REVIEWER Market characteristics are demographic characteristics based

Marketing Research and Consumer Behaviour on factors such as social class, occupation, income, gender,
CHAPTER 1: MARKETING RESEARCH age, religion, nationality, and race.
INTRODUCTION Ex: It is all about the simple information you have o the
The Nature of Marketing Research marketers have
Marketing research is crucial for businesses to comprehend
their target market, make informed choices, and remain 3. Market Potential
competitive. It involves strategies for collecting, recording, Market potential is the entire size of the market for a product
analyzing, and interpreting data to aid decision-makers in at a specific time. It represents the upper limits of the market
product creation, marketing, and sales. for a product.
Ex: For example, the market potential for ten speed bicycles
The purpose of marketing research is to assist decision- may be worth $5,000,000 in sales each year.
makers in making better decisions, such as determining which
new products to launch. It guides businesses to adapt, 4. Market Share
innovate, and address challenges based on the insights gained Market share represents the percentage of an industry, or a
from the research. market's total sales, that is earned by a particular company
over a specified time period.
The Three Major Categories Ex: For example, if Company A has $1 million in sales and
Programmatic the total market sales are $10 million, the Company 's market
- happening or done according to a plan or using a particular share is 10%
method.
Ex: automatic on plans Problem Solving Research
1. Distribution Research
Selective is the process of collecting and analyzing information on how
-relating to or involving the selection of the most suitable or products or services are delivered to end users.
best qualified. Ex: How do we gather information and analyze research
Ex: freedom of choice information when we did research in our senior high school,
the same in distribution research
Evaluative
- based on or relating to an assessment to form an idea of the 2. Market Segmentation
value of something. Market segmentation is the practice of dividing your target
Ex: Observations of the value of something market into approachable groups
Ex: If what you will put out in the market is soap, then you
Methods of Conducting Marketing Research will divide the target groups, like the sari sari store and other
1. Focus Group small businesses or even big businesses, like the grocery store,
are a type of market research where six to ten people are and you will divide it like 30 percent in the sari sari store
gathered in a room to share their opinions on a concept, because it is not sold like that, then 35 percent at the grocery
product, service, or marketing campaign. store or at another store where you can sell more.

2. One on one interview 3. Pricing Research

As the name means, this approach entails face-to-face Pricing research is a research method that aims to discover
communication with the respondents in an interview format, customers' willingness to pay for a product or a service.
during which the researcher poses a series of questions in an Ex: You will be selling vape pods, which is the trend right
effort to gather information or data. Most of the questions are now, so you will do research about how much to sell because
open-ended and intended to encourage answers. if you get the price wrong here, it will be difficult for you to
sell because the price of vape pods today is around 500 to 550,
3. Phone Surveys so if you don't know anything about its price or its sale, it is
Telephone surveys are a kind of data collecting in which possible that the vape pods you are selling will not sell
interviewers call potential interview subjects and ask them a because the consumers expect it to be around 500 to 550
series of planned questions. because that is its current price.

4. Testing/ test marketing 4. Product Research

Test marketing is a technique used to test markets for a Product research is work that's done in advance to get
product or marketing campaign before releasing it more valuable information before a new product goes to market.
widely, with the goal of investigating customer reaction. Ex: If you are going to sell pastilles, of course you expect that
there are many competitors, especially trendy ones, and many
The Problem Marketers need Information people enjoy them. They are also affordable, so you need to
1. Brand Image research this product to learn how to make it and what the
Brand image is the customer's perception of your brand based right recipe is that will appeal to people's tastes. Above all, it
on their interactions and how people feel about your brand is affordable, so you need to research our product so that you
Ex: For example, your brand name is Bright Wash, then of know more about how to sell it and who are the target
course the consumers will think about the washing or soap of consumers of your product.
the brand you have.
5. Promotion Research
2. Market Characteristics Is looking at the organization's communication with its public.
It covers messages,
media and effectiveness. The methods that market researchers use vary depending upon
their specialty.
