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Summary Chapter 3 - Marketing Research: An applied orientation (Malhotra, 6th edition)
Summary of Chapter 3 of Marketing Research: An applied orientation of Malhotra (sixth edition). Including relevant tables from the book.
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MALHOTRACHAPTER 3 | RESEARCH DESIGN
A research design is a framework or blueprint for conducting the marketing research project. It details
the procedures necessary for obtaining the information needed to structure or solve marketing research
problems. Although a broad approach to the problem has already been developed, the research design
specifies the details—the nuts and bolts—of implementing that approach.
Two main types of research designs: exploratory and conclusive
The primary objective of exploratory research is to provide insights into, and
an understanding of, the problem confronting the researcher. Exploratory
research is used in cases when you must defne the problem more precisely,
identify relevant courses of action, or gain additional insights before an approach
can be developed.
The objective of conclusive research is to test specifc hypotheses and examine
specifc relationships. This requires that the researcher clearly specify the
information needed. Conclusive research is typically more formal and structured
than exploratory research. It is based on large, representative samples, and the
data obtained are subjected to quantitative analysis.
EXPLORATORY RESEARCH
The objective of exploratory research is to explore or search through a problem
or situation to provide insights and understanding.
In general, exploratory research is meaningful in any situation where the
researcher does not have enough understanding to proceed with the research
project. Exploratory research is characterized by fexibility and versatility with
, respect to the methods because formal research protocols and procedures are
not employed. It rarely involves structured questionnaires, large samples, and
probability sampling plans. Rather, researchers are alert to new ideas and
insights as they proceed.
The creativity and ingenuity of the researcher play a major role in exploratory
research.
CONCLUSIVE RESEARCH DESIGN
DESCRIPTIVE RESEARCH
The major objective of descriptive research is to describe something, usually
market characteristics or functions. Descriptive research is conducted for the
following reasons:
1. To describe the characteristics of relevant groups
2. To estimate the percentage of units in a specified population exhibiting a certain behavior
3. To determine the perceptions of product characteristics
4. To determine the degree to which marketing variables are associated
5. To make specific predictions
Descriptive research assumes that
the researcher has much prior
knowledge about the problem
situation.
In fact, a major diference between
exploratory and descriptive
research is that descriptive
research is
characterized by the prior
formulation of specifc hypotheses.
Thus, the information needed is
clearly defned. s a result,
descriptive research is preplanned
and structured. It is typically based
on large representative samples.
formal research design specifes the
methods for selecting the sources of
information and for collecting data from those sources. descriptive design
requires a clear specifcation of the who, what, when, where, why, and way (the
six Ws) of the research (p. 107).
CROSS-SECTIONAL DESIGNS
The cross-sectional study is the most frequently used descriptive design in marketing research. Cross-
sectional designs involve the collection of information from any given sample of population elements
only once. They may be either single cross-sectional or multiple cross-sectional. In single cross-
sectional designs, only one sample of respondents is drawn from the target population, and
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