In order to implement
Deming’s vision of using data for decision making, you need
a framework that logically takes you step-by-step to change your data
into actionable market information. I break market research into
four steps, with the bulk of the time spent on the second step:
Data Organization and Management
See Heeringa, West, and Berglund (2010)
and Cox (2007)
for similar paradigms.
I discuss each of these
steps, except the last one because it’s too project specific,
in the following subsections.