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Table of Contents

1.0 Introduction 2

2.0 Steps in the Marketing Research Process 3

3.0 Problem Definition 4

3.1 Problem Definition Questions Answered 4

4.0 Research Design 5

4.1 Types of Research Design 5

5.0 Data Collection 6

5.1 Literature Review 6

5.2 Primary Research 6

5.3 Secondary Research 6

5.4 Focus Groups 9

6.0 Sampling 10

6.1 Sampling Methods 11

7.0 Fieldwork / Primary Data Collection 12

7.1 The Questionnaire 12

8.0 Data Analysis 13

9.0 Conclusion / Recommendations 15

10.0 List of Figures 16

11.0 Bibliography / References 17

Appendix A 18

1.0 Introduction

As part of our Marketing Research module, we are required to develop a marketing research plan for a topic of our choice. Upon doing this we will explore the seven stages involved in the marketing research process. We will look at each stage individually and in depth. We hope to identify a problem and find a possible solution to help to rectify it. Primary and secondary data collection will also be used.

We will include a literature review which will explain the different research approaches and methods as well as the research instruments that we intent to use. We will also justify the research methods selected and ensure the data will be reliable and valid.

2.0 Steps in the Market Research Process

Fig 2.1 The Marketing Research Process

The stages of the Marketing Research process are interdependent and mutually exclusive

3.0 Problem Definition

Here we must define the problem that will be the basis of our research. Typical problem definition questions include:

* What’s the purpose of the study?

* What is the decision to be made?

* What information is needed?

* How will the information be used?

* What is to be measured?

* Is there a need for marketing...