1. The Marketing Research ProcessOverview 2. Learning ObjectivesTo learn the steps in the marketing research process. 3. To understand how the steps in the marketing research process are interrelated and that the steps may not proceed in order. 4. To be able to know when market research may be needed and when it may not be needed. 5. To know which step is the most important in the marketing research process. Steps in the Marketing Research ProcessEstablish the need for the marketing research.Define the problem.Establish research objectives.Determine the research design.Identify information types and sources.Determine the methods of accessing data.Design data collection forms.Determine sample plan and size.Collect data.Analyze data.Prepare and present the final research report.Figure 1.1: Eleven Steps in the Marketing Research Process. 6. Steps in the Marketing Research ProcessFew comments about the process:It is rare in practice a research project follows all the exact steps.Research is an interactive process where a researcher by discovering something may move forward or backwards in the process. May not involve every step shownThe research problem may be resolved, for example by a review of secondary data, thereby eliminating the need to determine a sample plan or size. What’s important is although every research project is different, there are enough commonalities to follow the eleven steps of marketing research. 7. Step 1: Establish the Need for Marketing ResearchA good monitoring system will alert the marketing manager to a problem that can be attacked by marketing research. 8. Regardless of the monitoring system used a good monitoring system constantly searches for hints that the companies marketing mix may be out of “sync” in the market place. 9. Marketing research may not be needed 10. Information is already available 11. There is insufficient time for marketing research 12. Resources are not available<