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design is prepared for resolving scientific or marketing problems. The hypotheses are formulated and tested by conducting experiments. e.g., Experimental design for a market research will show the independent variable like price, product feature/quality, promotional efforts. etc., to be manipulated/changed to measure the impact on the dependent variable, such as sales, profits, brand loyalty, competitive strengths, product differentiation, and so on.

ii. Non-experimental research design:
It frames the plan outlay for a study in which the researcher does not control, manipulate or alter the predictor variable (or subjects); and instead, relies on interpretation, observation, interactions, correlations, surveys or case studies to arrive at a conclusion. No cause-and-effect relationship is determined. Non experimental research results can be generalized to a larger population; i.e., they have a high level of external validity.

iii. Exploratory research design:
It outlays a process of discovering ideas and insights to generate possible explanations. It charts the methods of exploring the problem or situation. The hypothesis at the start of the study is a conjectural or speculative statement predicting the relationship between two or more variables as sufficient understanding about the research problem is not there to formulate a specific hypothesis. The research design lays emphasis on breaking a broad general problem statement into smaller problem statements based on which corresponding specific hypotheses are formulated; and, exploratory research is carried out to select the most plausible one out of those. e.g., Exploratory research design in market research is aimed at establishing the best of several competitive explanations of the marketing phenomenon under study. The exploratory research design particularly helps to increase the familiarity of the researcher with the problem under investigation.

iv. Descriptive research design:
It outlays the process of describing the problem and its solution. It is precise and specific unlike exploratory research design, which is flexible. It emphasizes a specific and purposive explanation of the who, why, what, when, where, and how of the study. The problem at hand is well defined with one or more hypotheses before the descriptive study is undertaken.

v. Action research design:
It shows a characteristic cycle of initial exploration, whereby a complete understanding of the research problem is developed, followed by the action plan or interventional strategy. Then the action implemented; relevant data from observation is collected and results are analysed. The cyclic process repeats with the implementation of new interventional strategies and continues until a viable/ feasible solution of the problem is found. The design lays emphasis on fostering a deeper understanding of a problem situation through its conceptualization and particularization and reaching the solution through several interventions and evaluations.

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