Research Approaches

a).  Research approaches can be listed as follow:

1.  Observational research where information is achieved by observing relevant people, situations and actions. But, some things like, attitudes, motives, feelings and private behaviour cannot be observed. Mechanical observation may be obtained through single source data systems.  It is where electronic monitoring systems connect consumers' exposure to television advertising and promotion (measured by using television meters) with what they buy in the stores (measured by using store checkout scanners). Observational research may be used to get information that people are unwilling or unable to provide.

2.  Survey research is gathering of primary data by asking people questions regarding their knowledge, preferences, and attitudes and buying behaviour.  Survey research is best fitted for gathering descriptive information.  Survey research is most widely used form of primary data collection. The chief advantage of this approach is flexibility whereas the disadvantages include respondent being unwilling to respond, giving incorrect answers, or not interested to spend the time to answer.

3.  Experimental research involves gathering of primary data through selecting matched groups of subjects, by giving them controlling related factors, different treatments and verifying for differences in-group responses.   This form of research tries to described cause-and- effect relationships.  Observation and surveys can be used to collect information in experimental research.  This form is best suited for causal information.