5.

Generation of Hypotheses
After determining the important variables relevant to
an issue and established the logical reasoning in the
theoretical framework, we test whether the
relationships that have been theorized do in fact hold
true.

The results of these tests offer us part of the answers

to the formulated research questions, whether these
relate basic research or to applied research.
 6. Research Design
Research design is a master plan specifying the
methods and procedures for collecting and
analyzing the needed information.

The researcher must specify the sources of

information, and the research method or
technique to be followed in thee study.
 7. Data Collection, Data Processing,
and Analysis
Data collection is integral part of the research
design, though we are dealing it separately.
Data can be collected in a variety of ways, in
different settings field or lab and from
different sources.
Data processing generally begins with the editing
and coding of thee data.
Analysis is the application of reasoning to
understand and interpret the data that have been
collected.
 8. Testing the Hypotheses;
Answering the Research Questions
The analysis and interpretation of the data shall be
the means to testing the formulated hypotheses as
well as finding answers to the research questions.
Making recommendations may also be part of this
process.
9. Report Writing
10. Report Presentation
11. Decision Making
Problem Discovery Problem Selection of
and Definition discovery exploratory research
technique
Sampling

Selection of
exploratory research
technique Probability Nonprobability

Secondary
Experience Pilot Case Collection of
(historical) Data
survey study study data
data Gathering
(fieldwork)

Data
Editing and
Problem definition Processing
coding
(statement of and
Analysis data
research objectives)

Data
Selection of processing
Research Design basic research
method Conclusions
Interpretation
and Report
of
findings
Experiment Survey
Secondary
Laboratory Field Interview Questionnaire Observation
Data Study Report
 Steps in the Research Process
Identifying and Defining Problem/ Opportunity

Planning the Research Design

Selecting a Research Method

Selecting a Sampling Procedure

Data Collection

Evaluating the Data

Preparing and Presenting the Research Report

"Marketing research is the function
that provides information used to
identify and define marketing
opportunities and problems;
generate, refine, and evaluate
marketing actions; monitor
marketing performance; and
improve understanding of marketing
as a process. Marketing research
specifies the information required to
address these issues, designs the
methods for collecting information,
manages and implements the data
collection process, analyzes, and
communicates the findings and their
implications."
Research Process Flow Chart

Define research problem

Review concepts and theories

Review previous Research Findings

Formulate hypothesis

Design research

Data collection

Analyze data

Interpretation and report writing