Product design

Product design as a verb is to create a new product to be sold by a business to its customers. A very
broad coefficient and effective generation and development of ideas through a process that leads
to new products. Thus, it is a major aspect of new product development. Due to the absence of a
consensually accepted definition that reflects the breadth of the topic sufficiently, two discrete, yet
interdependent, definitions are needed: one that explicitly defines product design in reference to
the artifact, the other that defines the product design process in relation to this artifact. Product
design as a noun: the set of properties of an artifact, consisting of the discrete properties of the
form (i.e., the aesthetics of the tangible good and/or service) and the function (i.e. its capabilities)
together with the holistic properties of the integrated form and function.Product design process:
the set of strategic and tactical activities, from idea generation to commercialization, used to create
a product design. In a systematic approach, product designers conceptualize and evaluate ideas,
turning them into tangible inventions and products. The product designer's role is to combine art,
science, and technology to create new products that people can use. Their evolving role has been
facilitated by digital tools that now allow designers to do things that include communicate,
visualize, analyze, 3D modeling and actually produce tangible ideas in a way that would have taken
greater manpower in the past. Product design is sometimes confused with (and certainly overlaps
with) industrial design, and has recently become a broad term inclusive of service, software, and
physical product design. Industrial design is concerned with bringing artistic form and usability,
usually associated with craft design and ergonomics, together in order to mass-produce goods.
Other aspects of product design and industrial design include engineering design, particularly when
matters of functionality or utility (e.g. problem-solving) are at issue, though such boundaries are not
always clear.

Product Design Checklist

1. Examine the Competition

● Review 2-3 competitors’ products.

● Observe a broad range of un-related products for inspirational design, materials, packaging and more.

2. Make a Visual Representation

● Make a visual representation of your product. Programs like PSD Covers turn flat images into 3-D Renderings.

3. Select Materials

● Make a list of all the materials needed for your product.

● Research available materials and their ‘technical names’ by visiting sourcing websites, requesting supplier catalogs,
going to wholesale stores, or looking at other products in the marketplace.
● Get materials for a rough sample. They don’t need to be exact, but should function similarly to what you ultimately
plan to use.

4. Make a Rough Sample

● Make a sample by hiring a sample-maker or doing it yourself.

 ● Test the function, construction, durability, and style of the sample.

5. Create Working Specs

● Start a working Spec Sheet for your project. The purpose of a working Spec Sheet is to identify the ideal materials you
want for your product. This includes the style, size, color, finish, and any other relevant details about the material. It’s
okay to leave things like finish and costs blank when you begin. As you research and move further along with the
design and sourcing process, you’ll continue to fill in the document until it’s complete. Register for Liz’s HOW U
course, How to Make a Product: The A-Z Guide to Product Manufacturing to learn how to create a Spec Sheet.

6.Make a Professional Prototype

● Assess your working sample and make changes to the design.

● Gather additional materials for your prototype. They should be as close to your final selection as possible.
● Make a prototype by hiring a professional or doing it yourself.

7. Gather Feedback

● Host a feedback circle or sit one-on-one with people in your target demographic and request input about your
product.
● Test your product for a minimum of two weeks.
● Make design/material adjustments as needed.

8. Add Colors, Prints & Finishes

● Create a color mood board using Pinterest, Evernote, or a good old-fashioned homemade collage.
● include fabric patterns/graphics, color of plastics, metals and other materials, sewn labels/tags, interior care labels,
and colors/imprints on zippers, buttons, snaps etc.
● Using your mood board as a guide, execute the design for these items. You may need to enlist the help of a creative
professional.

9. Create a Tech Pack and other design documents for your product.

●  A Tech Pack is a set of technical documents that act as a guide for how to make your own product. You can have one
made or make your own for each product you are going to produce. If you want to lean how to create a Tech Pack,
register for Liz’s HOW U course

Product Development and Design Research

Introduction
In Design Research, a lot of energy has been put in the generalisation of the design process.

Practising designers however, state they do not see much profit from this knowledge. As a

response to research aimed at generalisation, Lawson (1994) started to describe individual

design processes of architects. This research showed that besides general conclusions, clear

differences in work methods can be distinguished.

From these experiences with generalisations on design processes, I drew the conclusion that

describing a general outline for a product development process does not serve practising

design professionals accurately. A certain event will never repeat itself exactly (Waldorp

1992). But certain elements form similar events that can be lumped together as themes or

patterns. Themes are elements in events that can be seen as resource or constraint for product

development processes. Patterns are reactions on a theme, or actions from other persons,

affecting product development processes.

Within the frame of my PhD research I reconstructed effective development processes of new

building components initiated by architects. Themes and patterns found were used to

construct a theory. Architects can profit from the knowledge accumulated on themes and

patterns. Elements from this theory that they feel are relevant to their approach can be

integrated into their private work methods. The aim is to stimulate architects to develop more

new building components and come to a more effective and efficient way of component

design. Before going into the results, I will outline the research methodology and the

theoretical framework

METHODOLOGY:
At first the aim of my doctoral research was to catalogue and describe the product

development processes in the building industry. First a case study research was carried out

that focused mainly on manufacturers. Six initial cases revealed that architects play an

important role in initiating product development by requesting manufacturers to supply

special non-existent components to realize their projects. It also turned out that manufacturers

use some of these ideas to generate new standard products. In contrast to the development

processes of standard products in the building industry, special product development initiated

by architects is a virtually uncharted territory. I therefore decided to make this the central

subject of my doctoral research.

