Need for Information.

The first step in the research process is establishing the need for marketing research information. The researcher must thoroughly understand why the information is needed. The manager is responsible for explaining the situation surrounding the request for information and establishing that the research information will assist in the decision-making process. Establishing the need for research information is a critical and difficult phase of the research process. Too often the importance of this initial step is overlooked, which results in research findings that are not decision-oriented.

Research Objectives.Once the need for research information has been clearly defined, the researcher must specify the objectives of the proposed research and develop a specific list of information needs. Research objectives answer the question ‘‘Why is this project being conducted?’’

The answer could be as broad as the determination of the amount of effort needed to increase the company’s market share by 5 percent or as specific as the determination of the most preferred of five moisturizers by women in southern California. Only when the researcher knows the problem that management wants to solve the research project can be designed to provide the pertinent information.

The difficult part of establishing research objectives is the conflict that often exists between the value of information and the research budget. Since each piece of information has some cost associated with it, whether it is the cost of the account manager’s travel expenses or the cost of having an outside agency perform a telephone survey, each piece must be evaluated in terms of its value with respect to the needed decision.

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