Problem Identification

NISHANT PANWAR
nishant_panwar82@yahoo.com
+9198700 06469

The formulation of the

problem is often more
essential than its solution.
Albert Einstein

If you do not know your

destination, any road would
take you to your destination

Problem
discovery

Problem Discovery
and Definition

Sampling

Selection of
exploratory research
technique

Secondary
(historical)
data

Experience
survey

Probability

Pilot
study

Case
study

Data
Gathering
Data
Processing
and
Analysis

Problem definition
(statement of
research objectives)

Experiment
Laboratory

Conclusions
and Report

Survey
Field

Interview

Nonprobability

Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing

Selection of
basic research
method

Research Design

Selection of
exploratory research
technique

Questionnaire

Observation

Secondary
Data Study

Interpretation
of
findings

Report

Uncertainty Influences the Type of

Research

CAUSAL OR
DESCRIPTIVE

COMPLETELY
CERTAIN

ABSOLUTE
AMBIGUITY

EXPLORATORY

Problem Definition

The indication of a specific business decision

area that will be clarified by answering some
research questions.
Coke, CP, Dabur etc

Defining Problem Results in

Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation

Problem Definition
Statement of
Research Objectives

Exploratory
Research
(Optional)

The Process of
Problem Definition
Ascertain the
decision makers
objectives

Determine unit of
analysis

Understand
background of
the problem

Determine
relevant variables

Isolate/identify
the problem, not
the symptoms

State research
questions and
objectives

Ascertain the Decision Makers

Objectives

Decision makers objectives

Managerial goals expressed in measurable
terms.

The Iceberg Principle

The principle indicating that the dangerous

part of many business problems is neither
visible to nor understood by managers.

Understand the Background of the

Problem

Exercising judgment
Situation analysis - The informal gathering of
background information to familiarize
researchers or managers with the decision
area.

11

Isolate and Identify the Problems, Not

the Symptoms

Symptoms can be confusing

Low Sales ------ lead times an issue ----proper communication.
Low sales ------ advertising low, competition
product superior ------- dealer push low --- low
dealer margins.

12

Organization
Manufacturing
Organisation

Symptoms
Members are looking
for a change outside.

Problem Definition
Based on Symptom
The monetary
benifits are more
outside

True Problem
Monotonous work with
no clear demarcation

Determine the Unit of Analysis

Key factors to be analysed or conducted

research on.
Individuals, households, organizations, etc.
In many studies, the family rather than the
individual is the appropriate unit of analysis.

14

Determine the Relevant Variable

Anything that may assume different

numerical values

15

Types of Variables

Categorical


Continuous


- can assume any value. Ppm , sales volume..

Dependent


can assume specific values. Zodiac sign, sex..

Used in causal Research.

Independent



Mileage --- servicing frequency

Money --- experience.

Hypothesis

An unproven proposition
A possible solution to a problem
Guess



Company perception of is offering.

In case of political instability, stock
market falls.

State the research questions and

research objectives

18

Broad research
objectives
Position of Product X
in market

Specific
Objective 1
Perception Mapping

Statement of
business problem
Sales not as per
expectation

Specific
Objective 2
Mind Share

Research
Design

Exploratory
research
(optional)

Specific
Objective 3
Consumer Buying
Behavior

Results
Brand Awareness is
Low

Problem/
Questions

New ERP System

across all functions

Research
Questions

Need for ERP?

Awareness Computer?
Benefit ?

Need for ERP?

Research
Objectives

Awareness Computer?
Benefit ?

The Process of
Problem Definition
Ascertain the
decision makers
objectives

Determine unit of
analysis

Understand
background of
the problem

Determine
relevant variables

Isolate/identify
the problem, not
the symptoms

State research
questions and
objectives

Research Proposal

A written statement of the research design

that includes a statement explaining the
purpose of the study
Detailed outline of procedures associated
with a particular methodology

Basic Questions Problem Definition

What is the purpose of the study?

How much is already known?
Is additional background information necessary?
What is to be measured? How?
Can the data be made available?
Should research be conducted?
Can a hypothesis be formulated?

Basic Questions Basic Research Design

What types of questions need to be

answered?
Are descriptive or causal findings required?
What is the source of the data?

Basic Questions Basic Research Design

Can objective answers be obtained by asking

people?
How quickly is the information needed?
How should survey questions be worded?
How should experimental manipulations be
made?

Basic Questions Selection of Sample

Who or what is the source of the data?