CASES AND ADDITIONAL RESEARCH DATA:

Since very little research had been done into special product development in the building
industry, the obvious choice was to use an exploratory research method. In principle, it would be
possible to use exploratory, descriptive or explanatory research strategies. On the other

hand, these strategies have different characteristics which makes the one more suitable for a

particular study than the other. The decision to opt for case study research was based on Yin’s

(1989) considerations.

Semi-structured interviews were held with employees of manufacturing companies and

architectural practices. The sensitising concepts underlying the interviews came from business

administration literature on innovations and design research. The literature study produced

tools to get to grips with product development in the building industry. An overview is to be

found in a state-of-the-art report (Oostra 1996). The case studies investigated to what extent

the sensitising concepts could be applied to component design. This approach is based on a

long tradition of the grounded theory methodology that originated in the social sciences

(Glaser and Strauss 1967).

The case study results will be supplemented with statements made by 118 architects,

manufacturers, contractors, constructors, project developers and researchers who were not

part of the case studies. The research results were linked together using the game theory.

Theoretical basis:
In the first instance it is important to make a distinction between two product categories:

standard products and special components (inspired by Eekhout (1997)). A standard product

can be manufactured independently without a client being involved. All products are

identical, even though a manufacturer can include a number of varieties in his range, differing

for instance in colour or measurements. He will know for certain precisely what requirements

the product in question must comply with. In the case of a special component a manufacturer

may get a request from a client that he cannot resolve with a product from his range. A

completely new product must be developed for a specific building task.

There is an essential difference between the parties who take the decision whether or not to

make a product. A manufacturer decides on the making of a new standard product. In the case

of special components it is the client who decides that he wants to use a non-existent product.

Clients may play different roles in the building process, for example a principal, contractor,
 consultant or an architect. This paper focuses on the situation in which it is the architect who

decides whether or not a new product should be made. From now on, I will use the term

component design to refer to an architect’s contribution to the development of special

products.

For present purposes an architect is defined as someone operating alone or on behalf of a

group of individuals, usually a firm of architects, who designs a plan for a building and looks

after its realization. The aim of an architect is to design or redesign and realize buildings or

other objects in cooperation with people outside his own firm. The building process is the

process by which an initiative towards a building project is converted into a physical building.

The achievement of this goal requires many different types of expertise, generally represented

by individuals from different companies. This paper proceeds from a ‘traditional’ building

process in which an architect directs the other parties involved in the project on behalf of a

client. Participation in a building process is a precondition for being able to initiate the

development of special components.

The manufacturer’s perspective :

The literature from the perspective of the manufacturer of standard products has a long

tradition (Bruce and Biemans 1995, Hollins and Pugh 1990, Clark and Wheelwright 1994,

etc.) This perspective is recently being broadened. Von Hippel has introduced the consumerctive
paradigm (CAP) as a counterpart of the manufacturer active paradigm (MAP) (von

Hippel 1988). His research suggests that clients in the business-to-business market usually

look for a manufacturer who is able to make the product they have in mind. Clients thus

respond to technology capacity in general and a company’s capacity in particular (Hutt and

Speh 1995). Something similar is also taking place in the building industry.

Types of scientific research

Research is a logical and systematic search for new and useful information on a particular topic.
Research is important both in scientific and nonscientific fields. In our life new problems, events,
phenomena and processes occur every day. Practically, implementable solutions and suggestions are
required for tackling new problems that arise. Scientists have to undertake research on them and find
their causes, solutions, explanations and applications.

The research is broadly classified into two main classes: 1. Fundamental or basic research and 2. Applied
research. Basic and applied researches are generally of two kinds: normal research and revolutionary
research. In any particular field, normal research is performed in accordance with a set of rules,
concepts and procedures called a paradigm, which is well accepted by the scientists working in that
field. In addition, the basic and applied researches can be quantitative or qualitative or even both (mixed
research).

1. Fundamental or basic research:

Basic research is an investigation on basic principles and reasons for occurrence of a particular event or
process or phenomenon. It is also called theoretical research. Study or investigation of some natural
phenomenon or relating to pure science are termed as basic research. Basic researches sometimes may
not lead to immediate use or application. It is not concerned with solving any practical problems of
immediate interest. But it is original or basic in character. It provides a systematic and deep insight into
a problem and facilitates extraction of scientific and logical explanation and conclusion on it. It helps
build new frontiers of knowledge. The outcomes of basic research form the basis for many applied
research.

Basic research
Seeks generalization

Aims at basic processes

Attempts to explain why things happen

Tries to get all the facts

Reports in technical language of the topic

2. Applied research:
In an applied research one solves certain problems employing well known and accepted theories and
principles. Most of the experimental research, case studies and inter-disciplinary research are essentially
applied research. Applied research is helpful for basic research. A research, the outcome of which has
immediate application is also termed as applied research. Such a research is of practical use to current
activity.

Applied research
Studies individual or specific cases without the objective to generalize

Aims at any variable which makes the desired difference

Tries to say how things can be changed

Tries to correct the facts which are problematic

Reports in common language

Basic and applied research, further divided into three types of research bearing some characteristics
feature as follows:

Quantitative research
It is numerical, non-descriptive, applies statistics or mathematics and uses numbers.

It is an iterative process whereby evidence is evaluated.

The results are often presented in tables and graphs.

It is conclusive.

It investigates the what, where and when of decision making.

Qualitative research
It is non-numerical, descriptive, applies reasoning and uses words.

