The marketing research process consists of 6 steps: 1) defining the problem and objectives, 2) developing a research plan, 3) collecting information, 4) analyzing the information, 5) presenting findings to management, and 6) making a decision. The research plan involves determining data sources, research approaches, instruments, sampling, and contact methods. Various techniques are used to collect, analyze, and present the information to management to aid their decision making.

1. The Marketing Research Process
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. Now follow the chart
marketing research process:
Fig: Marketing research process
 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.
Make the Decision
Present the Findings
Analyze the Information
Collect the Information
Develop the Research Plan
Problam Defination

2.  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.