Steps in Marketing Research

        Marketing research provides information to solve a particular problem. Also marketing research helps to find the solution and prevent uncertainties in the future. The procedure for marketing research varies from firm to firm. Every activities in the marketing is researched so as to check the performance and to ensure it is going well. The stages in marketing research are:

            The first stage of marketing research is the identification of problem. The researcher has to find the problem.  Suppose FMCG firm plans to make a research on the influence of food product on the growth of children in a particular region. This is the problem or topic they have to research on. He has to first set the above topic as the objective of the study. Also he has to put if there is any another objectives coming under that. Then the second stage starts that is planning the research technique. After dividing the topic or finding the problem the researcher has to decide the type of information and technique of recollecting information about the problem.

           

After deciding the technique of collecting the data and information, the researcher starts collecting data. He can collect the data using mainly through survey method and observation method. Survey method is the method using questions and schedules one can get the data regarding the problem from different people. Observation is the method through the observation from the people who, the research problem is targeting the researcher can find out the data.

There after the next step comes with analyses of data. The collected data should be synchronized and tabled for analysis. Here the data will be tabulated and classified according to the convenience of researcher. Then interpretation stage comes. Based on the analysis of data the researcher reaches a conclusion and he can make a meaningful interpretation. This is done with the help of statistical techniques. Nowadays software is used to interpret data. E.g. SPSS. The final stage of marketing research is the report preparation and presentation. He has to submit to the higher authority to take necessary division based on the interpretation about the problem.