The Research Question: Formulation of the Problem

1. The Research Question:Formulation of the Problem Chapter 2, Student Edition MR/Brown & Suter

2. Learning Objectives • Specify the key steps in problem formulation • Distinguish between two types of decision problems • Distinguish between a decision problem and a research problem • Describe the research request agreement • Outline the various elements of the research proposal MR/Brown & Suter

3. Learning Objectives • Specify the key steps in problem formulation • Distinguish between two types of decision problems • Distinguish between a decision problem and a research problem • Describe the research request agreement • Outline the various elements of the research proposal MR/Brown & Suter

4. Learning Objective 1 MR/Brown & Suter

5. Learning Objectives • Specify the key steps in problem formulation • Distinguish between two types of decision problems • Distinguish between a decision problem and a research problem • Describe the research request agreement • Outline the various elements of the research proposal MR/Brown & Suter

6. Learning Objective 2 • Discover-oriented versus Strategy-oriented Decision Problems • Discovery-oriented decision problems are common with unplanned changes in the marketing environment • What is going on? Why is it going on? • Strategy-oriented decision problems are common with planned changes in the marketing environment • How can we make this happen? Will it have the desired impact? Researchers should conduct strategy-oriented research if possible. MR/Brown & Suter

7. Learning Objectives • Specify the key steps in problem formulation • Distinguish between two types of decision problems • Distinguish between a decision problem and a research problem • Describe the research request agreement • Outline the various elements of the research proposal MR/Brown & Suter

8. Learning Objective 3 • Decision Problems describe the manager’s view of the situation • Research Problems restate decision problems in research terms MR/Brown & Suter

9. Learning Objectives • Specify the key steps in problem formulation • Distinguish between two types of decision problems • Distinguish between a decision problem and a research problem • Describe the research request agreement • Outline the various elements of the research proposal MR/Brown & Suter

10. Learning Objective 4 • The research request agreement should be executed between the research and the client and should include • Background – the events that led to the manager’s decision problem • Decision Problem – the underlying question confronting the manager • Research Problem(s) – issue(s) used to address the decision problem • Use – supplying logical reasons for each piece of research • Population/Subgroups – groups from whom information must be gathered • Logistics – estimates of resource requirements MR/Brown & Suter

11. Learning Objectives • Specify the key steps in problem formulation • Distinguish between two types of decision problems • Distinguish between a decision problem and a research problem • Describe the research request agreement • Outline the various elements of the research proposal MR/Brown & Suter

12. Learning Objective 5 • The research proposal should describe the marketing problem, purpose of the study, and a detailed outline of the planned research methodology including the following • Problem Definition and Background • Research Design and Data Sources • Sampling Plan • Data Collection Forms • Analysis • Time Schedule • Personnel Requirements and Cost Estimates • Appendices MR/Brown & Suter