Research Design

Exploratory - To find out more about the research question, background info, establish research priorities, clarify problems and hypotheses. Primary data gathering or Secondary data gathering.

Descriptive - To describe and measure marketing phenomena. WHO WHAT WHEN WERE WHY HOW.
 * Cross section = snapshot of a group of people in a single point in time
 * More representative of pop'n
 * Cheaper
 * Single = only one group of people in snapshot
 * Multiple = multiple group of people in a snapshot
 * Longitudinal = continuous recording of the same group of people
 * Can see change over time
 * Large amount of data
 * Have to account for questionnaire fatigue
 * Have to account for people dropping out
 * Continuous panel = same questions
 * Discontinuous panel = different questions

Causal - To determine causality. Need Experiments. Control and Intervention group. Confounding variables accounted for. Control and Intervention group need to have statistically negligible differences/be considered statistically similar.

Research Design branches:
 * Research Design - Exploratory or Conclusive:
 * Conclusive design - Qualitative or Quantitative
 * Exploratory design - Descriptive or Causal
 * Descriptive design - Cross Sectional or Longitudinal
 * Cross Sectional design - Single Cross Sectional or Multiple Cross Sectional