Beruflich Dokumente
Kultur Dokumente
2-1
Chapter Outline
1) The Process of Defining the Problem and
Developing an Approach
2) Tasks involved in Problem Definition
i.
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Chapter Outline
3) Environmental Context of the Problem
4) Problem Definition
5) Components of an Approach
i.
ii.
Analytical Model
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When he
looked
perplexed, I
explained that
data analysis is
not an
independent
exercise.
Rather, the goal of data analysis is to
PROVIDE INFORMATION RELATED TO THE
PROBLEM COMPONENTS.
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Fig. 2.1
Discussion
with
Decision Maker(s)
Interviews
with
Experts
Secondary
Data
Analysis
Qualitative
Research
Objective/
Theoretical
Foundations
Analytical
Model:
Verbal,
Graphical,
Mathematica
l
Research
Questions
Hypotheses
Specification
of
Information
Needed
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2-10
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Fig. 2.1
Discussion
with
Decision Maker(s)
Interviews
with
Experts
Secondary
Data
Analysis
Qualitative
Research
Objective/
Theoretical
Foundations
Analytical
Model:
Verbal,
Graphical,
Mathematica
l
Research
Questions
Hypotheses
Specification
of
Information
Needed
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EXAMPLE
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Specific
Components
For example.
Copyright 2010 Pearson Education, Inc.
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Broad Statement
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Fig. 2.1
Discussion
with
Decision Maker(s)
Interviews
with
Experts
Secondary
Data
Analysis
Qualitative
Research
Objective/
Theoretical
Foundations
Analytical
Model:
Verbal,
Graphical,
Mathematica
l
Research
Questions
Hypotheses
Specification
of
Information
Needed
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Objective/Theoretical Foundations
Research Questions
Hypotheses
Analytical Models
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5) Objective/Theoretical Foundations
A theory is a conceptual scheme based on foundational
statements that are assumed to be true.
Theory should be developed using objective, secondary
evidence.
Theory should be relied upon when
developing variables and hypotheses
operationalizing variables
choosing research procedures (e.g. survey, experiment, etc.)
selecting a sample
analyzing and interpreting data
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5) Development of Research
Questions and Hypotheses
Objective/
Theoretic
al
Framewor
k
Components of the
Marketing Research Problem
Research Questions
Hypotheses
Analytical Model
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5) Analytical Models
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Awareness
Understanding
Evaluation
Preference
Patronage
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Y = 0 + 1X
where 0 is a constant (i.e. starting point), 1 is the regression coefficient,
X is the value of the independent variable, and Y is the value of the
dependent variable. In this case:
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Survey Example
Please rate the following stores on the below criteria (1 =
worst, 10 =best).
Sears
JC Penney
Kohls
Bon-Ton
Quality of
merchandise
Variety and
assortment of
merchandise
Returns and
adjustment
policy
Service of
store
personnel
Prices
Convenience
of location
Copyright 2010 Pearson Education, Inc.
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Questions??
Thank You!
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