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Developing an Approach
4) Tasks involved in Problem Definition
i. Discussions with Decision Makers
ii. Interviews with Industry Experts
iii. Secondary Data Analysis
iv. Qualitative Research
© 2007 Prentice Hall 2-2
Chapter Outline
When he looked
perplexed, I
explained that
data analysis is not
an independent
exercise.
Analytical Specification
Objective/ Model: Verbal, Research of
Theoretical Hypotheses
Graphical, Questions Information
Foundations
Mathematical Needed
OBJECTIVES
BUYER BEHAVIOR
LEGAL ENVIROMENT
ECONOMIC ENVIROMENT
Broad Statement
Specific Components
Objective/Theoretical Foundations
Analytical Model
Research Questions
Hypotheses
Specification of the Information Needed
Awareness
Understanding: Evaluation
Preference
Patronage
© 2007 Prentice Hall 2-21
Mathematical Models
Mathematical models explicitly specify the
relationships among variables, usually in
equation form.
n
y a0
a x i i
i 1
Where
y = degree of preference
Components of the
Marketing Research Problem
Objective/
Theoretical
Framework
Research Questions
Analytical
Model
Hypotheses
Component 4
No additional information needs to be obtained from
the respondents.
© 2007 Prentice Hall 2-27
Department Store Project
Component 5
Information should be obtained on the standard
demographic characteristics and the
psychographic characteristics of store loyalty,
credit use, appearance consciousness, and
combining shopping with eating.
Component 6
No additional information needs to be obtained
from the respondents.