1

The Research Question:

Formulation of the Problem
Chapter 2, Student Edition
2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

MR/Brown & Suter

Learning Objectives
1.
2.
3.
4.
5.

Specify the key steps in problem formulation

Distinguish between two types of decision
problems
Distinguish between a decision problem and
a research problem
Describe the research request agreement
Outline the various elements of the research
proposal

2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

MR/Brown & Suter

Learning Objectives
1.
2.
3.
4.
5.

Specify the key steps in problem formulation

Distinguish between two types of decision
problems
Distinguish between a decision problem and
a research problem
Describe the research request agreement
Outline the various elements of the research
proposal

2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

MR/Brown & Suter

Learning Objective 1
Step 1: Meet with Client
Step 2: Clarify the Problem/Opportunity
Step 3: State the Managers Decision Problem
Step 4: Develop a Full Range of Possible Research
Problems
Step 5: Select Research Problem(s) to Be Addressed
Step 6: Prepare and Submit a Research Request
Agreement

2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

MR/Brown & Suter

Learning Objectives
1.
2.
3.
4.
5.

Specify the key steps in problem formulation

Distinguish between two types of decision
problems
Distinguish between a decision problem and
a research problem
Describe the research request agreement
Outline the various elements of the research
proposal

2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

MR/Brown & Suter

Learning Objective 2

Discover-oriented versus Strategy-oriented

Decision Problems

Discovery-oriented decision problems are common

with unplanned changes in the marketing
environment

What is going on? Why is it going on?

Strategy-oriented decision problems are common

with planned changes in the marketing
environment
How can we make this happen? Will it have the desired
Researchers
should conduct strategy-oriented
impact?

research if possible.

2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

MR/Brown & Suter

Learning Objectives
1.
2.
3.
4.
5.

Specify the key steps in problem formulation

Distinguish between two types of decision
problems
Distinguish between a decision problem and
a research problem
Describe the research request agreement
Outline the various elements of the research
proposal

2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

MR/Brown & Suter

Learning Objective 3

Decision Problems describe the managers

view of the situation
Research Problems restate decision problems
in research terms

2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

MR/Brown & Suter

Learning Objectives
1.
2.
3.
4.
5.

Specify the key steps in problem formulation

Distinguish between two types of decision
problems
Distinguish between a decision problem and
a research problem
Describe the research request agreement
Outline the various elements of the research
proposal

2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

MR/Brown & Suter

Learning Objective 4

The research request agreement should be executed

between the research and the client and should
include
1.
2.
3.
4.
5.
6.

Background the events that led to the managers

decision problem
Decision Problem the underlying question confronting
the manager
Research Problem(s) issue(s) used to address the
decision problem
Use supplying logical reasons for each piece of
research
Population/Subgroups groups from whom information
must be gathered
Logistics estimates of resource requirements

2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

10

MR/Brown & Suter

Learning Objectives
1.
2.
3.
4.
5.

Specify the key steps in problem formulation

Distinguish between two types of decision
problems
Distinguish between a decision problem and
a research problem
Describe the research request agreement
Outline the various elements of the research
proposal

2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

11

MR/Brown & Suter

Learning Objective 5

The research proposal should describe the

marketing problem, purpose of the study, and
a detailed outline of the planned research
methodology including the following
1.
2.
3.
4.
5.
6.
7.
8.

Problem Definition and Background

Research Design and Data Sources
Sampling Plan
Data Collection Forms
Analysis
Time Schedule
Personnel Requirements and Cost Estimates
Appendices

2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

12

MR/Brown & Suter