of fresh data, they guarantee to be better to work with. Yet, using existing data can save managers money and time if such data can answer the research question.

When marketing researchers assure more than they can deliver, they hurt the credibility of marketing research. It is rather important for researchers to don't be impelled-either by over eagerness to please or by managerial macho-into an attempt that they know has a restricted possibility of success.

The culmination of the challenge meaning process is a assertion of the research objectives. These targets are explained in conditions of the complete information necessary to address the marketing research problem/opportunity. Well-formulated targets provide as a road map in seeking the research task.

Client Interview

Client interview is one of the top steps in problem formulation. It's the starting place where you connect to your client; understand his requirements & what his goals from the study are. Following this is done, it becomes serves as an information source that the problem assertions can be produced. These interviews are largely private interview which the very skilled interviewer tries to uncover the genuine requirements by probing the client with follow up questions. The information obtained from the client serves as the guideline in framing the questions. It offers the researcher the possibility to explore into the question areas at length. So basically the primary use of client interviews is made for exploratory research to get insights & understanding. C:\Users\General population\Pictures\client interview. jpg

Problem Complexity:

Problem may be referenced as complex problem when it is difficult to determine. Very often it's very difficult to distinguish between problem & symptom. When a researcher takes up symptoms as problem then the whole research might be built on incorrect foundation. Hence wee need to understand what's symptom ambiguity.

Symptom ambiguity:

A symptom is a occurrence that occurs due to existence of another thing. Marketing analysts must be careful to differentiate between symptoms & real problems. For instance, managers often discuss the condition of poor sales, declining profits, increased customer claims, or defecting customers. Each of these is an indicator of any deeper problem. That is, something is triggering a company's customers to leave. Is it lower prices offered by your competition? Or could it be better service? Concentrating on the symptoms rather than the true problem is also known as the iceberg concept. Approximately 10 percent of iceberg rises out of the ocean; the rest of the 90 percent is below the top. Preoccupied with the obstacle they can easily see, managers may neglect to comprehend and confront the deeper problem, which remains submerged. C:\Users\Consumer\Pictures\Symptom-Checklist. jpg

Random variable

Technically speaking a random variable is defined as, "A dependent varying that is examined by an result when that final result has an identical probability of incident. An example would be either the "heads" or "tails" of your coin toss, where the end result becomes the random changing. " In context of marketing research when deciding more than a problem many variables come to light which help us to decide over a hypothesis. We assign random factors to the hypothesis which might be figures 1, 2, 3 or alphabets X, Y, Z. Consider pursuing exampleC:\Users\Public\Pictures\dice. jpg

Here while analyzing each of the goals it is preferable to denote each parameter by way of a random adjustable. This makes computation easier especially when massive amount data should be used for evaluation purpose.

Management decision declaration and related research problem

From the above mentioned definition and process of problem description we get simple notion of what problem description exactly is. However it is well done that "A difficulty well described is an issue half fixed!"C:\Users\Public\Pictures\problem. gif

Hence it is vital to distinguish general market trends problem from the management decision problem. The challenge basically occurs because most marketing research problems express themselves as Management Decision Problems. The Management Decision Problems is more action oriented on the other hand with the marketplace research problem which is more info oriented. The marketplace research problem will involve determine what information is needed and how it can be obtained efficiently and become effective.

Management Decision Problems

The overall process can be explained as follows:

Situation comes up or is forecasted that occurs in near future

Management must make a decision to take on the issue

Requires research to recognize key factors

Starts the research process

As discussed previously there is absolutely no actionable guidance that is identified and a affirmation of the issue that management is working with is prompted. The Management Decision Problem must be restated in research terms in order to get started with research.

Marketing Research Problem:

A assertion of the information needed with a decision maker to help solve a management decision problem is what we mean by a marketing research problem. It sorts the most significant and integral part of the marketing research process. It provides guidance and route for research process. It must be closely associated with the management decision problem and drawn on the lines in a way that management decision can be taken within an easier way.

Steps to establish research problems:

Find out why the info is being wanted.

Determine if the information already prevails.

Determine whether the question really can/should be clarified.

Use exploratory research to establish track record of the problem

Situation analysis

The iceberg principle

Determine relevant variables

Conceptual mapping

Conceptual mapping is one of the effective tool to link the aforementioned two problems. In conceptual mapping, concepts are symbolized by boxes and circles which are connected with arrows that are labeled, in doing so forming a downward- branching hierarchical framework. The relationship thus between the management decision problem and general market trends problem can be thus simplified and articulated well by linking them with phrases on the arrows e. g. includes, provides climb to, etc.

