Exploratory research design

Last Updated on Tue, 19 Dec 2023 | Decision Making

2.1 Chapter summary

This chapter will start with defining research design, classifying various designs and explaining the difference between exploratory and conclusive research designs by comparing and contrasting the basic research designs: exploratory, descriptive and causal. It will explain how the problem definition is linked with the selection of research design and will then explore the exploratory research design in detail. It will provide classification of exploratory research design and discuss important research techniques such as in-depth interviews, focus groups and projective techniques.

2.2 Research design and its importance in research

The term 'research design' is used in variety of ways by researchers. It is referred as a masterplan, blueprint, and even as a sequence of research tasks and activities. Research design in simple terms is a plan of the methods and procedures that is used by researchers to collect and analyze the data needed by the manager. The research design provides a plan of how the researcher will go about answering the research question(s) defined by the manager and researcher together (clearly defining the problem into a researchable question is extremely important). The research design also contains clear objectives, derived from research question(s), specify the information sources from which data will be collected, the type of data, the design technique(s) (survey, observation, experimentation etc.), the sampling methodology and procedures, the schedule and the budget. There should be clear justification with regard to the research design based on the research question and objectives.

As stated above, the purpose of any research design is to obtain evidence which addresses the research question and objectives. Usually, however, there are a number of ways in which it can be achieved. Although, every research question is unique, most research objectives can be met by using one of the three types of research designs: exploratory, descriptive and causal. In real-life situations, while addressing research question and objectives a researcher needs to make number of trade-offs with regard to various elements of research design.

Research design holds all the parts and phases of the research project together. A poorly developed design fails to provide accurate answers to the research question under investigation and in turn does not assist the manager in the decision making process. The foundations of research design are firmly based on scientific rigour and objectivity. Any personal, procedural, or methodological bias involved in research design will have an impact on entire research process. Therefore, developing a sound research design is an extremely important aspect of any research project.

2.3 Classification and differences between research designs

Researchers have mixed different styles of inquiries for many years. They have recognized that all methods have their inherent strengths and weaknesses. Most researchers broadly classify research designs into two types: exploratory and conclusive. Furthermore, some researchers classify conclusive research designs as descriptive or causal. Therefore, there are 3 major classifications of research designs namely; exploratory, descriptive and causal.

Figure 2.1:

Classification of research designs

Figure 2.1:

Classification of research designs

Exploratory Descriptive Causal

The research designs involve two types of data collection: secondary and primary. Secondary data involves collection of data that already exists. These data may be collected and assembled for some research problem situation other than the current situation. Secondary data and analysis is useful at all stages of the marketing research process. However, it is particularly useful at the problem definition and exploratory research design stage. Secondary data mostly involves desk or library research and can serve managers' needs for information on their markets, competitors, customers and overall environment. In some cases if done thoroughly, secondary data collection can solve the research problem at hand without requiring more expensive stage of primary data collection. The table below provides examples of several secondary data sources. Please remember the table below provides a generic idea and is not an exhaustive list.

Table 2.1:

Secondary data sources

Table 2.1:

Secondary data sources

Data source

Example

Internal data

In company reports, memos etc.

