Exploratory, Descriptive and Causal Research Designs

Exploratory, Descriptive and Causal Research Designs
Research design is a tool that is used in carrying out marketing researches. The design is supposed to give in detail the
procedures that are supposed to be followed to solve problems that marketing researches present. The major approaches
used in researches include exploratory, descriptive and causal research designs.
Exploratory Research:
Exploratory research is defined as a research used to investigate a problem which is not clearly defined. It is conducted to
have a better understanding of the existing problem, but will not provide conclusive results. For such a research, a
researcher starts with a general idea and uses this research as a medium to identify issues that can be the focus for future
research. An important aspect here is that the researcher should be willing to change the direction subject to the revelation
of new data or insight. Such a research is usually carried out when the problem is at a preliminary stage. It is often
referred to as grounded theory approach or interpretive research as it used to answer questions like what, why and how.
Characteristics of Exploratory Research:

 They are not structured studies.
 It is usually low cost, interactive and open ended.
 It will enable a researcher answer questions like what is the problem? What is the purpose of the study? And what
topics could be studied?
 To carry out exploratory research, generally there is no prior research done or the existing ones do not answer the
problem precisely enough.
 The research should also have a few theories which can support its findings as that will make it easier for the
researcher to assess it and move ahead in his study
 Such a research usually produces qualitative data, however in certain cases quantitative data can be generalized for
a larger sample through use of surveys and experiments.
Descriptive Research:
Descriptive research is defined as a research method that describes the characteristics of the population or phenomenon
studied. This methodology focuses more on the “what” of the research subject than the “why” of the research subject.
The descriptive research method primarily focuses on describing the nature of a demographic segment, without focusing
on “why”. In other words, it “describes” the subject of the research, without covering “why” it happens.
Characteristics of Descriptive Research:
 Quantitative Research: Descriptive research is a quantitative research method that attempts to collect quantifiable
information for statistical analysis of the population sample. It is a popular market research tool that allows us to
collect and describe the demographic segment’s nature.
 Uncontrolled Variables: In descriptive research, none of the variables are influenced in any way. This uses
observational methods to conduct the research. Hence, the nature of the variables or their behavior is not in the
hands of the researcher.
 Cross-Sectional Studies: Descriptive research is generally a cross-sectional study where different sections
belonging to the same group are studied.
 The Basis for Further Research: Researchers further research the data collected and analyzed from descriptive
research using different research techniques.
Causal Research:
Causal research, also known as experimental research is conducted in order to identify the extent and nature of cause-and-
effect relationships. Causal research can be conducted in order to assess impacts of specific changes on existing norms,
various processes etc.
Causal studies focus on an analysis of a situation or a specific problem to explain the patterns of relationships between
variables. Experiments are the most popular primary data collection methods in studies with causal research design.
Characteristics of Causal Research:

 Variables: Causal research contains dependent, independent and extraneous variables.
 Setting: The setting is where the experiment is carried out.
 Multivariable: Causal research may include multiple independent variables, e.g. time, skills, test scores, etc.

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Characteristics of Exploratory Research:

Characteristics of Descriptive Research:

Characteristics of Causal Research:

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