Using Secondary Research to Define Research Problems

Situation Analysis: Purpose Provides the answer to:

“Why are we here?”

The situation analysis provides a background on the factors that influence the company’s business.

Sections Included in The Situation Analysis

Situation Analysis Industry Analysis Company Analysis Consumer Analysis Product Analysis Competitive Analysis Market Analysis Macro-Environmental Analysis

Industry Analysis Industry/Category*

size of the market in general growth trends

Company Analysis Company Analysis

what the company is concerned with What it represents

Company Analysis Company Mission History Sales and profits (annual reports) Market standing/category share Product Offerings Key personnel Capital Resources

Product Analysis Focuses on the abstract and concrete qualities of

the company’s products

Product Attributes/Functions Positioning/Brand personality Cost/Margins Price Packaging Distribution Promotions used Media spent

The Competitive Analysis Considers all options consumers might

consider in their purchasing decisions

Direct competitors (same category) Indirect competitors (different category)

The Competitive Analysis In what category does the product compete?

Who are the brand’s major direct competitors? Indirect competitors?

What is the competitor’s brand position?

What is the price of their product?

Competitive Analysis What is their respective market share?

What is their communication strategy? [recent ad campaigns]

How much do they spend on media? (LNA)

Where is competitive media spending concentrated?

Consumer Analysis Information that helps us gain a grasp on the

(present or potential) consumer

Who are they? What motivates them to buy? How do they use the product? What is important to them in a product? How do they look at life? Where are they?

The Market Analysis The market analysis helps planners identify which

geographic areas are key

These areas are important either due to The strong position the advertiser enjoys in the region

(e.g., Maverick in the SE U.S.), or

The problems associated with doing business in the region

Macro-Environmental Analysis

Political Issues Economic Trends Technological Issues Legal Issues Social/Cultural Trends

After the Situation Analysis…

Problems & Opportunities Analysis Where are the internal and external

“trouble spots?”

Where are the “untapped” chances to improve the situation?

Problems & Opportunities Analysis Not recommendations of what should be

done to solve the problem

Rather, objective observations of past facts and future opportunities

REVIEW: Research Problem The research problem defines the mission

and objectives behind conducting primary research

REVIEW: Research Problem A comprehensive problem statement that

includes:

Problem definition

Justification for research

Specification of informational needs

REVIEW: Research Problem Definition Answers the goal/objective for research

The goal of research is to investigate characteristics associated with the primary decision makers in the target market for utility companies.

REVIEW: Research Justification Provides support for why research is an

optimal path to problem resolution

Research is necessary in order to update the client’s present knowledge of the situation and to avoid potentially costly mistakes that could result from ineffective marketing approaches.

REVIEW: Specification of Informational Needs Answers what factors or variables will be

the focus of the research investigation.

Research will focus on 1) decision-making criteria used in selecting a utility provider and 2) individual attitudes toward utility companies.