{"id":239,"date":"2015-03-12T19:52:31","date_gmt":"2015-03-12T23:52:31","guid":{"rendered":"https:\/\/opentextbc.ca\/principlesofmarketingh5p\/chapter\/10-2-steps-in-the-marketing-research-process\/"},"modified":"2023-01-13T12:57:36","modified_gmt":"2023-01-13T17:57:36","slug":"steps-in-the-marketing-research-process","status":"publish","type":"chapter","link":"https:\/\/opentextbc.ca\/principlesofmarketingh5p\/chapter\/steps-in-the-marketing-research-process\/","title":{"raw":"10.2 Steps in the Marketing Research Process","rendered":"10.2 Steps in the Marketing Research Process"},"content":{"raw":"
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Learning Objective<\/p>\r\n\r\n<\/header>\r\n

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  1. Describe the basic steps in the marketing research process and the purpose of each step.<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n

    The basic steps used to conduct marketing research are shown in Figure 10.6 \"Steps in the Marketing Research Process\". Next, we discuss each step.<\/p>\r\n\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"272\"]\"Steps Figure 10.6: Steps in the Marketing Research Process[\/caption]\r\n\r\n

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    Step 1: Define the Problem (or Opportunity)<\/h1>\r\n

    There\u2019s a saying in marketing research that a problem half defined is a problem half solved. Defining the \u201cproblem\u201d of the research sounds simple, doesn\u2019t it? Suppose your product is tutoring other students in a subject you\u2019re a whiz at. You have been tutoring for a while, and people have begun to realize you\u2019re darned good at it. Then, suddenly, your business drops off. Or it explodes, and you can\u2019t cope with the number of students you\u2019re being asked help. If the business has exploded, should you try to expand your services? Perhaps you should subcontract with some other \u201cwhiz\u201d students. You would send them students to be tutored, and they would give you a cut of their pay for each student you referred to them.<\/p>\r\n

    Both of these scenarios would be a problem for you, wouldn\u2019t they? They are problems insofar as they cause you headaches. But are they really the<\/em> problem? Or are they the symptoms of something bigger? For example, maybe your business has dropped off because your school is experiencing financial trouble and has lowered the number of scholarships given to incoming freshmen. Consequently, there are fewer total students on campus who need your services. Conversely, if you\u2019re swamped with people who want you to tutor them, perhaps your school awarded more scholarships than usual, so there are a greater number of students who need your services. Alternately, perhaps you ran an ad in your school\u2019s college newspaper, and that led to the influx of students wanting you to tutor them.<\/p>\r\n

    Businesses are in the same boat you are as a tutor. They take a look at symptoms and try to drill down to the potential causes. If you approach a marketing research company with either scenario\u2014either too much or too little business\u2014the firm will seek more information from you such as the following:<\/p>\r\n\r\n