The Marketing Research Process

Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives
Step 2: Develop the Research Plan

• Data Sources
• Research Approaches
• Behavioral data
• Focus group research: Gathering data by observing people, actions and situations.

Step 3: Collect the Information: It can be the most expensive and prone to error; therefore you should beware of how the data is collected.
Step 4: Analyze the Information (extract pertinent findings from the collected data)
Step 5: Present the Findings (pertinent to the major marketing decisions facing management)
Step 6: Make the Decision: Don’t forget evaluating the outcome.

The Marketing Research Process