MR PROCESS
• Step1: Establish the need for
marketing research
• Step2: Define the problem
• Step3: Establish research
objectives
• Step4: Determine research
design
• Step5: Identify information
types and sources
• Step6: Determine methods of
accessing data
• Step7: Design data collection
forms
• Step8: Determine sample plan
and size
• Step9: Collect data
• Step10: Analyze data
• Step11: Prepare and present
the final research report
 MR PROCESS
1. Establish the need for marketing research
2. Define the problem
3. Establish research objectives
4. Determine research design
5. Identify information types and sources
6. Determine methods of accessing data
7. Design data collection forms
8. Determine sample plan and size
9. Collect data
10. Analyze data
11. Prepare and present the final research report
Step1: Establish the need for
marketing research
Information is already available
Time constraint
Budget constraint
Nature/importance of decision
Step2: Define the problem

A problem well defined is half solved

Explore possible causes of symptom to
define the problem
Step3: Establish research
objectives
Research objectives identify what
specific pieces of information are
necessary to solve the problem at
hand
Step4: Determine research
design

Exploratory research
Descriptive research
Causal research
Step5: Identify information types

Primary data
Secondary data
 Step6: Determine methods & sources of
accessing data

• Primary data • Secondary data

1. Observation 1. Internal data-sales records,
purchase
2. Direct interview requisition,invoices,internal
3. Mail survey databases
4. Telephone survey 2. External data-published
sources(census,trade
5. Online survey reviews,journals,magazines,
6. People meters e-libraries)
-syndicated
7. audiometers sources(Nielsen’s television
viewing data,Arbitron’s radio
listenership studies)
Step7: Design data collection forms

• Structured and unstructured questionnaire

• Disguised and undisguised questionnaire
• Measurement of qualitative data
• Different types of scales
• Scaling techniques
Step8: Determine sample plan
and size

Define population
Sample frame
Sampling technique
Sample size
 Step9: Collect data

Proper selection,training,supervision
and evaluation of the field force helps
minimize data-collection errors
 Step10: Analyze data
• Descriptive analysis-to describe the variables in data matrix
• Inferential analysis-to generate conclusions about the
population’s characteristics based on the sample data
• Differences analysis-to compare the mean of one group to
that of another group
• Associative analysis-to determine the degree and direction
of relationships between two or more variables
• Predictive analysis-to make forecasts of future events
Step11: Prepare and present the
final research report

to properly communicate the study

results to the decision maker