Ex: - A market research agency can design, carry out and analyze
- Effectiveness of sales force (personal selling) bespoke market research on your business' behalf. Using a
- Extent and effectiveness of sales promotional activities professional market research company can ensure that you get
- Competitor promotional strategies the information you need, so that you can make strategic
- Pre-testing of Communication messages decisions based on reliable evidence.
- Determining which media its customers see, hear or read
Online Market Research is a research method in which the
Market Research Firm data collection process is carried out over the Internet.
Syndicated market research refers to research studies that Can be either Qualitative or Quantitative. Qualitative Online
are conducted on a regular basis and made available to Tools include Video Ethnography and Market Research
multiple clients. These studies are typically conducted by Online Communities (MROCs). Quantitative Online Methods
market research firms and cover a wide range of industries include mobile and app surveys.
and topics. The data collected through syndicated market This research can evaluate the performance of a product or
research is often used to provide insights on market trends, service and may allow companies to glean insight into
consumer behavior, and industry performance. consumer purchasing behavior. With the rising use of the
Internet, online research has become a popular tool among
Industry Association market research firms.
University Libraries
Market Research Report Portals In recent years, there has been a substantial increase in the
Benefits of Syndicated Market Research recorded number of household Internet users, making online
Providing a representation of the Market shopping more popular. As businesses have become more
Identify Industry Brand global and virtual, their target audience has expanded well
Measuring brand awareness, strength and perception beyond any specific geographical location. A company can
Offering competitive intelligence conduct an online survey in which it selects its respondents
from all over the world in a less costly manner than it would
Benefits of Syndicated Market Research with mail, telephone, or in-person interviews.
Custom marketing research offers tailored insights specific to
your business, enabling informed decision-making. It helps Online retail and transactions have become more popular in
identify niche opportunities, understand customer preferences, recent years. In countries like the U.S., where the internet is
and stay ahead of market trends. readily available to almost every household, online retail
Ex: A business wants to evaluate the effectiveness of its spending is expected to increase. As consumers increase their
marketing campaign. They hire a market research firm to participation in online shopping, it may become more
conduct surveys among their target audience to understand convenient for retailers to maintain a database of their
their awareness of the campaign, their perception of the brand, consumers’ purchasing history. Companies can effectively
and their likelihood to purchase. utilize this data throughout the course of their online research.

Custom market research, on the other hand, refers to Benefits of Online Market Research
research studies that are tailored to the specific needs and - Online market research can be a beneficial tool for
requirements of a single client. That cannot be addressed by companies due to its reach and convenience. Online research
syndicated or off-the-shelf research. It is particularly useful tools can be used with relative ease and accuracy for both
during the descriptive research phase to gain detailed insights qualitative and quantitative research.
into a target market, company, or industry. - can provide additional information about a buyer, such as
her prior purchasing history. Online research projects can be
This type of research involves gathering and analyzing carried out by a company itself or by a hired research firm.
data on customers, competitors, distributors, and other
market forces. For example, a company looking to launch a Ex:
new product may want to understand the target market's Cost advantages
demographics, buying behaviors, and preferences. They can Speed advantages
achieve this by hiring a market research firm to conduct Data collection in real-time
surveys and focus groups targeting the specific audience. Advanced Analytic
Efficient global and multi-country survey management
Custom market research is often kept confidential as it is
designed for a particular situation or product, making it Who Does Marketing Research?
relevant only to the company and its competitors. Market These are the following researchers who conduct marketing
research firms commonly use interviews and online surveys to research: entrepreneurs, manufacturers, advertising
collect primary data, which can be customized to meet agencies, advertising media, retailers, and wholesalers.
specific requirements. However, this approach can be time-
consuming and costly, similar to bespoke market research. Entrepreneurs
 Use market research to keep up with trends, make better
Specialty Market Research Firm, specialize in a particular business decisions and maintain their company's
industry, such as the food industry, advertising, or competitive edge. Regardless of whether you're starting
pharmaceuticals. Some market research firms, such as Ipsos or expanding your business, research is vital to
MORI and Dynata specialize in conducting online research. understanding your target markets and increasing sales.
