Conducting Market Research

The market research process

Successful market research requires planning and organization. We’ve put together a flow chart that lays out the key steps and decisions in the market research process.

As the flow chart shows, market research is a complex process. Many utilities choose to outsource some or all of it. But even if you do so, it’s worthwhile spending some time understanding the concepts and execution of market research. To that end, here are some recommended books on the topic:

• G. A. Churchill Jr., Basic Marketing Research, 1988, The Dryden Press
• D. A. Dillman, Mail and Telephone Surveys: The Total Design Method, 1978, Wiley & Sons, Inc.
• T. L. Greenbaum, The Practical Handbook and Guide to Focus Group Research, 1988, D.C. Heath and Company
• G. L. Urban & J. R. Hauser, Design and Marketing of New Products, 1993, Prentice-Hall, Inc.
• S. Sudman & B. Wansink, Consumer Panels (2nd Ed), 2002, American Marketing Association
• G. A. Churchill Jr., Marketing Research: Methodological Foundations (5th Ed), 1991, The Dryden Press