The last step in the market research process is putting everything that has happened into one document that can be easily understood by others, usually into a presentation and/or detailed report. Sometimes the findings can reveal negative aspects of the organization or business, and it can be challenging to share that information with colleagues or partners. Marketers and those who are creating market research plans need to make sure that the steps of the research design are clearly explained and, in particular, that the recommendations are supported by the data findings. Analyzing the data obtained in market research involves transforming the primary and/or secondary data into useful information and insights that answer the research questions.

References

Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing. OpenStax. CC BY-NC-SA 4.0