DECIDE

D —- Define the marketing problem
E —- Enumerate the controllable and uncontrollable decision factors
C —- Collect relevant information
I —- Identify the best alternative
D —- Develop and implement a marketing plan
E —- Evaluate the decision and the decision process


Marketing research is objective. It attempts to provide accurate information that reflects a true state of affairs. "Find it and tell it like it is." One can classify market research into problem identification and problem solving.