The Marketing research proces

We conceptualize the marketing research process as consisting of six steps. Each of these steps is discussed in great details in the subsequent chapters; thus the discussion here is brief.

Step 1: Problem Definition

The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, the information needed, and how it will be used in decision makers, interviews with industry experts, analysis of second data, and perhaps, some qualitative research, such as focus groups. Once the problem has been precisely defined, the research can be designed and conducted properly.

Step 2: Development of an Approach to the problem

Development of an approach to the problem includes formulating an objective or theoretical framework, analytical models, research questions, and hypotheses and identifying the information needed. This process is guided by discussions with management and industry experts, analysis of secondary data, qualitative research, and pragmatic considerations.

Step 3: Research Design Formulation

A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information, and its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making. Conducting exploratory research, precisely defining the variables, and designing appropriate scales to measure them are also a part of the research design. The issue of how the data should be obtained from the respondents (for example, by conducting a survey or an experiment) must be addressed. It is also necessary to design a questionnaire and a sampling plan to select respondents for the study. More formerly, formulating the research design involves the following steps:

-Definition of the information needed

-Secondary data analysis

-Qualitative research

-Methods of collecting quantitative data

-Measurement and scaling procedures

-Questionnaire design

-Sampling process and sample size

-Plan of data analysis

Step 4: Fieldwork or Data Collection

Data collection involves a field force of staff that operates either in the field, as in the case of personal interviewing (in-home, mall intercept, or computer-assisted personal interviewing) , from an office by telephone (telephone or computer-assisted telephone interviewing), or electronically (e-mail or Internet). Proper selection, training, supervision, and evaluation of the field force help minimize data-collection errors.

Step 5: Data Preparation and Analysis

Data preparation includes the editing, coding, transcription, and verification of data. Each questionnaire or observation form id inspected or edited and, if necessary, corrected. Number or letter codes are assigned to represent each response to each question in the questionnaire. The data from the questionnaires are transcribed or keypunched onto magnetic tape or disks, or input directly into the computer. The data are analyzed to derive information related to the components of the marketing research problem and, thus, to provide input into the management decision problem.

Step 6: Report Preparation and Presentation

The entire project should be documented in a written report that addresses the specific research questions identified; describes the approach, the research design, data collection, and data analysis procedures adopted; and present the results and the major findings. The findings should be presented in a comprehensible format so that management can readily use them in the decision-making process. In addition, an oral presentation should be made to management using tables, figures and graphs to enhance clarity and impact. The internet is also being used to disseminate marketing research results and reports which can be posted on the Web and made available to managers on a worldwide basis.