This document discusses two types of marketing research design: exploratory design and descriptive design. Exploratory research is conducted when a problem is not clearly defined. It relies on secondary data and aims to gain insights rather than being generalizable. Descriptive research defines the key questions and gathers both quantitative and qualitative data to describe events using graphs and charts. It can study abstract concepts like satisfaction across large areas to identify further research opportunities. Longitudinal design involves observing the same group over time to discover non-spurious relationships.

1. MARKETING RESAERCH
TOPIC –
RESEARCH DESIGN
(EXPLORARTORY DESIGN
and DESCRIPTIVE DESIGN)
BY-
SHWETA GUPTA 
BHAWNA SINGH 

2.  RESEARCH DESIGN is a framework or blueprint
for conducting the marketing research project .
 It consists of detail procedure having all the
information related to research problem.
 A good research specifies all the nuts and bolts
of implementing that approach or design .
 It ensures whether the research project is
conducted effectively and efficiently.
 There are major two types of research design's.

4. EXPLORARTRY
 Exploratory RESEARCH research conducted for a
Research is a type of
problem that has not been clearly defined.
 Not typically generalizable to the population at large .
 Relies on secondary data.
 A very flexible and open ended question.
 It is conducted in a way that it is new relationship to
the gaps in knowledge, verify what is already known and help
errors and limitations.

6. Explanation Of Research’s
Literature Search
 Conceptual literature
 Published statistics
 Library homepage
(www.uah.edu/library)
Case Study
 Intensive study of related cases or past
activities
 May be internal or external
 Can help provide clues as to how other units or
companies have dealt with similar issues

7. CONTD. --
Experience Surveys (depth interviews)
 Knowledgeable people with varying points
of view.
 Unstructured and informal interviews.
 Respondent free to choose issues to be
discussed.
Focus Groups
 8 to 10 people at one time.
 Relatively homogeneous groups.
 Multiple, heterogeneous groups.
 Moderator is key.
 Relies on general topical guide with
plenty of time for interaction.

8. The Growing Role of Focus Groups
 Goal of focus group research:
- Learn and understand what people have to
say and why
- Find out how participants feel about a
product, concept, idea, organization, etc.
- How it fit into their lives;
- Their emotional involvement with it.
 May be conducted alone or as part of a broader
project.
 May be use to define issues or to confirm findings
from survey research.

9. ADVANTAGES OF
EXPLORATORY RESEARCH
 Less structured and more flexible
works well .
 Provide direction for a more formal
research effort..
 It is not always possible to use fully
structured/formal methods, in that case
exploratory research is beneficial.

10. LIMITATIONS OF
EXPLORATORY RESEARCH
 The results are not useful for decision
making by themselves, but they can provide
significant insight into a given situation.
 It can give some indication as to the
WHY,HOW, and WHEN some thing which
occur ; but it cannot tell us HOW OFTEN or
HOW MANY.
 It is typically not generalizable to the
population at large.

11. DESCRIPTIVE STUDY
 The term descriptive research refers to the type of
research question, design, and data analysis that will
be applied to a given topic .
 These studies are concerned with defining the SIX
W’s .
 Descriptive research can be either
quantitative or qualitative.

12. CONTINUED
 It involves gathering data that describe events and
then organizes, tabulates, depicts, and describes the
data collection.
 It often uses visual aids such as graphs and charts
to aid the reader in understanding the data
distribution.
 It can describe categories of information such as
gender or patterns of interaction when using
technology in a group situation.

13. ADVANTAGES
 It gives researchers the opportunity to use both
quantitative and qualitative data in order to find data
and characteristics about the population or
phenomenon that is being studied.
 It is very useful in studying abstract ideas like
customer satisfaction etc where it is not possible to
develop models.
 It may collect the data from large geographical area.
 It is useful in identifying further areas of research.

14. DISADVANTAGES
 Descriptive research requires more
skills.
 Response rate is low in this research.

15. DESCRIPTIVE RESEARCH

17. SINGEL CROSS SECTIONAL

18. LONGITUDINAL DESIGN
Definition
- Longitudinal research is a type of research method used to
discover relationships between variables that are not
related to various background variables.
-This observational research technique involves studying the
same group of individuals over an extended period of time.
- A basic type of research method in which subjects are
tested one or more times after initial testing.
- Typically, subjects are assigned randomly to an
experimental group (e.g. a group that performs a specific
type of training) and a control group after the initial
testing.