The
marketing research process consists of defining the research problem and
research objective , developing the research plan , collecting the information, analyzing the
information, presenting the findings to management , and making the decision.
- Problem Definition : Problem definition involves stating the general problem and identifying the specify components of the marketing research problem. Problem definition is three types.1)Exploratory 2) Descriptive 3) Causal.
- Develop the research plan : A research design is a framework or blueprint for conducting the marketing research project. Develop the research plan is five types.1)Data sources 2)Research approaches 3)Research instruments 4)Sampling plan 5)Contact methods.
- Collect the information : Data collection involves a fields force or staff that operates either in the field , as in the case of personal interviewing, from an office by telephone, through mail or electronically.
- Analyze the information : Data preparation includes the editing, coding, transcription, and verification of data. Analysis is the application of reasoning to understand the data that have been gathered.
- Present the findings : A research report is the presentation of the research findings to a specific audience for a specific purpose.
- Make the decision : A marketing decision support system (MDSS) as a coordinated collection of data systems, tools and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from
