1. The marketing research process consists of defining the research problem and research
objective , developing the research plan , collecting the information, analyzing the information,
presenting the findings to management , and making the decision.
Problem Definition : Problem definition involves stating the general problem and identifying
the specify components of the marketing research problem. Problem definition is three types.
1) Exploratory 2) Descriptive 3) Causal.
Develop the research plan : A research design is a framework or blueprint for conducting the
marketing research project. Develop the research plan is five types.
1)Data sources 2)Research approaches 3)Research instruments 4)Sampling plan 5)Contact
methods.
Collect the information : Data collection involves a fields force or staff that operates either in
the field , as in the case of personal interviewing, from an office by telephone, through mail or
electronically.
Analyze the information : Data preparation includes the editing, coding, transcription, and
verification of data. Analysis is the application of reasoning to understand the data that have
been gathered.
Present the findings : A research report is the presentation of the research findings to a
specific audience for a specific purpose.
Make the decision : A marketing decision support system (MDSS) as a coordinated collection
of data systems, tools and techniques with supporting software and hardware by which an
organization gathers and interprets relevant information from business and environment and
turns it into a basis for making decision.