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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