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Marketing Research Process: An Overview

The marketing research process includes the systematic identification, collection, analysis and distribution of information for the purpose of knowledge development and decision making. The reasons and times at which your company or organization might consider performing marketing research varies, but the general purpose of gaining intelligence for decision making remains constant throughout.

Customers occupy the central role in the marketing research process. As a company or organization, the overwhelming majority of research you are currently considering likely revolves around your customers:

  • Current customers

  • Prospective customers
  • Lost customers
  • Members
  • Community
  • Employees (internal customers)
  • Shareholders (internal customers)

Whether you are creating a new marketing research program or perhaps revising an existing marketing research program, what are the steps you should take?

While there are dozens of little steps along the way, each of those steps fits into one of the 6 major steps of the marketing research process. They are:
Step 1. Identifying and defining your problem
Step 2. Developing your approach
Step 3. Establishing research design and strategy
Step 4. Collecting the data
Step 5. Performing data analysis
Step 6. Reporting and presentation

If you’d like to discuss the marketing research process in detail, please contact Polaris.