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Unit 2: Introduction to Research

over the other steps. In marketing research, even though our focus is on one particular step, Notes
other inter-related steps of operations are also being looked into simultaneously. As we complete
one activity or operation, our focus naturally shifts from it to the subsequent one, i.e. the focus
is not concentrated exclusively on one single activity or operation at any particular point of
time. The research process provides systematic, planned approach to the research project and
ensures that all aspects of the research project are consistent with each other.

2.8.1 What is a Research Problem?

A research problem refers to some difficulty which an organisation faces and wishes to obtain a
solution for the same.

Meaning and Definitions

Defining a research problem is the fuel that drives the scientific process, and is the foundation of
any research method and experimental design, from true experiment to case study. The first and
foremost step in the research process consists of problem or opportunity identification. The
necessity of properly identified research problems cannot be overemphasized. It is rightly said
that a problem properly defined is half solved.
Based upon the objective, the research problem could be in any of the following three areas:
i. Exploratory for gathering preliminary information that may help in defining the problem
and suggest hypothesis. The major emphasis of exploratory research is on the discovery of
ideas. The idea is to clarify concepts and subsequently make more extensive research on
them.
ii. Descriptive, which may describe things such as market potential for a product or the
demographics and attitudes of a customer who buys the product.
iii. Casual, to test hypothesis about cause and effect relationships.
Once the researcher has identified two or more problems or opportunities, the next question for
him is to select a problem based on priority, limited finance and time constraints. He should
choose the problem which is likely to add value to the research. Choosing a relatively less
important problem would amount to wasting time and resources.
Initially, the problem may be stated in a broad general way and then the clarifications if any, can
be resolved as the research advances. The researcher must, at the same time, examine all available
literature to get himself acquainted with the selected problem.
While doing research, defining the problem is very important because "problem clearly stated
is half-solved". This shows how important it is to "define the problem correctly". While defining
the problem, it should be noted that definition should be unambiguous. If the problem defining
is ambiguous, then the researcher will not know "what data is to be collected" or "what technique
is to be used" etc.

Example: An ambiguous definition: "Find out by how much sales have declined recently".
Let us suppose that the research problem is defined in a broad and general way as follows:
"Why is the productivity in Korea much higher than that in India"? In this type of question, a
number of ambiguities are there, such as:

 What sort of productivity is to be specified; is it men, machine, materials?
 To which type of industry is the productivity related to?
 In which time-frame are we analyzing the productivity?

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