As a researcher, you must have heard of the
term, ’marketing research designs.’ So what exactly are they and why need them when
they weren’t required before?
A market research design is a wider term to cover
the desired objectives of a research project. This provides proper guidelines, methods,
and procedures to help comprehend the stated objectives. It even makes your
reports highly valuable, generating maximum data with least efforts, money, and
time!
There are three main types of research designs.
These include exploratory, descriptive, and causal or experimental. The usage
of designs largely depends on research objectives. Let’s have a look at these three
types.
Exploratory Design
Exploratory research design is used for a problem
or situation that hasn’t been defined clearly. It follows an unstructured plan
and uses expertise, qualitative techniques, & secondary research. The
design is helpful, particularly when the researcher is a novice or there are other
issues.
Consider an instance wherein a marketer hears certain
social media marketing techniques - also being used by his competitors.
However, he is unsure about how they work or can be used for his services/products.
Hence, in this case, the marketer needs to adopt exploratory research to learn about
the situation.
In short, the design is employed when goals comprise
gaining insights, formulating issues, removing impractical ideas, and clearing
concepts. However, its results cannot be directly used for marketing decisions.
This type is carried out in correspondence with descriptive and causal designs.
Descriptive Design
Descriptive design is executed to explain, monitor,
and test marketers’ theories. For example, it is needed by a marketer to know:
- Who are his consumers?
- What percentage of the total population uses his services or products and how does the same use it?
- What are the future demands of these services or products?
- Who are his competitors?
Hence, this research is well-planned &structured.
It uses quantitative techniques such as structured interviews and
questionnaires.
Causal Research Design
Causal design is also known as the “if….then”
method. It determines the ‘causes-effects’ relationship of variables. This type
adopts laboratory and field experimentation to accomplish its objectives. It is
generally employed in the prediction and analysis of theories.
If there is a café that wants to know why
fewer people demanded one of its sandwiches. In this situation, the authorities
may run an experiment to know if new competitors or that particular sandwich’s
current prices are behind the same. Causal research is also performed to ascertain
the possible causes of business changes.
Summing It Up
Summing it up, marketing research designs are not
just plans but something more. They are a blueprint that is needed beforehand. The
designs assist in gathering relevant data and exploring project techniques.
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