103 6.4 The Marketing Research Process
Learning Objectives
- Identify the steps of conducting a marketing research project
- Outline a standard process for using marketing information and research to address an organization’s strategic questions
Marketers can glean powerful insights from marketing information, but these insights generally don’t come from nowhere.
Instead, it takes a well-structured research process to identify what you are trying to understand better and then take the appropriate steps, using the right information, to get your questions answered. The next part of this module explains a standard process organizations use to conduct marketing research and generate insights from marketing information of all types.
- Reading: The Marketing Research Process