According to American Marketing
Association, “Marketing research is defined as the function which links
customer, consumer, publics to marketer through information; Information used
to identify opportunities and problems, generate, refine and evaluate marketing
actions, measures marketing performance and improve understanding of marketing
as a process.”
Many market researchers have their
favorite research approaches or techniques, although different researchers
often have different preferences. Some researchers maintain that the only way
to really learn about consumers or brands is through in depth, qualitative
research others contented that the only legitimate and sensible form of
marketing uses quantitative research.
Every research is correct and important.
Any one can use the any one type of research as per the situation demanded. As
Exploratory research design is used when researchers didn't know much
about the topic and literature was also not available. In this type of
research has no time constraint. The same topic can be done by using
Descriptive type of research in which researcher objective is just to know the
answer of “ What”, “Where”, “When”, “Whom”. It can be done by using causal
research too if researcher intention is to get the answer of “Why”.
Therefore none of the research is bad,
it’s simply depends on the researcher objectives and hypothesis.
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