1. Conducting Marketing Research

2. 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.

3. 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.

4. 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

5. 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.

6. 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.

7. The Marketing Research Process
Step 5 - Applying the Results