marketing reseach of BBA, Study notes of Marketing Research

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Unit 3 MARKETING RESEARCH DESIGN OVERVIEW Fundamental to the success of any formal marketing research project is a sound research design. A good research design has the characteristics like problem definition, specific methods of data collection and analysis time : fequirement and estimate of expenses to be incurred. The function of a research design is to ensure that the required data are collected and that they are collected accurately and economically. OBJECTIVES The objective of this unit is to e Introduce marketing research design e Explain about exploratory research design © Describe the details regarding descriptive research design e Discuss the alternative and Special techniques in research design 3.1 TYPES OF MARKETING RESEARCH DESIGN Aresearch design is purely and simply the framework or plan for a study that guides the collection and analysis of the data. It is a blueprint that is followed in completing a study. It resembles the architect's blueprint for construction of a house . It may be worthwhile to mention here that a research design is 29