Chapter 1 Gp1

8/8/2019 Chapter 1 Gp1

1/48

PROBLEM DEFINITION

BRM (Business Research Method)

Shweta Verma (2k91A-71)Anshu Kumar Mona (2k91A-19)

Apurva Baranwal (2k91A-22)

Arif Ahmad Nizami (2k91A-66)


2/48

A Sea Horses Story


3/48

What is the Moral of thestory?


4/48

Business Research

The Systematic and Objective process of gathering,

and analyzing data for aid in making business

decision.Stages of Business Research are:Problem Definition

Selection of basic research design

Selection of sample

Data gathering

Data analysis and evaluationType of report

Overall evaluation


5/48

Clarity Ambiguity

Objectives are Clear

Decision Making easy

Vague Objectives Decision

Making difficult

The Nature Of Business problem

Decision Making Situation


6/48

Coca-Cola Classic vs new Coke

Coca-Cola introduced new coke, a reformulated

version , after a series of taste tests in shopping malls .

It decided to withdraw the regularCoke from the

market.

Emotional protests followed from Coca-Cola loyalists.

What do you thinkwas the main problem with Coca

Cola research?


7/48

The dangerous part of many business problems is neither

visible nor understood by business managers.

If the invisible part of the problem is ignored, the decision

based on visible part only will be less than optimal.

Iceberg principal


8/48

Problem definition

Crucial first stage in the research process

determining the problem to be solved and the

objectives of the research.

Specifies research questions to be answered.

Specifies objectives of the research.


9/48

The Process of

Problem Definition

Ascertain the

decision makers

objectives

Understand

background of

the problem

Isolate/identify

the problem, not

the symptoms

Determine unit of

analysis

Determine

relevant variables

State research

questions and

objectives


10/48

Researcher must satisfy the objectives of the line

manager who requests the project.

It is the job of the researcher to extract the objectives

from the manager.

An effective technique for uncovering hidden researchobjectives is asking the right questions.

1.Ascertain in the Decision Makers

objectives


11/48

It is important for the researcher to gain an

awareness about an organization, background,

environmental conditions.A situation analysis can be the logical first step

in defining the problem.

2. Understanding the background of

the problem


12/48

Symptoms can be confused as the problem

Organization Symptoms Problem Definition

Based on

Symptoms

True Problem

Cellular phone

manufacturer

Woman employees

complain that

salaries

are too low

Salaries need to be

compared to

industry average

Benefits Program

not suited to

womens needs.

Brewery Consumers prefertaste of

competitors product

Taste of brewerysneeds to be

reformulated

Old-fashionedpackage is

influencing taste

perception

3.Isolate and Identify the problem, not

the symptoms


13/48

4.Determine the unit of Analysis

In studies of home-buying, what should be unit of

analysis for study, the husband-wife combination or

the individual?

The husband-wife combination should be the unit ofanalysis as purchase decision will be made jointly

by both.

Determining the unit of analysis isimportant aspect for problem definition.


14/48

Determining the relevant variables

While studying the effectiveness of an

advertisement, the relevant variables would be the

after sales, brand awareness, intentions to buy.

Key variables should be identified in the problem

definition stage.

Categorical and continuous variable.

Dependant and independent variable.


15/48

5.State the Research Questions and

Research Objectives

The researchers must prepare a formal written

questions and objectives.

The research is expected to accomplish theobjectives.


16/48

The Problem statement can be clarified by-

1.Being specific in nature

Is advertising copy X better than advertising copy

Y-the statement is too general.Which advertisement has a higher day-after recall

score-the statement is specific.

2.A clarity to the problem statement can be introduced

by formulating research questions.


17/48

Research Objectives

Purpose of research expressed in measurable terms.

A researchers version of the problem.

The definition of what the research should

accomplish.


18/48

Exploratory

research(optional)

Statement of

problem

Broadresearch

objectives

Specific

Objective 1

SpecificObjective 2

Specific

Objective 3

Research

Design

Results

FEEDBACK


19/48

Time Constraint

Not feasible to search for every possible cause and

minor influence.

Identification of correct problem or variable is

important for optimum utilization of time and

money.


20/48

Research Proposal

A written statement of the research design that

includes a statement explaining the purpose of the

study and a detailed, Systematic outline of aparticular research methodology.


21/48

Advantage of Research Proposal

It will force researcher to thinkcritically about each

stage of the research process.

All the vague plain and abstract ideas about

problem and procedure must become concrete

statements about specific statement.

It acts as a communication function between client

and researcher.


22/48

CASE1


23/48

Case Appraisal

Dennis Midddlemist enjoyed building furniture for his

own home. He decided to invent an alignment device

after his bad experience with trial & error adjustment of

his radial arm saw. He designed a solution & got his custom prototype built.

The device was perfectly according to his need & he

decided to get it patented.

