MARKETING RESEARCH

BY
V I J AY A N A N T H P
III BBA C
DEFINITION & MEANING
DEFINITION : Marketing Research may be defined as the systematic
gathering, recording and analysing of data about problems relating to the
marketing of goods and services under essentially non-recurring
conditions.

MEANING : The Marketing Research is the systematic gathering,

recording, and analysis of useful information about the market for
planning and growth of the business activity. It acts a tool for accurate
decision making.
RESEARCH DESIGN
MEANING :
Research Design is the framework of research methods
and techniques chosen by a researcher. The design that is chosen by
a researchers allow them to utilise the methods that are suitable for
the study and set up their studies successfully in the future as well.
TYPES OF RESEARCH DESIGN
Research designs may be broadly classified into as Exploratory or conclusive

Cross-
Research sectional
design design

Descriptive
Conclusive research
Exploratory design
design Longitudina
l design

Qualitative Quantitative Causal

exploration exploration research
EXPLORATORY RESEARCH
A research design characterised by a flexible and evolving
approach to understand marketing phenomena that are inherently
difficult to measure.
The primary objective of exploratory research is to provide
insights into an understanding of marketing phenomena. It is used in
instances where the subject of the study cannot be measured in a
quantitative manner or where the process of measurement cannot
realistically represent particular qualities.
CONCLUSIVE RESEARCH
A research design characterized by the measurement of clearly
defined marketing phenomena.
The objective of conclusive research is to describe specific
phenomena, to test specific hypotheses and to examine specific
relationships. This requires that the information needed is clearly
specified. Conclusive research is typically more formal and structured
than exploratory research.
 DIFFERENCE BETWEEN EXPLORATORY AND CONCLUSIVE RESEARCH
Exploratory Conclusive

Objectives To provide insights and understanding of the To test specific hypotheses and examine
nature of examine marketing phenomena  relationships
To understand

To measure

Characteristics Information needed may be loosely defined
Research process is flexible
Unstructured and may evolve
Samples are small
Data analysis may be qualitative or
quantitative
Information needed is clearly defined
Research process is formal and structured
Sample is large and aims to be representative
Data analysis is quantitative

Findings and results Can be used in their own right Can be used in their own right
May feed into conclusive research May feed into exploratory research
May illuminate some conclusive findings May set a context to exploratory findings

Methods Expert survey Surveys

Secondary data Secondary data
Pilot surveys Databases
Qualitative interviews Panels
Unstructured observations Structured observations
Quantitative exploratory multivariate Experiments
methods
DESCRIPTIVE RESEARCH
A type of conclusive research that has as its major objective the
description of something, usually market characteristics or functions. A
descriptive research design specifies the methods for selecting the
sources of information and for collecting data from those sources.
I.CROSS SECTIONAL RESEARCH
The cross-sectional study is the most frequently used descriptive design in
marketing research. Cross-sectional designs involve the collection of
information only once from any given sample of population elements. 
They may be either “single cross-sectional or multiple cross-
sectional”. 
In single cross-sectional designs, only one sample of participants is
drawn from the target population, and information is obtained from this
sample only once. These designs are also called sample survey research
designs. 
In multiple cross sectional designs, there are two or more samples of
participants, and information from each sample is obtained only once.
Often, information from different samples is obtained at different times.
LONGITUDINAL DESIGN
A type of research design involving a fixed sample of population elements
measured repeatedly. The sample remains the same over time, thus providing a
series of pictures that, when viewed together, vividly illustrate the situation and
the changes that are taking place.

For example, ‘How did the Indian people rate the performance of Prime Minister
Narendra Modi in 2016?’ would be addressed using a cross-sectional design. A
longitudinal design, however, would be used to address the question ‘How did
the Indian people change their view of Prime Minister Narendra Modi during
her term of office?’.
CAUSAL RESEARCH
A type of conclusive research where the major objective is to obtain
evidence regarding cause-and-effect (causal) relationships. The concept of
causality requires some explanation. The scientific concept of causality is
complex.
‘Causality’ means something very different to the
average person on the street than to a scientist. A statement such as ‘X
causes Y’ will have the following meanings to an ordinary person and to a
scientist.
THANK YOU…