THE INVESTIGATION PROCESS IN MARKETING

The investigation process in marketing is the form to find and analyze information
of the different websites and sources, this to obtain the necessary means to
introduce to business world.
Today, the investigation process is used to acquire information that the
organization or enterprise are needed, same sources information is helped to
complete the data that is important for the formation of a product, these are the
product, place, distribution and price, also known as 4 Ps of marketing.
To get information we must follow a sequence of steps. These steps were invented
by the father of marketing.
In 1967 was published the book of marketing management by Philip Kotler, in his
book was presented the steps necessary to acquire important information, also
know the different sources thud were needed to achieve a complete investigation.

The six steps are:

1. Know the problem
2. Design of the investigation
3. Obtaining the information
4. Data treatment
5. Data analysis
6. Presentation of the results

In each step are researched information that offers only necessary, because it
goes through filters and treatments for its usage.
In the third step "obtaining the information" are used tools and there exist two
types, they are the primary and second information.
In the field investigations are used primary sources that are: focus group,
observations, web-sites observations, e-research, surveys and analyze of
competition. In the other hand are used data obtain in the second sources, these
tools are only two: public information and data purchase.
These two types of information sources, desate being different, fulfill the same
function, which is to collect the data of the people who belong to the market in
which we want to market the products. The use of these sources depends on the
money the company is willing to pay for the information.
To conclude, the investigation process is influenced in the correct formation of an
investigation, because that’s a defining sequence for the acquisition of the whole
information.