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The Market Research Process: 6 Steps to Success

Step 1: Define the Problem (or Opportunity)

❶It also includes information about the statistical techniques used to analyze the data. Exploratory research is a qualitative form of research.

10.2 Steps in the Marketing Research Process




There is typically a key business problem or opportunity that needs to be acted upon, but there is a lack of information to make that decision comfortably; the job of a market researcher is to inform that decision with solid data.

You might even go as far as to mock up a fake report, with hypothetical data, and ask your audience: In this step you will first determine your market research method will it be a survey, focus group, etc.? You will also think through specifics about how you will identify and choose your sample who are we going after? This is also the time to plan where you will conduct your research telephone, in-person, mail, internet, etc.

Once again, remember to keep the end goal in mind—what will your final report look like? Your choice of research instrument will be based on the nature of the data you are trying to collect. There are three classifications to consider:. Exploratory Research — This form of research is used when the topic is not well defined or understood, your hypothesis is not well defined, and your knowledge of a topic is vague.

Exploratory research will help you gain broad insights, narrow your focus, and learn the basics necessary to go deeper. Common exploratory market research techniques include secondary research, focus groups and interviews. Exploratory research is a qualitative form of research. The goal of this form of market research is to measure specific topics of interest, usually in a quantitative way.

Surveys are the most common research instrument for descriptive research. In this case, you are trying to determine a causal relationship between variables. For example, does the music I play in my restaurant increase dessert sales i. You get the idea. This is the part of the process where you start executing your plan. The responses are observed and transformed into solution. Sometimes, consumer response does not match their answers.

Thus, unstructured techniques are used. For example, consumer journey is a technique of keeping track of all the interactions of a consumer with a product service or space. For example, galvanometer can measure the interest or emotion of a person on watching a picture or an advertisement. Here, a researcher has to plan the sampling unit, procedure and size. It is not possible to interview each and every person.

Therefore, the researcher must define the target population from which sample has to be drawn. The choice is based on circumstances facing the company and research work. A good sampling procedure can provide good reliability. A researcher must decide how the respondent should be contacted.

This is the most expensive stage of research. It is prone to errors. For example, some respondents may not be available at home. They must be contacted again or replaced. Others may not cooperate. They give biased or dishonest answers. Largely, they are part-time workers doing a monotonous job. They require proper training, incentives and supervision. Getting the right data is critical. The value of research is determined by its results. The researcher tabulates the data.

Advanced statistical techniques are also used for discovering additional findings. Today, software tools are available for data entry, data management, analysis and presentation.

Analysis of data provides general estimates, whereas interpretation draws a specific and precise conclusion. It has to help management in taking decisions. A research report is an effective tool used to present research findings.

It reflects the skills and quality of the researches.


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Research is a multi-stage and often somewhat iterative process— conclusions from one stage can create new ideas for other stages in the process, and the linkages are both forwards and backwards.

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Marketing Research and Marketing Research Process With the same logic, Marketing Research (MR) rather briefly refers to all types of Research ac‐ tivities conducted in the field of marketing within the similar process.

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The market research process is a systematic methodology for informing business decisions. There are six basic steps, starting with defining the problem and understanding your research objective. Chapter Objectives 1. State the steps in the marketing research process and the importance of determining the research question 2. .

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Research is a multi-stage and often somewhat iterative process— conclusions from one stage can create new ideas for other stages in the process, and the linkages are both forwards and backwards. Also, stages can occur concurrently. Marketing research is a systematic process. The tasks in this process include designing meth-ods for collecting information, managing the information collection process, analysing and interpreting results and communicating findings to decision makers. This chapter provides an.