Marketing Research ProcessStep 1. Defining the Problem & Research Objectives

Exploratory

Research

Descriptive

Research

Causal

Research

• Test hypotheses about cause-

• and-effect relationships.

• Tests hypotheses about cause-

and-effect relationships.

• Gathers preliminary information

that will help define the problem

and suggest hypotheses.

• Describes things as market

potential for a product or the

demographics and consumers’

attitudes.

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