Here are two examples of each type of research design: Exploratory research: 1) A clothing company wants to launch a new line of athletic wear for seniors. They conduct informal interviews with seniors to explore their needs and preferences for this type of clothing. 2) A restaurant is considering opening a new location in a suburban area. They do some exploratory research by talking to residents of that community to learn more about their dining preferences and gather ideas about what type of restaurant might attract customers. Descriptive research: 1) A hotel surveys its guests to describe their demographic characteristics, how often they stay at the hotel, what amenities are important to them, and their satisfaction levels. 2) A grocery store

1. October, 2020
PROCESS OF MARKETING
RESEARCH

2. 8 steps:
Problem definition
Planning the Research
Collection of Data - sources
Collection of Data - methods
Collection of Data - forms
Samples
Data analysis
Report preparation
PROCESS OF MARKETING RESEARCH

3. Step 2: Planning the Research
Research Design Master plan Blueprint
Plan of methods and procedures
that is used by researchers
to collect and analyze data needed by
managers!
Sequence of activities!

4. Step 2: Planning the Research
If you do not know where you are going,
any road will take you there.

5. Step 2: Classification of Research designs
Exploratory Descriptive Causal
Conclusive research

6. Step 2: Classification of Research designs
Exploratory research
Objective:
 Exploring the phenomenon
1)
 Understand what’s happened!
 Identifying the problem
Researcher:
 Hasn’t enough data
 Doesn’t know what happened
 Needs data, ideas, news, opinions, trends
 Informal talks, insights, communication

7. Step 2: Classification of Research designs
Exploratory research
Methods:
 Informal , casual, flexible talks
1)
 Secondary data
Most used for:
 New products / services
 New markets
 Improving the product – new packaging
 New advertisements

8. Step 2: Classification of Research designs
Exploratory research
Example:
What the manager should do to
open a new bar?
1)
 Style –classic, jazz, pop, rock….
 Furniture, order of things
 Design, color, lights
 Menu, prices
 Parking lot, signs location
 Promotion, ads

9. Step 2: Classification of Research designs
Descriptive research
Objective:
 To describe the problem that happened
2)
 To describe the features of the problem
Researcher:
 Has some data/ idea
 Knows about the problem
 Investigates the possible solutions

10. Step 2: Classification of Research designs
Descriptive research
Methods:
2)
 Planned, structured questions
Most used for:
 To find out who, what, how,
when, how often, where
something happened!
 Formal surveys, samples, hypothesis

11. Step 2: Classification of Research designs
Descriptive research
Example:
How to attract more consumers
to buy jewelry?
2)
 Improved ads
 Discounts (seasonal, holidays..)
 New brand name
 Analyze the profile of loyal
customers
 Movies, consulting…

12. Step 2: Classification of Research designs
Objective:
3)
 Cause – effect relationship!
Researcher:
 To find out the reasons!
 To find out the relationships!
Causal research
 What’s the cause of the problem?

13. Step 2: Classification of Research designs
Methods:
3)
 Planned, structured questions
Most used for:
 Formal surveys, experiments
 What will happen IF…..?
Causal research
 To find why something happened!
 What is the cause-effect relation?

14. Step 2: Classification of Research designs
Example:
3)
 People will not buy!
 Loyal consumers will buy!
 New markets
What will happen IF the company
changes the packaging of the
product and raise the price of it?
Causal research
 New rich people will be attracted

15. Step 2: Classification of Research designs
Exercise:
You start-up a company for sweets and cookies. You want to do
some informal talks to locals to identify your new opportunities!
Your company wants to expand the business into a new market. You
don’t know much about that new market! Need to explore it closely!
What will happen IF you change the price of your sport cars during
the pandemic period?
Your shopping mall wants to know how often people visit the
cinema on the last floor!
Your shoe store caught fire. Want to know how and what
happened? When did the event take place? How to repair the
damage?
Exploratory, descriptive or causal research?

16. Step 2: Classification of Research designs

17. Step 2: Classification of Research designs
Exercise solutions:
You start-up a company for sweets and cookies. You want to do some
informal talks to locals to identify your new opportunities!
Your company wants to expand the business into a new market. You
don’t know much about that new market! Need to explore it closely!
What will happen IF you change the price of your sport cars during
the pandemic period?
Your shopping mall wants to know how often people visit the
cinema on the last floor!
Your shoe store caught fire. Want to know how and what
happened? When did the event take place? How to repair the
damage?
Exploratory
Exploratory
Causal
Descriptive
Descriptive

18. Step 2: Classification of Research designs

19. Homework
Write two examples of each type of
research design
– exploratory, descriptive and causal
research!