This document defines and classifies different types of marketing research designs. It discusses exploratory research design, which aims to provide insights and understanding through unstructured processes like expert surveys, case studies, and focus groups. Descriptive research design attempts to describe market characteristics and functions using secondary data analysis and surveys. Causal research design tests hypotheses about cause-and-effect relationships through experiments to understand independent and dependent variables. The document provides objectives, characteristics, methods and uses for each type of research design.

1. MARKETING
RESEARCH DESIGN

2. DEFINITION:
 A research design is a framework or
blueprint for conducting the marketing
research project. It details the procedures
necessary for obtaining the information
needed to structure or solve marketing
research problems.

3. CLASSIFICATION OF MARKET
RESEARCH DESIGNS
Research
design
Exploratory
design
Casual
design
Descriptive
design

4. EXPLORATORY RESEARCH
DESIGN
Exploratory research is defined as the initial research into
a hypothetical or theoretical idea.
OBJECTIVES: To provide insights and understanding.
CHARACTRESTICS:
I. Information needed is defined only loosely.
II. Research process is flexible and unstructured
III. Analysis of primary data is qualitative.
MATHODS :
a. Expert surveys
b. Case studies.
c. Literature search
d. Focus Group

5. USES OF EXPLORATORY
RESEARCH DESIGN
 Formulate a problem or define a problem more
precisely
 Identify alternative courses of action
 Develop hypotheses
 Isolate key variables and relationships for
further examination

6. DESCRIPTIVE RESEARCH DESIGN
Defined as attempts to explore and explain while providing
additional information about a topic. This is where research is
trying to describe what is happening in more detail, filling in the
missing parts and expanding our understanding.
OBJECTIVES: Description of market characteristics or functions
 USES:
 To describe the characteristics of relevant groups, such as
consumers, salespeople, organizations, or market areas.
 To estimate the percentage of units in a specified population
exhibiting a certain behavior
 To determine the perceptions of product characteristics

7. METHODS OF DESCRIPTIVE
RESEARCH DESIGN
 Secondary data analyzed in a quantitative as
opposed to a qualitative manner.
 Surveys
 Panels
 Observational and other data

8. CASUAL RESEARCH DESIGN
It is the testing of a hypothesis on the cause and effect within
a given market.
 Uses : To understand which variables are the cause
(independent variables) and which variables are the effect
(dependent variables) of a phenomenon
 To determine the nature of the relationship between the
causal variables and the effect to be predicted
 METHOD: Experiments
 Example: When the values of one variable produce the
values of the other variable, the relationship is a casual
relationship.

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