Implementing the Research Plan
The researcher next puts the marketing research plan into action. This involves collecting,
processing, and analyzing the information. Data collection can be carried out by the company’s
marketing research staff or outside firms. Researchers should watch closely to make
sure that the plan is implemented correctly. They must guard against problems with interacting
with respondents, with the quality of participants’ response, and with interviewers
who make mistakes or take shortcuts.
Researchers must also process and analyze the collected data to isolate important information
and insight. They need to check data for accuracy and completeness and code it for
analysis. The researchers then tabulate the results and compute statistical measures.