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7.the Marketing Research Process

The document outlines an 11-step process for conducting marketing research: 1) Establish the need for research, 2) Define the problem, 3) Establish research objectives, 4) Determine research design including exploratory, descriptive, or causal methods, 5) Identify primary and secondary data sources, 6) Determine how to access data, 7) Design data collection forms, 8) Determine sample plan and size, 9) Collect data while minimizing errors, 10) Analyze the data, and 11) Prepare and present a final research report communicating the results.

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145 views3 pages

7.the Marketing Research Process

The document outlines an 11-step process for conducting marketing research: 1) Establish the need for research, 2) Define the problem, 3) Establish research objectives, 4) Determine research design including exploratory, descriptive, or causal methods, 5) Identify primary and secondary data sources, 6) Determine how to access data, 7) Design data collection forms, 8) Determine sample plan and size, 9) Collect data while minimizing errors, 10) Analyze the data, and 11) Prepare and present a final research report communicating the results.

Uploaded by

InshadRT Noman
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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"The Marketing Research Process":

11 Steps

Step One: Establishing the Need for Marketing Research

Step Two: Defining the Problem

Step Three: Establishing Research Objectives

Step Four: Determining Research Design

Step Five: Identifying Information Types and Sources

Step Six: Determining Methods of Accessing Data

Step Seven: Designing Data Collection Forms

Step Eight: Determining Sample Plan and Size

Step Nine: Collecting Data

Step Ten: Analyzing Data

Step Eleven: Preparing and Presenting the Final Research Report

In detail

Step One: Establish the Need for Marketing Research

Marketing Research is not needed when the:

 required information is already available


 decisions need to be made now
 organization can’t afford the research
 costs outweigh the value of the research

Step Two: Define the Problem

The most important step in the marketing research process is defining the problem.
Step Three: Establish Research Objectives

What information is needed in order to solve the problem?

Step Four: Determine Research Design

Exploratory Research: collecting information in an unstructured and informal manner

Descriptive Research: refers to a set of methods and procedures describing marketing variables

Causal Research (experiments and other approaches): allows isolation of causes and effects

Step Five: Identify Information Types and Sources

Secondary Data: information that has been collected for some purpose other than the research at hand

Primary Data: information that has been gathered specifically for the research objectives at hand

Step Six: Determine Methods of Accessing Data

Secondary Data: accessing data through sources such as the Internet and library

Primary Data: collecting data from participants through methods such as telephone, mail, online, and
face-to-face (quantitative), and observation studies and focus groups (qualitative)

Step Seven: Design Data Collection Forms

The design of the data collection form that is used to ask or observe and record information in
marketing research projects is critical to the success of the project. For eg questionnaire, interview, etc

It is easy to write a set of questions but very difficult to construct a questionnaire.

Step Eight: Determine Sample Plan and Size

Sample plan: refers to the process used to select units from the population to be included in the sample

Sample size: refers to determining how many elements (units) of the population should be included in
the sample
Step Nine: Collect Data

Sound data collection is very important because, regardless of the data analysis methods used, data
analysis cannot “fix” bad data.

 Non-sampling errors may occur during data collection. These are related to poor design and/or
execution of the data gathering.
 Sampling errors may occur based purely on chance

Step Ten: Analyze Data

Data analysis: involves entering data into computer files, inspecting data for errors (data cleaning),
running tabulations (frequencies), and conducting various statistical tests

Step Eleven: Prepare and Present the Final Research Report

Findings are presented, often by research objective, in a clear and concise way.

The need for a good report cannot be overstated. It is the report, and/or its presentation, that properly
communicates the results to the client.

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