Its aim is to get the meaning, feeling and describe the situation.

Qualitative data cannot be graphed.

It is exploratory.

It investigates the why and how of decision making.

Mixed research
Mixed research- research that involves the mixing of quantitative and qualitative methods or paradigm
characteristics. Nature of data is mixture of variables, words and images.

Other types of research

Exploratory Research:
Exploratory research might involve a literature search or conducting focus group interviews. The
exploration of new phenomena in this way may help the researcher’s need for better understanding,
may test the feasibility of a more extensive study, or determine the best methods to be used in a
subsequent study. For these reasons, exploratory research is broad in focus and rarely provides definite
answers to specific research issues.
The objective of exploratory research is to identify key issues and key variables.

Descriptive research
The descriptive research is directed toward studying “what” and how many off this “what”. Thus, it is
directed toward answering questions such as, “What is this?”.

Explanatory research
Its primary goal is to understand or to explain relationships.

It uses correlations to study relationships between dimensions or characteristics off individuals, groups,
situations, or events.

Explanatory research explains (How the parts of a phenomenon are related to each other).

Explanatory research asks the “Why” question.

Longitudinal Research
Research carried out longitudinally involves data collection at multiple points in time. Longitudinal
studies may take the form of:

Trend study- looks at population characteristics over time, e.g. organizational absenteeism rates during
the course of a year

Cohort study- traces a sub-population over time, e.g. absenteeism rates for the sales department;

Panel study- traces the same sample over time, e.g. graduate career tracks over the period 1990 – 2000
for the same starting cohort.

While longitudinal studies will often be more time consuming and expensive than cross-sectional
studies, they are more likely to identify causal relationships between variables.

Cross-sectional Research
One-shot or cross-sectional studies are those in which data is gathered once, during a period of days,
weeks or months. Many cross-sectional studies are exploratory or descriptive in purpose. They are
designed to look at how things are now, without any sense of whether there is a history or trend at
work.

Action research
Fact findings to improve the quality of action in the social world

Policy-Oriented Research
Reports employing this type of research focus on the question ‘How can problem ‘X’ be solved or
prevented ?’

Classification research
It aims at categorization of units in to groups

To demonstrate differences

To explain relationships

Comparative research
To identify similarities and differences between units at all levels

Causal research
It aims at establishing cause and effect relationship among variable

Theory-testing research
It aims at testing validity of a unit

Theory-building research
To establish and formulate the theory

Last of all, it is needless to say that scientific research helps us in many ways:
A research problem refers to a difficulty which a researcher or a scientific community or an industry or a
government organization or a society experiences. It may be a theoretical or a practical situation. It calls
for a thorough understanding and possible solution.

Research provides basis for many government policies. For example, research on the needs and desires
of the people and on the availability of revenues to meet the needs helps a government to prepare a
budget.

It is the fountain of knowledge and provide guidelines for solving problems.

Only through research inventions can be made; for example, new and novel phenomena and processes
such as superconductivity and cloning have been discovered only through research.

It is important in industry and business for higher gain and productivity and to improve the quality of
products.

Research leads to a new style of life and makes it delightful and glorious.

It leads to the identification and characterization of new materials, new living things, new stars, etc.

Mathematical and logical research on business and industry optimizes the problems in them.

Social research helps find answers to social problems. They explain social phenomena and seek solution
to social problems.

RESEARCH TYPES:
1.EXPLATORY RESEARCH
2.DISCRIPTIVE RESEARCH
3.EXPERIMENTAL RESEARCH

1.Exploratory research:

Definition:
Exploratory research is defined as a research used to investigate a problem which is not clearly defined.
It is conducted to have a better understanding of the existing problem, but will not provide
conclusive results. For such a research, a researcher starts with a general idea and uses this
research as a medium to identify issues, that can be the focus for future research. An important
aspect here is that the researcher should be willing to change his/her direction subject to the
revelation of new data or insight. Such a research is usually carried out when the problem is at a
 preliminary stage. It is often referred to as grounded theory approach or interpretive research as
it used to answer questions like what, why and how.
For example: Consider a scenario where a juice bar owner feels that increasing the variety of juices will
enable increase in customers, however he is not sure and needs more information. The owner
intends to carry out an exploratory research to find out and hence decides to do an exploratory
research to find out if expanding their juices selection will enable him to get more customers of
if there is a better idea.
Another example of exploratory research is a podcast survey template that can be used to collect
feedback about the podcast consumption metrics both from existing listeners as well as other
podcast listeners that are currently not subscribed to this channel. This helps the author of the
podcast create curated content that will gain a larger audience.

Types and methodologies of Exploratory research

While it may sound a little difficult to research something that has very little information about it, there
are several methods which can help a researcher figure out the best research design, data
collection methods and choice of subjects. There are two ways in which research can be
conducted namely primary and secondary.. Under these two types, there are multiple methods
which can used by a researcher. The data gathered from these research can
be qualitative or quantitative. Some of the most widely used research designs include the
following:

Primary research methods

Primary research is information gathered directly from the subject.  It can be through a group of people
or even an individual. Such a research can be carried out directly by the researcher himself or
can employ a third party to conduct it on their behalf. Primary research is specifically carried out
to explore a certain problem which requires an in-depth study.

