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The Marketing Research Planning Process

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The Marketing Research Planning Process

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In this paper we will discuss the process used in marketing research planning. There are eight steps to take in this process, identifying the problem, creation of the research design, choosing the method of research, selection of the sampling procedure, collection of data, analysis of the data, writing and presenting the report, and follow up. These steps will insure that the data collected answered the right problem and is useful to the client.

Step 1: Identifying the Problem

Identifying the problem is the first step in the marketing research planning process. You must find out what kind of data you are looking for. There are a few different types of data to be collected such as descriptive studies or causal studies. Descriptive is the kind of study that asks who what where when and how. The causal studies ask us more they why, they follow the line of thought that if one variable changes then the other will change in a consistent way.

Step 2: Research Design

Creation of the research design is a plan of attack for accomplishing our research objectives or we can call it a hypothesis. The book describes a hypothesis as a conjectural statement about a relationship between two or more variables that can be tested with empirical data.

Step 3: Method of Research

Choosing the method of research is to find out what kind of means we will use to gather data. The three basic methods are survey, observation and experiment. A survey is a where the participant is asked a number of questions, such as a mail survey. Observation is monitoring without direct interaction, such as watching peoples habits at the mall. Experiments are types of research that are defined by the experimenter changing one or more variables.

Step 4: Sampling Procedure

Selection of the sampling procedure is picking out a group of people to research. You must define the population, this should include all the people whose opinions, behaviors, preferences,...