The Six Steps in Conducting Quantitative Marketing Research
This paper presents the major stages in the decision n making process for conducting primary, quantitative research studies including identifying the research need or problem, developing the right research approach, designing the appropriate research plan, collecting the survey data, analyzing the survey results and reporting and presenting the findings, conclusions and recommendations.
The marketing research process includes the systematic identification, collection, analysis and distribution of information for the purpose of knowledge development and decision making. The reasons and times at which your company or organization might consider performing marketing research varies, but the general purpose of gaining intelligence for decision making remains constant throughout. Customers occupy the central role in the marketing research process. As a company Or organization, the overwhelming majority of research you are currently considering likely revolves around your customers or potential customers: •
Employees (internal customers)
Stakeholders (for example, investors, suppliers)
Whether you are creating a new marketing research program or perhaps revising an existing marketing research program, what are the steps you should take? Step 1: Identifying and Defining Your Need or Problem
If you are considering conducting marketing research, chances are you have already identified a problem and an information need. This step is always the first of the marketing research steps. At this point, the problem will have been recognized by at least one level of management, and internal discussions will have taken place. Sometimes, further definition of the issue or problem is needed, and for that there are...
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