5 Whys technique

(noun)

The 5 Whys is a question-asking technique used to explore the cause-and-effect relationships underlying a particular problem. The primary goal of the technique is to determine the root cause of a defect or problem.

Related Terms

Examples of 5 Whys technique in the following topics:

  • Defining the Vision

    • These guiding principles should be intrinsic to all members of the organization providing a common frame for everyone and do not require external justification ("this is why we do what we do").
    • To uncover the organization's true purpose, the authors suggest using the 5 Whys technique.

  • Psychological Pricing

    • We call prices that end in such digits as 5, 7, 8, and 9 "odd prices. " Examples of odd prices include: $2.95, $15.98, or $299.99 .
    • For a long time, marketing people have attempted to explain why odd prices are used.
    • The explanation is that customers perceive even prices such as $5.00 or $10.00 as regular prices.
    • Consumers tend to react very positively to these pricing techniques.

  • Coupons

    • He transformed Coca-Cola from an insignificant tonic into a profitable business by using innovative advertising techniques.
    • Why would a company let consumers walk away paying less for their product than the displayed price?
    • By 1913, the company had redeemed 8.5 million tickets.
    • Show how and why coupons are used as part of sales promotion methods

  • Screening

    • For example, of the 5,000 drug ideas that go through the screening process of the Federal Drug Administration, only 10 end up getting approved, and of these only 3 become profitable.
    • There are two common techniques for screening new product ideas.
    • The first technique is a simple checklist.
    • The second technique goes beyond the first in that the criteria are assigned weights based on their importance.

  • Analyzing Data

    • Data analysis has multiple facets and approaches, encompassing diverse techniques under a variety of names in different business, science, and social science domains.
    • Data mining is a particular data analysis technique that focuses on modeling and knowledge discovery for predictive rather than purely descriptive purposes.
    • Text analytics applies statistical, linguistic, and structural techniques to extract and classify information from textual sources, a species of unstructured data.

  • Determining a Budget

    • See why it's important to know who your real target audience is?
    • Marketers tend to use several techniques to determine an advertising budget.
    • Explain the information needed and techniques used to determine an advertising budget

  • Quantitative vs. Qualitative Research

    • Quantitative Research is defined as the systematic empirical investigation of social phenomena via statistical, mathematical or computational techniques.
    • For example, in the social sciences, qualitative research methods are often used to gain better understanding of such things as intentionality (from the speech response of the researchee) and meaning (why did this person/group say something and what did it mean to them?).
    • The qualitative method investigates the why and how of consumer behavior, not just what, where, when.

  • Managing Strategy

    • ., working with external marketing agencies and suppliers) uses techniques such as agency performance evaluation, scope of work, incentive compensation, and storage of agency information in a supplier database.
    • The overall goal for the marketing mix is to consistently deliver a compelling message that states the benefits derived from purchasing the product or service and why it is better than similar products that are for sale.
    • Marketers may employ the tools of business process reengineering to ensure these processes are properly designed, and use a variety of process management techniques to keep them operating smoothly.
    • The area of marketing agency management (i.e., working with external marketing agencies and suppliers) uses techniques such as agency performance evaluation, scope of work, incentive compensation, RFXs, and storage of agency information in a supplier database.

  • Branding

    • Review the history of branding, the types, why it is necessary and how it impacts the buyer

  • Brand Equity

    • This is why brand equity is oftentimes directly correlated with a brand's profitability.
    • This is why brand equity is oftentimes directly correlated with a brand's profitability.
    • For example, projective techniques can be commonly used to identify tangible and intangible attributes, attitudes, and various perceptions about the brand.