ARBUS302 Lecture Notes - Lecture 5: Health Food Store, Likert Scale, Semantic Differential
16 Dec 2019
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Document Summary
Typically, the marketing research process follows the order of exploratory, descriptive, and causal research. Explanatory research: the preliminary research that clarifies the scope and nature of the marketing problem: this is the first step in the research process. There is usually the expectation that subsequent and more conclusive research will follow exploratory research. Descriptive research: designed either to describe the basic characteristics of a given population or to profile particular marketing situations. It is different than exploratory research in the sense that, in the descriptive research stage, researchers have a general understanding of the issue. They are seeking conclusive data to determine a particular course of action. Casual research: designed to identify cause-and-effect relationships among variables. When conducting causal research, there is typically an expectation about the relationship to be explained: the previous steps of research help identify the cause-and-effect relationship. Causal research justifies the expected relationship among variables, such as predicting the influence of a price change on sales.
