Steps in the Marketing Research Process

Steps in the Marketing Research Process - Questionnaires...

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Steps in the Marketing Research Process Step 1: Define the research problem Specifying research objectives Identifying consumer population of interest Placing the problem in an environmental context Step 2: Determine the research design Determine whether secondary data are available Determine whether primary data are required and if so, what type: Exploratory research Descriptive research Causal research Step 3: Choose the method for collecting primary data Survey methods are used to interview respondents
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Unformatted text preview: Questionnaires: • loosely, moderately, or completely structured – Observational research methods – Online research • Step 4: Design the Sample • Step 5: Collect the Data • Step 6: Analyze and Interpret the Data ? • Step 7: Prepare the Research Report Research reports typically contain the following sections: – Executive summary – Description of research methodology – Discussion of results including tabulations, cross-tabulations – Limitations of study – Conclusions and recommendations...
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