9 Stages to Marketing Research Success
Marketing Research Process: 9 Stages to Marketing Research Success
Stage 1: Formulating the Marketing Research Problem
Formulating a problem is the first step in the research process. In many ways, research starts with a problem that management is facing. This problem needs to be understood, the cause diagnosed, and solutions developed.However, most management problems are not always easy to research. A management problem must first be translated into a research problem. Once you approach the problem from a research angle, you can find a solution. For example, “sales are not growing” is a management problem.Translated into a research problem, we may examine the expectations and experiences of several groups: potential customers, first-time buyers, and repeat purchasers.
Stage 2: Method of Inquiry
The scientific method is the standard pattern for investigation. It provides an opportunity for you to use existing knowledge as a starting point and proceed impartially.The scientific method includes the following steps:
• Formulate a problem
• Develop a hypothesis
• Make predictions based on the hypothesis
• Devise a test of the hypothesis
• Conduct the test
• Analyze the results
Stage 3: Research Method
In addition to selecting a method of inquiry (objective or subjective), you must select a research method.There are two primary methodologies that can be used to answer any research question: experimental research and non-experimental research.Experimental research gives you the advantage of controlling extraneous variables and manipulating one or more variables that influences the process being implemented. Non-experimental research allows observation but not intervention.You simply observe and report on your findings
Stage 4: Research Design
The research design is a plan or framework for conducting the study and collecting data. It is defined as the specific methods and procedures you use to acquire the information you need.
Stage 5: Data Collection
Stage 1: Formulating the Marketing Research Problem
Formulating a problem is the first step in the research process. In many ways, research starts with a problem that management is facing. This problem needs to be understood, the cause diagnosed, and solutions developed.However, most management problems are not always easy to research. A management problem must first be translated into a research problem. Once you approach the problem from a research angle, you can find a solution. For example, “sales are not growing” is a management problem.Translated into a research problem, we may examine the expectations and experiences of several groups: potential customers, first-time buyers, and repeat purchasers.
Stage 2: Method of Inquiry
The scientific method is the standard pattern for investigation. It provides an opportunity for you to use existing knowledge as a starting point and proceed impartially.The scientific method includes the following steps:
• Formulate a problem
• Develop a hypothesis
• Make predictions based on the hypothesis
• Devise a test of the hypothesis
• Conduct the test
• Analyze the results
Stage 3: Research Method
In addition to selecting a method of inquiry (objective or subjective), you must select a research method.There are two primary methodologies that can be used to answer any research question: experimental research and non-experimental research.Experimental research gives you the advantage of controlling extraneous variables and manipulating one or more variables that influences the process being implemented. Non-experimental research allows observation but not intervention.You simply observe and report on your findings
Stage 4: Research Design
The research design is a plan or framework for conducting the study and collecting data. It is defined as the specific methods and procedures you use to acquire the information you need.
Stage 5: Data Collection