Marketing Research Classifications and Designs
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Classifications of Marketing Research
1. Problem Identification Research
It is research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future.
Examples: Market potential, market share, image, market characteristics, and sales analysis. For instance, declining market potential indicates that the firm is likely to have a problem achieving its growth targets.
2. Problem-Solving Research
Once a problem or opportunity is identified, problem-solving research is undertaken to arrive at a solution. The findings are used in decision-making that will solve specific marketing problems.
Examples: Segmentation, product, pricing, promotion, and distribution research.
Exploratory vs. Conclusive Research
| Criteria | Exploratory | Conclusive |
|---|---|---|
| Objective | To provide insights and understanding. | To test specific hypotheses and examine relationships. |
| Characteristics |
|
|
| Findings/Results | Tentative. | Conclusive. |
| Outcome | Generally followed by further exploratory or conclusive research. | Findings used as input into decision-making. |
Cross-Sectional and Longitudinal Designs
Cross-Sectional Design
This involves collecting information from any given sample population only once.
- 1. Single Cross-Sectional: Only one sample of respondents is drawn from the target population only once.
- 2. Multiple Cross-Sectional: Two or more samples of respondents from the target population where information is gathered once from each sample.
Longitudinal Design
A fixed sample or samples of population elements are measured repeatedly on the same variables. The difference between longitudinal and cross-sectional design is that in longitudinal studies, the same people are studied over time and the same variables are measured.
Example: A cross-sectional design might look at how people rate performance after an incident, whereas a longitudinal design looks at how they change their view on performance during an incident.