CmapTools. gif (94068 bytes)

Request for Proposal

The research submission is an inside document used by management to ascertain which projects to invest in. A obtain proposal (RFP) is a solicitation sent to marketing research suppliers inviting those to post a formal proposal, including a bet. An actual RFP, adapted slightly for the purposes of this text, is shown in Display 2. 3. The RFP is the lifeblood of a study supplier. Receiving it's the initial step in getting new business and, therefore, earnings. C:\Users\Consumer\Pictures\proposal. jpg

A typical RFP provides qualifications data on why a report is to be conducted, outlines the study objectives, represents a strategy, and suggests a time frame. In some RFPs, the supplier is asked to recommend a methodology or even help develop the research goals. Most RFPs also ask for (1) an in depth cost breakdown, (2) the supplier's experience in relevant areas, and (3) sources. Usually, a deadline for the proposal will be specified.

Marketing Research Proposal

The research proposal is a file that presents the research aims, research design, time brand, and cost of a project. An average research proposal includes following elements. The explanation tells us how we can create a good marketing research proposal.

Executive summary

The proposal must focus on a listing of the important things from each one of the other sections, presenting a synopsis of the complete proposal.


It includes the backdrop of the condition, including the environmental context

Problem explanation/objectives of the research

Normally a statement of the problem, including the specific components, should be provided. If this affirmation has not been developed (regarding problem id research), the targets of the marketing research project should be clearly specified

Approach to the problem

At the very least, a review of the relevant educational and trade literature should be presented, along with some kind of analytical model. If research questions and hypotheses have been revealed, then he should be included in the proposal

Research design

The research designed implemented, whether exploratory, descriptive, or everyday, should be specified.

Fieldwork/data collection

The proposal should discuss the way the data will be collected and he will collect it. When the field work is to be subcontracted to some other supplier, this will be mentioned. Control mechanisms to guarantee the quality of data gathered should be described

Data analysis

The kind of data research that'll be conducted and the way the results will be interpreted should be described


The proposal should identify whether intermediate studies will be provided with what stages, what will be the form of the final statement, and whether a formal presentation of the results will be made

Cost and time

The cost of the task and a period schedule, divided by phases, should be offered. A CPM or PERT chart might be included. In large assignments, a payment timetable is also worked out in advance


Any statistical or other information that is of interest to only a give food to people should be contained in appendices

Real life example of Marketing Research Proposal:

Prepared for: Randy Walden, CEO, Heartwarming Care

Prepared by: Caitlin Stoskopf, Stacie Matz, Heather Songer, Hung Lin

Pacific Lutheran University

Tacoma, WA, 98447

September 26, 2008

Pacific Lutheran University

Marketing Research Proposal for Heartwarming Care

Table of Contents

1. Introduction

2. Goal and Scope

3. Specific Objectives

4. Sample Design

5. Data Collection Procedures

6. Data Examination Plan

7. Reporting

8. Timetable

9. Associated Costs


Heartwarming Good care (HWC) is a niche service that delivers in-home care assistance to people in need. They assist in activities of daily living, such as food planning, bathing, grooming, light housekeeping, companionship, assistance to medical appointments, medication reminders, exercise, and activity. Heartwarming care prides themselves on having experienced, sympathetic, and caring employees. Heartwarming Treatment supplies care professionals for School Place, Tacoma, and the encompassing areas of Pierce State. HWC's website is normally led to the adult children of potential clients and also potential employees. It gives a general overview of the care available as well as a media center that delivers current occurrences that connect with the industry.

Purpose and Scope

The main target of this research is to conduct conclusive research to validate insights about the existing position of Heartwarming Care's website. The ultimate analysis should assist Heartwarming Care in determining whether to improve or maintain the current website structure, content and rhetoric. In short, Heartwarming Care is striving to keep up a understanding on the scientific and marketing specifications of intensifying generations. The website's intended audience is the adult children of the business's current clientele and adult children of possible clients. This market is primarily consisting of Baby Boomers.

Specific Objectives

Determine the key words employed by clients when buying a healthcare provider because of their members of the family online.

Gauge the 'userability' of Heartwarming Care's website.

