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Global Marketing Research process

These are the things that we need to complete and consider when doing marketing

Here we need to define what is the thing that the company or firm needs to
For example:
Market Orientation - identifying and meeting the stated or hidden needs or
wants of customers.
Strategic Orientation the course or action that leads to the achievement
of firms strategy, goals and objectives
Problem Orientation firms problems that need to be solved to give action.

2. Problem Definition
Is the process of defining the problems or questions need to be solved based on
the needs of the firm or company.

3. Choose unit of analysis

Is the process of defining the scope and limitation of the problem is it by
specific country, region or in global perspective. We need to define this so that we
would know where to obtain the data for our research based on the needs of the

4. Examine data availability. Can secondary data be used?

In this phase or process of research, we need to know or define if we need to
have secondary data or other sources so that we can fully study or give solution to
the problem. We can ask ourselves with this guide question to determine whether
to use secondary information or not
Advantages/ Disadvantages of Secondary data
Sources of secondary data
Type of problems that can be solved using secondary data
5. Now, this is the decision factor

If you choose or your decision is NO, proceed to the Assessment of value of

In which you will do cost-benefit analysis or the technique designed to determine
the feasibility of a project or plan by quantifying its costs and benefits.
If the cost is higher than the benefits it will give, I suggest just drop the idea
otherwise, proceed in looking for secondary data.

If you choose or your decision is Yes, proceed to the Data Analysis

Remember, Secondary data, is data collected by someone other than the
researcher. Common sources of secondary data for social science include censuses,
organizational records and data collected through qualitative methodologies or
qualitative research. Therefore we can skip, the Research Design because when can
obtain it on our Secondary data

6. Research Design
After doing Cost-benefit analysis, we can proceed in Research designing process
when we need to define the following:
Research Methodology
o Causal research is conducted in order to identify the extent and
nature of cause-and-effect relationships. Causal research can be
conducted in order to assess impacts of specific changes on existing
norms, various processes etc. Experiments are the most popular
primary data collection methods in studies with causal research
o Descriptive research can be explained as a statement of affairs as
they are at present with the researcher having no control over
variable. Moreover, descriptive research may be characterised as
simply the attempt to determine, describe or identify what is,
while analytical research attempts to establish why it is that way
or how it came to be
o Exploratory research, as the name states, intends merely to
explore the research questions and does not intend to offer final
and conclusive solutions to existing problems.

Address issues in primary data collections

Qualitative methods to be used (participant observation, interviews, case
studies, focus group discussion)
Design survey
Design research instruments (survey, test, questionnaire, etc.)
Scale development
Sampling (sample size and sampling techniques)

7. Data Analysis

8. Interpretation of Results