The Market Research Process
Organisations may decide to carry out market research themselves (larger ones may have a market research department) or they may commission it via a market research agency or consultancy. Whichever, before embarking on any research project, it is crucial to define the research objectives ie. what do you need to know?
The objectives will ultimately define the methodologies used to capture the required data. Methodologies usually either collect qualitative or quantitative information, however the most compelling research and enlightening results are often generated by using a two stage approach combining both doctrines