THE MARKETING RESEARCH PROCESS

1. Identify and define the problem

Before beginning the task of gathering information it is first necessary to identify the problem for which research is required. This crucial to ensure that any information collected is relevant and not wasted. A failure at this stage to adequately define the problem will result in wasted effort later. As well as formulating an aim, specific research questions (objectives) should be stipulated at the outset. It is these objectives which will determine the type of information required.

2. Investigate available sources

There is little point embarking upon a research program involving the collection of primary data if information is already available. Therefore the next step is to seek out the information which is available. This will involve a trawl of internal data generated and recorded by the organization and an examination of secondary resources of data available. Such information should then be assessed to establish the extent to which the research questions can be tackled using this information alone. It may well be the case that a partial answer is provided but that further research is needed to satisfy the full objective.

3. Determine research plan

Once all available sources of data have been evaluated, a plan is formulated to identify what further information is required and how it should be collected. This will involve generating hypotheses to be tested and determining the manner in which information is to be collected (methodology). Methods that may be used include surveys, interviews and observation.

4. Data collection

Upon development of a research plan, data should be collected using the method(s) selected. During the stage of the process, great care should be taken to avoid bias which if introduced could render any results meaningless. This is a particular problem associated with he interview and observation methods.

5. Data Analysis

The methods used and the type of information collected will determine the analysis needed. Foe example, qualitative information will require a different type of analysis to information of a more quantitative nature. While the former may involve some sort of content analysis, the latter will almost certainly involve statistical analysis whether descriptive or inferential. The increasing application of computer programs to data analysis has quickened the actual process of number crunching although time still has to be spent on preparing the data for analysis. A general rule in the analysis of data is to begin with the simple before moving onto the more complicated.

6. Present research result

Information needs to be tabulated and interpreted such that recommendations can be made regarding an appropriate course of action to take. This will almost certainly involve the presentation of a report which summarize the results of the research thereby enabling the management of the organization to male decision based on the newly acquired information. The importance o such information, and in particular in which it is collected, is thus evident.