Scribd
Upload
22 views

Types of Research

The document discusses different types of research including descriptive, exploratory, causal, analytical, applied, and basic research as well as quantitative and qualitative research. It also outlines different research designs such as exploratory, descriptive, and causal research designs. Finally, it discusses methods for collecting primary and secondary data as well as designing data collection forms.

Uploaded by

Chirag Goyal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
22 views

Types of Research

The document discusses different types of research including descriptive, exploratory, causal, analytical, applied, and basic research as well as quantitative and qualitative research. It also outlines different research designs such as exploratory, descriptive, and causal research designs. Finally, it discusses methods for collecting primary and secondary data as well as designing data collection forms.

Uploaded by

Chirag Goyal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 24

Types of Research

• Major Types of Research


• Descriptive Research
• Exploratory Research
• Causal Research
• Analytical Research
• Applied Research
• Basic Research
• Quantitative Research
• Qualitative Research
Types of Research
• Research is often described as an active, diligent, and
systematic process of inquiry aimed at discovering,
interpreting and revising facts. The word research is
derived from the French language; its literal meaning
is 'to investigate thoroughly'.
• Research can be classified into two broad categories:

• Basic Research Applied Research

MR 2
Basic research
• Basic research is also called fundamental or
pure research. As the name itself refers, Basic
Research is of basic nature which is not carried
out in response to a problem. It is more
educative, towards understanding the
fundamentals and aim at expanding the
knowledge base of an individual or
organisation. It does not have any commercial
potential..
MR 3
Applied research

• Applied Research on the other hand is carried out


to seek alternate solutions for a problem at hand.
Applied research is done to solve specific, practical
questions; its primary aim is not to gain
knowledge. It specifies possible outcomes of each
of the alternatives and its commercial implications.
For example,
• Investigating if background music in a work
environment can contribute to greater productivity

MR 4
Quantitative Research

• Quantitative Research
• Q.R. is based on the measurement of quantity
or amount.
• Qualitative Research
• It concerned with qualitative or kind.
• Related to Behavior sciences.
DETERMINE RESEARCH DESIGN
• A research design is a framework or blueprint for conducting
the marketing research project.
Research
Design

Quantitative Qualitative
Research Research

Descriptive Casual Exploratory

MR 6
Descriptive Research
• Surveys and fact finding enquiries of different
kinds Purpose is the description of the state of
affairs as it exists in present
• Researcher has no control over the variables;
he can only report what has happened or what
is happening Subdivisions of Descriptive
Research
• Survey Research • The Case Study •
Correlational Study • Comparative Study
DescriptiveResearch Design
• Cross-Sectional Designs
• The cross-sectional study is the most
frequently used descriptive design in
marketing research. Cross-sectional designs
involve the collection of information from any
given sample of population elements only
once
Longitudinal Designs

• In longitudinal designs, a fixed sample (or


samples) of population elements is measured
repeatedly on the same variables. A
longitudinal design differs from a cross-
sectional design in that the sample or samples
remain the same over time. In other words,
the same people are studied over time and
the same variables are measured.
Analytical Research

• In analytical research, researcher has to use


facts and information already available, and
analyze these to make a critical evaluation of
the material.
 Exploratory Research Design: It is defined as collecting information
in an unstructured and informal manner.
• Examples: Reading periodicals, visiting competitors premises, examine
company sales and profits vs. industry sales and profit, clipping service.
 Descriptive Research Design: It refers to a set of methods
and procedure that describe marketing variables.
• Portray these variables by answering who, what, why and
how questions.
• Example: consumer attitude survey to your companies services.
 Casual Research Design: It allows us to isolate causes and
their effects.
• Casual research is conducted by controlling various factors
to determine which factor is causing the problem.
• By changing one factor, say price, we can monitor its effect on a key
consequence, such as sales.
• In other words, casual design allows us to determine causality, or which
variable is causing another variable
MR
to change. 11
Secondary data can help you

• Identify the problem.