● Surveys/polls: Surveys/polls are used to gather information from a predefined group of

respondents. It is one of the most important quantitative method. Various types of surveys
or polls can be used to explore opinions, trends, etc. With the advancement in technology, surveys
can now be sent online and can be very easy to access. For instance, use of a survey app through
tablets, laptops or even mobile phones. This information is also available to the researcher in real
time as well. Nowadays, most organisations offer short length surveys and rewards to respondents, in
order to achieve higher response rates.

For example: A survey is sent to a given set of audience to understand their opinions about the size of
mobile phones when they purchase one. Based on such information organisation can dig deeper
into the topic and make business related decision.

● Interviews: While you may get a lot of information from public sources, but sometimes an in
person interview can give in-depth information on the subject being studied. Such a research is
a qualitative research method. An interview with a subject matter expert can give you meaningful
 insights that a generalized public source won’t be able to provide. Interviews are carried out in person
or on telephone which have open-ended questions to get meaningful information about the topic.

For example: An interview with an employee can give you more insights to find out the degree of job
satisfaction, or an interview with a subject matter expert of quantum theory can give you in-
depth information on that topic.

● Focus groups: Focus group is yet another widely used method in exploratory research. In such a
method a group of people is chosen and are allowed to express their insights on the topic that is
being studied. Although, it is important to make sure that while choosing the individuals in a focus
group they should have a common background and have comparable experiences.

For example: A focus group helps a research identify the opinions of consumers if they were to buy a
phone. Such a research can help the researcher understand what the consumer value while
buying a phone. It may be screen size, brand value or even the dimensions. Based on which the
organisation can understand what are consumer buying attitudes, consumer opinions, etc.

● Observations: Observation research can be qualitative observation or quantitative observation.

Such a research is done to observe a person and draw the finding from their reaction to certain
parameters. In such a research, there is no direct interaction with the subject.

For example: An FMCG company wants to know how it’s consumer react to the new shape of their
product. The researcher observes the customers first reaction and collects the data, which is
then used to draw inferences from the collective information.

Secondary research methods

Secondary research is gathering information from previously published primary research. In such a
research you gather information from sources likes case studies, magazines, newspapers, books,
etc.

● Online research: In today’s world, this is one of the fastest way to gather information on any
topic. A lot of data is readily available on the internet and the researcher can download it whenever
he needs it. An important aspect to be noted for such a research is the genuineness and authenticity
of the source websites that the researcher is gathering the information from.

For example: A researcher needs to find out what is the percentage of people that prefer a specific
brand phone. The researcher just enters the information he needs in a search engine and gets
multiple links with related information and statistics.

● Literature research: Literature research is one of the most inexpensive method used for
discovering a hypothesis. There is tremendous amount of information available in libraries, online
sources, or even commercial databases. Sources can include newspapers, magazines, books from
library, documents from government agencies, specific topic related articles, literature, Annual
reports, published statistics from research organisations and so on.
 However, a few things have to be kept in mind while researching from these sources. Government
agencies have authentic information but sometimes may come with a nominal cost. Also,
research from educational institutions is generally overlooked, but in fact educational
institutions carry out more number of research than any other entities.
Furthermore, commercial sources provide information on major topics like political agendas,
demographics, financial information, market trends and information, etc.
For example: A company has low sales. It can be easily explored from available statistics and market
literature if the problem is market related or organisation related or if the topic being studied is
regarding financial situation of the country, then research data can be accessed through
government documents or commercial sources.

● Case study research: Case study research can help a researcher with finding more information
through carefully analyzing existing cases which have gone through a similar problem. Such analysis
are very important and critical especially in today’s business world. The researcher just needs to make
sure he analyses the case carefully in regards to all the variables present in the previous case against
his own case. It is very commonly used by business organisations or social sciences sector or even in
the health sector.

For example: A particular orthopedic surgeon has the highest success rate for performing knee
surgeries. A lot of other hospitals or doctors have taken up this case to understand and
benchmark the method in which this surgeon does the procedure to increase their success rate.

Exploratory research: Steps to conduct a research

● Identify the problem: A researcher identifies the subject of research and the problem is
addressed by carrying out multiple methods to answer the questions.

● Create the hypothesis: When the researcher has found out that there are no prior studies and
the problem is not precisely resolved, the researcher will create a hypothesis based on the questions
obtained while identifying the problem.

● Further research: Once the data has been obtained, the researcher will continue his study
through descriptive investigation. Qualitative methods are used to further study the subject in detail
and find out if the information is true or not.

Characteristics of Exploratory research

● They are not structured studies

● It is usually low cost, interactive and open ended.

● It will enable a researcher answer questions like what is the problem? What is the purpose of the
study? And what topics could be studied?

● To carry out exploratory research, generally there is no prior research done or the existing ones do
not answer the problem precisely enough.
● It is a time consuming research and it needs patience and has risks associated with it.

● The researcher will have to go through all the information available for the particular study he is
doing.

● There are no set of rules to carry out the research per se, as they are flexible, broad and scattered.

● The research needs to have importance or value. If the problem is not important in the industry the
research carried out is ineffective.

● The research should also have a few theories which can support its findings as that will make it easier
for the researcher to assess it and move ahead in his study

● Such a research usually produces qualitative data, however in certain cases quantitative data can be
generalized for a larger sample through use of surveys and experiments.

Advantages of Exploratory research

1. The researcher has a lot of flexibility and can adapt to changes as the research progresses.

2. It is usually low cost.

3. It helps lay the foundation of a research, which can lead to further research.

4. It enables the researcher understand at an early stage, if the topic is worth investing the time and
resources  and if it is worth pursuing.

