10.3 : 市场研究的流程

The marketing research process includes interrelated activities and multiple steps, guiding researchers to make informed marketing decisions.

While research may not always progress linearly, researchers navigate between steps and adapt as necessary.

For instance, consider an example of exploring consumer preferences for sustainable fashion.

The first step is to identify the issue or opportunity and understand consumer opinions about sustainable fashion.

The next step is to develop a suitable research design. It may include exploratory research to learn why consumers are interested in sustainable fashion.

Descriptive research can be used to measure the number of interested consumers, and causal research is used to link specific product features and consumer behavior.

Then, choose between primary, secondary, or a combination of both primary and secondary data sources to gather relevant information and use representative sampling methods to reflect consumer preferences and behaviors accurately.

Next, data is organized, checked for reliability and validity, and analyzed carefully to draw meaningful insights.

Finally, the findings are communicated through a concise report, conveying insights and conclusions to stakeholders.