Planning The Research Process - Module 2
Planning The Research Process - Module 2
the
Research
Process
MODULE 2
Step 1 – Defining the Problem & Objective
The most important step in the process and the most difficult stage to get it
right.
Often people confuse the research problem with a symptom such as sales
decrease,
loss of market share, loss of key customers, high employee turnover, poor profits,
etc.
A problem has a solution whereas a symptom helps you to identify a problem.
Step 1 – Defining the Problem & Objective
Inadequate problem definition is the main cause of failure of a marketing
research project.
A clear statement of objectives will help you develop effective research.
Two or three clear goals will help to keep your research project focused
and relevant.
Step 2 – Developing the Research plan
This step incorporates a number of parts:
In your sample plan, you must detail who will be your research targets or
audience.
The sample size is based on level of accuracy required, cost of
acquiring additional sample units, and the level of variability in data.
Step 2 – Developing the Research plan
Developing a sampling plan
Convenience – sampling what is convenient to you and what you can get
The trends in the data will start to emerge and you will have
that
Eureka-insight moment.
Step 5 – Present the findings
It is time to compile the key take-away insights from the analysis.