The difference between exploratory and descriptive, exploratory research descriptive research The di

1. Exploratory investigation, also known as informal investigation, refers to the exploratory investigation conducted by the investigator when the problem to be investigated is unclear or uncertain. It is mainly applicable to situations where you do not understand the questions of the enterprise survey, are unclear about the scope of the survey, or are uncertain about the content of the survey. Through exploratory investigation, the background information of the respondent can be collected to find out the cause and crux of the problem.

2.Descriptive surveys refer to surveys that can depict and reflect the actual situation of the respondents in a more in-depth and objective manner. Mainly used for:

First, understand the characteristics of the relevant groups;

second, to determine the customer's understanding and reflection of the product or service characteristics;

third, to estimate the proportion of a particular group in the population with certain behavioral characteristics;

Fourth, determine the degree to which various variables are related to the marketing problem. The purpose of the survey is mainly to describe and measure various market phenomena, and to find and solve problems in marketing.

Causality Survey: An investigation conducted to understand the causal relationship between market phenomena and influencing factors.

It is mainly used to investigate and understand the causal relationship of market phenomena and measure the impact of independent variables on dependent variables. The purpose is to develop marketing countermeasures and measures for enterprises by understanding the causes and evolution of market changes.

Descriptive surveys are surveys that mainly obtain general marketing information, mostly in the form of questionnaires, and are the most common and common in actual market research. Descriptive investigation is about the factors and connections related to the problem, and it is about the "what", "when", "how", not "why" (causal investigation is needed to find out the causal relationship between phenomena). Therefore, the results of descriptive surveys usually explain the representation of things, and do not involve the nature of things and the internal reasons that affect the development and change of things.

Exploratory investigation, also known as exploratory investigation or preliminary investigation, is a simple investigation conducted by market researchers who do not know the crux of the problem that arises, and cannot determine what to investigate. The aim is to identify the key variables and key connections that exist in marketing, to obtain data to find ways to solve the problem, and to prepare for a formal in-depth investigation. When conducting exploratory investigations, the method should be as simple as possible, the time should be short, and the key is to find the problem.

For example, if a company's sales volume has dropped significantly in the past six months, the company cannot determine whether it is due to the overall economic environment or the decrease in advertising spending; Is it the lack of smooth sales channels, or the rise of competitors. To address this issue, exploratory investigations are needed.

In market research activities, due to the relatively large number of types and scopes involved, they can be divided into different types according to different survey objects and natures.

First, according to different research objects, market research can be divided into producer's market research and consumer market research, from the beginning and end of consumption two directions of research work.

Second, according to the different frequency of market research, it can be divided into regular research, regular research and temporary research, according to the frequency and time of the research.

Third, through the difference in the real purpose, form and nature of market research, it can be divided into exploratory market research, descriptive market research, causal market research and market research.

Fourth, from the organizational form of market research, it can be divided into thematic research and comprehensive research.

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(1) According to the different scope of marketing research, it can be divided into market research in a narrow sense and market research in a broad sense.

2) According to the different marketing research objects, it can be divided into consumer research and producer research.

3) According to the different time of marketing research, it is divided into regular research, regular research and temporary research.

4) According to the purpose, nature and form of the research question, it can be divided into exploratory research, descriptive research, causal research and first-class research.

5) According to the different organizational forms of marketing research, it can be divided into thematic research and comprehensive research.

6) According to the different marketing research materials, it can be divided into copywriting research and field research.

According to the nature of market research, it can be divided into exploratory investigation, descriptive investigation, causality investigation, focus investigation and typical investigation.

1.Exploratory investigations.

Exploratory investigation, also known as exploratory investigation, refers to a method used when the problem or scope of the research is unclear. Exploratory investigations are primarily used to identify problems and solve them.

2.Descriptive surveys.

Descriptive investigation refers to the objective situation of the market to describe and respond truthfully, including the process of data collection and collation, which is more in-depth and detailed than exploratory investigation.

3.Causality investigations.

Causality investigation is an investigation method that further analyzes what is the cause and what is the country on the basis of the descriptive investigation.

4.Focus on investigations.

The key survey refers to the selection of a part of the survey respondents to conduct a survey, which is not only more objective than the census, but also saves time and money.

5.Typical surveys.

Typical survey refers to the conscious selection of some representative survey subjects for investigation, which has the characteristics of pertinence and subjectivity.

Research projects are generally divided into three categories. One is exploratory research, that is, by collecting preliminary data to reveal the true nature of the problem, so as to put forward some speculations and new ideas, such as how many families are willing to buy their own commercial housing under China's welfare housing policy; The other type is descriptive research, that is, to identify some specific quantities, such as how many people are willing to pay 300,000 yuan to buy a two-bedroom house in the suburbs; The third type is causality investigation, which examines causality.

