Standard Article

Marketing Research Process

Part 2. Marketing Research

  1. Gaurav Bhalla

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02005

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Bhalla, G. 2010. Marketing Research Process. Wiley International Encyclopedia of Marketing. 2.

Author Information

  1. Knowledge Kinetics, Reston, VA, USA

Publication History

  1. Published Online: 15 DEC 2010


Marketing research (MR) is widely used by a large number of companies to provide relevant and timely information to business and marketing decision-makers. To conduct a quality MR project, the individual or the agency conducting the research needs to make several coordinated decisions that build on each other and fit with each other. The marketing research process (MRP) represents the sequence and nature of all major decisions and activities that need to be undertaken to plan, design, and implement an MR project. This article discusses the three macrophases of the MRP and the key decisions within each phase. Since companies do not always function as linear, sequential, and rational entities, the article also discusses factors that cause marketing researchers to compress, modify, and adapt the MRP. No discussion of the MRP would be complete without looking ahead and taking into account the changing information and decision-making landscape of modern organizations. In that spirit, the article also proposes a forward-looking information system for influencing business outcomes; and it also suggests that the traditional MRP is one specific example of this forward-looking comprehensive information system.


  • marketing research process;
  • planning;
  • business/marketing decision;
  • research design;
  • research objectives;
  • data collection;
  • insights;
  • business outcomes;
  • integrated insights;
  • information system