an unstructured and informal way. Descriptive Research Design- involves set of methods and
procedures that describe marketing variables. Causal Research Design- based on the cause and
effect behavior of different variables.
Stage 5: Data Collection Techniques
This stage involves determining techniques to collect data. Methods of data collection are
observation, interviews, surveys and focus groups. Interviews are asking questions and receiving
responses. They can either be on the phone, on email or face to face. In a focus group (8 -12)
individuals sit together and talk about some topic of interest which is directed by a moderator.
Observation is also an effective way of collecting data by observing trends, market and
competitors. Past and present behaviors are considered to be very helpful for the research
process.
Stage 6: Sample Design
A sample is small part of a population specifically selected to represent the whole, for research
purposes. Two methods to decide on a sample are probability and non probability sampling. In
probability method everyone has a chance of being selected. Non- probability sample assumes
that there is an even distribution of characteristics within the population. Hence, all of this
depends on determining an appropriate sample size. Large sample size may be good with
accuracy and minimizing errors but increases cost.
Stage 7: Data Collection
Companies bear extra ordinary costs for collecting data. It involves collecting data through
interviews, observation, focus groups and surveys.
Stage 8: Analysis and Interpretation
All the raw information gathered is analyzed during this stage to see its usefulness. Several
different techniques are used for analyzing data. Data cleansing, coding and tabulation are some
of the commonly used techniques.
Stage 9: Prepare a final Research Report
This report should describe the research process, data collection tools, results, conclusions a nd
future course of action. All information must be presented in a way which is easy to understand
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