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Marketing Research Process

Identification of information needs

Does these information needs have a definition of the problem?

Go back to the Identification of information needs phase and find another one

Is there an useful secundary data availability we can examinate?

Ignore this phase and keep going with the next one anyway

Choose a unit of analysis

Is this unit of analysis practical to use based on cost benefit analysis of conducting the investigation?

Go back to the previous phase and pick another unit of analysis

Design the investigation

Collect the data acquired

Analyze the data

Report making