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Conducting Marketing Research

Conducting Marketing Research. The Marketing Research Process. Step 1 - Defining the Problem Identify and clearly state what the problem is and what can be done to solve the problem. Determine which problems are the most important to solve at a given time. The Marketing Research Process.

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Conducting Marketing Research

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  1. Conducting Marketing Research

  2. The Marketing Research Process Step 1 - Defining the Problem • Identify and clearly state what the problem is and what can be done to solve the problem. • Determine which problems are the most important to solve at a given time.

  3. The Marketing Research Process Step 2 - Obtaining Data • Collect and examine information in terms of the problem being studied. • Primary data can be used; or • Secondary data can be used.

  4. Secondary data can be obtained by a number of agencies. • Primary data can be obtained by: the survey method the observation method the experimental method

  5. The Marketing Research Process Step 3 - Analyzing the Data • Compiling, analyzing, and interpreting the results of primary and secondary data. • The results of each question can be clearly read and interpreted.

  6. The Marketing Research Process Step 4 - Recommending Solutions to the Problem. • Solutions are usually presented in a well written report. • Recommendations must be clear and supported by the research data.

  7. The Marketing Research Process • Step 5 - Applying the Results

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