1) Select a company within a specific market, and a product category in a certain context (socioeconomic, cultural, political, etc.) 2) Problem formulation • Define the main problem statement within a given background, situation, etc. 3) Research Questions and Research Objectives of the marketing research 4) Target audience of the Marketing Research: • Market/segments • Population/clients • Stakeholders (suppliers, distributors, etc.) 5) Methodology • Research approach: quantitative, qualitative, sensitive variables, indicators, ratios (KPIs) • Secondary data: collection & analysis proposal (sources, participants, techniques) • Primary data: collection & analysis proposal (sources, participants, techniques) – sample criteria for sample definition 6) Statement of deliverables (expected research outcomes)
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