Unit 4. Types ofMarketing Research
Unit 4. Types of Marketing Research
MarketingResearchMarketingresearchprovides information toreduce uncertainty.It helps focus decision-making.Sometimes marketing researchersknowexactly what their marketing problems areanddesign careful studies to test specifichypotheses.For example,a soft drink companyintroducing a new clear cola might want to knowwhether a gold or silver label would make thepackaging more effective.This problem isfullydefined and an experiment may be designed toanswer the marketingquestion with littlepreliminaryinvestigation
Marketing Research Marketing research provides information to reduce uncertainty. It helps focus decisionmaking. Sometimes marketing researchers know exactly what their marketing problems are and design careful studies to test specific hypotheses. For example, a soft drink company introducing a new clear cola might want to know whether a gold or silver label would make the packaging more effective. This problem is fully defined and an experiment may be designed to answer the marketing question with little preliminary investigation
Types of MarketingResearchGathers preliminary informationExploratorythat will help define the problemResearchand suggesthypothesesDescribes things as marketDescriptivepotential fora productortheResearchdemographicsand consumersattitudes.CausalTesthypothesesaboutcauseResearchand-effect relationships
3 Types of Marketing Research Exploratory Research Descriptive Research Causal Research •Test hypotheses about causeand-effect relationships. •Gathers preliminary information that will help define the problem and suggest hypotheses. •Describes things as market potential for a product or the demographics and consumers’ attitudes
TypesofMarketingResearch(SeeP59-60)Marketing research can be classified on the basis ofeither technigueor function.Experiments,surveys,and observational studies are just a few commonresearchtechniques.Classifying researchbyitspurpose or function shows how the nature of themarketing problem influences the choice ofmethods.The nature of the problem will determinewhethertheresearchis(1)exploratory,(2)descriptive,or(3)causal.Exploratoryresearchis conductedto clarifythenatureofambiguousproblems.Management may have discoveredageneral problem,but it may need researchto gain a betterunderstandingof the dimensions of the problemand to aidanalysis
4 ◼ Marketing research can be classified on the basis of either technique or function. Experiments, surveys, and observational studies are just a few common research techniques. Classifying research by its purpose or function shows how the nature of the marketing problem influences the choice of methods. The nature of the problem will determine whether the research is (1) exploratory, (2) descriptive, or (3) causal. ◼ Exploratory research is conducted to clarify the nature of ambiguous problems. Management may have discovered a general problem, but it may need research to gain a better understanding of the dimensions of the problem and to aid analysis. Types of Marketing Research (See P59-60)
ExploratoryresearchExploratoryresearchisnot intended to provideconclusive evidencefrom which todetermine a particularcourse of actionUsuallyexploratoryresearchis conductedwith the expectationthat subsequentresearch will berequired to providesuch conclusiveBmFaiancomevidence
Exploratory research ◼ Exploratory research is not intended to provide conclusive evidence from which to determine a particular course of action. Usually exploratory research is conducted with the expectation that subsequent research will be required to provide such conclusive evidence