5. It can assist other researchers to find out possible causes for the problem, which can be further
studied in detail to find out, which of them is the most likely cause for the problem.

Disadvantages of Exploratory research

● Even though it can point you in the right direction towards what is the answer, it is usually
inconclusive.

● The main disadvantage of exploratory research is that they provide qualitative data. Interpretation of
such information can be judgmental and biased.

● Most of the times, exploratory research involves a smaller sample, hence the results cannot be
accurately interpreted for a generalized population.

● Many a times, if the data is being collected through secondary research, then there is a chance of that
data being old and is not updated.

Importance of Exploratory research

Exploratory research is carried out when a topic needs to be understood in depth, especially if it hasn’t
been done before. The goal of such a research is to explore the problem and around it and not
actually derive a conclusion from it. Such kind of research will enable a researcher to  set a
strong foundation for exploring his ideas, choosing the right research design and
finding variables that actually are important for the analysis. Most importantly, such a research
can help organisations or researchers save up a lot of time and resources, as it will enable the
researcher to know if it worth pursuing.
 Exploratory research is "the preliminary research to clarify the exact nature of the problem to be
solved." It is used to ensure additional research is taken into consideration during an experiment as well
as determining research priorities, collecting data and honing in on certain subjects which may be
difficult to take note of without exploratory research. It can include techniques, such as:
● secondary research - such as reviewing available literature and/or data

● informal qualitative approaches, such as discussions with consumers, employees, management or

competitors
● formal qualitative research through in-depth interviews, focus groups, projective methods, case
studies or pilot studies

Exploratory research can add quality and insightful information to a study, and is vital to a study.
Exploratory research allows for the researcher to be creative in order to gain the most amount of insight
on a subject. Next, an outside audience will be used for this research, so it is a good opportunity for the
researcher to know what works or what is not a productive method to use. Third, it allows for a better
understanding on what a research team's objectives should be throughout the duration of a project.
Having this information in mind will be beneficial to anyone conducting research from outside sources.
Regardless of what field research needs to be done in, exploratory research can be used in a multitude
of fields. However, as a result of this it is important to acknowledge how the different fields will impact
any research that will be conducted. Comparing and contrasting different techniques, such as secondary
research, discussions, or qualitative research through focus groups, surveys or case studies will be
useful to observe. Within exploratory research, the Internet allows for research methods that are more
interactive in nature. For example:
● RSS feeds efficiently supply researchers with up-to-date information

● services such as Google Alerts may send major search-engine search results by email to researchers

● services such as Google Trends track comprehensive search results over lengthy periods of time

● researchers may set up websites to attract worldwide feedback on any subject

When research aims to gain familiarity with a phenomenon or to acquire new insight into it in order to
formulate a more precise problem or to develop a hypothesis, exploratory studies (also known as
formulative research) come in handy. If the theory happens to be too general or too specific, a
hypothesis cannot be formulated. Therefore, a need for an exploratory research may be realized and
instituted to gain experience that may help in formulating a relevant hypothesis for more definite
investigation.
The results of exploratory research are not usually useful for decision-making by themselves, but they
can provide significant insight into a given situation. Although the results of qualitative research can give
some indication as to the "why", "how" and "when" something occurs, they cannot reveal "how often"
or "how many".
Exploratory research is not typically generalizable to the population at large.
Social exploratory research "seeks to find out how people get along in the setting under question, what
meanings they give to their actions, and what issues concern them. The goal is to learn 'what is going on
here?' and to investigate social phenomena without explicit expectations.th methodology is also at
times referred to as a grounded theory approach to qualitative research or interpretive research, and is
an attempt to unearth a theory from the data itself rather than from a predisposed hypothesis.
 Earl Babbie identifies three purposes of social-science research: exploratory, descriptive and
explanatory.

● Exploratory research takes place when problems are in a preliminary stage.[3] Exploratory research is
used when the topic or issue is new and when data is difficult to collect. Exploratory research is flexible
and can address research questions of all types (what, why, how). Exploratory research is often used to
generate formal hypotheses. Shields and Tajalli link exploratory research with the conceptual
framework working hypothesis.[4] Skeptics[which?], however, have questioned the usefulness and
necessity of exploratory research in situations where prior analysis could be conducted instead.[5]

2.DESCRIPTIVE RESEARCH:
Descriptive Research:

Definition:

Descriptive research is defined as a research method that describes the characteristics of the population
or phenomenon that is being studied. This methodology focuses more on the “what” of the research
subject rather than the “why” of the research subject.
In other words, descriptive research primarily focuses on describing the nature of a demographic
segment, without focusing on “why” a certain phenomenon occurs. In other words, it “describes” the
subject of the research, without covering “why” it happens.
For example, an apparel brand that wants to understand the fashion purchasing trends among New York
buyers will conduct a demographic survey of this region, gather population data and then conduct
descriptive research on this demographic segment. The research will then uncover details on “what is
the purchasing pattern of New York buyers”, but not cover any investigative details on “why” the
patterns exits. Because for the apparel brand trying to break into this market, understanding the nature
of their market is the objective of the study.
Characteristics of Descriptive Research
The term descriptive research then, refers to research questions, design of the research and data
analysis that would be conducted on that topic. It is called an observational research method because
none of the variables that are part of the research study are influenced in any capacity.
Some distinctive characteristics of descriptive research are:

6. Quantitative research: Descriptive research is a quantitative research method that attempts to

collect quantifiable information to be used for statistical analysis of the population sample. It is an
popular market research tool that allows to collect and describe the nature of the demographic
segment.

