Marketing Research

Good Essays
Marketing research process is a set of six steps which defines the tasks to be accomplished in conducting a marketing research study. These include problem definition, developing an approach to problem, research design formulation, field work, data preparation and analysis, and report generation and presentation. [1]

Contents [hide]
1 Stages of marketing research process
2 Secondary data analysis
3 Qualitative research
4 References
5 Further reading [edit] Stages of marketing research process
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, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision makers, interviews with industry experts, analysis of secondary 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.[2]

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, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by discussions with management and industry experts, case studies and simulations, analysis of secondary data, qualitative research and pragmatic considerations. [2]

'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.

You May Also Find These Documents Helpful

  • Powerful Essays

    Marketing Research

    • 2083 Words
    • 9 Pages

    Shin Yao 15723 2. According to the Marketing Research Association(2000), Marketing Research is defined as follows: "Marketing Research is the function which links the consumer, customer, and public to the marketer through information, information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required…

    • 2083 Words
    • 9 Pages
    Powerful Essays
  • Satisfactory Essays

    Marketing Research

    • 438 Words
    • 2 Pages

    Marketing Research Marketing research Process Problem identification Exploratory Research Hypothesis Development Conclusive Research Result 2013/4/24 Asst.Prof.M.Choudhury 2 Marketing research Process Exploratory Research Mostly Qualitative in nature Research Design Descriptive Design Conclusive Research Mostly Quantitative in nature Casual Design 3 2013/4/24 Asst.Prof.M.Choudhury Marketing Research Approaches By the Marketing department Itself By the Marketing…

    • 438 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Marketing Research

    • 2938 Words
    • 12 Pages

    Cost-Conscious Marketing Research by Alan R. Andreasen Many small businesses and nonprofit organizations assiduously avoid more than a cursory flirtation with marketing research because they misunderstand what it is and what it can accomplish. Five misconceptions often dominate managers’ thinking about it: 1. The “big decision” myth. You turn to marketing research only when you have a major decision to make; otherwise it has little to do with the details of day-to-day decision making. 2. The “survey…

    • 2938 Words
    • 12 Pages
    Good Essays
  • Satisfactory Essays

    Marketing Research

    • 1270 Words
    • 6 Pages

    Marketing Research (MKTG 311) Dr. Raoul V. Kübler Assistant Professor for Marketing Marketing Research (MKTG 311) Dr. Raoul V. Kübler Assistant Professor for Marketing The Marketing Research Process Session 3 LEARNING OUTCOMES 1. Classify marketing research as either exploratory research, descriptive research, or causal research. 2. List the major stages of the marketing research process and the steps within each. 3. Understand the concepts of theory and hypothesis and…

    • 1270 Words
    • 6 Pages
    Satisfactory Essays
  • Powerful Essays

    marketing research

    • 1440 Words
    • 17 Pages

    MKT08904 Marketing Research & Communications (2) On completion of this Lecture and Unit 9 of the text, you should be able to: Define marketing research and understand the need for it Describe the link between marketing research and decision-making Understand the key roles of marketing research Describe the challenges and limitations in marketing research Understand key ethical considerations UNIT 9 (P.95) Marketing Research Marketing Research Lecture 9 Business Research Methods…

    • 1440 Words
    • 17 Pages
    Powerful Essays
  • Powerful Essays

    Marketing Research

    • 4799 Words
    • 20 Pages

    Introduction to Marketing Research Market research and marketing research are often confused. 'Market' research is simply research into a specific market. It is a very narrow concept. 'Marketing' research is much broader. It not only includes 'market' research, but also areas such as research into new products, or modes of distribution such as via the Internet. Here are a couple of definitions: "Marketing research is the function that links the consumer, customer, and public to the marketer through…

    • 4799 Words
    • 20 Pages
    Powerful Essays
  • Good Essays

    Marketing Research

    • 1644 Words
    • 7 Pages

    Fast Food Chains Race To Be Number One” MARKETING INFORMATION NEED FOR THE FAST FOOD INDUSTRY To begin with, for the fast food industry around the world, the leading fast food chains; marketing information is wrapped around from convenience location, changing preference, quality of food, pricing of fast food, potential customers, age of the customers, menu selection and diversification and last of all ' superior service. From marketing perspective, LOCATION for the fast food service…

    • 1644 Words
    • 7 Pages
    Good Essays
  • Good Essays

    marketing research

    • 6619 Words
    • 27 Pages

    Tema 1Definition of marketing In classical terms marketing is defined as the performance of nusiness activities that direct the flow of goods and services from producer to consumer and users. The classical definition of marketing is oriented to physical movement of goods and services,that’s why it has several weaknesses. Disadvantages: 1.the role of physical distribution and market channel is overvalued 2.Government and non-profit organizations are not included in this definition. 3.strong…

    • 6619 Words
    • 27 Pages
    Good Essays
  • Good Essays

    Marketing Research

    • 2777 Words
    • 12 Pages

    Curtin Business School School of Marketing Unit Outline 9807 Marketing Research 200 Semester 2, 2013 Unit study package number: Mode of study: Tuition pattern summary: 9807 Internal Lecture: 1 x 1.5 Hours Weekly Tutorial: 1 x 1.5 Hours Weekly This unit contains a fieldwork component. Find out more at the fieldwork education website: ( fieldworkeducation.curtin.edu.au ) Credit Value: Pre-requisite units: Co-requisite units: Anti-requisite units: Result type: Approved incidental fees: Unit coordinator:…

    • 2777 Words
    • 12 Pages
    Good Essays
  • Powerful Essays

    Marketing Research

    • 23676 Words
    • 95 Pages

    Which of the following professional organizations serves the marketing research industry? A. Marketing Research Association The marketing research industry has a certification program for marketing researchers and this certification program is hosted by: D. Marketing Research Association (MRA) Which of the following best illustrates the Service-Dominant Logic for Marketing? A. Decision makers should know their firms ' core competencies. One of the implications discussed…

    • 23676 Words
    • 95 Pages
    Powerful Essays