Overview

• to develop a problem statement for the proposed research study
• to create research objectives and hypotheses for the proposed research study
  
  
  Text References: Chapters 2, 3
  
  Text Concept Links
• exploratory research (p. 41)
• descriptive research (p. 41)
• causal research (pp. 41-42)
• defined target population (p. 43)
• decision problem (pp. 65-66)
• hypothesis (pp. 70-71)
• research objective (p. 72)
  
  
  Research Procedures
  
  Step 1: Review your findings from Module 1 (or select a revised or different topic area for which a marketing research study would be appropriate).
  
  Step 2: Create a problem statement to communicate the main focus of the proposed research study. Examples may include:
  • The problem of this study is to determine promotional activities to increase awareness of volunteer opportunities.
  • The problem of this study is to determine the attitudes and behaviors of college students regarding online buying of clothing.
  • The problem of this study is to compare the influence of different advertising messages on consumer perceptions of customer service.
    
  
  Step 3: Develop research objectives (also called research questions) related to the specific topic area you will investigate. These objectives should prescribe the specific information needs of the study. Research objectives may be in one of two forms.
1) as a statement, such as:
• To compare the attitudes of females and males regarding online financial services.
• To compare volunteer participation among freshman and seniors.
• To determine promotional messages for increasing nutritional awareness among young consumers (ages 7-10).
  
  2) or, in a question format:
• What are the promotional messages that could increase volunteer participation among college students?
• How do college students most frequently obtain information about the wise use of credit?
• Do females eat breakfast more often than males?
  


Step 4: List hypotheses that could be tested statistically, such as:
• No significant difference exists between females and males regarding attitudes toward biologically modified food products.
• No significant difference exists between those majoring in business and those with other majors with regard to buying online.
  
  
Other format variations for hypotheses include:
• Significant cultural differences will exist in the dollar amount participants would expect to pay for each product.
• Female consumers have a stronger brand preference than male consumers.
• Cultural differences will exist in the level of importance attached to individual product attributes.
• Children exposed to more children's television programming will respond more positively to products advertised on those programs than do children exposed to less children's television programming.
  
  
  

Step 5: Additional suggested research might include:

• a library or web search for information related to the organization's situation and related topics.
• interviews with organizational personnel or others familiar with the organization, industry, or topic area. (Note: a "client" meeting may be appropriate to help you focus the direction and information needs of the study.)
• observations of consumer behavior, promotional activities, in-store displays, package design, competitor actions.
  

Weblinks (click here)

Module output
Prepare a summary report consisting of the following components:

1. An overview of the background of the proposed study.
2. A specific problem statement for the planned investigation.
3. A list of research objectives for the proposed research study.
4. A list of hypotheses for the proposed research study.
   
   
   

   Instructor E-mail: Your E-mail:

   
   Sample Output
   Module 2 Sample
   
   Preview of Next Module: In Module 3, additional secondary data will be obtained for planning and implementing the research study.