Types of market research

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Types of Marketing Research :

-Ashish Kumbhani (Roll No:83) Pharmaceutical management & Regulatory Affairs, KBIPER. Types of Marketing Research

What Market Research is???:

A planed study for collecting and analyzing data To get the Answers of some Questions about Market situation What Market Research is???

Types of Research:

Exploratory ( Why is it going on ) Descriptive ( What is going on ) Causal Types of Research


Crime Investigation: Crime (unplanned change) Search for clues (what has happened) Interviews with witnesses and suspects Trial to determine whether evidence is sufficient to convict a suspect of the crime. Example:

Types of Research:

Exploratory( Why is it going on ) - D iscover ideas - Unaware of Problem Descriptive( What is going on ) - U sually concerned with describing a population with respect to important variables - Aware of Problem Causal - E stablish cause-and-effect relationships between variables - Problem Clearly Defined Types of Research

PowerPoint Presentation:

Exploratory Research Descriptive Research Causal Research (Unaware of Problem) (Aware of Problem) (Problem Clearly Defined) “Our sales are declining and “What kind of people are buying “Will buyers purchase more of we don’t know why.” our product? Who buys our our products in a new package? competitor’s product?” “Would people be interested “Which of two advertising in our new product idea?” “What features do buyers prefer campaigns is more effective?” in our product?” Degree of Problem Definition possible situation

Exploratory Research:

P rovide a better under- standing of a situation Produce Hypotheses Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expected Exploratory Research

Types of Exploratory Research:

Literature searches Depth interviews Focus groups Case analyses Types of Exploratory Research

Descriptive Research:

Describes characteristics of a population or phenomenon Some understanding of the nature of the problem Descriptive Research

Descriptive research for the following purposes :

To describe the characteristics of certain groups To determine the proportion of people who behave in a certain way To make specific predictions To determine relationships between variables Descriptive research for the following purposes

Descriptive Research Example:

Suppose a chain of cosmetics stores is planning to open a new store and wants you to investigate how customers choose particular stores for shopping. Here are a few of the questions Who? What? When? Where? Why? How? Descriptive Research Example

Causal Research:

Particular action is likely to produce a particular outcome For Example: Changes in product packaging Need to test a hypothesis “ Changes in packaging that it is shorter and will improve the consumer attitudes toward the product” Causal Research

PowerPoint Presentation:

Using descriptive research, we might have learned that there was a negative correlation between consumer ratings of likelihood of shorter packaging over and attitude toward the product, but not a lot more. Descriptive research is fine for testing hypotheses about relationships be- tween variables, but we need causal designs for testing cause-and-effect relationships.

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