In the previous chapter, we discussed the research approach and explored the first part of the research design, which focused on exploratory research.
Now, we will delve into the world of conclusive research, which consists of descriptive and causal research. We will explore the concepts of descriptive and causal research, their differences, and their applications in marketing analytics.
1. Conclusive Research: An Overview
Conclusive research is a research design characterized by the measurement of clearly defined marketing phenomena. Unlike exploratory research, which involves exploration and discovery, conclusive research aims to generate findings that are practically useful for reaching conclusions or making informed decisions.
2. Descriptive Research
Descriptive research is one type of conclusive research that aims to define and understand marketing phenomena. It involves studying specific characteristics of a market, consumer group, salespeople, organizations, or market areas. The goal of descriptive research is to provide insights, test specific hypotheses, examine relationships, and estimate the percentage of units in a specified population exhibiting a certain behavior.
2.1 Uses of Descriptive Research
Descriptive research is utilized in various ways, such as:
- Understanding the characteristics of relevant groups (e.g., consumers, salespeople)
- Determining the perception of product characteristics
- Examining the degree to which marketing variables are associated
- Making specific predictions based on the collected data
2.2 Methods Used in Descriptive Research
In descriptive research, both secondary data and primary data are utilized. Secondary data is analyzed quantitatively, while primary data can be obtained through surveys, panels, observational data, and other research methods.