Advertising Media b.) Secondary Research - Compiling and combining data from
 This depends on research data that will help them sell several sources like government files, websites, and study
their space or time to advertisers. reports makes up secondary research data.
 These researches involved the generation of market
coverage statistics to measure the size of the audience 3.) Collecting the Data - Once goals have been set up, it's
reached by newspaper , radio or television message. critical to begin information gathering.
a.) Surveys - A helpful primary research strategy that may
Retailers and Wholesalers produce useful data regarding marketing strategies and
 Some of the research of these establishments deals in company processes.
forecasting, market share analysis, sale analysis, product b.) Interviews - Conducting in-person or phone conversations
mix study. can assist businesses in determining what customers expect
from a brand.
Manufacturers
 Are the major benefactors of marketing research. -they 4.) Analyze your Data - Finding trends or patterns in the
are also among the major groups doing research studies. business or in the industry that may have an effect on a
Through this they are able to determine the right company's performance in the market.
products to be produced, based upon the needs and wants Four Main Types of Analysis
of the consumers. a.) Descriptive Analytics - methods for analysis that display
data as tables and graphs.
Advertising Agencies b.) Diagnostic Analytics - Identifying problem's "cause and
 Has long practiced marketing research. effect with a range of analysis tools that offer more than a
 It directly deals with the advertising function such as wide view.
studying the effectiveness of alternative copy or
alternative advertisement. c.) Predictive Analytics - Helps businesses create forecasting
models based on current data to better foresee outcomes in the
Uses for Marketing Research future.
It collects info, understands market and consumer stuff. And It d.) Prescriptive Analytics - This analytics application helps
helps in making smart decisions, like product, price, businesses determine the ideal route of action by combining
promotion. Also, brand, campaign, competition things. It diagnostic, predictive, and descriptive analytics techniques.
guides where to sell and manages risks. Businesses use it for
good decisions, brand position, be better than others, and 5.) Present your Results - You can create a research report to
make things people like. present your main findings after you've completed the
Ex: It includes risk management, promotion, and product examination and data analysis.
development, each playing a role in achieving business
objectives through market intelligence. 6.) Incorporate your findings - After presenting your data, it's
time to create successful strategies that follow your
The 3 types of Uses for Marketing Research conclusions, whether they include creating entirely new ways
 Brand Research: Examines consumer perceptions and or enhancing already-existing ones.
associations with a brand, aiding in brand positioning Example: Should your marketing report suggest that you are
and strategy development. having trouble keeping younger viewers engaged, you could
 Competitive Analysis: Studies rivals to identify need to completely rethink your social media strategy in order
strengths, weaknesses, and market opportunities, to reach a larger audience.
facilitating strategic decision-making.
 Consumer Insights: Explores consumer behavior, Marketing Research Ethics
preferences, and needs, guiding product development 1. Keep the participants anonymous
and marketing strategies. 2. Do not coerce the participants
3. Do not trick the participants
These are the 6 Steps of Marketing Research Process 4. Do not do bad things to the participants
1.) Defining a Problem - The beginning phase in the research 5. Consumer Privacy is important
process is to define the problem. Research often begins with a 6. Do not misuse the findings
management-related issue.
Example: The issue "sales are not increasing" is one of Chapter 2 : consumer Behavior
management, but when it is framed as a research question, it What Is Consumer Behaviour Theory?
becomes "why are sales not growing? Possible clients, new - According to Kornbluth ( 2022) , Consumer behavior theory
purchasers, and repeat buyers are some of the groups whose is the study of how people make decisions when they
expectations and experiences we can examine. purchase, helping businesses and marketers capitalize on
these behaviors by predicting how and when a consumer
2.) Develop a Research Plan - A business can identify will make a purchase.
strategies for solving the issues or questions it wants to solve
with the support of a marketing research plan. This is also a way on how businesses cope up with an idea to
These two main research methods that we can use for determine what kind of consumers in the market and what
collecting the data they want to penetrate.
a.) Primary Research - requires getting primary data using
strategies like surveys and in-person interviews, and then Consumer behavior is the actions and decisions that
putting that information into a report. people or households make when they choose, buy, use,
and dispose of a product or service. Many psychological,
sociological, and cultural elements play a role in how The purpose of studying consumer behavior is to gain
consumers engage with the market. insights into the factors influencing individuals or groups
when making decisions about buying, using, or disposing
Why is consumer behavior so important? of products and services.
