What are the three major types of marketing research?

The three major types of marketing research are exploratory, descriptive, and causal, which are essential for addressing various marketing questions and decisions.

Exploratory research is used when the problem is not clearly defined, and the goal is to gain insights and understanding of the challenges at hand. It involves open-ended data collection methods such as interviews and focus groups, allowing researchers to generate hypotheses and identify potential areas for further investigation.

Descriptive research, on the other hand, aims to provide a detailed overview of specific aspects of a market or consumer behavior. This type of research often utilizes surveys and observational methods to gather quantitative data, helping marketers understand trends, demographics, and consumer preferences.

Causal research is focused on establishing cause-and-effect relationships. It typically involves experiments or other methods that allow researchers to manipulate one variable to observe the effect on another, helping to determine how changes in marketing strategies might influence sales or consumer behavior.

The other options may contain elements that can be relevant in research contexts, but they do not accurately represent the three principal types recognized in marketing research as established by academic and professional authorities. For example, tactical research is too niche, while quantitative and qualitative fall under different methodologies rather than structural types.