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The Marketing Research Mix

Planning an Effective Research Process

The Marketing Research Mix focuses on four key aspects of market research planning.

To develop a great new product, you need a thorough understanding of your market. This helps you design something that customers really want to buy.

You develop this understanding by conducting market research. But, how should you approach this?

In this article, we'll look at the Marketing Research Mix, a simple checklist that you can use to plan an effective market research project.

What Is Market Research?

Market research is the process of gathering and analyzing information about a target customer group, so that you can develop great products, and then plan a sales and marketing approach that fits the needs of these customers.

You can use the Marketing Research Mix to plan your research.

About the Model

Nigel Bradley developed the Marketing Research Mix in 2004, and he explained it in his 2007 book, "Marketing Research." Bradley's four stages – his 4 Ps – are:

Purpose.
Population.
Procedure.
Publication.

You can use the 4 Ps to design a research project; to organize the results of your research; and to challenge research, so that you can assess its quality. ...