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The Complete Idiot's Guide to MBA Basics, 3rd Edition by Tom Gorman

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Creating a Market Research Study

Let’s say you’ve decided to prepare a market research study in order to uncover primary information about your customers. A market research study has five steps:
1. Define the goal of the research.
2. Design the study.
3. Develop the questionnaire.
4. Field the survey.
5. Analyze and present the results.
How well you carry out each step determines the quality of the results of your study. Let’s consider each step in turn.

Define Your Goal

Good market research—either primary or secondary—starts with a goal. Your goal may be “to assess customer satisfaction with our Mighty Vac vacuum cleaner” or “to develop a profile of our customer base.”
In defining your goal, consider how you will use the results. Think ...

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