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STEPS IN THE MARKETING
RESEARCH PROCESS
STEP 1: Research need determination
STEP 2: Problem/Opportunity definition
STEP : 3 Establishment of research
objectives
STEP 4: Research determination
STEP 5: Information source/type
identification
STEP 6: Determination of data access
methods
Survey questionnaire – the most common form
used in data collection
STEP 7: Data collection forms design
Major parts of a questionnaire:
Introduction – contains greeting, researcher introduction and affiliation,
purpose, and a statement assuring the respondent
confidentiality/anonymity of their responses.
Screening – the series of questions designed to eliminate respondents
who are not qualified to take part in the survey
Core – the body of the survey questionnaire
Classification – questions used to classify respondents into different
groups for stratification

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Steps in marketing research process

  • 1. STEPS IN THE MARKETING RESEARCH PROCESS
  • 2. STEP 1: Research need determination
  • 4. STEP : 3 Establishment of research objectives
  • 5. STEP 4: Research determination
  • 6. STEP 5: Information source/type identification
  • 7. STEP 6: Determination of data access methods
  • 8. Survey questionnaire – the most common form used in data collection STEP 7: Data collection forms design Major parts of a questionnaire: Introduction – contains greeting, researcher introduction and affiliation, purpose, and a statement assuring the respondent confidentiality/anonymity of their responses. Screening – the series of questions designed to eliminate respondents who are not qualified to take part in the survey Core – the body of the survey questionnaire Classification – questions used to classify respondents into different groups for stratification