Final answer:
The step following the definition of objectives and research needs in the marketing research process is research design. This critical phase entails planning the methodology for collecting data and aligning it with the objectives.
Step-by-step explanation:
The correct option is research design.
The next step in the marketing research process after defining objectives and research needs is research design.Following the definition of objectives and research needs, research design is the subsequent step in the marketing research process. Before embarking on actual data collection, researchers must carefully plan how they will conduct their research. This stage involves creating a research design, which outlines the blueprint for collecting data and achieving the predefined objectives. It includes selecting an appropriate research method such as surveys, experiments, or field research, and determining how to select the sample size and measure the outcomes. In addition, this phase requires contemplation of the practical procedures for the study—how to proceed with the investigation of the research questions, and examination and evaluation of various sources for reliability and validity.
Only after a comprehensive and meticulous research design can consistent and replicable data be gathered. Conclusions drawn subsequently rest on the soundness of this stage, as it precedes the steps involving actual data collection, data analysis, and eventual report writing. By structuring the investigation around a solid foundation, researchers ensure that their findings are robust and defensible. This step encapsulates the core of planning the research methodology and aligns closely with the scientific method's organized approach to inquiry.