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Created with Fabric.js 1.4.5 Marketing Research Process Defining the Problem The basic problem in marketing research is the problem that appears on the surface.Thsis a vital first step and must be done correctly.Every phase of the project is directed to solvingthe basic problem. Obtaining the Data The design of a marketing research projectis the plan proposed for testing the researchquestions as well as collecting and processingthe information. The administration of the projectaccording to the design insures that the fact-finding process will controlled. Choosing the Approach There are three ways to choosingthe approach. The three ways aresurvey approach, observation approach, and experimentalapproach. These three alternativeapproaches are possible in creatinga research design. Determining the Types of Data Needed Three types of data are used:facts, opinions, and motivationalinformation. Locating the Sources of Data There are two generalsources of data, secondarysources and primary sources. 1. 2. 3. 4. 5. 6. Selecting the Sample In most marketing research,it is necessary to conduct a complete census or talk of the target segment. double click to changethis text! Drag a cornerto scale proportionally. 7. Analyzing Results Processing the data obtainedinto a report used by management. Four stepsare involved: (1) editingthe data; (2) tabulating the data; (3) interpreting data; (4) presenting the report. 8. Apply Results After the research has beenconcluded and actions have been taken, the changes should be monitored carefully
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