Marketing Research Process

Question 1

How many steps are in the marketing research process?

Answer 1

7

Question 2

What is step 1?

Answer 2

Define the Problem (or Opportunity) - identifying what you are trying to accomplish

Question 3

What is step 2?

Answer 3

Design the Research - outlining what data you are trying to gather and from whom, how and when you will collect the data, and how you will analyze it once it’s been obtained

Question 4

What is step 3?

Answer 4

Design the Data Collection Forms - making sure your form is neutral and does not take a certain side or persuade the consumer to choose a certain answer

1. Introduction/Description of Study
2. Instructions to Questionnaire
3. Basic-easy questions (warm-up)
4. More, detailed in-depth questions
5. Demographics and Thanks

Question 5

What is step 4?

Answer 5

Specify the Sample - Who will you ask your questions to?

1. Define the population of interest
2. Put together a Sampling Frame
3. Determine Sample Size

Question 6

What is step 5?

Answer 6

Collect the Data - can be collected in a number of ways (incl. surveys, physical measurements, observing people)

Question 7

What is step 6?

Answer 7

Analyze the Data - cleaning, exploring, and organizing the data to understand what customers told you

Question 8

What is step 7?

Answer 8

Write the Research Report and Present Its Findings - creates an archive of the ideas that a company has investigated and allows for repeated data collection across time for the same research question to show changes or progress

1. Title Page
2. Table of Contents
3. Executive Summary (critical part)
4. Methodology and Limitations
5. Findings
6. Recommendations