Final answer:
The 'Developing findings' step in the marketing research approach deals with the evaluation of results, ensuring accuracy, validity, and reliability of the gathered information for informed decision-making.
Step-by-step explanation:
The step in the marketing research approach that deals with the evaluation of results is 'Developing findings'. This step involves analyzing the data collected during the research and extracting meaningful insights. These insights are critical for making informed decisions and can lead to the Taking marketing actions step. Evaluating findings often includes checking the accuracy, validity, and reliability of the information gathered to ensure that the conclusions drawn are sound.
The process includes gathering information from various sources, performing a root cause analysis to determine the real problem, and then critically evaluating the information to develop concrete findings. It’s important during this step to not only look at the data but to also understand the implications of the data for the business problem or opportunity that is being researched.