Marketing Research and Analysis: 4. Conclusive Research: Descriptive and Causal

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…