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 A Classification of Marketing Research
Designs
Fig. 3.1
Research Design

Exploratory Conclusive
Research Design Research Design

Descriptive Causal
Research Research

Cross-Sectional Longitudinal
Design Design

Single Cross- Multiple Cross-

Sectional Design Sectional Design
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 Potential Sources of Error in Research Designs

Fig. 3.2
Total Error

Random Non-sampling
Sampling Error Error

Response Non-response
Error Error

Researcher Interviewer Respondent

Error Error Error
Surrogate Information Error Respondent Selection Error Inability Error
Measurement Error Questioning Error Unwillingness Error
Population Definition Error Recording Error
Sampling Frame Error Cheating Error
Data Analysis Error
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Figure 8.2 A classification of sampling techniques
Slide 3.8

Figure 3.1 A classification of secondary data

Malhotra, Birks and Wills, Essentials of Marketing Research Powerpoints on the Web, 1st edition © Pearson Education Limited 2014
Slide 3.12

Figure 3.2 A classification of published secondary sources

Malhotra, Birks and Wills, Essentials of Marketing Research Powerpoints on the Web, 1st edition © Pearson Education Limited 2014
A classification of qualitative research procedures
Figure 5.1 A classification of survey methods

Survey
Methods

Traditional Access
sampling methods panel

Face-to-face
Online survey Telephone survey Postal survey
survey

CATI (computer-
assisted
Traditional
telephone
interview)

CAPI
(computer-
Home or Home or
Email Mobile device Street assisted
workplace workplace
personal
interview)
Figure 7.5 A classification of scaling techniques
Figure 5.3 A classification of experimental designs

No
randomization randomization