What is research design?
The research design is the overall plan for the marketing study. It describes the steps to gather data to formulate hypotheses or resolve marketing research issues.
The following are typical parts of or responsibilities associated with a research design. Let’s see-
1. Specify what data is required
2. Develop a plan for conducting the study’s exploratory, descriptive, and causal phases 2.
3. Describe the techniques for measurements and conversions.
4. Create a questionnaire (interview form) or other suitable data-gathering form and perform some preliminary testing.
5. Detail the sampling strategy and the number of individuals to be included in the sample.
6. Construct an approach to data analysis.
The above steps will help you to gather accurate information for your research design.
Classification of research design
There are two major types of research design in marketing research. Such as –
- Exploratory research design
- Conclusive research design
Besides, the conclusive research design is divided into two sub-categories –
- Descriptive Research
- Causal Research
Now explore the classification of research design in detail.
Exploratory research design
Exploratory studies are conducted so that the researcher can better grasp the issue at hand and the context in which it exists. It is used when a thorough comprehension of the problem at hand. Besides, it is necessary to select a workable course of action, or when further information is required to inform the formulation of a strategy. However, the information needs are currently only loosely described, and the research strategy that has been established is flexible and lacks organization.
One method could be conducting in-depth interviews with recognized leaders in the field. The sample was chosen to yield the most information small and unrepresentative. This analysis is tailored to the qualitative nature of the raw data. Since exploratory research has these features, its results should be treated as provisional or as a starting point for more extensive studies.
Further in-depth studies usually follow similar studies. Exploratory, predominantly qualitative, maybe the only type of research done in some cases. Care should be taken when applying the results in these situations.
Conclusive research design
The research process leading to a conclusion is often more formal and structured than exploratory research. It relies on statistically rigorous quantitative analysis of data collected from large, statistically-representative samples. Regarding managerial decision-making, the results of this study are regarded as conclusive.
Differences between Exploratory and Conclusive Research
The differences between Exploratory and Conclusive Research are given below-
| Title | Exploratory | Conclusive |
| Objective | To help readers gain knowledge and perspective | Investigate conjectures and establish connections |
| Findings/Results | Speculative | Definitive |
| Outcome | Usually followed by additional exploratory or conclusive study | Results used as a basis for future decisions |
| Characteristics | The parameters for the required data are vague. The research procedure is adaptable and unstructured. Insufficient data from an inadequate sample. Primary data analysis is qualitative. | All necessary details are laid out. The scientific method is a systematic, organized procedure—a statistically significant and sizable sample. A quantitative approach is used in data analysis. |
Hope you make a clear understanding of the differences between Exploratory and Conclusive Research.