Can the target population be identified?
Is a sample necessary?
How accurate must the sample be?
Is a probability sample necessary?
Is a national sample necessary?
How large a sample is necessary?
How will the sample be selected?

Basic Questions Data Gathering

Who will gather the data?

How long will data gathering take?
How much supervision is needed?
What operational procedures need to be
followed?

Basic Questions Data Analysis

Will standardized editing and coding

procedures be used?
How will the data be categorized?
What statistical software will be used?
What is the nature of the data?
What questions need to be answered?
How many variables are to be investigated
simultaneously?
Performance criteria for evaluation?

Basic Questions Type of Report

Who will read the report?

Are managerial recommendations
requested?
How many presentations are required?
What will be the format of the written report?

Basic Questions Overall Evaluation

How much will the study cost?

Is the time frame acceptable?
Is outside help needed?
Will this research design attain the stated
research objectives?
When should the research be scheduled to
begin?

Anticipating Outcomes

Dummy tables
Representations of the actual tables that will
be in the findings section of the final report;
used to gain a better understanding of what
the actual outcomes of the research will be.

Exploratory Research

Defining Problem Results in

Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation

Problem Definition
Statement of
Research Objectives

Exploratory
Research
(Optional)

Exploratory research

Secondary data
Experience survey
Pilot studies

Exploratory Research

Initial research conducted to clarify and

define the nature of a problem
Does not provide conclusive evidence
Subsequent research expected

What is Exploratory Research?

QUANTITATIVE
DATA

QUALITATIVE
DATA

Why Conduct Exploratory Research?

Diagnose a situation
Screening of alternatives
Concept Testing

Discover new ideas

Concept Testing

Exploratory research procedure that tests

some sort of stimulus as a proxy for an
idea about a new, revised, or repositioned
product

Categories of Exploratory Research

Experience surveys
Secondary data analysis
Case studies
Pilot studies

Experience Surveys

Ask knowledgeable individuals about a

particular research problem


most are quite willing

Secondary Data Analysis

Data collected for a purpose other than the

project at hand
Economical
Quick source for background information

Case Study Method

Intensely investigates one or a few

situations similar to the problem
Investigate in depth
Careful study
May require cooperation

Pilot Study

A collective term
Any small scale exploratory study that
uses sampling
But does not apply rigorous standards

Pilot Studies

Focus Group Interviews

Projective Techniques
In-Depth Interviews

Focus Group Interviews

Unstructured
Free flowing
Group interview
Start with broad topic and focus in
on specific issues

Group Composition

6 to 10 people
Relatively
homogeneous
Similar lifestyles and
experiences

Advantages

Synergy- Combined Effort

Serependity- Chances of a new idea
Snowballing Chain Effect of responses
Stimulation To give ideas
Security
Spontaneity
Specialization
Scrutiny
Structure from problem perspective
Speed

Outline for a Focus Group

Establish a rapport
Begin with broad topic
Focus in on specific topic
Generate discussion and interaction

The Moderator

Develops rapport helps people relax

Interacts
Listens to what
people have to say
Everyone gets a
chance to speak

The Focus Group Moderator

Maintains loose control and focuses

discussion
Stimulates spontaneous responses

Advantages of Online
Focus Groups

Fast
Inexpensive
Bring together many participants from widespread geographical areas
Respondent anonymity
Transcript automatically recorded

Disadvantages of Online
Focus Groups

Less group interaction

Absence of tactile stimulation
Absence of facial expression and body
language
Moderators job is different

Projective Techniques-An indirect way of

questioning helps the respondent give true feeling

Word association tests

Sentence completion method
Third-person technique
Role playing
T.A.T.
Picture frustration version of T.A.T.

A man is least himself when he talks

in his own person; when given a mask
he will tell the truth.
--Oscar Wilde

Word Association

Subject is presented with a list of words

Asked to respond with first word that
comes to mind

Word Association Examples

GREEN

Money
Lawn
Eggs and Ham

Word Association Examples

CHEESE

Kraft
Cheddar
Goat

Sentence Completion
People who drink beer are ______________________
A man who drinks light beer is ___________________
Imported beer is most liked by ___________________
A woman will drink beer when____________________

Third Person technique and

Role playing
The respondents are asked to think from a third persons
perspective and respond to a particular question/ situation.
OR
They are involved in a role playing , where he can truly
express the responses.

Thematic Apperception Test

T.A.T.