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5-Part Series: Marketing Research 101 – Part 3: Conducting the Research Study

As we move on to step 3 of the Marketing Research, we stop at Conducting the Research. The goal of this step to start working on getting your responses from your design of the survey. 

Marketing Research is broken down into five steps:

 Each of these marketing research steps provides insight into how you can create your next research. Market Research is a Succession Must-Have, these will be a series of articles, to be able to provide a deep-dive about each step.

Let’s explore Step 3: Conducting the Research Study

In the previous steps, you have identified the research and have completed the design of the research study. You are aware of which objective alignment you will be doing, questionnaire development, sampling strategy, as well as programming and testing.

In conducting the research study, you now need to decide how you will be obtaining your information. 

  • Surveys 

  • Focus Groups

  • Interviews 

You are now entering the “In-Field” portion of the market research. You want to keep an eye on how the study is doing and if you need to change any questions. You want to make sure there are no issues with links or that that you have enough time for your interviews. 

You want to make sure your In Field management has the following: 

Recruiting the Right People 

You want to make sure that for surveys and focus groups, you are recruiting the right people for your research. This is important because businesses will be making decisions based on what they are sharing with us. The feedback obtained can cause issues with the decisions of a company by: 

  • Marketing Strategy 

  • Budgets 

  • Product Development 

  • Product Placement 

  • Hiring 

Getting the right people will bring quality to the data that will result in quality decisions.

Getting the Right Participation 

You want to ensure that the right people you have selected are giving you quality responses. There are three (3) common participation issues.  

Here are tips on what to do if you come across these issues. 

Once you have taken care of these items, you can relax and enjoy the time you have until you move on to the next step analyzing the data. 

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