The document discusses different types of research design used in marketing research. It describes exploratory, descriptive, and causal research designs. Exploratory research is used to gain background information and define problems. Descriptive research describes and measures phenomena through cross-sectional and longitudinal studies. Causal research determines cause-and-effect relationships through experiments that manipulate independent variables to measure effects on dependent variables. The document also discusses experimental design, test marketing, and criteria for selecting test market cities.

1. Chapter 5 Research Design

6. Basic Research Objectives and Research Design Research Objective Appropriate Design To gain background information, to define terms, to clarify Exploratory problems and develop hypotheses, to establish research priorities, to develop questions to be answered To describe and measure marketing phenomena at a point Descriptive in time To determine causality, test hypotheses, to make “if-then” Causal statements, to answer questions