3.

4.

5.

6.

I.

2.

Discover and Define problem •  Conduct exploratory research Literature review, Secondary data, Pilot • studies, Focus groups, Survey, Case study • Define research objectives Research design Secondary Data, Qualitative Inquiry, Survey, Experiment, Observation Select sample Collect data Analyze data Draw conclusions and prepare report

    ◦ ◦ Do we really need research?

◦ Expensive. Valuable?

When we should NOT conduct research: ◦ ◦ ◦ No time or money Insufficient payback Information already available Must ask the right questions ◦ ◦ Asking the wrong ones is at best, useless; at worst, it will lead to the wrong decision Examples: audio CD players New Coke

Albert Einstein

 The most dangerous part of many business problems is neither visible to nor understood by managers.

The Process of Problem Definition

Ascertain the decision maker’s objectives Determine unit of analysis Understand background of the problem Isolate/identify the problem, not the symptoms Determine relevant variables State research questions and objectives

   Exploratory: ◦ ◦ ◦ Initial, unstructured, informal When you don’t know much Focus groups, lit review, case study, pilot study, secondary data, experience survey Descriptive: ◦ ◦ ◦ ◦ Answers who, what, why and how Surveys, observation Causal: Relationships between variables Experiments

 Two types of data: ◦ Secondary: already exists ◦ Primary: you collect it  Data sources: ◦ Internal ◦ External

 Subjects ◦ Census = all ◦ Sample = portion  Identify target population ◦ Cost vs. generalizability  Identify unit of analysis ◦ Individual, household, community  How will you select subjects?

◦ Probability vs. nonprobability

 Determine data gathering methods ◦ Secondary data:  Internal records, reports for purchase, library, web ◦ Primary data:  Telephone, web, in person, mail, observation (in person, electronic)  Properly prepare ◦ Pretest, pilot test, main study

 Edit data  Code data  Select appropriate analysis method  Use to summarize findings  Use to interpret results ◦ Will the findings hold for the general population?

 SUMMARY:  What was done and what was found  Goal: clear, unbiased conclusions  Write for your audience

The moral principals and values that govern actions and decisions. They are guidelines on how to act when faced with moral dilemmas.

 No harm ◦ Confidential or Anonymous?  Full disclosure ◦ Before and after (debriefing) ◦ No deception (passive or active)  No coercion ◦ Right of refusal  Identity protection ◦ Anonymity or confidentiality

  Haney, Banks, Zimbardo (1973). Interpersonal dynamics in a simulated prison 21 male students participated in an experimental simulated prison experience. Ss were randomly assigned to the role of prisoner or prison guard. The reaction to confinement and the interpersonal relationships that developed between prisoner and guard were unexpectedly intense, realistic, and in some cases, pathologic. Prisoners experienced a loss of personal identity and displayed a syndrome of passivity, dependency, depression, and helplessness. In contrast, the majority of the guards experienced a marked gain in social power, status, and group identification which made the role playing rewarding. Originally planned as a 2-wk experiment, it was terminated after 8 days due to severe emotional disturbances.

  Bach-y-Rita (1974). The prisoner as an experimental subject. Informed consent in prison is a particularly difficult issue, since what may be perceived as an acceptable risk for a person inside a prison may be totally unacceptable for that same person outside. The inability of the prisoner to have access to a physician of his choice and the lack of protection that prison affords to the prisoner also must be considered. The types of coercive pressure that occur in prison and how they operate to influence participation (e.g., prisoners may be attracted to the relatively comfortable life that a research ward offers) also place restraints on experimental studies in prison environments.

 Women's clothing store ◦ four years decreasing profits ◦ niche: conservative wear, not trendy ◦ idea: target less conservative, younger buyer  Apply case to each step of marketing research process.