Conducting
Marketing
Research
Chapter 33 - Conducting Marketing Research
The Marketing Research Process
Step 1 - Defining the Problem
 Identify and clearly state what the
problem is and what can be done to
solve the problem.
 Determine which problems are the most
important to solve at a given time.
Chapter 33 - Conducting Marketing Research
The Marketing Research Process
Step 2 - Obtaining Data
 Collect and examine information in
terms of the problem being studied.
 Primary data can be used; or
 Secondary data can be used.
Chapter 33 - Conducting Marketing Research
 Secondary
data can be
obtained by a number of
agencies.
 Primary data can be obtained
by:
the survey method
the observation method
the experimental method
Chapter 33 - Conducting Marketing Research
The Marketing Research Process
Step 3 - Analyzing the Data
 Compiling, analyzing, and interpreting
the results of primary and secondary
data.
 The results of each question can be
clearly read and interpreted.
Chapter 33 - Conducting Marketing Research
The Marketing Research Process
Step 4 - Recommending Solutions to
the Problem.
 Solutions are usually presented in a well
written report.
 Recommendations must be clear and
supported by the research data.
Chapter 33 - Conducting Marketing Research
The Marketing Research Process

Step 5 - Applying the Results
Chapter 33 - Conducting Marketing Research