Here are the types of research for market research:
WEIERS, Ronald. Exploratory Research: The purpose of this research is to help the researcher become familiar with the problem situation, identify the most important variables, recognize other courses of action, propose suitable clues for later work, and point out which of these possibilities has the highest priority in the investigation. allocation of scarce budgetary resources of the company. In short, the purpose of exploratory studies is to help obtain ideas and knowledge relatively quickly in a situation. It is an extremely useful type of investigation as an initial step in investigation processes.
Descriptive Research: Descriptive studies require the researcher to identify in advance the specific questions they want to answer, how they will answer them, and the implications they are likely to have for the marketing manager. A well-defined purpose must be set. Descriptive research is likely to provide results that lead to other work of the same nature.
Causal Research: The goal of this type of research is quite simple, to discover the relationship, if there is one, between the existing variables. For marketers it is very important to take this type of research into account, since causal elements can generate very important changes in market research.
Predictive Research: The purpose of this type of research is to arrive at a forecast or prediction of some measure of interest to the researcher. Many times the end goal of that work is the level of the future of sales of the company. Other targets are industrial sales levels, projections of future growth or decline in the age groups interested in the firm's products, use of a test market to predict the likely success of a new item. The predictive study can be considered a variety of the descriptive study.
KINNEAR-TAYLOR. Exploratory Research: Exploratory research is the initial step in a series of studies designed to provide information for decision making. The purpose of this research is to formulate hypotheses with reference to the potential problems and / or opportunities present in the decision situation. This research is appropriate when the objectives include, the identification of problems or opportunities, the development of the problem or a vaguely identified opportunity, the acquisition of a better perspective on the extension of the variables, establishment of priorities, obtaining perspectives at the managerial level. and research, identify and create courses of action and the collection of information on associated problems.
Descriptive Research: Descriptive research aims to represent the characteristics of marketing phenomena and determine the frequency with which they are represented, determine the degree of association of marketing variables, and formulate forecasts regarding the occurrence of marketing phenomena. This research includes determining the degree to which the marketing variables are associated. This research will allow knowing the profile of the consumer, in fact many important companies carry out studies of the profile of their potential consumers.
Causal Research: It is a type of research that requires assumptions about the cause-effect relationships present in the marketing system and is designed to collect evidence about these relationships. The objectives of causal research are to understand which variables are the cause of what is predicted (the effect); In this case, the focus is on understanding the reasons why the events occur; and also understand the nature of the functional relationship between the causal factors and the effect to be predicted.
Experimental Research: Experimentation is a relatively new source of marketing information. The data from an experiment are organized in such a way that unambiguous statements can be made about cause and effect relationships. An experiment is carried out when one or more of the independent variables are thoroughly manipulated or controlled and their effect on the dependent variables is measured. Its objective is to measure the effect of the independent variables on a dependent variable, while controlling for other variables that may cause confusion in the ability to make valid causality inferences.
ZIKMUND, William. Exploratory Investigation: This investigation is conducted to clarify the nature of ambiguous problems. When management discovers a general problem, but might require an investigation to better understand the dimensions of the problem and would help conduct the analysis Exploratory investigation is generally conducted with the expectation that subsequent investigation will be required to provide such conclusive evidence. In summary, we could say that it is an initial investigation and is conducted to clarify and define the nature of a problem.
Descriptive Research: It consists of describing the characteristics of a population. Marketing managers frequently need to determine who buys a product, graphically describe the size of the market, identify the actions of competitors, and so on. Descriptive research is designed to describe the characteristics of a population or phenomenon.
Causal Research: The main goal of this research is to identify cause and effect relationships between variables. In these studies, researchers generally have an expectation about the relationship that will be explained, such as predicting the influence of price, packaging, advertising, and sales. Investigators must know the subject well. This research attempts to establish that when something is done, something else will follow. In a causal study, management causes one variable to be changed (such as advertising) and then the effect on another variable (such as sales) is observed.
Experimental Research: Experimental research allows the researcher to control the research situation in such a way that he can evaluate the causal relationships between the variables. The market experimenter manipulates a single variable in an investigation and holds all the others constant. When a researcher conducts an experiment, his goal is to determine whether the experimental procedure is the cause of the effect being measured. Experimental research is one in which conditions are controlled in such a way that one or more independent variables can be manipulated to test a hypothesis about a dependent variable. It allows the evaluation of causal relationships between variables, while all other variables are eliminated or controlled.
CONCLUSIONS.
Upon completion of the investigation, the following conclusions have been reached:
Exploratory Research: It is one that provides the researcher with more information about the problem; that is, through this research, the problem situation is clearly and deeply defined, identifying the variables of greatest importance that directly and indirectly affect the development of the research and of course help to obtain greater knowledge of what we are studying in order to obtain the greatest benefits with this research, which is arguably one of the most important in the early stage.
Descriptive Research: This research's main objective is to describe the characteristics of the population or phenomenon being studied. She is in charge of studying the consumer trying to answer questions such as: What? How? Where? Why? When? These studies allow the researcher to have a much clearer notion of the needs, tastes, etc., of its possible consumers.
Causal Research: It is one that studies the relationship between the variables; In these causal studies, the effect that an unexpected change (abrupt) may produce on the part of one of the (independent) variables must be prevented; These changes can affect both positively and negatively the image of the product or service. It is a very important type of research, because the effects that these changes can cause are almost always a surprise to the producer, and greatly affect the development of the product.
Experimental Research: This research allows controlling the variables that may influence in some way the hypotheses and expectations planned for the product. In this research an experiment is carried out in order to verify the effectiveness and the effect that the product may cause in the market. This study makes it possible to determine if the experimentation process is the cause of the effect that produces it; that is to say, it allows to verify with some certainty the cause of the problem.
BIBLIOGRAPHY .
- ZIKMUND, William: Market Research. 6th. Edition, Mexico, 1998, Editorial: Prentice Hall.KINNEAR, Thomas and James, TAYLOR: Market Research An Applied Approach, 3rd. Edition, Colombia, 1989, Publisher: Mc Graw Hill.WEIERS, Ronald: Market Research, Publisher: Prentice Hall.
