A research methodology is the process you should follow in order to conduct accurate and valuable research. Research should involve certain steps:
1. Establish the goals of the project
2. Determine your sample
3. Choose a data collection method
4. Collect data
5. Analyse the results
6. Formulate conclusions and actionable insights (for example, producing reports)
Most often, market research is focused around specific issues unique to a business or brand. It is therefore not always possible to get hold of comparable information to aid decision making. This is why it can be useful to start from a specific research problem or hypothesis.
Your research question should guide your entire process, and will determine your choice of data collection method (more on those later).
