Marketing Research Process and Research Methods

The four steps in the marketing research process are designed to capture the information and insights needed to make better strategic and tactical decisions, gain greater intelligence on customer needs, and ultimately create greater value for a company. The four stages of the market research process are defined in this analysis with their applicability for given strategic decisions and trade-offs also discussed. The three dominant research methods including causal, exploratory and descriptive research are also analyzed from the standpoint of their applicability to specific types of decisions. Both of these concepts of the marketing research process and research methods fit into the broader definition of marketing research as defined in the text. The authors state that marketing research is the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization. This paper will also illustrate how these...
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