6 STAGES OF MARKETING RESEARCH PROCEDURE

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Kotler and Keller (2007) defines Marketing Research Procedure as “The scientific systematically procedure that includes the steps of problem definition, data collection, analysis and reporting of data and findings about certain issue if problem face by that organization”. The significance of decision making of market strategy and marketing depends on the conclusions derived from market research.
6 STAGES OF MARKETING RESEARCH PROCEDURE
Stage 1: Problem Definition:
The first step in the procedure of market research is to define research purpose. Research purpose is usually not very well defined or fully understood. The procedure of fully and accurately defining and understanding research purpose always requires efforts. Malhotra,
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It can be through quantitative or qualitative or both depending on the wish of researcher. Research questionnaire is then designed to collect information from respondents in both ways quantitative and qualitative research.

Step 4: Fieldwork or Data Collection
The data collection process introduces another essential element to your research project: the importance of clear and constant communication need (Smith et al, 2012). Before collecting data it is important to “pre-test” the data-collection instruments (observation forms and questionnaires) to gauge its suitability. The quality of the data-collection instrument determines the quality and usefulness of the data.
Pre-test participants must complete the instrument in the same manner as actual sample subjects. For example, if a data-collection instrument requires a telephone survey, the pre-test participants must take the pre-test over the phone. After completion, researchers should ask the test group if there were any questions or instructions that were unclear or unnecessary to determine if a category or question requires revision or removal.
After preparing questionnaire or observation form the next job is to practically get into field and distribute questionnaires among group of respondents. It can also be done through: online surveys, phone conversations, face-to-face interviews, and by post.
Step 5: Data Analysis
Data

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