Stage 1 - Marketing problem defined

The process of research has certain identifiable stages. Decisions have to be made at each stage and the methods that are ultimately used will depend upon those decisions taken in the initial states. The outlines given below are indicative only. Very often the distinction between certain stages will not be clear. Additionally, there will be variation in amount and type of activity at each stage. Everything depends upon the marketing problem and the research objectives.

It is worth noting here that the researcher who will undertake the study may work for the organisation which is commissioning the research, or they may belong to an outside agency. Even firms that have their own market research department may have to contract out the more specialised work. Whichever is the case, the 'client' is taken to mean that person or group of people who has identified a marketing problem and commissions a researcher to provide information.

The client must be encouraged to be specific about the problem. The researcher will often discuss this with the client, and an outline brief will energy. This will contain a statement of the problem, the broad information needs and the constraints within which the researcher will have to work (time allowed, for example). Problem definition should be a consultative process.