A Classification of Research Designs Research Design

Exploratory Research Design Conclusive Research Design

Descriptive Research

Causal Research

Exploratory & Conclusive Research Differences

Exploratory
Objective:
To provide insights and understanding. Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and nonrepresentative. Analysis of primary data is qualitative.

Conclusive
To test specific hypotheses and examine relationships. Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative.

Characteristics:

Findings /Results: Outcome:

Tentative.

Conclusive.

Generally followed by further exploratory or conclusive research.

Findings used as input into decision making.

A Comparison of Basic Research Designs

Exploratory Descriptive Causal
Determine cause and effect relationships Manipulation of one or more independent variables Control of other mediating variables Experiments Objective: Discovery of ideas Describe market and insights characteristics or functions Flexible, versatile Marked by the prior formulation of specific hypotheses Preplanned and structured design

Characteristics:

Often the front end of total research design Expert surveys Pilot surveys Secondary data Qualitative research

Methods:

Secondary data Surveys Panels Observation and other data

A Classification of Research Data

Research Data

Secondary Data

Primary Data Quantitative Data

Qualitative Data

Descriptive Survey Data Observational and Other Data

Causal Experimental Data

Qualitative vs. Quantitative Research

Qualitative Research Objective To gain a qualitative understanding of the underlying reasons and motivations Small number of nonrepresentative cases Unstructured Non-statistical Develop an initial understanding

Quantitative Research To quantify the data and generalize the results from the sample to the population of interest Large number of representative cases Structured Statistical Recommend a final course of action

Sample Data Collection Data Analysis Outcome

A Classification of Qualitative Research Procedures

Qualitative Research Procedures

Direct (Non disguised)

Indirect (Disguised) Projective Techniques

Focus Groups

Depth Interviews

Association Techniques

Completion Techniques

Construction Techniques

Expressive Techniques