Chapter 1 · Introduction · Slide 13/274
Market Research by Objectives
By Research Objectives
1.2 · Types of Market Research
By Research Objectives
Market Research by Objectives
Uncertainty shapes the type of market research
Uncertain
Certain
Low clarity
Exploratory
also diagnostic
Problem not yet precisely defined; hypotheses are formed.
Analyzing data and actions to understand problems better
- What reasons might lie behind the declining customer satisfaction?
- What keeps first-time buyers from buying again?
Medium clarity
Descriptive
Phenomena are systematically described and measured.
Collecting and presenting facts: who, what, when, where, how?
- What does the historical sales trend in the industry look like?
- What are consumers' attitudes toward our product?
High clarity
Causal
also predictive, experimental
Cause-and-effect relationships are tested.
Analyzing cause-and-effect relationships — “What if?”
- Predicting the outcomes of marketing actions
- Effect of advertising spend on sales (how much does one advertising euro yield?)
Smaller surveys, focus groups, interviews
Larger surveys, observation, etc.
Experiments, A/B tests, consumer panels
QUESTIONSTAR · Dr. Paul Marx
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