Hypothesis: A prediction of the outcome of a study. Hypotheses are
drawn from theories and research questions
or from direct observations. In fact, a research problem
can be formulated as a hypothesis. To test the hypothesis we need to
formulate it in terms that can actually
be analysed with statistical tools.
As an example, if we want to explore
whether using a specific teaching
method at school will result in better school marks (research question), the hypothesis could be that
the mean school
marks of students
being taught with that specific
teaching method will be
higher than of those being taught using other methods. In this example, we
stated a hypothesis about the expected
differences between groups.
Other hypotheses may refer to correlations between
variables.
A hypothesis should include
a statement about the relationship between two or more variables and
carry clear implications for testing the stated relationship. For example, you might need to know if
and how your customers’ positive and negative product expectations are
confirmed or disconfirmed upon product
use.
How to Formulate the Research Problem
Problem formulation is simplified once we define the components of the research problem.
Specify the Research Objectives: A clear statement of objectives
will help you develop effective research. It will help the decision makers
evaluate your project.
It is critical that you have manageable objectives. Thus, two or three
clear goals will help to keep your research project focused
and relevant.
Review the Environment or Context of the Problem: As a marketing
researcher, you must work closely with your team. This will help you determine whether the findings
of your project will produce enough information to be worth the cost. In order to do this, you have to identify
the environmental variables that will affect
the research project. These variables will be discussed
in-depth in later units.
Explore the Nature of the Problem: Research problems range from simple
to complex, depending on the number of variables and the nature of their relationship. If you understand the nature of the problem as a researcher,
you will be able to better develop
a solution for the problem.
To help you understand all dimensions, you might want to consider focus groups
of consumers, sales people, managers, or professionals to provide what is sometimes much needed insight.
Define the Variable Relationships: Marketing plans often focus on
creating a sequence of behaviours that occur over time, as in the adoption of a new package design, or the introduction of a new product. Such programmes create a commitment to follow
some behavioural pattern
in the future. Studying such a process
involves:
Determining which variables affect
the solution to the problem.
Determining the degree to which each variable can be controlled.
Determining the functional relationships between the variables
and which variables are critical to the solution
of the problem.
During the problem formulation stage, you will want to generate and consider as many
courses of action and
