Steps of the Marketing Process - Essay Example

 A method of collecting primary data by determining appropriate survey and observational methods is worth choosing. Designing the sample that is the choice between probability and non-probability sampling is required. Data collection and combining from multiple choices and questionnaire translation. Then analyzing and interpreting data by tabulating and interpreting in order to draw conclusions of the results is necessary. Finally, preparing the report of the research by including an executive summary, research methods description, discussion of the study results, limitations, and concluding as well as recommendation are the required steps in the research (Sontakki, 2010).

There are two types of data collection, which are primary and secondary data. In our case, the preferred method is the primary research method of data collection. Exploratory involves focus groups, case studies, customer interviews, projective techniques, and ethnographies. In determining the consumers’ needs, the best method is through exploratory research where through customer interviews and focus groups, necessary information will be obtained concerning Google in Chicago. Moreover, it is to the befit of the customers to give genuine information over the research to conduct.

Using customer interviews, projective techniques and focus groups have aided in determining SWOT analysis. Strengths include product integration, open services, and products source, strong portfolio patents, and the primary products are customer and quality experience. Weaknesses include unprofitable products, one income source reliance, and patent litigations. Opportunities are mobile number users’ increment, Google fiber cables, patents obtain via acquisitions, and expanding to the electronics industry. Threats featured are such as unprofitable products, competition from Microsoft, mobile internet users’ increment, and EU antitrust laws (Sontakki, 2010).