Research Topics:

Secondary/Desktop Research

Content Type:

Glossary

Basic Research Definition

Research aimed at expanding knowledge rather than solving a specific, pragmatic problem.

Basic research, sometimes called fundamental or pure research, is a type of inquiry focused on expanding general knowledge and understanding rather than solving an immediate business problem. In marketing research, it seeks to uncover broad principles about consumer behavior, decision-making or market dynamics without necessarily applying them to a specific brand or campaign.

How does basic research work?

Researchers design studies that test theories, examine patterns or explore relationships between variables. For example, a study might investigate how consumers form brand loyalty or how social influence impacts purchase decisions. The findings build a foundation of knowledge that can later be applied in more practical, business-oriented contexts.

Key aspects of basic research

• Focuses on theory-building and knowledge creation

• Explores broad concepts rather than specific problems

• Generates insights that can inform applied research in the future

• Often conducted by academic institutions or research organizations

Why is basic research important in marketing research?

Basic research is essential because it provides the groundwork for applied studies. By exploring general consumer behavior and market theories, it equips researchers and practitioners with the knowledge needed to design better surveys, interpret findings and create innovative business solutions. Without this foundation, applied research may lack depth or context.

Who relies on basic research?

• Academic researchers use it to expand marketing science and theory

• Industry researchers rely on it for frameworks that guide practical studies

• Clients and stakeholders benefit indirectly when applied projects draw on established theories and validated knowledge

How do market researchers use basic research?

Market researchers apply insights from basic research to structure more applied studies. For example, if basic research shows that scarcity messaging increases consumer urgency, an applied study might test how limited-time offers affect sales for a specific brand. In this way, basic research acts as the intellectual foundation that ensures applied projects are both rigorous and effective.