Syndicated data

Syndication services like AC Nielson

Expert advice

Newspaper, interviews, reports

Internet

Various search engines, portals and websites

Industry data

Industry or trade associations

Macro data

Government and international publications

Market research report

Independent market research firms

Continue reading here: Conclusive research design

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Readers' Questions

  • Girma
    What is causal research in marketing?
    4 months ago
    • Causal research in marketing refers to a type of research designed to determine cause-and-effect relationships between variables. It focuses on investigating how changes in one variable (independent variable) affect another variable (dependent variable). The primary goal of causal research is to understand whether a change in a marketing strategy or factor leads to a change in consumer behavior or outcome. Causal research is often conducted through experiments, where the researcher manipulates the independent variable and observes the resulting changes in the dependent variable. This research helps marketers assess the impact of various marketing activities or strategies, identify the most effective approaches, and determine the key drivers behind consumer behavior. For example, a marketing researcher may want to study whether a specific promotion (independent variable) leads to an increase in customer purchase behavior (dependent variable). They would randomly assign a group of participants to receive the promotion and another group not to receive it. By comparing the purchase behavior of the two groups, they can determine if the promotion has a causal effect on consumer purchasing. Overall, causal research in marketing helps marketers make informed decisions, optimize their strategies, and understand the cause-and-effect relationships within the marketplace.
    • herbert
      What is exploratory research in marketing?
      12 months ago
      • Exploratory research in marketing is an investigative research method used to explore and identify areas of opportunity for a company or brand. It is used to gain a better understanding of consumers, markets, and behaviors. Exploratory research can include surveys, interviews, focus groups, ethnographic studies, and data analysis. It is generally used to identify and define a problem, generate hypotheses, and explore relationships between different variables.
      • allan
        Why secondary data are useful information for exploratory research design?
        1 year ago
        • Secondary data can be very useful in exploratory research design since it can provide the researcher with insights that could help to identify the research objectives and define the scope of the project. Secondary data can provide important background information on the research topic, enable a better understanding of the context and help to identify what is already known about the research topic. Additionally, secondary data can help to develop research questions, inform the data collection plan and provide a basis for comparison.
        • mary
          What are the exploratory stage of the research design?
          1 year ago
          1. Define the research question.
          2. Identify the relevant variables.
          3. Select the appropriate research design.
          4. Choose the sample size.
          5. Collect data.
          6. Analyze data.
          7. Interpret results.
          8. Present the findings.
          • SUSANNA
            How to make descriptive questions causal?
            1 year ago
            1. What caused the rise in unemployment rates?
            2. What led to the decrease in the sales figures?
            3. What resulted in the change in consumer behavior?
            4. What forces triggered the increase in inflation?
            5. What inspired the shift in government policy?
            • Simon
              What is research design in simple term?
              1 year ago
              • Research design is a plan or framework for conducting research. It describes the methods and procedures for collecting and analyzing data in order to answer a research question or test a hypothesis. In other words, research design is a blueprint for conducting research.
              • christopher
                What is the relationship between exploratory, descriptive and causal types of research. explain?
                1 year ago
                • Exploratory, descriptive, and causal types of research are all methods used in the scientific process to answer a research question. Exploratory research is the initial, open-ended phase of research. It is conducted when the researcher is uncertain about what the outcome of the research will be or about the best approach to take to answer the research question. Descriptive research is the next step in the research process, and is used to describe certain phenomena. Descriptive research is used to learn more about the variables being studied and to test theories and hypotheses. Causal research is the last step in the research process and is used to determine the cause-and-effect relationships between variables. Causal research is used to determine how changes in one variable affect another variable.
                • walter
                  How to justify exploratory research design?
                  1 year ago
                  • Exploratory research design is used to better understand a concept or situation, to generate new ideas and solutions, and to provide direction for further research. It can also be used to gain better insight into why something is the way it is or to identify any potential issues or challenges. This type of research is often conducted at the beginning of a study, to gain a deeper understanding of the problem. It can also be used to refine research questions and provide a foundation for more rigorous research designs. Exploratory research also offers an opportunity to gain knowledge and perspective not previously considered by the researcher. As such, this type of research is an essential component of the research process and can provide valuable insights into complex situations.
                  • DARREN
                    How do the differences of causal,descriptive,exploratory research imporrtant to market research?
                    1 year ago
                    • The differences between causal, descriptive, and exploratory research are important in market research because they provide different ways of looking at specific research questions. Causal research is used to look at the relationship between two or more variables to see if one variable causes the other. Descriptive research is used to look at existing trends in the data. Exploratory research is used to gain a deeper understanding of a given topic or to formulate relevant research questions. Each type has its own unique benefits and can be used to answer specific questions in the market research process.
                    • DEMSAS
                      What is the link between causal descriptive and exploratory research designs?
                      1 year ago
                      • Causal descriptive research designs are focused on identifying relationships between two or more variables and how those variables affect each other, whereas exploratory research designs are focused on discovering new knowledge about a topic and gaining insights into potential solutions to research questions. The link between these two research designs is that they both involve gathering and analyzing data to gain a better understanding of the subject matter.
                      • simret
                        Which type of reearch design is Exploratory, descriptive, causal?
                        1 year ago
                        • Exploratory research design.
                        • vilma
                          Which type of research design exploratory, descriptive, or causal?
                          1 year ago
                          • ?: Exploratory.
                          • haile temesgen
                            How do i start making the research design?
                            1 year ago
                            1. Select a research topic: Start by identifying a research topic that you are interested in investigating.
                            2. Develop research questions: Once you have a topic, develop research questions that will guide your investigation.
                            3. Choose a research method: Identify the research methods that you plan to use in order to answer your research questions.
                            4. Create a research design: Draft a research design that outlines your overall plan for the research project.
                            5. Collect data: Use the research methods you have chosen to collect data that is relevant to your research questions.
                            6. Analyze data: Analyze the data you have collected and draw conclusions based on your findings.
                            7. Discuss findings: Discuss your findings with other researchers and practitioners in the field.
                            • elias
                              How are exploratory, descriptive, and causal research designs similar?
                              1 year ago
                              • Exploratory, descriptive, and causal research designs are all similar in that they involve formulating questions, collecting and analyzing data, and interpreting results to draw conclusions. They all involve scientific and/or quantitative methods and seek to answer questions. In addition, all three research designs use some form of control over variables to ensure valid results.
                              • Oskari
                                WHICH TYPE OF RESEARCH DESIGNEXPLORATORY, DESCRIPTIVE, OR CAUSAL?
                                1 year ago
                                • Exploratory research design is a type of research design that is used to study a phenomenon in depth and to determine how the phenomenon should be defined or explored further. The purpose of exploratory research is to gain a better understanding of the phenomenon being studied and to identify the best course of action for further research. Descriptive research design is a type of research design that is used to describe a phenomenon in detail. Descriptive research is often used to study existing trends and to gain an understanding of the current situation. Causal research design is a type of research design that is used to identify the cause and effect relationship between two or more variables. Causal research is used to identify the causal relationship between the independent and dependent variables.
                                • Doroteo
                                  What is exploratory, descriptive and causal research?
                                  1 year ago
                                  • Exploratory research is a type of research that is used to gain a better understanding of a subject. It is used to explore new ideas and helps to identify issues and relationships. Descriptive research is used to describe a certain phenomenon or a problem in detail. It typically uses statistical analysis and the data gathered is used to answer the ‘how’ and ‘why’ of a certain subject. Causal research, also known as explanatory research, attempts to identify a cause and effect relationship between two variables. It is used to test hypotheses and can provide a better understanding of a certain issue or problem.