Marketing Management 3(2+1)

Lesson 09 : Marketing Research

Determine Research Design

Design issues include the choice of research approach and the specifics of how to collect the data. It is a detailed plan used to guide a research study toward its objectives.

1. Exploratory research

   This is used when an insight into the general nature of a problem is required, the possible decision alternatives and relevant variables that need to be considered. The research methods are highly flexible, unstructured, and qualitative. This can be performed using a literature search, surveying certain people about their experiences, focus groups and case studies.

2. Descriptive research

   It is more rigid than exploratory research and seeks to describe users of a product, determine the proportion of the population that uses a product, or predict future demand for a product.

3. Causal research

   This helps in finding the cause and effect relationships between variables. It is achieved through laboratory and field experiments.