7. Uncontrolled variables: In descriptive research, none of the variables are influenced in any way.
This uses observational methods to conduct the research. Hence, the nature of the variables or their
behavior is not in the hands of the researcher
.
8. Cross-sectional studies: Descriptive research is generally a cross-sectional study where different
sections belonging to the same group are studied.
9. Basis for further research: The data collected and analyzed from descriptive research can then be
further researched using different research techniques. The data also can help point towards the
types of research methods are to be used for the subsequent research.
Applications of Descriptive Research with Examples
Descriptive research can be used in multiple ways and for multiple reasons. Before getting into any kind
of survey though, the survey goals and survey design is very important. Despite following these steps
though, there is no way to know if the research outcome will be met. To understand the end objective
of research goals, below are some ways organizations currently use descriptive research today:

● Define respondent characteristics:  The aim of using close-ended questions is to draw concrete

conclusions about the respondents. This could be the need to derive patterns, traits and behaviors of
the respondents. It could also be to understand from a respondent, their attitude or opinion about
the phenomenon in question. For example, understanding from millenials the hours per week they
spend on browsing the internet. All this information helps the organization conducting the research
make informed business decisions.
●
● Measure data trends: Data trends can be measured over time with statistical capabilities provided
by descriptive research. Consider if an apparel company conducts research between different
demographics like age groups from 24-35 and 36-45 on a new range launch of autumn wear. If one of
those groups doesn’t take too well to the new launch, this provides an insight into what clothes are
like and what are not and the ones that are not, are dropped
●
● Conduct comparisons: Organizations also use descriptive research to understand how different
groups respond to a certain product or service. For example, an apparel brand creates a survey asking
general questions that measure the brands image. The same survey also asks demographic questions
like age, income, gender, geographical location etc. This consumer research helps the organization
understand what aspects of the brand appeal to the population and what aspects do not. It also helps
in making product or marketing fixes or in some cases even create a new product line just to cater to
a high growth potential, group.
●
● Validate existing conditions: Descriptive research is widely used to help ascertain the prevailing
conditions and underlying patterns of the research object. Due to the non invasive method of
research and the use of  quantitative observation and some aspects of qualitative observation, each
variable is observed and an in-depth analysis can be concluded. It is also used to validate any existing
conditions that maybe prevalent in a population.
●
● Conduct research at different times: To ascertain if there are any similarities or differences, the
research can be conducted at different periods of times. This also allows any number of variables to
be evaluated. For the purpose of verification, studies on prevailing conditions can also be repeated to
draw trends.
2.Descriptive Research Methods
There are 3 distinctive methods to conduct descriptive research. They are:

● Observational Method
The observational method is the most effective method to conduct descriptive research and both
quantitative observation and qualitative observation are used in this research method.
 Quantitative observation is the objective collection of data which is primarily focused on numbers and
values –  it suggests “associated to, of or depicted in terms of a quantity”. Results of quantitative
observation are derived using statistical and numerical analysis methods. It implies observation of any
entity that can be associated with a numeric value such as age, shape, weight, volume, scale etc. For
example, the researcher can track if current customers will refer the brand by using a simple Net
Promoter Score question.
Qualitative observation doesn’t involve measurements or numbers but instead just monitoring
characteristics. In this case the researcher observes the respondents from a distance. Since the
respondents are in a comfortable environment, the characteristics observed are natural and effective. In
descriptive research, the researcher can chose to be either a complete observer, an observer as a
participant, a participant as an observer or a complete participant. For example, in a supermarket, a
researcher can from afar monitor and track the selection and purchasing trends of the customers. This
offers a deeper insight into the purchasing experience of the customer.

