Research design-A research design is the set of methods and procedures used in collecting and analyzing

measures of the variables specified in the research problem.

Exploratory research-Exploratory research is used in cases where the marketers has little or no
understanding about the research problem due to lack of information.

Descriptive research-Descriptive research is used to explain, monitor and test hypotheses created by
marketers to help them find accurate answers.

Causal research-Causal research is used by marketers to find cause and effect relationship of variables. It
is also sometimes referred as “If…Then….”method. In this type of research the marketers try to
understand the effects of manipulating independent variables on other dependent variables.

Primary research-Primary research or field research gathers original information for your purpose rather
than being gathered from published sources. Primary research includes- surveys, focus groups,
interviews, direct observation, field trial that are developed and conducted by you or your researcher.

Surveys-Surveys are concise and straightforward questionnaires, one can analyze sample group that
represents target market.

Focus groups-In focus groups, a moderator uses a series of questions or topics to lead a discussion
among a group of people. These session takes place at a neutral location, usually at facilities with
videotaping equipment and an observation room with one-way mirrors. A focus group usually lasts one
to two hours and it takes at least three groups to get balanced results.

Personal interviews-Like focus groups, personal interviews include unstructured, open-ended questions.
They usually last for about an hour and are typically recorded.

Field trials-Field trials refer to place a new product in selected stores to test customer responses under
real-life selling conditions can help anybody to product modifications, adjust prices and improve
packaging.

Secondary research-Secondary research or desk research gathers existing information through available
sources. Examples include: information on internet, existing market research result, existing data from
stock list or customer database, information from agencies such as industry bodies, government
agencies, libraries and local councils.