Is the systematic task steps in the gathering, analyzing, interpreting and transforming of data structures ans results in to decision-making information (Hair, Bush, Ortinau, 2010)
Effective market research identifies customer needs, wants, drivers, perception, and more information.
The marketing research is based in 9 steps
- Research problem (Administrative decision problem ADP/marketing research problem MRP)
- Information needs
- Reseach objectives and goals
- Research design
- Data gathering procedure
- Data gathering
- Data processing
- Data analysis
- Results report
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