Marketing research process

Marketing research process

1. Identify and formulate the problem
2. Choose the research design
3. Determine the information needs
4. Design data collection forms
5. Determine sample design and sample size
6. Organize and conduct the field survey
7. Analyze and interpret the collected data
8. Prepare the research report

Data collection

1. Primary data

2. Secondary data

Scaling techniques --

• Nominal scale
• ordinal scale/ranking scale
• interval scale
• ratio scale 

Sampling design - In the theory of finite population sampling ,a sampling design specifics for every possible sample its probability of being down ..

Scientific method of attitude measurement 

Disguised and structured --

1. Guessing errors 

2. Reveal attitude

Disguised and non structured 

A. word association 

1. sentence completion 

2. pictorial techniques 

Non-disguised and structured 

A. scales 

1. ordinal 

2. interval 

non disguised and non structured  

A. interviews 

1. focus group

2. in-depth interviews 

types of  scales -

A- Self rating scale 

1. graphic rating scales 

2. semantic differential scale 

B. ranking 

C. Multiple item scale 

1. Thurstone scale 

2. likert scale 

Interviewing -

Types of interviews

1. Screening interviews
2. Hiring interviews
3. One on One interview
4. Panel interviews
5. Group interviews
6. Sequential interviews
7. Stress interviews