- Businesses invest heavily in their products or services, so it's
crucial to cater to customer needs to avoid losses. Consumer behavior involves multiple stages such as problem
Understanding consumer wants and purchasing habits is identification, data collection, option exploration, purchase
essential for successful brand acceptance. (Bhat, 2023) decision, and post-purchase evaluation. Factors influencing
consumers during these stages include personal beliefs, social
 Better Marketing and Communications norms, marketing efforts, product attributes, and
Understanding consumer behavior is crucial for environmental factors.
organizations to design effective messaging and achieve
marketing objectives by addressing changing living Businesses need to comprehend consumer behavior to develop
standards, trends, and technology. effective marketing strategies and offer products that meet
customer desires. Marketers must analyze customer behavior
 Improve Customer Retention data to identify trends, forecast demand, and make informed
Retaining existing customers is more beneficial than decisions on product design, pricing, promotion, and
acquiring new ones, as it's easier to sell new products distribution.
and services. Entrepreneurs who retain customers build
brand loyalty, which promotes their business and spreads Consumer Behavior in Marketing
positive word of mouth, making it a crucial goal for Understanding consumer behavior is crucial for marketers to
growth. develop effective marketing strategies that target the right
consumers with the right message at the right time. (Bhat,
So, retaining as many customers as possible should be the 2023)
goal of entrepreneurs interested in growing their companies.
Here are some examples of how consumer behavior affects
marketing:
Increase customer loyalty Segmentation: Marketers can better target specific
Understanding customer behavior aids in boosting loyalty, demographics by segmenting their markets and adjusting their
increasing sales, and establishing a strong brand. Analyzing strategies based on insights from consumer behavior research.
sales trends allows for discounts and product
recommendations.
Product Design: Understanding consumer behavior aids in
product development, enabling marketers to create products
Better plan inventory that better meet their needs and preferences, thereby
Researching customer attitudes aids companies in inventory increasing sales and customer satisfaction.
planning, human resource management, and balancing
demand and supply, particularly in service-based businesses. Pricing Strategies: Marketers can use consumer behavior data
to determine the price points at which customers are willing to
Increase sales pay for a product, as well as the pricing strategies most likely
A company should target potential buyers in each market to appeal to each market segment.
niche, even in different sectors, to ensure better conversations
and a higher likelihood of closing deals. Branding: Research on consumer behavior helps in the
development of branding strategies. By knowing consumer
Understanding your target market allows for clear market attitudes and views of brands, marketers can develop brand
objectives, understanding consumer behaviors helps messages and strategies that connect with consumers and
identify primary customers, and stocking inventory with foster brand loyalty.
products that meet their requirements.
4 Types of Consumer Behavior for Effective Marketing
Instead of taking random shots and trying to sell to anyone, Strategies
having knowledge about your customers’ likes and dislikes According to Bhat (2023), there are four types of customer
helps in making smarter decisions. Such a strategy has a behavior and how they affect businesses;that Marketers must
higher chance of generating sales. understand to create effective marketing strategies and meet
customer needs.
Research Competition
Studying consumer buying behavior helps in understanding Complex Buying Behavior
the competitive market. You can plan on how to position your This occurs when consumers actively participate in the
products and services to offer competitive advantages. decision-making process and are aware of the notable
Find out answers to questions like: distinctions between the different brands. Prior to making any
 Is the customer already using a competitor brand? purchases, buyers investigate options thoroughly, compile
 What drives a consumer to buy from your competitor? data, and weigh pros and drawbacks.
