The Marketing Research Process and Defining the Problem and Research Objectives

7 important questions on The Marketing Research Process and Defining the Problem and Research Objectives

What are the 11 steps in the marketing research process?

  1. Establish the need for marketing research.
  2. Define the problem.
  3. Establish research objectives.
  4. Determine research design.
  5. Identify information types and sources.
  6. Determine methods of accessing data.
  7. Design data collection forms.
  8. Determine the sample plan and size.
  9. Collect data.
  10. Analyze data.
  11. Prepare and present the final research report.

What is a field research firm?

Field research firms are companies that specialise in data collection

What is a research objective?

A research objective is a goal-oriented statement or question that specifies what information is needed to solve a problem
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What is a construct?

A construct is an abstract idea or concept composed of a set of attitudes or behaviours that are thought to be related

What is an action standard?

An action standard is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place

What is a marketing research proposal?

The marketing research proposal is the contract that documents what the marketing researcher pledges to deliver as a result of the marketing research process

What is an ITB or RFP?

Invitations to bid or requests for proposals are often used in the marketing research process. These are routinely used in all business sectors when a firm desires supplier firms to present proposals or bids

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