He started exploring the possibility of manufacturing the

device commercially through a company.


24/48

He started dreaming of the company but, in reality he

didnt know much about marketing & wondered what

marketing information he would require before

getting serious about manufacturing the device likewhat market potential would be.

He thought US would be the best place to start up &

he made first objective of finding out How many

radial arm user are there in US & what could be

potential customer base


25/48

Questions

1. What do you thinkwould be the most important

information to the research consultant?Also identify

the problem.

Ans: The most important information can be gatheredby doing the primary as well as the secondary

research.

Marketing strategies and the market potential.

Market information about manufacturing the device.


26/48

Continue...

Market information about the demand and the

potential customers of this device.


27/48

1.Ascertain the decision makers

objectives

Gather the information about the market of

US.

Objective: How many radial arm user are therein US & what could be potential customer

base.

Introduce some effective techniques like

questionnaires, interviews, on-site

observations.

Comparison with other similar device.


28/48

2.Understanding the background of the

problem

In this complete domain knowledge is necessary .To

see whether it is feasible, how to gain an awareness,

environmental conditions.

Conduct exploratory research (analyze the situation,screen the alternatives and discover the new ideas).


29/48

3.Isolate and identify the problem,

not the symptoms

Symptom-Un availability of marketing

information.

Problem definition based on symptom-Explore themarketing information for the device.

Actual Problem-Who are the prospective

customers for the new device.


30/48

4.Determine the unit of Analysis

As it is important to determine the unit of analysis for

problem definition.

Unit ofAnalysis will be our potential customer.


31/48

5.Determining the relevant variables

As the Middlemist is not having any knowledge of

marketing.

The relevant variables are:-

Study the market and advertising modes.

Brand awareness,

Encourage the customer to buy and

Re-purchase by providing them after sales service.


32/48

6.State the Research Questions and Research

Objectives

We will prepare a formal written Questionnaire with

its objective, performed on papers or Online through

email.

It will help in finding the facts and other peopleopinion, and their valuable suggestions and ideas.

This technique saves time and in shorter time we can

gather information.

To determine the requirements of user in a precise

manner, a close-ended question is more preferred.


33/48

RQ: How many radial arms are there in Market?

H1: No of target customer in US Market.

H2: No of radial arm possess by each one.

RQ: What could be potential customer base?

H1: No of Potential buyers in the market.

H2: No ofCompany Manufacturing this product.

H3: Total Possible market share untapped.


34/48

Interview is another method to gather requirement

from user and to understand the domain.

Interview technique has been used as a primary

research.

In interviews one to one communication is used so

that information can be interpreted the way it is

described with minimum distortion in information.


35/48

CASE2


36/48

Introduction

To introduce EZPass a steering committee was

formed to investigate feasibility and desirability of

implementing Electronic toll collection

ETC can reduce the traffic jams by allowing tag

holder to pass through tool plaza at moderate

speeds.


37/48

Perception of Agencies

During the time of study ETC has been

successfully used in Texas and Louisiana.

Several agencies thought of implementing ETC

individually though they believe integrating them

will give more result


38/48

Task force targets

They want similarity and dissimilarity in

configuration across agencies and service attribute

for each agency commuters.

They receive a list of attributes which they clubbed

together to seven question.


39/48

Focus of task force

They are interested in knowing how to implement

ETC

They do not show much interest in knowing

desirability of ETC.


40/48


41/48

Understand the background of the

problem

What could be the background problem behind

formation of taskforce. Is it traffic jam?

The Background of the specified problem is

Inadequacies of road Infrastructure resulted in

traffic jam.


42/48

Isolate and Identify the problem and

not the symptoms

Problem of the case is Inadequacies of road

infrastructure and it is not traffic jam


43/48

Determine the unit of analysis

Who will be the unit of analysis for taskforce?

The unit ofAnalysis for taskforce is commuter of

New York, New jersey area.


44/48


45/48

State the research questions(hypotheses)

and research objective

Research objective is to investigate feasibility and

desirability of ETC(electronic toll collection)

Research questions are:

RQ: EZPass is feasible

H1: There are traffic on the road?

H2: Road infrastructure are not adequate?

H3: Commuter want EZPass


46/48

RQ: EZPass is feasible?

H1: There are many agency

H2: each agency have difference configuration

H3: Different configuration can be integrated

H4: EZPass is economically and operationally

viable.


47/48

Q: Evaluate the problem definition. Has

the problem been defined adequately?

Taskforce have overseen the objective of

establishing taskforce as they are much interested

in how to implement the EZPass. They are looking

economical and technical feasibility but they are notlooking social and operational feasibility and

desirability of implementing the project.

Thus we can conclude that problem has not been

defined adequately by taskforce


48/48

THANK YOU

Documents

Chapter 1 Gp1