Captulo 2

Definicin del problema

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Chain Restaurant Study

One day I received a phone call from a research analyst who introduced himself as one of our alumni. He was working for a restaurant chain in town and wanted help analyzing the data he had collected while conducting a marketing research study.
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Chain Restaurant Study

When we met, he presented me with a copy of the questionnaire and asked how he should analyze the data. My first question to him was,

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Chain Restaurant Study

When he looked perplexed, I explained that data analysis is not an independent exercise.

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Rather, the goal of data analysis is to PROVIDE INFORMATION RELATED TO THE PROBLEM COMPONENTS.

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Chain Restaurant Study

I was surprised to learn that he did not have a clear understanding of the marketing research problem and that a written definition did not exist. So before going any further, I had to define the marketing research problem.

Once that was done, I found that much of the data collected was not relevant to the problem. In this sense, the whole study was a waste of resources. A new study had to be designed and implemented to address the problem defined.
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Definicin del problema

Definir correctamente el problema es el paso ms importante en el proceso de IM. Si el problema est mal definido, todos los pasos siguientes en el proceso de IM estarn incorrectos tambin.

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Definicin del problema

Dos tipos de problemas: Un problema existe cuando existe una brecha entre qu se supone que va a pasar y qu fue lo que passe falla para encontrar el objetivo. Una oportunidad ocurre cuando hay una liga entre que pas y que podra pasar, esto se llama oportunidad.
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Definicin del problema

Fig. 2.1
Plticas con los Tomadores de Decisiones.

Involucrados

Entrevistas Con expertos

Anlisis de Datos secundarios

Investigacin Cualitativa

Contexto ambiental del problema

Paso 1: Definicin del problema

Problema en decisin Problema de investigacin de mercados

Paso 2: Acercamiento al problema

Informacin necesaria.

Objectivos

Modelo

Preguntas Hiptesis Investigacin

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Paso 3: Diseo de la investigacin

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Involucrados
Tomadores de decisiones Entrevistas con expertos

Anlisis de datos secundarios

Investigacin cualitativa

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Recomendaciones
La interaccin con el cliente debe ser:
1. 2. 3. 4. 5. 6. 7.
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Comunicacin Cooperacin Confidencial Franqueza Cercana Continuidad Creatividad

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Factores que deben ser considerados en la definicin del problema.

Fig. 2.2 Informacin histrica Recursos Objetivos Comportamiento del consumidor Ambiente legal Ambiente econmico Habilidades tecnolgicas
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Sintomas o problemas

Tenemos un problemaestamos perdiendo dinero.

Los gerentes deben ser cautelosos para evitar confundir sntomas con problemas.

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Los sntomas son cambios en el nivel de algunos indicadores que miden los alcances de un objetivo. El rol de los sntomas es alertar al gerente de un posible problema.

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Los investigadores deben ayudar a los gerentes a definir el problema correctamente. Esto para evitar que el gerente lo haga de una manera equivocada. Algunas veces los investigadores tienen que realizar una pequea investigacin adicional para conocer la situacin y ayudar a definir el problema.
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Los gerentes no quieren cambiar su manera de definir las situaciones. Los gerentes estn acostumbrados a tomar decisiones con proveedores externos de una manera muy distinta de como se tienen que conducir con los investigadores.

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Diferencias entre investigadores y gerentes. Los gerentes generan ganancias, los investigadores generan informacin. Ahora los gerentes estn mucho ms enteredos de softwares como el SPSS.

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Componentes de una propuesta

Objetivos Metodologa Costo

Tiempo

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Modelos
Un modelo analtico es una serie de variables y sus interrelaciones, diseado para representar en todo o parcialmente, algn sistema o proceso real. En modelos verbales, las variables y sus relaciones se exponen en prosa. En modelos grficos son visuales. Los modelos matemticos son en forma de ecuacin.

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Modelos grficos

Clientela
Preferencia Conocimiento: evaluacin Tomar conciencia

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Modelos matemticos
y =

i =1

a x
i

Donde

= grado de preferencia

a ,a
0
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= parmetros de modelo que deben estimarse estadsticamente.

i
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Objetivos e hiptesis.
Fig. 2.4

Componentes del problema de investigacin de mercados Objetivos Preguntas de investigacin Modelo analtico Hiptesis
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Objetivos e hiptesis

Objetivos: lo que se busca encontrar con la

investigacin de mercados. Precisos y claros

Hiptesis: Una afirmacin o proposicin an

no demostrada acerca de un factor o fenmeno que es de inters para el investigador.

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At United, Food Is Uniting the Airline with Travelers

United Airlines, as other major airlines, had to deal with passenger loyalty (management decision problem: how to attract more and more loyal passengers). The broad marketing research problem was to identify the factors

that influence loyalty of airline travelers.

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At United, Food Is Uniting the Airline with Travelers

The basic answer is to improve service. Exploratory research, theoretical framework, and empirical evidence revealed that the consumers choice of an airline is influenced by: safety, price of the ticket, frequent-flyer program, convenience of scheduling, and brand name.

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At United, Food Is Uniting the Airline with Travelers

A graphical model stipulated that consumers evaluate competing airlines based on factors of the choice criteria to select a preferred airline. The problem was that major airlines were quite similar on these factors. Indeed, "airlines offer the same schedules, the same service, and the same fares. Consequently, United Airlines had to find a way to differentiate itself. Food turned out to be the solution.
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At United, Food Is Uniting the Airline with Travelers

The airline's Marketrak survey told United Airlines that "customers wanted more varied and up-to-date food.
The following research questions and hypotheses may be posed. RQ1 H1: H2: H3: H4: How important is food for airline customers? Food is an important factor for airline travelers. Travelers value branded food. Travelers prefer larger food portions, but with consistent quality. Travelers prefer exotic food.
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At United, Food Is Uniting the Airline with Travelers

This kind of research helped United Airlines define their marketing research problem and develop the approach. Focus groups and surveys were conducted to check customers' perceptions of food in United Airlines' aircraft. The results provided support for all the hypotheses (H1 to H4). United Airlines then made a few changes: new "culinary menus," larger portions of food, new coffee, and branded products (e.g., Godiva chocolates). This resulted in better service, increasing customer satisfaction and fostering loyalty.

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Consideraciones globales
1. La definicin del problema es ms difcil en el caso de los mercados internacionales que en los nacionales. El desconocimiento de los factores ambientales del pas puede llegar a complicar la comprensin del contexto ambiental del problema.
2. Ejemplo caso Heinz. 3. Bebidas gaseosas en la India.

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