 Are potential customers happy with the competitor
brands? Dissonance-Reducing Buying Behavior
 What are the gaps between your products and that of Individuals who make costly or risky purchases and
competitors? subsequently feel uneasy or uncertain about their choice tend
to behave in this way. To clear things up, customers might ask
for clarification, information, or feedback from others. Clarify the Problem/Opportunity: Dive deeper into the
initial discussion with the client to gain a thorough
Habitual Buying Behavior occurs when consumers buy understanding of the problem or opportunity at hand. This
products with little consideration for marketing involves asking probing questions, gathering relevant
campaigns or research. They have established brand and information, and clarifying any ambiguities to ensure a
customer loyalty as well as purchasing patterns based on past comprehensive grasp of the situation.
experiences, and they may purchase items out of habit,
convenience, or familiarity. State the Manager's Decision Problem: Define the specific
problem that the client or manager is facing in clear and
Variety-Seeking Buying Behavior precise terms. This step involves identifying the key decision
This kind of behavior occurs when consumers seek variety or that needs to be made and framing it in a way that can be
uniqueness in their purchases rather than being actively addressed through marketing research or strategic planning.
involved in the decision-making process. To satisfy their
curiosity or desire for variety, they may frequently switch Select Research Problem/s/: Restating the decision problem
brands or items. from the viewpoint of the researcher outlines the entire
-Marketing shapes consumer awareness, attitudes, and spectrum of potential concerns, then proceeds to find the
preferences, which has a significant effect on consumer primary issues by analyzing the different solutions.
behavior.
-In marketing, consumer behavior frequently includes  Investigate current customer satisfaction. Assess target
impulsive purchases brought on by well-planned promotions, market perceptions. Determine target market awareness.
building brand loyalty through successful advertising  It offers a structure for summarizing study findings,
campaigns, and depending on social evidence and internet allowing the investigator to utilize the PICO framework
reviews to guide purchases. and verify the SMART criteria.

Chapter 3: The Research Question Selecting Possible Research Problem/s/: Practical studies
Problem formulation in market research involves clearly will be beneficial. Prioritizing one or two research issues
defining the issue or challenge that the research aims to might be wise. It takes a substantial time and cost
address. commitment to choose the best option given the managers'
available resources.
A well-formulated problem is essential for guiding the
research process effectively. It necessitates making trade-offs between the expense of
acquiring the information, significance of the decision you
It involves identifying the specific objectives of the research, make and the cost of obtaining it.
determining the target audience, and understanding the
context and constraints of the problem. Objectives should be Prepare and Submit a Research Request Agreement:
specific, measurable, achievable, relevant, and time-bound Helps ensure that the client and the researcher agree about the
(SMART). research problems to be addressed.

A good problem formulation is: a. Background – the events that led to the manager’s decision
Interesting - Engaging and relevant to stakeholders, capturing problem
their attention and motivation.
b. Decision Problem – the underlying question confronting the
Researchable - Clearly defined and structured, allowing for manager
systematic investigation and data collection.
c. Research Problem(s) – issue(s) used to address the decision
Understandable and logically built up - The problem problem
statement should be clear and coherent, leading to a logical
progression of research activities. d. Use – supplying logical reasons for each piece of research

Manageable - The scope of the problem should be realistic e. Targets and their subgroups – groups from whom
and feasible within the constraints of resources such as time, information must be gathered
budget, and available data.
f. Logistics – estimates of resource requirements
Purposeful - It should align with the overall goals and
objectives of the research project, contributing to meaningful The Marketing Research Proposal
outcomes. Market Research is the practice of evaluating the feasibility
of a new product or service through direct interactions with
Ethical - It should consider ethical implications and adhere to potential consumers. It encompasses the four fundamental
ethical standards in research practices and data collection. aspects of marketing: product, price, place, and promotion.
 It typically outlines the research project’s objectives,
The 6 Key steps in Formulating Marketing Problems are: methods, costs, timeline, and expected results.
Meet with Client: Initiate communication and collaboration  Formal document that explains what you plan to
with the client to understand their needs, goals, and research, why it’s worth researching and how you plan to
expectations. This step is essential for establishing a clear investigate it.
understanding of the client's perspective and requirements.
