Compare the descriptive and the causal research approaches.

Question

What will be an ideal response?

Answer 1

Descriptive research involves collecting quantitative data to answer research questions. Descriptive information provides answers to who, what, when, where, and how questions. In marketing, examples of descriptive information include consumer attitudes, intentions, preferences, purchase behaviors, evaluations of current marketing mix strategies, and demographics. Descriptive studies may provide information about competitors, target markets, and environmental factors. On the other hand, causal research collects data that enables decision makers to determine cause-and-effect relationships between two or more variables. Causal research designs are most appropriate when the research objectives include the need to understand which variables cause a dependent variable to move. Understanding cause-effect relationships among market performance factors enables the decision maker to make "If-then" statements about the variables. They provide an opportunity to assess and explain causality among market factors.