Stages of the Research Process

Stages of the Research Process

Luis J. Rodriguez

RES/351

May 28 2014

PROF. LUIS RIOS-SILVA

Marketing is currently comprised of multiple tools, strategies and research methods, such as the quantitative method, qualitative, hermeneutic or naturalist. But currently the market research is taking a very important position in the marketing process, since it is concerned with conducting research for their customers, their needs, desires, etc.. Not only that, but also some statistics on how the product of a company is perceived, it has competition and more.

Market research is very comprehensive as it gathers information from both primary and secondary sources, note that the first are those who get to speak directly with the target market, ie through questionnaires. This information is both qualitative and quantitative, as these consisted of marketing, not just quantitative and sufficient numbers, but must be complemented with qualitative are more detail and may provide better information about the target market to which wants to study. Some of these sources are in-depth interviews, focus groups, mystery shopping, no structural observation and projective techniques. Secondary sources refer rather to existing written information may be internal (company) or external (media).

Conducting the entire process requires that such research is certainly complicated, so having some basis can be helpful, for example, the first to have an approach where the idea see the problem, the objectives is willing to comply, and the hypothesis. So that you can pass the research design, conduct fieldwork and finally interpret and present the results obtained. All this with the use of the tools and knowledge necessary to carry them out in their finest.

Companies these days pay a lot of money for this type of research, here is the relevance to elaborate on this issue and try to understand the different types that exist. Because in order to apply a defined research need to know that what we could provide more useful information and really benefit the product or service of the applicant company.

Basically there are three types or stages in an investigation, the former is called the scan, where the secondary sources of information and used some techniques such as deep interviews, questionnaires and observation, said step is the easiest, since data and other you can find practically used. Later is descriptive, seeking better describe mkt problems, situations, a potential market for a given product, demographic, etc..  Now in a more specialized way. Finally is the pilot phase, in which qualitative data can handle independent variables are used, and can measure the effect of the dependent variable from the first, so that it can determine certain behavior that might occur in a consumer or a target market.

A very important point in the research is to gather quality information, which is essential to be able to develop and use the tools that help us meet that goal. As example would be something simple, such as a questionnaire. This may sound simple but to be a primary source of quantitative information should help you locate the information you want the sector to which you are applying. For this you must design it properly, deciding on the content of the questions, the response format, wording and sequence of questions, physical characteristics, revise and have the final draft. In what may prove to be a rather complex process but if properly worn throw us the information will be very useful.