Purpose of Marketing Research Proposal  Addressing the Research Problem: Defines the problem
 It serves as an essential tool to get approval from area within a certain context, leading to a hypothesis for
potential sponsors or funding agencies to proceed with the project.
the research.  Research Design: Provides a complete description of the
 It helps readers to evaluate its value and make a decision research design.
on whether to fund it or not.  Cost Analysis: Is the review and evaluation of the
 Show the feasibility of your study. separate cost elements and used to ensure that the final
 Convince your research supervisor that your research is agreed-to price is fair and reasonable. Estimated cost is
suitable and manageable the significant part of the proposal.
 Timetable and Reporting: Amount of time must be taken
The 4P’s of Marketing into consideration in marketing research problems. Your
Introduced by Edmund Jerome McCarthy in 1960, the 4 P's report must be structured this will include things such as
framework focuses on Product, Price, Place, and an executive summary, recommendations, infographic
Promotion: and even customer persona.
 Product: Tangible or intangible offerings aimed at
satisfying consumer needs. The Nature of Research Design
 Price: Determining the value exchanged between buyers It encompasses the foundational principles and characteristics
and sellers, inclusive of production costs. that guide the planning, execution, and interpretation of a
 Place: The location where products are produced and research study. Here are some key aspects of the nature of
distributed, as well as where consumers make purchases. research design:
 Promotion: Marketing strategies utilized to inform and  Systematic Approach: Research design involves a
persuade target consumers about a product or service. systematic and structured approach to investigating
phenomena, addressing research questions, or testing
Characteristics of Market Research hypotheses.
Market research involves a systematic approach to understand  Purposeful: The design of a research study is purposeful
various aspects of consumer behavior, market segmentation, and aims to achieve specific objectives or answer
demand assessment, competitor analysis, opportunity and particular research questions.
threat identification, product development, pricing strategies,  Flexibility: While research designs provide a structured
marketing planning, risk mitigation, and strategic decision- framework, they should also allow for flexibility to adapt
making. to unforeseen circumstances or changes during the
research process.
Key characteristics include:  Contextual: Research design considers the context
 Systematic Approach: From problem definition to within which the study is conducted, including the
conclusion drawing. characteristics of the population, the setting, and any
 Scientific Methodology: Employing both quantitative relevant environmental or cultural factors.
and qualitative data collection techniques.  Iterative Process: Research design often involves an
 Persuasive Writing: Emphasizing the of research, iterative process, where researchers refine and revise
relevant literature, and methodological soundness. their plans based on ongoing analysis, feedback, and
 Comprehensive Proposal: Providing ample information emerging insights.
for readers to evaluate the study's quality.  Balancing Rigor and Practicality: A good research
design seeks to balance the need for methodological
Key Objectives rigor with practical considerations such as time,
Market research aims to achieve several key objectives: resources, and feasibility
 Understanding consumer behavior to inform product  Interdisciplinary: Depending on the nature of the
development and marketing strategies. research, designing a study may involve integrating
 Identifying distinct consumer segments for targeted insights and methodologies from multiple disciplines,
marketing efforts. including psychology, sociology, economics, or natural
 Assessing market demand to guide production and sciences.
resource allocation decisions.  Critical Thinking: Research design requires critical
 Analyzing competitors to develop competitive thinking skills to identify potential biases, limitations,
advantages. and alternative explanations, as well as to make informed
 Identifying opportunities and threats to facilitate decisions about methodology and data collection
decision-making and innovation. procedures.
 Refining products based on customer feedback.  Ethical Considerations: Ethical principles and
 Determining optimal pricing strategies. guidelines should underpin the design of research
 Planning effective marketing campaigns and studies, ensuring the protection of participants' rights,
communication strategies. privacy, and well-being.
 Proactively managing risks and contingency planning.  Contribution to Knowledge: Generate new knowledge,
contribute to theory-building, inform practice, or address
The Common Element of Market Research real-world problems.
