Problem Definition

Defining the problem is the most important step in the entire marketing research process. Malhotra (2004) states that, “spot definition involves stating the general quandary and identifying the specific components of the marketing research problem.” (p. 33) Hank Sanchez, the owner of JavaJoy, would like to increase the declining sales by expanding to international markets. Mr. Sanchez and the DM have come to a consensus on defining the marketing research predicament. Should JavaJoy, Inc. expand to the Central European region?

Approaching the Problem

The Impartial must be specific, measurable, attainable/achievable, realistic and time bound (SMART). JavaJoy’s goals must be inline with the objective and the decision maker, Hank Sanchez, must be inline with the objective.

Verbal, graphical, and mathematical models should all be used since they show the interrelationships among all variables. The verbal model is when Hank suggested that JavaJoy expand internationally. The verbal model then progresses to the graphical model where interrelationships are shown. The mathematical model takes the research one step further in that it provides real numbers to aid in the decision of whether JavaJoy should expand or not.

A list of questions will be created that will aid in our research process. The questions should be listed in an effective sequence, have exact wording, and be non-biased. A multichotomous test will give the researchers precise answers. For example, one question might be: How many individuals in your family drink a cup of coffee everyday? The answers would be: (a) 1-2 (b) 2-3 (c) 3-4 (d) 4-5 (e) 5+

Creating precise questions will make the research process go a lot faster and provide the researches with specific results. The information that is determined from the models will aid in the development of research questions. In this sense, we will then be able to identify which data is needed.

Research Design

There are several research design formulas that can be used. In our case we are using descriptive research design. This research design will narrate the characteristics of relevant groups such as where coffee drinkers buy their coffee and how many individuals steal coffee on a regular basis. Questions usually begin with who, what, where, when, why, and how. My team has come up with a questionnaire that is presented later in the presentation.

Types of Data

Secondary data is data that has already been collected from previous studies. If the data applies to the same research questions then it can be utilized in the immediate sight as well. Internal and external data can be beneficial for the company as well. Examples include the government census, warranty cards, etc. Some examples of primary data include opinions, lifestyle characteristics, and awareness of products.

Data

Data Collection is one of the most important steps in the marketing research process. Data can be collected by mail, office telephone, electronically, personal interview, and focus group. We also have access to Census.gov which contains statistical information pertaining to Central Europe.

There are several methods for measuring the data including nominal numbers, ordinal scales, interval scales, and ratio scales. These measurements are used to measure characteristics not the object. Our social security numbers enable the government to support track of various statistics such as income, race, gender, and ethnicity. JavaJoy can utilize ordinal scales to measure the income levels of the citizens of Germany. JavaJoy can also utilize ration scales to measure the weight of our equipment. All the data that is still should be valid in that it pertains to the demand. The data should be reliable in that it is of just value to the question. Measuring attitudes is quite common in a questionnaire since it helps to explain how ready an individual is to buy something. Attitudes are consistent and change at a very slow rate over the years.

Data Analysis & Methods

There are several analyzing methods which consist of discriminant, factor, and cluster. “Discriminant function analysis is passe to choose which variables discriminate between two or more naturally occurring groups.” (Discriminant Function Analysis, n.d.) This method is tall when you’re determining the interrelationship between two or more subjects. Factor analysis is somewhat like discriminate except that it does not elaborate variables as dependent and independent. The cluster analysis is exactly like it sounds in that it groups subjects together that have similar characteristics.

The questionnaire may require editing if the questions are not certain. They data must be accurate in order to attach a code to them. Coding consists of numbers that allow the data interpreters to categorize responses. “Transcribing data involves transferring the coded data from the questionnaires or coding sheets onto disks or magnetic tapes or directly into computers by keypunching.” (Malhotra, 2004, p. 407) The last step is to check the consistency of the data. “Consistency checks identify data that are out of range, logically inconsistent, or have uncouth values.” (Malhotra, 2004, p. 409) When data is found that is incorrect it must be corrected immediately.

Possible Mishaps

There are a few challenges that JavaJoy, Inc may experience including cultural differences, language barriers, and erroneous data collection. Entering an international market is quite exciting in that they will have a different culture and language. We need to be sure to take precautions and educate ourselves on their culture to reduce the risk of insult. When data is collected we need to be definite the right individuals are collecting the data and they are trained on how to properly acquire the data. The data should be accurate and clear for all parties including the interviewer and interviewee.

Reporting

The report should be free of grammatical errors, include the topics listed above, and easy to understand. There is no point in creating a document that no one will understand. This final presentation can either be presented orally or written. Graphs, figures, and tables allow the audience the opportunity to follow along with your presentation. Reports will be handed out to all participating staff throughout certain areas of the marketing research.

Conclusion

In order for JavaJoy, Inc.’s marketing research proposal to be accurate we need to follow each of the steps mentioned in this paper. Account For the problem, arrive the problem, define research design formula, clarify the types of data needed, define the data collection methods, the data analysis, the possible mishaps, and report the results.

References

Discriminant Function Analysis. Retrieved August 26, 2006, from StatSoft, Inc Web site: http://www.statsoft.com/textbook/stdiscan.html

Malhotra, Naresh K. (2004). Marketing Research. Upper Saddle River, NJ: Pearson Prentice Hall.

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