1. THE MARKETING RESEARCH PROCESS
Stages:
1. Define the problem
2. Decide the research plan
3. Data collection
4. Data analysis/ interpretation
5. Report preparation and presentation
The marketing research brief:
1. Background : basic details about the company, its products / services
2. The management problem
3. The marketing research questions
4. The scope of the research : geographical area, types of customer, industries, etc.
Also when the info. Is required and the importance of time.
5. Tendering procedures. Eg. MRO’s CV.
A marketing research proposal outline
• Executive summary – a brief summary of the res. Project including the
major outcome and findings- not more than 1 page.
• Background to the research- an outline of the problem or situation that
created the need for the project to be undertaken.
• Research objectives- a statement outlining the objective of the research
project including the data the project will generate and how this will be
used to address management problem outlined in the ‘background to
research section’.
• Research design-a clear non-technical description of the research type
( eg. Primary, secondary, qualitative, quantitative or combinations etc.)
and techniques that will be adopted to gather the required information.
This will include details on data collection instruments, sampling
procedures and analytical techniques.
• Personnel specification- the details of the procedures involved in the
collection and analysis of the data.
• Time schedule-an outline of the time requirements with dates for the
various stages to completion and presentation of the results.
• Costs- this may include detailed analysis of the costs involved in the
project or simply the total cost for the project.