---
url: "https://questionstar.com/principles-of-survey-research/chapter-1/slide-013.html"
title: "Market Research by Objectives"
type: "lehrbuch-slide"
chapter: 1
chapterTitle: "Introduction"
slide: 13
---

# Market Research by Objectives

*By Research 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

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*Slide 13 of 274 · Chapter 1: Introduction · Principles of Survey Research · Dr. Paul Marx*