Understanding the research process
DOI link for Understanding the research process
Understanding the research process book
Applied marketing research plays a critical role in the creation of both an organization’s strategic marketing plan and its overall strategic plan. Research is conducted to solve a consumer or product problem. It is a process that starts with determining the question, planning the method, conducting the research and then analysing the findings. Quantitative research answers questions of how, what, when and how. Qualitative research answers the questions of why. Social media technology has expanded the means of conducting both quantitative and qualitative research.