The marketing research process

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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

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The Marketing Research Process: 11 Steps
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 Report

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The Marketing Research Process: 11 Steps

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The Marketing Research Process
An 11-step process: there is nothing
Not all studies use all 11 steps
Few studies follow the steps in order
magic
about 11 steps

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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): allows isolation of causes and effects.

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Step 5: Identify Information Types and Sources
Primary information: information collected specifically for the problem at hand
Secondary information: information already collected

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Step 6: Determine Methods of Accessing Data
Secondary data is relatively easy to access; primary data is more complex.
Three main choices for primary data:
Have a person ask questions
Use computer assisted or direct questioning
Allow respondents to answer questions themselves without computer assistance

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Step 7: Design Data Collection Forms
Questionnaire must be worded objectively, clearly, and without bias in order to communicate with respondents.
Software programs are available to assist marketing researchers in preparing forms.

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Step 8: 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 of the population should be included in the sample.

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Step 10: Analyze Data
Data analysis involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests.
Data cleaning is a process by which raw data are checked to verify that the data have been correctly inputted from the data collection form to the computer software program.