Market Research Steps Exploratory research is much more open-ended than many alternatives, but that does not mean marketers should dive in without a game plan. Define the Problem All research problems generally start in the same place: Choose a Method Exploratory research, by nature, frequently involves talking with others who may have more information about what you would like to learn.
Create Research Procedures Procedures in exploratory research can take numerous forms. Options for research procedures vary, but can include: Focus groups Secondary research based on previous studies Expert surveys Open ended questions Collect Data After deciding how to employ research procedures, marketers must then move forward with collecting data.
Next Steps for Better Exploratory Research As in all studies, how you choose to proceed is ultimately up to you.
When faced with a decision problem, exploratory research can help the marketing manager remove some alternatives from further consideration.
For example, exploratory research is often used to eliminate some of the possible names being considered for a new product or service. The intent is not to select the most appropriate name but to shorten the list quickly and inexpensively so that fewer options need to be researched in detail.
Exploratory Research for Discovering New Ideas Sometimes managers are unable to come up with a solution to a problem situation. Perhaps the problem is that the brand dominates the sales in a category, such as Jello brand gelatin, and new uses need to be found for the brand to increase sales.
Maybe the problem is finding the best way to communicate a product benefit, like the moistness of Duncan Hines cake mixes. Applied research in administration is often exploratory because there is need for flexibility in approaching the problem. In addition there are often data limitations and a need to make a decision within a short time period.
Qualitative research methods such as case study or field research are often used in exploratory research. Exploratory research or formulative research: The objective of exploratory research is to gather preliminary information that will help define problems and suggest hypotheses. The objective of descriptive research is to describe the characteristics of various aspects, such as the market potential for a product or the demographics and attitudes of consumers who buy the product.
The objective of causal research is to test hypotheses about cause-and-effect relationships. If the objective is to determine which variable might be causing a certain behavior, i. In order to determine causality, it is important to hold the variable that is assumed to cause the change in the other variable s constant and then measure the changes in the other variable s. There are often much deeper psychological considerations, that even the respondent may not be aware of this is not true.
There are two research methods for exploring the cause and effect relationship between variables:. From Wikipedia, the free encyclopedia. Given its fundamental nature Exploratory research often relies on techniques such as: RSS feeds efficiently supply researchers with up-to-date information services such as Google Alerts may send major search-engine search results by email to researchers services such as Google Trends track comprehensive search results over lengthy periods of time researchers may set up websites to attract worldwide feedback on any subject When research aims to gain familiarity with a phenomenon or to acquire new insight into it in order to formulate a more precise problem or to develop a hypothesis, exploratory studies also known as formulative research come in handy.
Exploratory research takes place when problems are in a preliminary stage. Exploratory research is flexible and can address research questions of all types what, why, how.
The exploratory approach attempts to discover general information about a topic that is not well understood by the marketer. For instance, a marketer has heard news reports about a new Internet technology that is helping competitors but the marketer is not familiar with the technology and needs to do research to learn more.
Exploratory research is an approach to market investigation that seeks to answer questions about a previously unknown subject through independent exploration. Learn how to perform exploratory research in this article.
Exploratory Research is research conducted for a problem that has not been studied more clearly, establishes priorities, develops operational definitions and improve the final research design. Exploratory research helps determine the best research design, data . Exploratory research is an important part of any marketing or business strategy. Its focus is on the discovery of ideas and insights as opposed to collecting statistically accurate data. That is why exploratory research is best suited as the beginning of your total research plan.
In this lesson, you'll learn about a type of research called exploratory research. You'll achieve a general understanding of the topic through. 3 Types of Marketing Research Designs (Exploratory, Descriptive, Causal).