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MKF5912 - Week 02 - Mini-Task Feedback

The document provides feedback on defining marketing research problems. It stresses the importance of distinguishing between problems and symptoms when defining management problems. The marketing research problem should address the management problem and be concise. Hypotheses should link to the management problem definition and research question.

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21 views

MKF5912 - Week 02 - Mini-Task Feedback

The document provides feedback on defining marketing research problems. It stresses the importance of distinguishing between problems and symptoms when defining management problems. The marketing research problem should address the management problem and be concise. Hypotheses should link to the management problem definition and research question.

Uploaded by

mansibagwe459
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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MKF5912 Marketing Research

Week 2 Mini-Task: Defining Marketing Research Problem

FEEDBACK

Thank you for your detailed and accurate conceptualization of the specific management
problems, marketing research problems, research questions and hypotheses
development for the focal company you chose to study.

This Mini Task asked you to consider the symptoms the organisation is facing before
undertaking a management problem definition. It is important when doing this to
distinguish between problems and symptoms. This is critical to dealing with the right
issue, i.e. the problem. Simply put, if you try and solve the symptom and not the
problem, the problem remains unsolved and continues to fester.

I often hear business people say something like: 'I have a problem. My sales are
declining', or 'I have a problem. My promotions aren't working'. These are NOT
problem statements. They are symptoms of a bigger issue (problem). For instance,
declining sales could be caused by poor pricing, or ill-defined target segments, or
perhaps outdated distribution modes. Similarly, if the organisation's promotional
activity isn't working, it's usually because (for example) of a poor choice of media, or a
poorly executed creative strategy.

So, to distinguish between symptoms and problems, ask yourself: What caused this?
What caused my advertising to fail? What caused my sales to decline? Keep asking the
same question until you get to a point where you can no longer answer it, and that's
when you've identified your problem.

You were then asked to identify the key management problem the organisation faces
and the specific marketing research question(s) that were going to address that
management problem. The important thing here is (and you all got this right), is to
ensure that your marketing research problem is worded in a manner that addresses the
management problem. One big hint here is editing and brevity. In other words write
your management problem and marketing research problem down and then edit them
both (in the way they are worded) until you get two concise statements that you can
base a research study on. Loosely worded management and marketing research
problems serve no functional purpose, as they may not provide sufficient direction for
the research study that follows.

MKF5912 1 of 2 Department of Marketing


Let's now consider the marketing research problem. This is the starting point for
marketing research studies, so identifying the problem (not symptom) accurately
influences the other steps in the marketing research process that follow. Once the
research problem has been defined accurately, the marketing researcher can proceed to
designing and conducting the research with confidence.

Finally, you were asked to develop a hypothesis drawn from your management problem
definition and the marketing research problem statement. A hypothesis is an unproven
statement or proposition about a phenomenon that is of interest to the researcher. Often,
a hypothesis is a possible answer to a research question. The important role of a
hypothesis is to suggest possible variables (i.e. elements of research interest) to include
in the research study.

Ensure that your Research question is related to the management problem and your
hypotheses should address issues in the management problem definition. So, review
Mini Task 1 and ensure there is coherence and a link between: (1) Management problem
definition, (2) Research question and (3) Hypothesis/hypotheses.

Just remember that the management decision problem asks what the decision makers
need to do, whilst the marketing research problem involves determining the information
needed and how it can be obtained in the most feasible way.

Well, that's it for this mini task. Again, thank you for your contributions. Looking
forward for your next mini-tasks.

Regards,
Stanislav

MKF5912 2 of 2 Department of Marketing

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