---
url: "https://questionstar.com/principles-of-survey-research/chapter-1/slide-009.html"
title: "Market Research Process — the \"5 D's\""
type: "lehrbuch-slide"
chapter: 1
chapterTitle: "Introduction"
slide: 9
---

# Market Research Process — the "5 D's"

*Process Model*

D1 Definition Phase

- Identify information needs
- Define the research problem and questions
- Set research objectives
- Assess the value of information

D2 Design Phase

- Budget
- Data sources
- Research methods
- Sampling plan
- Contact methods
- Methods of data analysis

D3 Data Collection Phase

- Collect data according to the plan
- or commission an external service provider

D4 Data Analysis Phase

- Analyze data statistically and subjectively
- Derive answers and implications

D5 Data Interpretation Phase

- Formulate the results of the data analysis
- Prepare the research report

Results have no practical value if the research problem is only vaguely defined.

The plan must be set in advance, yet flexible — so that necessary adjustments can be built in.

This phase is very costly and very error-prone.

The choice of data analysis method depends essentially on the type of research.

Present actionable key findings rather than overwhelming statistical methods.

---

*Slide 9 of 274 · Chapter 1: Introduction · Principles of Survey Research · Dr. Paul Marx*