This document outlines the steps of marketing research. It discusses: 1) Defining the problem and objectives. 2) Developing an efficient primary and secondary data collection plan using various research instruments like questionnaires, qualitative measures, and mechanical devices. 3) Designing sampling plans including sampling units, sizes, and probability and non-probability sampling procedures. 4) Collecting the information according to the research plan. 5) Analyzing the collected information. 6) Presenting the findings and making decisions.

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2. STEP 1:-
 To find the problem,
 To define the problem,
 And to take alternative decisions in that
problem,
 Finally, to fix the research objective.
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3. STEP 2:-
 To develop the research plan,
the second stage of marketing research calls for developing the most efficient plan
for gathering the needed info.,
 DATA SOURCES:
The researcher can gather secondary data,primary data or both.
 SECONDARY DATA:
Secondary data are data that collected for another purpose and already exist
somewhere. Ex: internet, newspaper, books, friends etc.,
 PRIMARY DATA:
Primary data are data freshly gathered for specific purpose or for a specific research
project.
CONTINUED…….
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4.  Primary data can be collected in five main ways:-
1) observational research
2) focus group research
3) survey research
4) behavioral data
5) experimental research.
 Mktng., researchers have a choice of 3 main research instrument in collecting
primary data. They are,
 questionnaires
 qualitative measures
 mechanical devices.
CONTINUED…..
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5. 1) Questionnaires can be classified into two types. They are,
 closed– end questions
 open - end questions.
TYPES OF QUESTIONS:-
Closed – end questions types:
• Dichotomous, eg: yes or no type questions.
• Multiple choice, eg: A questions with one or more answers.
• Likert scale, eg: strongly disagree,da,neither agree nor dis agree,agree,sa.
• Semantic differential, eg: a scale connecting two bipolar words,
large--------small, the respondent selects his/her own opinion.
• Importance scale, eg: extremely important,very imp,somewhat imp,not very imp,not at all
imp.
• Rating scale, eg :excellent,very good,good,fair,poor
CONTINUED….
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6. OPEN-END QUESTIONS:
• Completely unstructured, eg: open questions
• Word association, eg: exam --------------
quality -------------- in this the respondent fulfill the
remaining words.
• Sentence completion,
• Story completion,
• Picture, eg: respondents are identify the pic., and answer that,
• Thematic apperception test.
continued….
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7. 2) Qualitative research techniques are,
 shadowing
 behaviour mapping
 consumer journey
 camera journals
 extreme user interview
 storytelling
 unfocus groups.
continued…..
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8. 3)Mechanical devices:
 galvanometers
 tachistoscope
 eye cameras
 skin sensors
 brain wave scanners
 full body scanners
 audiometers
 global positioning system(GPS)
These devices are used to measure the customers…
continued…………
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9. SAMPLING PLAN:
In research ,the design of the sampling plan is very important. It
has three decisions:
1) sampling unit
2) sampling size
3) sampling procedure.
Sampling procedure:
It has 2 types, they are,
1) probability sampling,
2) non-probability sampling
continued….
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10. 1)Probability sampling:
 simple random sampling / using lottery method
 stratified random sampling.
 cluster sampling.
2)Non – probability sampling:
 convenience sampling
 judgement sampling
 quota sampling.
CONTACT METHODS:
The respondent should be contacted through Mail, Telephone,
Personal or Online interview.
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11. STEP 3:-
 Collect the information.
STEP 4:-
 Analyse the information.
STEP 5:-
 Present the findings.
STEP 6:
 Make the decision.
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12. Referred by authorised books and papers. And also to upload
the info., about research tools and research types in next
presentations..
with thanks,
ameen
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