My Marketing Research Process

In Kotlers text, the marketing research process is this: "Defining the problem and research objectives, developing the research plan for collecting information, implementing the research plan- colleting and analyzing data, and interpreting and reporting the findings." So to define the problem and objectives: Will decreasing the price open the door to more consumers and in return bring about more business? Or will decreasing the price lower the value and quality to the cookbook? Are the consumers worried about the price or will they be tech savvy enough to benefit from the options in which we chose to relay our information? In developing a research plan we will study this:

(Taken from Kotlers text) The demographic, economic, and lifestyle characteristics of our clients.
Where do they buy their groceries, and how much they are willing to pay.
What form of communication do they prefer (phone, email, text message, TV).
(Taken from Kotlers text) Retailer reactions to the proposed new product.
With these questions in mind, I propose to use primary data for collecting and analyzing our findings. I will use survey research that will include telephone and web research along with personal interviews. I will use secondary data to see how people prefer to learn, whether it's finding their own information by reading through website, or having the information sent to them, whether it's through mail, email or text message.

Quote 8/ Chapter 4
Pg 105: My Marketing Research Process
(Philip Kotler, Marketing, An Introduction)