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³Marketing research is the systematic design, collection,
analysis and reporting of data and findings relevant to a
specific marketing situation facing the company.´
[Philip Kotler]
³the systematic gathering, recording and analyzing of all
data about problems relating to the marketing of goods
and services.´ [The American Marketing Association]
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Marketing research reduces uncertainty or error in
decision-making. The information collected by
conducting marketing research is used for problem
solving and decision making in various areas of
marketing.
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an help the marketing manager to:

  


 

  
 
  
  

  
   
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ànformation is available/outcomes known.
ànsufficient time for marketing research.
Non-availability of resources.
ost Vs Value of the Research.
Outcomes known.
   

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is an well-organized sequence of ten steps
involved in the systematic collection and analysis
of marketing data.
provides a description of how a marketing
investigation is designed and implemented, and
helps to guide the execution of a research project.
is interactive, a researcher may not follow the ten
steps exactly in the order presented here.
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Define the research problem à
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i) What specific information should the project
provide?
ii) àf more than one type of information will be
developed from
the study, which is the most important? and
finally,
iii) What are the priorities?
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There are a number of alternative research
designs. The choice will largely depend on the
research purpose.
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Ôecondary information
Primary information

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The sampling design must result in the proper
sample of respondents being selected. Different
sampling designs are available to researchers.
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àf interview method is used, the researcher
must train interviewers and develop procedures
for controlling the quality of the interviewing.
[This is not necessary if survey methodology is
used, where the research instruments are
completed by the respondents. ¦
Ôtep 9:
Analyze and interpret the results.
Ôtep 10:
ommunicate the findings and implications.

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the method used may be manual or computer based.
The analysis plan follows from the research objective of the
study.
Association and relationships of variables are identified and
discussed in the light of the specific marketing problem.
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àn conducting all the marketing research activities; the
marketing researchers must adhere to ethical standards.