1. Be clear about the purpose of the marketing research.
2. Decide what you want to find out. A golden rule is that you should not try to cover too much in one exercise.
3. Be clear about who your customers are. The key stage of any marketing research is to decide whom it is you want to question.
4. Develop a brief. The brief is a clear statement of what is expected, by when and at what price.
5. Decide who's going to carry out the marketing research.
6. If your organisation does not have a marketing research department (or sometimes, even if it does), you may need to bring in a specialist organisation to help you.
7. Select an external agency. Find the names of suitable agencies through the trade press or trade association, directories, or contacts and recommendations. Circulate your brief and shortlist candidates from their responses.
8. Choose your method.
9. Think about data analysis.
Do's and Don'ts
Do:
Take time to plan research.
Decide which kind of research is appropriate for you.
Be clear about what you want to find out.
Be prepared for surprises.
Don't:
Rush to start the research or jump to conclusions with the results.
Ignore the results.
Think marketing research is something you only do once - it should be ongoing.
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