What is the best way to develop a research question that aligns with your business goals?

1 Identify your research problem

The first step is to identify the research problem that you want to solve or the knowledge gap that you want to fill. This is the broad and general issue that motivates your research. For example, you might want to know how to increase customer loyalty, reduce churn, or improve brand awareness. You can use various sources to identify your research problem, such as customer feedback, market trends, competitor analysis, or internal data.

2 Review existing literature

The next step is to review the existing literature on your research problem and related topics. This will help you understand the current state of knowledge, identify relevant theories and concepts, and avoid duplicating previous research. You can use academic journals, books, reports, blogs, podcasts, or other credible sources to find relevant information. You should also look for gaps, inconsistencies, or limitations in the existing literature that you can address with your research.

3 Define your research objective

The third step is to define your research objective, which is the specific and narrow goal that you want to achieve with your research. Your research objective should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you might want to measure the impact of a new loyalty program on customer retention within six months. Your research objective should be aligned with your business goals and research problem.

4 Write your research question

The fourth step is to write your research question, which is the main question that you want to answer with your research. Your research question should be clear, concise, and focused on your research objective. You can use different types of research questions depending on your research purpose, such as descriptive, exploratory, explanatory, or evaluative. For example, you might ask: How does the new loyalty program affect customer retention compared to the old one?

5 Refine your research question

The final step is to refine your research question by checking its validity, feasibility, and significance. You should make sure that your research question is valid, meaning that it can be answered with empirical evidence and logical reasoning. You should also make sure that your research question is feasible, meaning that it can be answered with the available resources, time, and methods. Finally, you should make sure that your research question is significant, meaning that it can contribute to the existing knowledge and practice of marketing.

By following these steps, you can develop a research question that aligns with your business goals and provides actionable insights for your marketing research.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?