Explain the conceptual map for linking the management decision problem with the marketing research problem

Question

In addition, use the text's example for AT&T as a guide and develop a conceptual map for retaining families dining at Olive Garden restaurants.

Answer 1

A good way to link the broad statement of the marketing research problem with the management decision problem is by making use of a conceptual map. A conceptual map involves the following three components:

Management wants to (take an action).
Therefore, we should study (topic).
So that we can explain (question).

The first line states the rationale for the question and the project. This is the management decision problem. The second line of the conceptual map declares what broader topic you are investigating. The third line implies the question you are investigating - the who/how/why that you want to explain. Thus, the second and third lines define the broad marketing research problem.

An example of the conceptual map for Olive Garden Restaurants follows:

Management wants to (develop retention programs that will retain 90% of family diners and lead to 10% higher sales over the next two years). Therefore, we should study (family diner loyalty). So that we can explain (what will be the most important variables in retaining these customers over the next 2 years).

As can be seen, the preceding example provides valuable definitions of the management decision problem and the broad marketing research problems that are closely linked. The problem is now focused upon a segment of customers (family diners) and one behavior of these customers (staying with the company over the next 2 years). Measurable results, such as "90 percent retention of family diners" are included, as well as a company goal (ten percent increase in sales over the next two years).