This chapter discusses research design in marketing research. It defines research design and describes the main types: exploratory, descriptive, and causal research. Exploratory research is used to define problems or generate hypotheses, descriptive research describes characteristics of populations or behaviors, and causal research determines causes and effects. The chapter outlines the tasks involved in research design and compares different design methods and approaches.

1. Chapter Three Chapter Three

3. Research Design Definition Types of Basic Research Designs Exploratory Research Table 3.2 Table 3.1 Fig 3.4 Fig 3.3 Figure 3.2 Research Design: An Overview Application to Contemporary Issues Technology Ethics International Be a DM! Be an MR! Experiential Learning Opening Vignette What Would You Do?

4. Descriptive Research Causal Research Tasks Involved in Research Design Formulation Figs 3.5 & 3.6 Cross-Sectional Longitudinal Table 3.3 Relationship Among Exploratory, Descriptive and Causal Research Fig 3.7 Fig 3.8 Figure 3.2 Research Design: An Overview (continued) Application to Contemporary Issues Technology Ethics International Be a DM! Be an MR! Experiential Learning Opening Vignette What Would You Do?

5. Figure 3.2 Research Design: An Overview (continued) Informational Value and the Cost of Marketing Research Budgeting and Scheduling the Project Marketing Research Proposal Application to Contemporary Issues Technology Ethics International Be a DM! Be an MR! Experiential Learning Opening Vignette What Would You Do?

6. Figure 3.3 Steps Leading to the Formulation of a Research Design Define the Marketing Research Problem Develop an Approach to the Problem Formulate the Research Design Figure 3.3. Steps Leading to the Formulation of a Research Design

9. Figure 3.4 A Classification of Market Research Designs Research Design Exploratory Research Design Causal Research Conclusive Research Design Cross-Sectional Design Descriptive Research Longitudinal Design Figure 3.4. A Classification of Market Research Designs

10. Table 3.1 Differences Between Exploratory and Conclusive Research

11. Table 3.1 Differences Between Exploratory and Conclusive Research (Cont.)

12. Table 3.2 A Comparison of Basic Research Designs

13. Table 3.2 A Comparison of Basic Research Designs (Cont.)

20. Figure 3.6 Cross Sectional vs. Longitudinal Designs Sample Surveyed at T 1 Sample Surveyed at T 1 Same Sample also Surveyed at T 2 Cross Sectional Design Longitudinal Design Time Figure 3.6. Cross Sectional vs. Longitudinal Designs T 1 T 2

21. Table 3.3 Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

24. Figure 3.8 Tasks Involved in a Research Design Define the Information Needed Design the Exploratory, Descriptive, and/or Causal Phases of the Research Specify the Measurement and Scaling Procedures Construct a Questionnaire Specify the Sampling Process and the Sample Size Develop a Plan of Data Analysis Figure 3.8. Tasks Involved In a Research Design