If the above-mentioned two-bedroom units drop by 100,000 yuan per set, how many buyers can be added.

Special note: Causal research is one of the types of decisive investigations. The purpose of this type of research is to gather information to identify causal relationships between two or more parameters.

For example, the research of advertising effectiveness usually needs to find out what kind of advertising leads to changes in sales and consumer attitudes, as well as the extent of such changes and impacts. It is relative to descriptive research.

Market research. The most effective plan for gathering the required information must be developed. The survey plan should generally include information**, survey methods, survey methods, sampling plans and contact methods.

For example, in marketing research, it is mainly the research work of collecting and analyzing consumer information, market information and marketing decisions. In general, it should include (in descending order of range):

1. Market potential**;

2. Clarify the characteristics of the market;

3. Market share analysis;

4. Analysis of business tendency;

5. Competitive product research;

6. Short-term observation (up to one year);

7. Acceptance and potential of new products;

8. Long-term ** (more than one year);

9. **Research;

Existing product research;

Clarification of sales areas and quantities.

1.Analysis and evaluation are causal investigations. Analyzing and evaluating the effectiveness of advertising is an analysis of the effect (result) of advertising behavior (cause).

2.**The level is a probing survey. To understand the level of **, it is to do preliminary research on the next marketing plan.

3.Advertising language is descriptive research. Allowing children to reminisce is a multi-sample description of the company's image.

It means trying to explore a certain question or use a certain method to elicit a reaction from the other person in order to understand what the other person is saying. Temptation can be done with verbal temptation or inducement. For example, if you like a guy very much, but you are not sure whether he will like you, you will carefully follow everything about him, hoping to get to know him better.

It's that the other person doesn't feel safe about you, so they will tentatively ask the following questions or try to ask you about other people's things to see your reaction!

For things that are not sure, we will try to do it.

1. Consumer survey: Observe and study specific consumers, purposefully analyze their purchasing behavior, consumer psychology evolution, etc.

2. Market observation: make comparative analysis for specific industrial regions, and do research from the perspective of economy, science and technology and other organizations.

This may include the following content of test marketing: providing a certain amount of trial products to designated consumers before the product is launched, and studying the future market trend of the product through their reactions.

5. Concept testing: For designated consumers, use questionnaires or interviews and other methods to test whether the new sales idea has a market.

6. Mystery shopping: Arrange researchers with hidden identities to buy specific items or consume specific services, and completely record the entire shopping process to test products and service attitudes. Also known as mystery shopping or mystery shopping.

7. Store audits: used to determine whether the chain store or retail store provides proper service.

8. Demand estimation: used to determine the largest demand level of the product to find the main customers.

9. Sales**: After finding the maximum demand level, judge how many products or services can be sold.

10. Customer satisfaction survey: use questionnaires or interviews to quantify customer satisfaction with products.

11. Distribution channel audits: used to judge the attitude of possible retailers and wholesalers towards products, brands and companies.

12. Adjust the price elasticity testing: used to find out the first consumers who are affected when the price changes.

13. Segmentation research: The consumption behavior and psychological thinking of potential consumers are divided into quadrants by demographic methods.

14. Consumer decision process research: Analyze what factors affect the purchase of the product and the behavior pattern when he changes the purchase decision for the consumer who is easy to change his mind.

15. Brand Name Testing: Study how consumers feel about new product names.

16. Brand Equity: Quantify consumers' preference for different brands.

17. Advertising and activity research: investigate the sales methods, such as advertising, whether the desired benefits have been achieved, whether the people who watch the advertisements really understand the message, and whether they really buy because of the advertisement.

The classification of market research is as follows:

1. Consumer survey: Observe and study specific consumers, purposefully analyze their purchasing behavior, consumer psychology evolution, etc.

2. Market observation: make comparative analysis for specific industrial regions, and do research from the perspective of economy, science and technology and other organizations.

3. Product investigation, research on the development history, design, production and other related factors of the same product of a certain nature.

4. Advertising research, analysis and sorting of the effect of specific advertisements.

1.According to the nature of market research, it is classified into:

1) Exploratory surveys.

2) Descriptive surveys.

3) Causal investigation.

4) ** Sex Investigation.

2.According to the scope of market research, it is divided into:

1) Demand survey and sales survey.

2) Quantitative market research and qualitative market research.

3) Static market research vs. dynamic market research.

4) Sample surveys and general surveys.

3.According to the continuity classification of market research, it is divided into:

1) Regular surveys.

2) Periodic investigations.

3) One-time survey.

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