¿Cómo se determina el problema de investigación de mercados?

Summary

In this class, the focus is on market research problem determination. The instructor explains how to identify and formulate the research problem based on managerial decision-making, and how to convert specific components, such as market trends and competitor analysis, into a well-structured research statement. Practical examples are provided, such as analyzing client behavior and evaluating promotional campaigns. The session encourages students to think critically about how to craft a research problem statement that addresses a business's strategic needs, offering clear guidelines and exercises to aid in understanding the process.

Takeaways

• 😀 The class focuses on understanding how to determine the research problem in market research.
• 😀 The managerial decision problem (problema de decisión gerencial) is the starting point of any market research, guiding the investigation.
• 😀 The problem of market research (problema de investigación de mercados) builds upon the managerial decision problem and helps define the specific areas to investigate.
• 😀 Key components for investigating a market research problem include market trends, segment characteristics, company strengths and weaknesses, competitor analysis, and buying factors.
• 😀 A well-defined research problem should be articulated clearly, with specific components that guide the investigation.
• 😀 The general research problem (enunciado general) should begin with verbs like 'investigate' or 'determine' and focus on the information needs.
• 😀 Creating a market research problem statement involves considering the research objectives and ensuring alignment with the initial managerial decision problem.
• 😀 In an example, the research problem was about increasing store clientele, which required investigating market trends, segment characteristics, and competitors.
• 😀 The research problem's statement should reflect the components but in a more general and coherent way, focusing on the main objective of the research.
• 😀 Real-world examples were provided, such as determining whether to introduce a new product or change an advertising campaign, highlighting the need to analyze various market components.
• 😀 Students are tasked with applying the concepts by defining research problems and developing research problem statements for different market scenarios.

Q & A

What is the importance of determining the research problem in market research?

The research problem is crucial because it sets the foundation for the entire investigation. It helps guide the research by defining what needs to be studied and ensures that the investigation is aligned with the decision-making process.

How does the manager's decision-making problem relate to market research?

The manager's decision-making problem triggers the research question, which forms the core of the market research. The market research problem addresses the specific information needed to resolve the manager's problem.

What are the components that help define a market research problem?

The components of a market research problem include trends in the market, segment characteristics, strengths and weaknesses of the company and competitors, and factors influencing customer buying decisions.

What is the role of the general statement in market research?

The general statement, also known as the research problem statement, helps summarize the research objectives. It should clearly outline what the research is trying to determine, often starting with words like 'investigate' or 'determine.'

What should be included in the research statement?

The research statement should include the core components of the market research, such as customer factors, competitor analysis, and market trends. It must address the problem the manager is trying to solve.

Why is it necessary to have well-structured research components?

Well-structured components ensure that the research is focused and covers all necessary aspects. This structure helps researchers stay on track and ensures that the findings will be relevant and actionable.

How does the concept of market trends influence customer decisions?

Market trends provide insights into where the market is heading, which helps businesses understand what customers might want in the future. This is critical when researching customer behavior and planning future strategies.

What is the difference between internal and external factors in market research?

Internal factors refer to elements within the company, such as its marketing strategy or campaign performance. External factors, on the other hand, involve external market conditions, such as customer preferences or competitor actions.

How can a company analyze the effectiveness of an advertising campaign?

To analyze the effectiveness of an advertising campaign, companies can measure factors like customer recognition of the campaign, its impact on sales, and whether it resonates with the target market. Surveys and other customer feedback tools are commonly used.

What is the role of customer segmentation in developing a market research problem?

Customer segmentation helps identify different groups of customers with distinct needs and preferences. Understanding these segments allows businesses to tailor their research to address the specific needs of each group, improving the relevance and accuracy of the findings.