28 Steps Methodology

Every marketing research is performed following a 28 steps methodology grouped in the four modules shown below.

Design Module

• Scope and research restrictions determination
• Product or service definition
• Problem identification
• Objectives setting
• Hypotheses setting
• Identification of the types and levels of analysis
• Determination of the levels of statistical representation
• Sample size estimation -global and subgrouped-
• Questionnaireís desing and pre-test
• Questionnaireís re-design and printing

Execution and Control Module

• Interviewer's selection
• Interviewer's training
• Field work planning
• Data collection and field supervision (in-situ)
• Post field-work supervision (desk and telephone)

Data Processing Module

• Data coding and capture
• Validation Sub-System (VSS) -design and proof of-
• Data validation and depuration
• Processing Sub-System (PSS) -design and proof of-
• Data processing using statistical tools
• Tabulation (print-outs)
• Computer graphics

Analysis and Interpretation Module

• Processed data preliminary analysis
• Additional tables and graphicsí design
• Final analysis and interpretation
• Conclusions and recommendations
• Reportís preparation and
• Oral and written presentation