• Better define the problem.
• Develop an approach to the problem.
• Formulate an appropriate research design (for
example, by identifying the key variables).
• Answer certain research questions and test some
hypotheses.
• Interpret primary data more insightfully.
Disadvantages
• The objectives, nature, and methods used to
collect the secondary data may not be
appropriate to the present situation. Also,
secondary data may be lacking in accu- racy,
or they may not be completely current or
dependable.
Classification of Secondary Data

• Internal data Internal data are data available


within the organization for which the research
is being conducted.
• 1. Ready to use
• 2.Requires further processing
• External data
• Data that originate external to the
organization.
Internal data
• Sales by product line
• Sales by major department (e.g., menswear,
housewares)
• Sales by specific stores
• Sales by geographical region
• Sales by cash versus credit purchases
• Sales in specific time periods
• Sales by size of purchase
• Sales trends in many of these classifications ■
• Database Marketing
• Database marketing involves the use of
computers to capture and track customer
profiles and purchase detail.
External Data

• 1. Published materials

• 2. Computerized databases

• 3. Syndicated Services
Published Materials
• Sources of published external secondary data include
federal, state, and local governments, nonprofit
organizations trade associations and professional
organizations, commercial publishers, investment
brokerage firms, and professional marketing research
firms.
• General Business Source:
• A. Guides B.Directories C. Indexes D. Statistical Data
• Government Sources:
• A. Census Data
• B. Other govt. publication
Computerized databases
• Computerized databases consist of
information that has been made available in
computer-readable form for electronic
distribution.
• Online databases consist of a central data
bank, which is accessed with a computer via a
telecommunications network
Computerized databases
• Internet databases Internet databases can be
accessed, searched, and analyzed on the Internet. It
is also possible to download data from the Internet
and store it in the computer or an auxiliary storage
device.
• Offline databases make the information available on
diskettes and CD-ROM disks. Thus, offline databases
can be accessed at the user’s location without the
use of an external telecommunications network.
Syndicated Sources of Secondary Data

• syndicated services (sources)


• Information services offered by marketing
research organizations that provide
information from a common database to
different firms that subscribe to their services.
IDENTIFY DATA TYPES AND SOURCES
• There are two types of market research that can be performed:
 Primary Research: It involves collecting information from sources
directly by conducting interviews and surveys, and by talking to
customers and established businesses
• It refers to information that has been gathered specifically to serve
the research objectives at hand
 Secondary Research: It involves collecting information from
sources where the primary research has already been conducted.
Such information includes industry statistics, market research
reports, news paper articles, etc.
• As the name implies, it refers to information that has been collected
for some other purpose.
MR 22
DETERMINE METHODS OF ACCESSING DATA
• Once the researcher has determined which type or types of information
are needed, he or she must determine methods of accessing data.
• There are several different methods of collecting primary data including:
 Telephone surveys
 Mail surveys
 Door-to-door interviews
 Mall-intercept studies
 New data collection methods are emerging
• Different methods of collecting secondary data includes:
 Information processing technology.
 Easy and Quick retrieval.
 Internal data- company reports, salespersons, executives, MIS and other
information sources.

MR 23
DESIGN DATA COLLECTION FORMS
 Questionnaire:
• It is a set of questions presented to a respondent
• Records the information communicated respondents or the
by
• respondent’s behavior as observed
Structured Questionnaires: by the researcher
List questions that have pre-specified answer
choices.
• Unstructured questionnaires: Have open ended questions and/or questions
that are asked based on a response.
 Qualitative measures:
• Sometimes, consumer response does not match their answers. Thus,
unstructured techniques are used. For example, consumer journey is a
technique of keeping track of all the interactions of a consumer with a
product service or space.
 Mechanical devices:
• Electronic devices have replaced questionnaires and diary filling methods.

MR 24

You might also like