Marketing research involves a systematic process to assist management decision making. This includes: 1) Defining the problem by discussing with experts and analyzing secondary data to understand information needs. 2) Developing an approach to the problem through frameworks, models, research questions and identifying needed information. 3) Formulating a research design with steps like defining needed information, qualitative research, data collection methods, and a data analysis plan.

1. PresentingBy
SunilKumarD
CentreForManagementStudies
Kasaragod

2. Introduction
Marketing research is a
• systematic and objective identification,
• Collection,
• Analysis,
• Dissemination &
• Use of information,
For the purpose of assisting management in decision making related to the
identification and solution of problems in marketing.

3. Step 1:- Problem Definition
Researcher should take into account
• the purpose of the study,
• back ground information ,
• information needed and
• how it will used in decision making.
Problem definition includes discussion with industry experts, decision makers,
analysis of secondary data, and perhaps ,etc.

4. Step 2:- Development Of An Approach To
The Problem
• It include theoretical framework, analytical models, research questions and
hypothesis and identify the information needed.
• This process is guided by discussion with management and industry experts,
analysis of secondary data, qualitative research etc.

5. Step 3:- Research Design Formulation
• Research design is a blue print or basement of research
• Research design formulation steps are
1. Definition of the information needed
2. Secondary data analysis
3. Qualitative research
4. Method of collecting data
5. Measurement and scaling procedure
6. Questionnaire design
7. Sampling process and sampling design
8. Plan of data analysis

6. Step 4:- Fieldwork Or Data Collection
• Data collection through e-mail, face to face interview, questionnaire,
telephone calls etc.
• Giving proper training and supervision to the field work staff for minimizing
data collection errors.

7. Step 5:- Data Preparation And Analysis
• It includes editing, coding, transcription and verification of data.
• The data are analyzed and to provide input into the management decision
problem

8. Step 6:- Report Preparation And Presentation
• The entire project should be documented in a written report that addresses
the specific research questions identified.
• It includes tables, figures, graphs to enhance clarity and impact.
• It is presented in a comprehensible format.
• Management can use this report for decision-making process.

9. Conclusion
• Marketing research process will helps to identify and evaluating a problem or
a case for the purpose of management decision making.