Defining Problem Objectives Exploratory Research Gathers preliminary information that will help define the problem and suggest hypotheses Descriptive Research Describes things(e.g, market potential for a product demographics and attitudes) Causal research > Tests hypotheses about cause-and-effect relationships O Copy rights reserved, Zou Deqiang14 14 © Copy rights reserved, Zou Deqiang Defining Problem & Objectives • Exploratory Research: ¾Gathers preliminary information that will help define the problem and suggest hypotheses. • Descriptive Research: ¾Describes things (e.g., market potential for a product, demographics and attitudes). • Causal Research: ¾Tests hypotheses about cause-and-effect relationships