The Conceptual Framework series, of which this document comprises a module, is intended to provide a common framework for market-oriented dairy research so that studies conducted by various institutions in different locations may be easily compared to draw important lessons for research and development. This methodology document on dairy marketing research begins with the formulation of research questions and hypotheses and the identification of functional parameters and performance indicators for characterizing dairy marketing systems. The methods of analysis, data requirements and potential sources are also suggested. Sampling techniques to generate necessary data along with alternative methods of data collection are discussed. A survey instrument is provided as a working tool for collection of a minimum data set for compiling the functional parameters, the performance indicators, and for testing the stated hypotheses.