 Abstract: Explains the research purpose, goals,
methodology, and theories used. Exploratory Research is research conducted to investigate a
 Introduction: Gives readers an overall idea of the problem that is not clearly defined, has been under-
research, including necessary information for effective investigated, or is otherwise poorly understood. The approach
research. is not designed to derive conclusive results, but rather to glean
insights that can form the foundation of future, more specific
research. For this reason, for exploratory research to be of the variables at the personal level during a certain period.
best use, you will need to adopt an open mind, and be willing It’s helpful when trying to understand a larger
to change your research approach and directions accordingly. community’s habits or preferences.
 Carried Out in a Natural Environment: Descriptive
Characteristic of Exploratory Research studies are usually carried out in the participants’
 Unstructured in Nature. Exploratory research rarely everyday environment, which allows researchers to
uses structured or standardized data collection tools like avoid influencing responders by collecting data in a
closed-ended surveys. natural setting. You can use online surveys or survey
 Low Cost and Interactive. Exploratory research questions to collect data or observe.
methods tend to be cheap, and simple to carry out. At the  Basis for Further Research: You can further dissect
same time, they facilitate a high degree of interactivity descriptive research’s outcomes and use them for
between the researcher and the research subjects. different types of investigation. The outcomes also serve
 Time Consuming. Since exploratory research is looking as a foundation for subsequent investigations and can
for new insights, or depth of information, it may be time guide future studies.
consuming.
 Focuses on the What Rather than the Why. Descriptive Research Methods
Exploratory research enables you to answer questions  Survey: You can use surveys to gather data in
like “what is the problem? What is the purpose?”. It does descriptive research. This involves gathering information
not seek to explain phenomena, but rather to elucidate from many people using a questionnaire and interview.
them.  Observation: This descriptive research method involves
 The First Stage in the Process. Generally, there is no observing and gathering data on a population or
prior research done or the existing research that has been phenomena without manipulating variables. It is
carried out does not answer the problem precisely employed in psychology, market research, and other
enough. Therefore, exploratory research is usually the social science studies to track and understand human
first step in a longer research journey. behavior.
 Has No Processual Rules. There are no hard and fast  Case Studies: A case study can outline a specific topic’s
rules to carrying out exploratory research. traits. The topic might be a person, group, event, or
organization.
STEPS TO CONDUCT EXPLORATORY RESEARCH
 Identify the Problem: Identify the problem you are Causal Research Design
trying to solve, or the research question you want to Also known as Explanatory Research. It’s a type of research
address. that examines if there’s a cause-and-effect relationship
Remember: This doesn’t need to be very specific. between two separate events. This would occur when there is
Exploratory research is not about specifics, but more a change in one of the independent variables, which is causing
about generating knowledge and insight. changes in the dependent variable.
 Create the Hypothesis: After you have conducted your
research, use the findings to create a hypothesis. Causal Research Examples
 Conduct Further Research: Finally, conduct follow-up  Advertising Research: Companies can use causal
research based on the insights gleaned earlier. research to enact and study advertising campaigns.
 Customer Loyalty Research: Businesses can use causal
Descriptive Research Design research to determine the best customer retention
It is an exploratory research method. That enables researchers strategies. They monitor interactions between associates
to precisely and methodically describe a population, and customers to identify patterns of cause and effect,
circumstance, or phenomenon. such as a product demonstration technique leading to
increased or decreased sales from the same customers.
Characteristics of Descriptive Research  Educational Research: Learning specialists, academics,
 Quantitativeness: Descriptive research can be and teachers use causal research to learn more about how
quantitative as it gathers quantifiable data to statistically politics affects students and identify possible student
analyze a population sample. These numbers can show behavior trends.
patterns, connections, and trends over time and can be
discovered using surveys, polls, and experiments. Components of Causal Research
 Qualitativeness: Descriptive research can also be  Temporal Sequence: Prior to the effect, the cause must
qualitative. It gives meaning and context to the numbers occur. If the cause occurs before the appearance of the
supplied by quantitative descriptive research. effect, the cause and effect can only be linked.
