Four (4) steps in the marketing research process

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Four (4) steps in the marketing research process

Topic B: Marketing Research

In Longenecker (2019) Chapter 7, we learned about the marketing research process. In this discussion, we will identify the steps in this process and differentiate between them.

Topic B: Initial Post

Briefly identify the four (4) steps in the marketing research process. Post an answer to this question using information from the text, your experiences, or from another quality source. Make sure to use APA formatting to cite your sources. Your written post should be at least 200 words in length or you may make a video response.

Expert Solution 

The typical steps in the marketing research process follow:

  1. Identify the informational need: The business owners should first identify and define what they need to know.

  2. Search for secondary data: This involves gathering information that has already been compiled.

  3. Collect primary data: If the secondary information is not sufficient, the business owner can search for new information or primary data…This can be done through surveys, questionnaires, …Read more

  4. Interpret the data gathered: After gathering the necessary data, the business person must transform it into usable information.


Longnecker, J. G., Petty, W. J., Palich, L. E., & Hoy, F. (2019). Small Business Management: Launching & Growing Entrepreneurial Ventures 19th Edition. Cengage Learning.

Malhotra, N. K., Birks, D. F., & Wills, P. (2013). Essentials of marketing research. Harlow: Pearson.

Parasuraman, A., Grewal, D., & Krishnan, R. (2006). Marketing research. Cengage Learning.

Clow, K. E., & James, K. E. (2014). The marketing research process. Essentials of marketing research: Putting research into practice, 25-61.

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Four (4) steps in the marketing research process