Evaluate reactions to the 'mass media center' located on the landing page of Heartwarming Care's website.

Determine user's determination to provide name and email information in trade for access to 'media centre'.

Determine whether all information on website is pertinent.

Determine whether all desired information by users exists on website.

Identify the house locale of online users.

Identify the overall demographics of internet surfers.

Sample Design

Because of the conclusive mother nature of the goals, we will mainly use quantitative questioning in the surveys. All qualitative questions will be remaining to the very least for simple examination and reporting.

Data Collection Procedures

Data will be accumulated through two individual multimedia - home phone calls and online. The amounts to be called will be provided by Randy Walden from Heartwarming Care's existing repository. A mobile script will be intended to make all home message or calls consistent and impartial.

We propose, for online surveys, that a link to a study be on the website and accessible from any webpage on the website. Because the website also suits prospective employees the web survey will divert to another group of questions pertaining to job seekers and exactly how they perceive the easiness and success of the web site.

Data Research Plan

Once studies are complete, data will be analyzed by both SPSS and Survey Monkey. Survey Monkey offers a web-based interface for creating and submitting custom web research, and then views the results graphically in real time.

SPSS predictive analytics software boosts business techniques by directing, optimizing, and automating decisions made throughout a business. Predictive analytics includes both the analysis of history, present, and projected future effects using advanced analytics, and decision search engine optimization for identifying which action will drive the optimal outcome.


Following the research stage, a written report and a PowerPoint display will be created. A formal demonstration of all findings and conclusions will be given between December 9, 2008 and December 15, 2008. A final duplicate of the survey summarizing the results of all phases of the research will be posted electronically and through the email.




Oct. 1 - Oct. 12

Industry and Extra Data Record Development

Oct. 8

Approved Proposal Needed

Oct. 9 - Oct. 24

Survey Development

Oct. 25

Survey Submitted for Approval

Oct. 29

Survey Authorization Needed

Nov. 1 - Nov. 15


Nov. 15 - Nov. 20

Coding and Data Preparation

Nov. 20 - Nov. 25

Analysis of Data

Nov. 25 - Dec. 3

Report and Presentation Preparation

Dec. 9 - Dec. 15

Presentation and Final Report

Associated Costs

Cost of experiencing website coordinator, IlluminAge, add pop-up study powered by Survey Monkey to current site. Cost of incentives (to be dependant on Randy Walden) for those surveyed.

Benefits of good proposal


Specifies research methodology

Specifies time line

Specifies deliverables

Specifies task cost

Allows for planning team member involvement & tool allocation

Ensures competing sellers carefully consider,

Project specification

Research design/methodology

Project cost


Identifies specific obligations of the vendor

Identifies the role your client has in fielding the research

Allows for planning team member involvement & source of information allocation

Serves as a valuable tool for handling client expectation, specially when the client,

Contributes to delay or revises the project timeline

Mandates change to job scope

Requests additional or alternate deliverables

Cancels the project

Case on Indian company to make clear problem definition

Bharti Airtel Ltd. (BAL) heading global

Bharti Airtel Ltd. (BAL), a market head in Indian telecommunication industry appears to increase its operations in emerging markets. It has generated as a dominant player in India using its innovative business process model so that a strong brand. Yet, in recent years it was facing tapering development because of increasing competition and saturation of the urban markets. While increasingly more players want to go into and capitalize the Indian market which is experiencing high progress, BAL plan to go global first step towards its globalization project is the acquisition of Zain Group's telecom business in fifteen African countries in the entire year 2010. This it intend to make a stronger hold in the African continent. The concerns around whether BAL overvalued the offer are an issue in the eye of the industry observers. Nonetheless they are eager to observe how the company performs and will it have the ability to use its ground breaking business design and create itself as a solid brand as it is in India. Also it has to battle with the cultural differences, political pushes and socio-economic environment. So here we can see Bharti to be able to condition up to the African marketplaces facing various marketing dilemmas.

Management Problem

What are the critical success factors to be able to tackle the new appearing market?

Will the cross-country distinctions in Cultural, demographic and market conditions effect the company?

How to take on the legal and regulatory platform?

How to tailor market access technique to fit a particular industry and business environment

Marketing Research Problems

Cross-country obstacles: What's the popularity for international companies in African markets?

Existing players: Who are the major rivals in the African market?

Consumer notion: What is the consumer perception towards new brand?

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