UGM June 2019 Q49
- Option : C
- Explanation : On the basis of objectives of the marketing research, the research can be classified into:
(i) Exploratory research
(ii) Conclusive research.
On the basis of the character of data, MR is often classified into:
(A) Quantitative research
(B) Qualitative research.
The research design for exploratory research is best characterized by its lack of structure and flexibility. It is generally used for the development of hypotheses regarding potential problems and opportunities. Exploratory research is further subdivided into (a) search of secondary data (b) case study (c) survey of experts. Conclusive research which is used to provide information for the evaluation of alternative courses of action can be sub-classified into (a ) descriptive research (b) causal or experimental research.
Descriptive market research is used to describe marketing phenom en a while trying to determine the association among variables. It also seeks to predict future marketing phenomena.
ln cross-sectional design, which is typically used in descriptive research projects, a sample of population elements is taken at one point of time. In descriptive research, we can make use of both a case study and statistical study. Causal or experimental research seeks to unearth cause and effect relationships. A good causal research design seeks to minimize the interference of external variables while studying the relationship between variables. There is, however, the third type of research, also termed as performance monitoring research, that is an important part of the marketing research activity of a firm. It typically requires a longitudinal research design (panel design), in which a fixed sample of population elements is measured repeatedly. In the traditional panel, the same variables are measured every time, as opposed to an omnibus panel where different variables are measured each time. In both types of panels, the sample of respondents remains fixed.
