The significance of decision making of market strategy and marketing depends on the conclusions derived from market research. The procedure of market research varies from company to company but it has a series of steps to be followed. The standard market research procedure helps in the avoidance of errors, miss understanding and risk of uncertainty. Marketing research procedure can be defined as the scientific systematically procedure that includes the steps of problem definition, data collection, analysis and reporting of data and findings about certain issue if problem face by that organization kotler, et al 2007 marketing research procedure involves step by step loom where each step is meant to answer scrupulous question. Kotler et al, 2007 why there is need to carry out the research? what research needs to carry out? how research objectives can be achieved? how research will be concluded? the first step in the procedure of market research is to define research purpose. The procedure of fully and accurately defining and understanding research purpose always requires efforts. Malhotra, 2005 the research purpose is typically developed as result of recognizing and understanding problem.

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This problem is usually generated by realization of fissure between expected out come and the outcome in reality. Charles, 2005 it is also important to define reason of problem that where that problem occurred. Research purpose usually includes few activities with shared understanding of research team and management.

Problem or opportunity analysis: decision alternative analysis: research decision makers research objective is accurate report about required in sequence. Research objectives are designed in such a way that chore of finding required information fully provide the research purpose. The research question describes information required by organization accountable for decision making. Research question represents the in sequence needs to obtained accordingly to research purpose.

Kotler et al, 2007 hypothesis is researcher’s view of probable answer to a research question. The researcher may produce possible outcome of research question in earlier stage and carry out research to answer that if hypothesis created at start of research was right or not. Kurtz et al, 2009 hypothesis development aids keeping research procedure more accurate and well focused to serve research purpose. Another important issue of the research is indicating research boundaries or research limitations. Kotler, et al 2007 after defining research purpose, objectives and scope it is also very significant to estimate value of information needed or the value of research problem that will possibly be replied in research question. Research design is in general structure or framework of research that is developed in order to conduct research.

Research design may includes following tasks malhotra, 2002 there are two types of data analysis primary data is data that research needs to collect by himself more specific to research conducted. Primary data is usually collected through questionnaire surveys, interviews, and focus groups etc. Secondary data is not first hand data as primary research it is the data that already is available like journals, books, articles, company records etc.

After selecting type of data required for research it is decided that what medium of data is required. Research can be through quantitative or qualitative or both depending on the wish of researcher. Research questionnaire is designed in order to collect information from respondents in both ways quantitative and qualitative research. After preparing questionnaire the next job is to practically get into filed and distribute questionnaires among group of respondents. It can also be done through on line surveys, phone conversations, face to face interviews, and in larger scale marketing research full dedicated field team or person may be required in order. Baker amp hart,2003 after gathering of data it is then procedures to derived results in order to change them in conclusion, data analysis can be conducted with two methods manual or computer based data analysis. There can be different types of mathematical formulas can be used on data that is collected from questionnaires.

Step 7: reporting results and presentation the last and final part of research procedure is to write down in black and white whole project findings and write report that replies that specific research question that was identified at initiation of research. Research report also includes research loom adopted, design, collection and analysis of data together with all results of data. This report should be in the form to be prepared for decision makers to be used in decision maker procedure. Charles, 2005 tesco apply tesco as a company was established in 1932 by jack cohen in the united kingdom uk which is the home market. The key and first big acquisition was made in 1959 when tesco took over more than 350 stores in the uk.