Marketing Research and Analysis: 3. Understanding Research Approaches and Designs

We began our discussion with the fundamental concepts of marketing research, the definition of a market, and their significance.

Please read the previous chapter:

Marketing Research And Analysis: 2. Defining Research Problem

In this essay we will delve into one of the crucial aspects of marketing research: the research approach. We will explore the types of research approaches and why researchers need to understand the development of a research approach.

So, what exactly is a research approach, and why should researchers comprehend its development?

A research approach can be understood as a logical flow or path that researchers should follow in order to conduct a study. Depending on the situation and context, researchers may adopt different approaches, whether they are theory-based or observation-driven. The choice of the research approach is critical in addressing a specific research problem effectively.

There are three primary types of research approaches: deductive, inductive, and abductive. These…