The Marketing Research Process

              

           The steps

1.          Formulating the problem
2.          Determining the research design
3.          Preparation for the field work
4.          Implementing the field work
5.          Process the data
6.          Tabulation and analysis
7.          Prepare the report

            

                Types of MR

•       Quantitative
•       Qualitative

The research design

It is a blueprint for the rest of the research process

•       What information?
•       Which instrument?
•       What sampling plan?

Types of Research Designs

•       Exploratory
•       Descriptive
•       Experimental
•       Historical
•       Simulation

Types of data

•       Primary – observation, experimentation, survey
•       Secondary – published information, guides, syndicated studies

               

Qualitative Research

•          Open –ended questionnaires
•          In –depth interviews
•          Focus group discussions
•         Word association
•         Projective techniques
•         TAT tests
•         Ink – blot tests