marketing research bachelor of business administration, Study notes of Marketing Research

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Unit 2 MARKETING RESEARCH PROCESS Structure es Over view Learning Objectives 2.1 Introduction 2.2 Steps in Marketing Research 2.2.1 Problem Defining 2.2.2 Research Design 2.2.3 Fieldwork 2.2.4 Data Analysis and Interpretation 2.2.5 Report Preparation 3 Summary iKeywords ‘Review Questions i sted. Readings pa ne r “a bse lies OVERVIEW Marketing Research cannot be conducted abruptly. A researcher has to proceed systematically in the already planned direction with the help of a number of steps in a sequence. The present chapter attempts to highlight the various steps involved in conducting marketing research. If all the steps are taken in a systematic manner the research conducted becomes quite effective. OBJECTIVE After completing this unit, you should be able to e@ The sole objective of this unit is to describe major steps in the marketing research process. 2.1 INTRODUCTION In any research particular emphasis must be given to maintaining objectivity on the part of the researcher, emphasizing accuracy in measurement, and making exhaustive investigation. Marketing research is the application of the scientific approach to solve marketing problems. In planning and designing a specific marketing research project, it is necessary to anticipate all the steps 17