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1. Outline the steps in the
marketing research process. 2. Compare and contrast methods
of collecting primary data.
I. The Marketing Research Process
A. Define the problem:
B. Conduct exploratory research:
C. Formulate a hypothesis
D. Create a research design: A master plan for conducting research activities.
E. Collect data
1. Primary data:
2. Secondary data:
F. Interpret and present results:
II. Marketing research methods for collecting primary data.
A. Results must be reliable and valid
B. Telephone Survey:
C. Mail Survey:
D. Personal Interview: