WHAT is the nature of research?
Marketing research functions in two ways. It identifies key characteristics and attributes of a product or service through individual interviews or group discussions (qualitative research) and it analyzes these attributes by statistical analysis of answers given in a structured set of questions such as a survey or questionnaire (quantitative research). The specific research problem determines whether to employ one or both modes.

WHEN is research conducted?
Marketing and opinion research is a useful tool whenever an entity needs to understand who needs or wants its product/service, and within what parameters. Research projects often take place in anticipation of a new product development, but may be equally important to measure market penetration and satisfaction, to determine the value of additional features for a product or service, or to monitor changing values/opinions over time.

WHERE is research implemented?
Marketing research takes place in many modes and in many places: Personal interviews, surveys within stores or other venues, focus groups at research facilities, surveys executed by telephone, mail, or online in panels; all are valid venues depending upon the research design and goals.

WHY do research?
Research has always played a crucial role in the products, programs, social service programs, and laws that affect our daily lives that we all use. Companies are very responsive to what they learn from research and products are changed to meet the needs of the American public.

HOW is research executed?
Marketing researchers adhere to a systematic and objective process to identify problems, collect and analyze appropriate data and present conclusions. Researchers belonging to professional organizations adhere to guidelines such as MRA’s Code of Conduct and bylaws, which governs acceptable interview practices and all members must abide by the code. MRA members will never ask leading questions or try to sell products or services to respondents.