Types of Research

Types of Research
 3 Categories of types of research…..
Exploratory
Research
This is concerned with discovering the
general nature of the problem & the
variables that relate to it.
Secondary data
Convenience or judgment samples,
Small scale surveys
Simple experiments
Case analysis
Subjective evaluation of the results
Descriptive
Research
This is focused on the accurate
description of the variables in the
problem model.
Consumer profile studies
Market potential studies
Product usage studies
Attitude surveys
Sales Analysis
Media research
Price Survey
Casual This attempts to specify the nature of Concomitant variation
Research the functional relationship between
two or more variables in the problem
model.
Sequence of occurrence
Absence of other potential casual
factors
 Estimate the value of the information
 A decision maker normally approaches a problem with some information.
 The Intuitive Approach to making the Do Research – Decide without
research decision
 The intuitive approach relies entirely on the private judgment of the person
making the assessment.
1) The alternative actions that could be taken.
a) To decide without doing research to take the action being considered.
b) To do research before deciding whether to take the action being
considered
c) To decide without doing research to take the action being considered.
2) The possible states of the market and their payoffs.
3) The degree of uncertainty concerning which state of the market is the actual
state.
4) The ability to forecast the actual state of the market given the research
findings.
5) The risk preferences of the decision maker.
 The expected value approach to making the Do Research decide without
research decision.
 Select the Data Collection Approach
 3 basic data collection approaches in marketing research.
a) Secondary data
b) Survey data
c) Experimental data
 Major Data Collection Methods
1) Secondary Research
a) Internal secondary data Data generated within the organization.
Sales person call reports
Sales invoices - Accounting records
b) External secondary data Data generated by source outside the organization.
Government reports
Trade association data
Data collected by syndicated services
2) Survey Research
a) Telephone Interview Collection of information from respondents via telephone.
b) Mail interview Collection of information from respondents via mail.
c) Personal Interview
i) Home Interview
II) Intercept interview
Collection of information in face to face situation.
Personal interviews in the respondent’s home / office.
Personal interviews in a central location, shopping mall.
d) Computer Interview Respondent center data directly into a computer in
response to questions presented on the monitor.
3) Experimental Research
a) Laboratory Experiments Manipulation of the independent variables in an artificial
situation.
b) Field Experiments Manipulation of the independent variables in a natural
situation.
 In collecting data for a decision about introducing a new product,
researcher may….
1) Examine company records for information relating to past introductions of
similar products – secondary data.
2) Conduct a series of mall interviews to determine current consumer attitudes
about the product category – survey data.
3) Conduct a controlled store test in which the impact of different package
designs is measured.