● Case Study Method

Case studies involve in-depth research and study of individuals or groups. Case studies lead to a
hypothesis and widen a further scope of studying a phenomenon. However, case studies should not be
used to determine cause and effect as they don’t have the capacity to make accurate predictions
because there could be a bias on the part of the researcher. The other reason why case studies are not
an accurate way of conducting descriptive research is because there could be an atypical respondent in
the research and describing them leads to poor generalizations and move away from external validity.
● Survey Research
In survey research, respondents answer through surveys or questionnaires, or polls. They are a popular
market research tool to collect feedback from respondents. In order for a survey to gather good quality
data, it should have good survey questions, which should be a balanced mix of open-ended
questions and close ended-questions. The survey method can be conducting online or offline which is
makes it the go-to option for descriptive research where the sample size is very large.
Learn more: Survey Questions: Survey Examples and Sample Survey Questions
Examples of Descriptive Research
Some examples of descriptive research are:
1. A speciality food group launching a new range of barbecue rubs would like to understand what flavors
of rubs are favored by different sets of people. To understand the preferred flavor palette, they
conduct a descriptive research study using different methods like observational methods in
supermarkets. By also conducting a survey whilst collecting in-depth demographic information, offers
insights about the preference of different markets. This can also help tailor make the rubs and
spreads to different preferred meats in that demographic. Conducting a thorough descriptive
research helps the organization tweak their business model and amplify marketing in core markets.
2. Another example of where descriptive research can be used is if a school district that wishes to
evaluate teachers attitudes about using technology in the classroom. By conducting surveys and
observing their comfortableness using technology through observational methods, the researcher can
gauge what the can help understand if a full-fledged implementation can face an issues. This also
helps in understanding if the students are impacted in any way with this change.
Some other problems and/or research questions that can lead to descriptive research are:
● Market researchers that want to observe habits of consumers.
● A company that wants to evaluate the morale of its staff.
● A school district that wants to understand if students will access online lessons rather than textbooks.
● An organization to understand if its wellness programs increase the overall health of the employees
 Advantages of Descriptive Research
Some of the major advantages of descriptive research are:
● Data collection: Descriptive research can be conducted by using specific methods like
observational method, case study method and survey method. Between these 3, all major methods
of data collection are covered which provides a lot of information. This can be used for future
research or even developing hypothesis of your research object.
● Varied: Since the data collected is both qualitative and quantitative, it gives a holistic understanding
of a research topic. This causes data that was not planned to be collected gets tracked and the data is
varied, diverse and thorough.
● Natural environment: Descriptive research allows for the research to be conducted in the
natural environment of the respondent and this ensures that high-quality and honest data is
collected.
● Quick to conduct and cheap: As the sample size is generally large in descriptive research, the
data collection is quick to conduct and is cheap.
● Forms basis for decision-making: As the data collected in descriptive research represents a
larger population and is robust, it is easy to make decisions on the basis of the statistical analysis of
that data.
Disadvantages of Descriptive Research
Some of the major disadvantages of descriptive research are:
● Confidentiality: Respondents aren’t always truthful if questions are too personal or they feel that
they are being “watched”. This may negate the validity of the data.
● Halo effect: If the research observer has a potential bias towards the research topic or some
respondents in the research, the observations then maybe considered as invalid or untrue.
● Sample isn’t representative: Due to the randomness of the sample, it is very tough to validate
that the sample is an accurate representation of the whole population.
● No scope to learn cause: Since descriptive research only focuses on the “what” of an objective
or phenomenon, it does not delve into the “why or how” and that is a limitation in learning specific
causes

3.Experimental Research
Definition:
Experimental research is any research conducted with a scientific approach, where a set of variables are
kept constant while the other set of variables are being measured as the subject of experiment. There
are times when you don’t have enough data to support your decisions. In such situations, you need to
carry out experiments to discover the facts. Experimental research can gather a lot of data that can help
you make better decisions.

Experimental research is one of the founding quantitative research methods.

The simplest example of an experimental research is conducting a laboratory test. As long as research is
being conducted under scientifically acceptable conditions – it qualifies as an experimental research.  A
true experimental research is considered to be successful only when the researcher confirms that a
change in the dependent variable is solely due to the manipulation of the independent variable.
 Experimental research should establish a cause and effect of a phenomenon, i.e. effects are observed
from an experiment due to the cause. As naturally, occurring event can be confusing for researchers to
establish conclusions. For instance, if a cardiology student conducts research to understand the effect of
food on cholesterol and derives that most heart patients are non-vegetarians or have diabetes. They are
aspects (causes) which can result in a heart attack (effect).
Experimental research is conducted in the following situations:
● Time is a vital factor for establishing a relationship between cause and effect.
● Invariable behavior between cause and effect.
● The eminence of cause-effect relationship is as per desirability.

Types of Experimental Research Design

There are three primary types of experimental research design:
● Pre-experimental research design
● True experimental research design
● Quasi-experimental research design
The different types of experimental research design are based on the how the researcher classifies the
subjects according to various conditions and groups.
1. Pre-Experimental Research Design: This is the simplest form of experimental research
design. A group, or various groups, are kept under observation after factors are considered for cause
and effect. It is usually conducted to understand whether further investigation needs to be carried out
on the target group/s, due to which it is considered to be cost-effective.
The pre-experimental research design is further bifurcated into three types:
● One-shot Case Study Research Design
● One-group Pretest-posttest Research Design
● Static-group Comparison
2. True Experimental Research Design : True experimental research is the most accurate form
of experimental research design as it relies on statistical analysis to prove or disprove a hypothesis. It is
the only type of Experimental Design that can establish a cause-effect relationship within a group/s. In a
true experiment, there are three factors which need to be satisfied:
● Control Group (Group of participants for research that are familiar to the Experimental group but
experimental research rules do not apply to them.) and Experimental Group (Research participants on
whom experimental research rules do apply.)
● Variable which can be manipulated by the researcher
● Random distribution
This experimental research method is commonly implemented in physical sciences.
3. Quasi-Experimental Research Design: The word “Quasi” indicates resemblance. A quasi-
experimental research design is similar to experimental research but is not exactly that. The difference
between the two the assignment of a control group. In this research design, an independent variable is
manipulated but the participants of a group are not randomly assigned as per conditions. The
independent variable is manipulated before calculating the dependent variable and so, directionality
problem is eliminated. Quasi-research is used in field settings where random assignment is either
irrelevant or not required.
Learn about: Market Research
Advantages of Experimental Research
● Researchers have a stronger hold over variables to obtain desired results.
● Subject or industry is not a criterion for experimental research due to which any industry can
implement it for research purposes.
● Results are extremely specific.
● Once the results are analyzed, they can be applied to various other similar aspects.
● Cause and effect of a hypothesis can be derived so that researchers can analyze greater details.
Experimental research can be used in association with other research methods. What Are the
Advantages of Experimental Research?

