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The first P in the model is Purpose. The purpose of any market research project is to gain information about the current and future state of the market. The purpose of the first phase in a market research project is to gather and organize information to make it manageable and useful in the second phase.
The four P's model is designed to assist market research professionals in planning and organizing the various steps involved in carrying out a market research project. It is not intended to serve as a prescriptive tool. In reality, there is no such thing as a single correct approach to conducting research. Instead, the four P's provides a framework, and a set of practical guidelines for starting, planning and executing a research project. In essence, the four P's are four guidelines for a systematic approach to planning and managing a market research project. They can be applied to any market research project to help structure the project and to help ensure the project's integrity.
The third P is Process. Some aspects of market research require the development of new processes, and some merely involve the extension of existing ones. The major task of the third P is to identify the processes that will be needed to complete the market research project.
If the market research project is designed to accomplish a specific purpose, and the project is divided into distinct steps, it is possible to evaluate the results of each step and to identify which step produced the most useful information. One example would be a market research project designed to obtain the brand preference of a large national consumer audience.
The second P is Product. The product is the tangible product that is the focus of the market research project. The product may be familiar, or it may be completely new. If the product is new, it must be defined in terms of features and attributes. If the product is known, it must be identified as the focus of the research.
The fourth P is Prediction. Each market research project should be designed to make at least one prediction about the future. In the case of a multi-step research project, each step should be designed to make at least one prediction regarding the results of that step.
Thus, the LSM images have revealed the crack behaviors of the Ti film on the PDMS substrates at the micro- and nanoscales. The LSM images are found to be consistent with the optical microscopy images, as shown in Figure 2g,h. From the results obtained so far, it is found that the crack formation mainly occurs during the deformation of the PDMS substrate, and that the crack behaviors are strain dependent. The crack density is larger in the undeformed areas and becomes smaller as the strain becomes larger.
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