Marketing Research Fundamentals:

Research Designs

Coursera (Marketing Strategy Specialization) –

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Shameek Sinha
Descriptive Research

Deals with frequencies and

relationships between variables and is
typically guided by hypotheses

e.g., How can we redesign our customer

satisfaction programs to improve our market share ?

Coursera (Marketing Strategy Specialization) –

2
Shameek Sinha
Steps for Descriptive Research
 Statement of the problem.
 Identification of information.
 Selection or development of data gathering instruments.
 Identification of target population and sample.
 Design of information collection procedure.
 Collection of information.
 Analysis of information.
 Generalization and/or predictions.

Coursera (Marketing Strategy Specialization) –

3
Shameek Sinha
Types of Descriptive Research

• Survey
• Developmental
• Longitudinal approach
• Cross-sectional approach
• Case Study
• Correlational
• Normative
• Observational (a.k.a. qualitative)
• Action
• Causal-comparative (a.k.a. ex post facto)
Coursera (Marketing Strategy Specialization) –
4
Shameek Sinha