Step 1: Problem Definition:
The first step in any marketing research project is to define the problem.
In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, the information needed, and how it will be used in decision making.
Problem definition involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups.
Once the problem has been precisely defined, the research can be designed and conducted properly Step 2: Development of an Approach to the Problem:
Includes formulating an objective or theoretical framework, analytical models, research questions, hypotheses and identifying the information needed.
This process is guided by discussions with management and industry experts, analysis of secondary data, qualitative research, and pragmatic considerations