Marketing Research Process Essay

Front 1

1st Step?

Back 1

The first step of the marketing research process involves 'defining the research problem', this is often deemed to be one of, if not the most significant stages of the process, not only that but it is a difficult also.

- This stage looks at what questions the business needs answer to.

- Example - Who are the customer? What are their prferences? What are their tastes? What satisfys them? What do they perceive to be valuable? Would our product be a success?

Front 2

2nd Step?

Back 2

The second step of the marketing research process is 'desiging the research'.

- This stage looks at the different tools and techniques in order to gather information.

- There are a number of different types of data a business can use.

- It should always start with Secondary data - this is data which is pre-existing and often easily accessible. The businesses questions could be answered before even carrying out any research of their own. Therefore its fast and cheap.

- However, it is important that the business makes sure this data is in date, relevant, reliable.

- If businesses require more data they will need to gather primary data using research projects of their own.

- Whilst carrying out primary research they will often use both qualitative and quantitative methods of research. Qualitaive methods is useful for gathering insights, motivations, opinions and emotions.Whereas Quantitative is concerned with statistical data.Should back up qualitative data with quantitative data.

Qualitaive methods is useful for gathering insights, motivations, opinions and emotions.

Whereas Quantitative is concerned with statistical data.

Should back up qualitative data with quantitative data.

Front 3

3rd Step?

Back 3

The thrid step of the marketing research process involves the 'Implementation of a plan and data collection'.

Front 4

4th Step?

Back 4

The fourth step of the marketing research process involves 'interpreting/analyising the results'.

- If the business has used qualitative research methods, they must look for a clear pattern within the data and interpret what these patterns mean and desgin an approach and product as a result.

- Whilst interpreting quantitative data there are many techniques that businesses can use.

- The business should then draw conclusions upon the results and then make reccomendations to marketing managers.

Front 5

5th Step?

Back 5

The fifth and final step of the marketing research process is the 'reporting of the findings'.

- This stage involves reporting the results and reccomendations tot he decision makers of the business (which tends to be marketing managers or higher ups).

- it is normal that some research and information that marketers find and produce is disregarded and ignored; managers will tend to use some of, not all of the research. Sometimes the decisions have even been made before looking at the research found.