1. It provides researchers with a high level of control.

By being able to isolate specific variables, it becomes possible to determine if a potential outcome is
viable. Each variable can be controlled on its own or in different combinations to study what possible
outcomes are available for a product, theory, or idea as well. This provides a tremendous advantage in
an ability to find accurate results.
● 2. There is no limit to the subject matter or industry involved.
Experimental research is not limited to a specific industry or type of idea. It can be used in a
wide variety of situations. Teachers might use experimental research to determine if a new
method of teaching or a new curriculum is better than an older system. Pharmaceutical
companies use experimental research to determine the viability of a new product.
● 3. Experimental research provides conclusions that are specific.
Because experimental research provides such a high level of control, it can produce results that
are specific and relevant with consistency. It is possible to determine success or failure, making
it possible to understand the validity of a product, theory, or idea in a much shorter amount of
time compared to other verification methods. You know the outcome of the research because
you bring the variable to its conclusion.
● 4. The results of experimental research can be duplicated .
Experimental research is straightforward, basic form of research that allows for its duplication
when the same variables are controlled by others. This helps to promote the validity of a
concept for products, ideas, and theories. This allows anyone to be able to check and verify
published results, which often allows for better results to be achieved, because the exact steps
can produce the exact results.
●
● 5. Natural settings can be replicated with faster speeds.
When conducting research within a laboratory environment, it becomes possible to replicate
conditions that could take a long time so that the variables can be tested appropriately. This
allows researchers to have a greater control of the extraneous variables which may exist as well,
limiting the unpredictability of nature as each variable is being carefully studied.
● 6. Experimental research allows cause and effect to be determined.
The manipulation of variables allows for researchers to be able to look at various cause-and-
effect relationships that a product, theory, or idea can produce. It is a process which allows
researchers to dig deeper into what is possible, showing how the various variable relationships
can provide specific benefits. In return, a greater understanding of the specifics within the
research can be understood, even if an understanding of why that relationship is present isn’t
presented to the researcher.
● 7. It can be combined with other research methods .
This allows experimental research to be able to provide the scientific rigor that may be needed
for the results to stand on their own. It provides the possibility of determining what may be best
 for a specific demographic or population while also offering a better transference than
anecdotal research can typically provide.
●  

● What Are the Disadvantages of Experimental Research?

● 1. Results are highly subjective due to the possibility of human error.
Because experimental research requires specific levels of variable control, it is at a high risk of
experiencing human error at some point during the research. Any error, whether it is systemic
or random, can reveal information about the other variables and that would eliminate the
validity of the experiment and research being conducted.
● 2. Experimental research can create situations that are not realistic.
The variables of a product, theory, or idea are under such tight controls that the data being
produced can be corrupted or inaccurate, but still seem like it is authentic. This can work in two
negative ways for the researcher. First, the variables can be controlled in such a way that it
skews the data toward a favorable or desired result. Secondly, the data can be corrupted to
seem like it is positive, but because the real-life environment is so different from the controlled
environment, the positive results could never be achieved outside of the experimental research.
● 3. It is a time-consuming process.
For it to be done properly, experimental research must isolate each variable and conduct testing
on it. Then combinations of variables must also be considered. This process can be lengthy and
require a large amount of financial and personnel resources. Those costs may never be offset by
consumer sales if the product or idea never makes it to market. If what is being tested is a
theory, it can lead to a false sense of validity that may change how others approach their own
research.
● 4. There may be ethical or practical problems with variable control.
It might seem like a good idea to test new pharmaceuticals on animals before humans to see if
they will work, but what happens if the animal dies because of the experimental research? Or
what about human trials that fail and cause injury or death? Experimental research might be
effective, but sometimes the approach has ethical or practical complications that cannot be
ignored. Sometimes there are variables that cannot be manipulated as it should be so that
results can be obtained.
● 5. Experimental research does not provide an actual explanation.
Experimental research is an opportunity to answer a Yes or No question. It will either show you
that it will work or it will not work as intended. One could argue that partial results could be
achieved, but that would still fit into the “No” category because the desired results were not
fully achieved. The answer is nice to have, but there is no explanation as to how you got to that
answer. Experimental research is unable to answer the question of “Why” when looking at
outcomes.
● 6. Extraneous variables cannot always be controlled.
Although laboratory settings can control extraneous variables, natural environments provide
certain challenges. Some studies need to be completed in a natural setting to be accurate. It
may not always be possible to control the extraneous variables because of the unpredictability
of Mother Nature. Even if the variables are controlled, the outcome may ensure internal validity,
 but do so at the expense of external validity. Either way, applying the results to the general
population can be quite challenging in either scenario.
● 7. Participants can be influenced by their current situation .
Human error isn’t just confined to the researchers. Participants in an experimental research
study can also be influenced by extraneous variables. There could be something in the
environment, such an allergy, that creates a distraction. In a conversation with a researcher,
there may be a physical attraction that changes the responses of the participant. Even internal
triggers, such as a fear of enclosed spaces, could influence the results that are obtained. It is also
very common for participants to “go along” with what they think a researcher wants to see
instead of providing an honest response.

● 8. Manipulating variables isn’t necessarily an objective standpoint.

For research to be effective, it must be objective. Being able to manipulate variables reduces
that objectivity. Although there are benefits to observing the consequences of such
manipulation, those benefits may not provide realistic results that can be used in the future.
Taking a sample is reflective of that sample and the results may not translate over to the general
population.
● 9. Human responses in experimental research can be difficult to measure.
There are many pressures that can be placed on people, from political to personal, and
everything in-between. Different life experiences can cause people to react to the same
situation in different ways. Not only does this mean that groups may not be comparable in
experimental research, but it also makes it difficult to measure the human responses that are
obtained or observed.