Definition

Malhotra (2010) defines the marketing research process as “a systematic and objective approach to the generation and provision of information for decision-making.”

Introduction

A good research process is like baking—you need the right ingredients (data) in the right order (steps) for a usable result (insight).

Explanation

1️⃣ Problem Definition – identify what you need to know.
2️⃣ Research Design – choose exploratory, descriptive, or causal methods.
3️⃣ Data Collection – surveys, interviews, observation, analytics.
4️⃣ Data Analysis – clean, code, and interpret.
5️⃣ Report & Decision – translate findings into strategy.

Key Takeaways

• A poorly defined problem leads to wasted research.

• Combine qualitative and quantitative for depth and accuracy.

• Insights must end in actionable decisions.

Real-World Case

Unilever’s Ice Cream Research used consumer diaries and ethnography to uncover emotional connections with desserts—guiding new flavors and packaging.
Reference: https://www.unilever.com