Submitted by

Sakib Ahmed
19303018

Submitted to
Dr. Nazrul Islam
Pro VC
Canadian University of Bangladesh
Marketing research can be defined as the systematic process of identification,
collection, analysis, dissemination and use of information. To Conduct a research,
the following steps must be followed.

1. Defining the problem

defining the marketing research problem to be addressed is the most important
step because all other steps will be based on this definition. Researcher need a
combination of discussions with decision-makers, interviews with experts and
analysis of readily available secondary data and intelligence. Once the problem
has been precisely defined, the research can be designed and conducted
properly.
2. Developing an approach to the problem
Development of a broad specification of how the problem will be addressed
allows the researcher to break the problem into salient issues and manageable
pieces. Approach also involves the formulation of an objective or theoretical
approach, analytical models, research questions, hypotheses and the
identification of characteristics or factors that influence the research design.
3. Research design formulation
This is a framework for conducting the marketing research project in the most
effective manner, given available resources. The research design specifies the
details of the procedures necessary for obtaining the required information.
a. Secondary data analysis
b. Qualitative Research
c. Quantitative Research (Survey, Experimentation, observation)
d. Measurement and scaling procedures
e. Questionnaire Design
f. Sampling process and sample size
g. Plan of Data Analysis
4. Fieldwork or data collection
Data collection involves the use of some kind of field force who could operate
either in the field, as in the case of personal interviewing on a quantitative
and/or qualitative basis. Fieldwork may also be conducted from an office or
with the growth of mobile devices, from anywhere to manage stages of
qualitative research and/or surveys conducted online, phone, or mail. Proper
selection, training, supervision and evaluation of the field force minimize data
collection errors.
5. Data preparation and analysis
the editing, coding, transcription, and verification of data allow researchers to
derive meaning from the data.
6. Report preparation and presentation
the findings are communicated to the client. The report should address the
specific research questions identified in the problem definition, describe the
approach, the research design, data collection and the data analysis procedures
adopted, and present the results and the major findings.