Researchers can use tools like interviews, focus groups,  Non-Spurious Association: Linked fluctuations
and ethnographic studies to illustrate why things are between two variables are only allowed if there is no
what they are and help characterize the research other variable that is related to both cause and effect.
problem.  Concomitant Variation: Concomitant variation is
 Uncontrolled Variables: Descriptive research differs defined as a quantitative change in effect that happens
from experimental research in that researchers cannot solely as a result of a quantitative change in the cause.
manipulate the variables. They are recognized, This means that there must be a steady change between
scrutinized, and quantified instead. This is one of its the two variables.
most prominent features.
 Cross-Sectional Studies: Descriptive research is a The Advantages
cross-sectional study because it examines several areas  Helps in the identification of the causes of system
of the same group. It involves obtaining data on multiple processes.
 It provides replication if it is required.  Eye Track Testing: Helps researchers understand where
 Causal research assists in determining the effects of an individual is looking when viewing a website page or
changing procedures and methods. advertisement.
 Subjects are chosen in a methodical manner. As a result,  Incrementality Testing: To perform incrementality
it is beneficial for improving internal validity. testing, advertisers create a group of test subjects and a
 The ability to analyze the effects of changes on existing group of control subjects.
events, processes, phenomena, and so on.
 Finds the sources of variable correlations, bridging the What Can You Learn through Market Testing?
gap in correlational research  Customer Opinion: Helps you understand the strengths
and weaknesses of a product.
The Disadvantages  Demand: In marketing, demand is the amount of
 It is not always possible to monitor the effects of all product that can satisfy all interested customers.
external factors, so causal research is challenging to do.  Target Audience: A target audience is the group of
 It is time-consuming and might be costly to execute. people that marketers identify as most likely to become
 The effect of a large range of factors and variables future customers.
existing in a particular setting makes it difficult to draw  Effective Marketing: It allows companies to express the
results. value of a product to potential customers.
 The most major error in this research is a coincidence. A  Effective Distribution: Product distribution is the
coincidence between a cause and an effect can process of delivering a product or service to customers.
sometimes be interpreted as a direction of causality.  Effective Price: The price at which a company sells a
 To corroborate the findings of the explanatory research, product is vital to its success.
you must undertake additional types of research. You  Brand Positioning: The conceptual placement of a
can’t just make conclusions based on the findings of a brand within a marketplace.
causal study.
 It is sometimes simple for a researcher to see that two How to Perform Market Testing?
variables are related, but it can be difficult for a  Establish Your Goals: To create the best market testing
researcher to determine which variable is the cause and strategy, it's useful to begin by defining what you'd like
which variable is the effect. to learn.
 Create a Prototype: Before beginning market analysis,
Causal Research Tips it can be helpful to have a prototype of your product or
Causal Research is frequently the last type of research done service to show potential customers.
during the research process and is considered definitive. As a  Determine a Price: Next, it can be helpful to establish a
result, it is critical to plan the research with specific baseline price for your product.
parameters and goals in mind. Here are some tips for  Develop Testing Plans: After developing your goals,
conducting causal research successfully: product prototype and price options, you can create a
 Understand the Parameters of your Research: detailed market testing plan.
Identify any design strategies that change the way you  Perform Testing and Analyze Results: Finally, you
understand your data. may perform market testing by following your market
 Pick a Random Sampling Strategy: Choosing a testing plan.
technique that works best for you when you have
participants or subjects is critical.
 Determine All Possible Relations: Examine the
different relationships between your independent and
dependent variables to build more sophisticated insights
and conclusions.

Market Testing
Research that can help marketers understand how well a
particular product might perform, given a specific market
location or audience. While it's similar to product testing,
market testing focuses on how a product may perform in a
market environment rather than on the structure or
effectiveness of the product itself.

The Types Of Market Testing Include:

 Focus Groups: Researchers might create a focus group
randomly or by selecting certain types of individuals to
represent customers.
 A/B Testing: Also known as split testing, A/B testing
involves comparing two versions of the same product or
advertising strategy to learn which is more effective for
the target audience.
 Small - Scale Product Launch: Researchers can then
use the feedback they receive to improve the product or
marketing plan before attempting a wider launch.