1. Types of research design
Preliminary research conducted to increase understanding of a concept, to clarify
the exact nature of the problem to be solved, or to identify important variables to
Especially necessary when the issue at hand is not understood very well.
Help develops ideas, issues, possible answers to questions.
Helps define constructs of interests, i.e. “blogging, freshness.”
Typically precedes other types of research which are more quantitative, but can
follow quantitative if need be.
Sometimes does stand alone.
Purpose: define terms, clarify problems, develop theories, establish priorities, gain
Key methods: pilot studies, focus groups, case analysis, secondary data, concept
testing, depth interviews, taste tests, experience surveys.
Research studies answer the who, what, where, when, and how questions. It is
used when one wants to gain a better understanding of the specifics or details the
Research that simply describes behavior, lifestyles, usage habits, demographics
but does not directly link outcomes to particular causes.
Answer questions about how many or how often
Usually more quantitative than exploratory research.
Purpose: confirm theories, brand loyalty measure, describe population, build
customer profile, gain specific information.
Key methods: secondary data, cross sectional surveys, longitudinal surveys,
statistical data analysis.