What differentiates the most successful players is the proactivity to find solutions that help to understand the consumer.
For this, there are different types of market research, each of them focused on a particular goal.
Hi, I’m Cally, from the International Institute of Digital Marketing. Let’s explore different types of market research, as well as some of its most common uses.
The 3 main types of market research
1- Exploratory research
Exploratory research functions as the initial stage of a study and has as its main objective to offer ideas to be worked on. This kind of research has a freer character, that is, it does not have a limitation on what one wants to discover. Any doubt is pertinent and can represent a great discovery to enrichthe following steps.
One should not expect statistical conclusions from exploratory research. After all, it works as a preparation of the ground for more solid discoveries in other research.
2- Descriptive research
Descriptive research is more palpable in relation to exploratory research. It starts from a situation where insights and information already exist, but this is not consolidated. The descriptive research aims, essentially, to validate hypotheses and to find possible flaws in the planning developed. This type of search works well when the analysis is segmented. Some of the historicallyeffective categories are: social class, age, region, and gender.
Descriptive research is also characterized by testing ideas raised in an earlier stage. For this, the relationship between two or more variables generates statistical data that corroborate or not with initial hypotheses.
3- Causal research
As its name suggests, causal research determines cause and effect relationships. Based on discoveries made in exploratory and descriptive research, the company starts to perform validation tests.
Several variables are applied in order to legitimize or disprove previous insights. It does not have a dichotomous character (right or wrong), that is, some variable may be partially adequate, for example.
Two very common applications of causal research are their use to determine the suitability of using marketing funds and to do campaign testing, to check the effectiveness of their results, and to do something if necessary.
For more information, visit www.thedigitalmarketinginstitute.org

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