OR THE RESEARCH

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CORH UI L k
3
ISO 45001
ECCO -0230 / 20-ss I
UNIVER CORPORATION

Scheme or program for carrying out market project of

research.
Defines the necessary procedures for required obtain th
information that allows structuring and marketing solve e
research problems. th
e
 assification of the xplup Applus

investigation
CORKr Jii
ISO 45001

ECCO-0230/20-SSI
UNIVE IR CORPORATION

r • Exploratory research. Its main objective is to provide

information and understanding about the problem situation
faced by the researcher.
• Conclusive research: designed to assist in decision making
about evaluating and choosing the best course of action in a
specific situation.
 —M•vem • F II ■ to
Arplus
CORKr Jii ISO 45001
ECCO-0230/20-SST
UNIVE IR CORPORATION
Systems
Certification

Difference ■ Exploratory PV Conclusive

research classification
s
Aim Provides information and The process is flexible and unstructured
understanding Test specific hypotheses and examine their relationships

Characteristic The information needed is vaguely Information is clearly defined

s defined The process is formal and structured
Findings or results Conclusive

consequences The findings are used for

Tentative decision making

It is followed by a much larger investigation

INVESTIGATION
EXPLORATORY
 EXPLORAT TIGATION
Arplus
COR F

Exploratory research is characterized by the flexibility and

versatility of its methods; no formal research protocols or procedures are
used.
As research progresses, new ideas and knowledge emerge.
The focus of research can constantly change.
 A
EXPLORAT TIGATION
Arplus®
COR F
®
ISO 45001
ECCO-0230/20-SST

• Purposes:
ularize a problem or define it more precisely
2.Identify alternative courses of action
3 .Develop hypothesis
4 .Isolate key variables and relationships for close examination
5 .Get ideas to develop the approach to the problem
6 .Establish priorities for further investigation
CORKI J
UNIVEL CORPORATION
TIGA TION C
ONCLUDES
Investigatio
n
conclusive

Descriptive Investigation
research causal

Design Design
longitudin cross
al

Cross Cross
simple multiple
 CORHUILA
DI UNIVERSITY CORPORATION
Viyiludu Mireducuci Descriptive research

Type of research whose main objective is the description of

something, usually the characteristics or functions of the market.
characteristics
Prior knowledge of the problem situation
Previous formulation of hypotheses
Clear definition of information
• Planning and structuring
• Based on large representative samples
Reasons for doing descriptive research
• Describe the characteristics of relevant groups, such as
consumers, sellers, organizations, or market areas.
Calculate the percentage of units in a specific population that
exhibit a certain behavior
Determine the perception of product characteristics
Determine the degree to which marketing variables are associated
Make specific predictions.
 CORHUILA
Descriptive research

Examples of descriptive studies

• Market studies that describe the size of the market, the
purchasing power of consumers, the availability of distributors
and consumer profiles.
Market share studies that determine the proportion of total sales
obtained by a company and its competitors.
• Sales analysis studies that describe sales by geographic regions,
product lines, as well as account type and size
• Image studies that determine how consumers perceive the
company and its products.
• Product usage studies that describe consumption patterns.
Distribution studies that determine traffic flow patterns as well as the
number and location of distributors.
Pricing studies that describe the range and frequency of price
changes, and the likely response of consumers to proposed price
changes.
Cross designs
Type of design that involves obtaining information from a given
sample of elements of the population only once.
• Simple cross designs
A single sample of respondents is drawn from the target population
and information is obtained from this sample only once.
It is also known as a sample survey.
• Multiple cross-sectional designs
It consists of having two or more samples of respondents obtaining
information from each sample only once.
Serves for overall comparison
CORHUILA
Descriptive research

Longitudinal designs
It includes a fixed sample of elements of the
population that is subjected to repeated
measurements of the same variables.
The sample is the same over time
• Panels: sample of respondents who have agreed to
provide information at specific intervals over an
extended period of time
 CORHUILA
CAUSAL INVESTIGATION
——

Its main objective is to obtain concrete evidence on causal relationships

CAUSE AND EFFECT
CORHUILA
CAUSAL INVESTIGATION
——

Purposes
Understand which variables are the cause (independent variables)
and which are the effect (dependent variables) of a phenomenon.
Determine the nature of the relationship between the
causal variables and the effect to be predicted.
 Applus Applus®
Iso 9001 ISO 45001
ECCO-0230,20-SST

RELATIONSHIP
BETWEEN
RESEARCH
EXPLORATORY, DESCRIPTIVE
AND CAUSAL
 CORHUILA

RELATIONSHIP BETWEEN LORATORY,

EX DESCRIPTIVE AND CAUSAL RESEARCH
When little is known about the problem situation, it is advisable to start with
exploratory research. This type of research is appropriate when you
need to more precisely define the problem, identify alternative
courses of action, develop research questions or hypotheses,
and isolate and classify key variables as dependent or
independent.
 EX

RELATIONSHIP BETWEEN RESEARCH

PLORATORY, DESCRIPTIVE AND CAUSAL
• Exploratory research is the initial step in the overall outline of research
design. In most cases, it should be followed by descriptive or causal
research.
Hypotheses developed through exploratory research must be
subjected to statistical testing, using descriptive or causal
research.
 RELATIONSHIP BETWEEN RESEARCH
EXPLORATORY, DESCRIPTIVE AND CAUSAL
• It is not necessary to begin each research design with exploratory
research. This depends on the precision with which the problem has
been defined, and the researcher's degree of certainty about the
approach to the problem. A research design can begin as
descriptive or causal research.
 RELATIONSHIP BETWEEN RESEARCH
XPLORATORY, DESCRIPTIVE AND CAUSAL
Exploratory research is generally the
first step, it doesn't have to be. Exploratory research can follow
descriptive or causal research.
For example, descriptive or casual research produces findings that
are difficult for managers to interpret. Exploratory research can
provide ideas that help understand these findings.