1-List and briefly discuss the six steps in the marketing research process. 2-In
ID: 381671 • Letter: 1
Question
1-List and briefly discuss the six steps in the marketing research process.
2-In a short essay, define unstructured questions and discuss at least two advantages and two disadvantages to using these types of questions.
3-In a short essay, list and discuss the five steps in the sampling design process.
4-In a short essay, discuss at least four recommendations that should be followed when writing the report for a marketing research project.
5-Define the null and alternative hypotheses. Discuss the relationship between the two hypotheses.
6-Briefly discuss the differences and similarities between cross-tabulations and frequency distributions.
Explanation / Answer
1.
Six steps of the marketing research process are as follows;
A. Identification and definition of the objectives based upon the problems
B. Selection of the research design
C. Development of the research instruments and tools
D. Data collection
E. Analysis of the data
F. Interpretation & Recommendation
The marketing research process starts with the fixation of the problem statement and identification of the objectives. It explains the key information required to solve the problems. A precise selection of the objectives, whose fulfillment will meet the requirements of the research problem.
Each research requires a research design that best facilitates the research work. The different nature of the objectives of the research, require different research design. For example, it can be exploratory research design when a company wants to know the consumer preferences. Accordingly, applied research designs for action based research and descriptive research design can also be selected.
After finalizing the research design, the instruments and tools are also identified that will assist in executing the research. Data analysis tools such as SAS, SPSS as well as the type of tests (qualitative or quantitative) are also identified.
Data collection takes place in this phase. It can be primary or secondary data collection. With the proper data collection, research takes a right shape. Attention is given to the originality of the data with its proper source and authenticity.
In this step, data analysis takes place and key findings are identified. Attention should be given that the findings should be in the direction of research objectives.
Once the key findings are identified, then the final interpretation of the data and recommendations are prepared. Attention is given that the recommendations are backed by the findings and it makes a proper rational for the implementation of recommendations.
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