How to Define and Approach Marketing Research Problems: A Simple Guide
Defining a marketing research problem is the first and most important step in any research project. It sets the direction for the entire study, but this step is often challenging because decision makers may not clearly understand the problem or may have a vague idea about it. This guide explains how to define and approach the marketing research problem effectively.
Understanding the Marketing Research Problem:
When starting a research project, the problem definition stage is crucial. Many times, decision makers are unclear about the exact issue they need to solve. The role of the researcher is to help these decision makers identify and clearly define the marketing problem. Clear communication between decision makers and researchers is necessary, often using documents like the research brief and research proposal to clarify the problem.
Key Steps to Define the Problem:
- Discussions and Research: Researchers must initiate discussions with key decision makers to understand their perspectives. Conducting interviews with experts and analyzing secondary data is important for gathering useful insights.
- Problem Audit: A problem audit is essential to determine what information is needed to solve the issue. This helps set the context for the marketing decision problem.
- Environmental Context Analysis: Researchers analyze the external environment to understand the larger context of the problem. This helps identify the marketing decision problem (what action needs to be taken) and the marketing research problem (what information is needed to take that action).
Defining the Marketing Research Problem:
The marketing research problem focuses on what information is needed and how it can be obtained. It’s essential to avoid defining it either too broadly or narrowly. Start by making a broad statement about the problem and then break it down into specific components to address all aspects.
Developing an Approach to the Problem:
Once the problem is defined, the next step is to develop an approach for solving it. This approach includes several elements:
- Objective/Framework: Identify the goals and theoretical framework guiding the research.
- Analytical Models: Develop models to understand the relationships between variables, using verbal, graphical, or mathematical models.
- Research Questions & Hypotheses: Refine the research questions, which are specific components of the problem. These can further be turned into hypotheses.
Based on the defined problem, research questions, and hypotheses, researchers design a method to gather data. This could involve surveys, interviews, or experiments to collect data from target participants.
Dataflow of Marketing Research Problems:
- Step 1: Discuss with decision makers and collect secondary data.
- Step 2: Conduct a problem audit and analyze the environment.
- Step 3: Define the marketing research problem.
- Step 4: Develop a framework and identify key components.
- Step 5: Formulate research questions and hypotheses.
- Step 6: Design data collection methods.
Conclusion:
Defining and approaching the marketing research problem is a step-by-step process that requires clear communication and systematic analysis. It involves understanding the larger context, defining the problem precisely, and developing an approach based on evidence. By following these steps, researchers can ensure that the marketing research problem is clearly defined, guiding the entire research process effectively.
Things to Remember:
| Title | Explanation |
|---|---|
| Start broad, then narrow down | Begin with a broad problem definition and narrow it to specifics. |
| Communicate with key decision makers | Regular discussions help ensure that the problem is well understood. |
| Use empirical evidence | Ensure that the approach is based on solid evidence. |
| Develop clear research questions | These help refine what specific information is needed. |
| Avoid vague problem definitions | Being too vague can lead to unclear research outcomes. |
Difference between Marketing Decision Problem and Marketing Research Problem:
| Aspect | Marketing Decision Problem | Marketing Research Problem |
|---|---|---|
| Focus | What action needs to be taken to solve the problem. | What information is needed to solve the problem. |
| Nature | Action-oriented and focused on the decision. | Information-oriented and focuses on research needs. |
| Scope | Broader and can lead to strategic decisions. | Narrower, focusing on gathering specific information. |
| Example | Should we launch this new product? | What are the customer preferences for this new product? |
