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.
Whatever the specific situation, managers often turn to exploratory research to generate new ideas that might solve the problem. Melvin Crask, Richard J. You can obtain this fine book here You can view marketing presentation slides in Indonesian language here.
Home Marketing Exploratory Marketing Research. Exploratory research can be effectively used to develop insights and understanding about a marketing problem or issue. Descriptive research, on the other hand, can measure your data statistically. That is why descriptive research is the next stop on our train ride through the different research methods. Hi Yusuf, The answer to your question is that it depends on what your research goals are.
Or are you asking open-ended questions to gain information on customer perception? Exploratory research is not defined based on the topic of your study, but instead on the information you are trying to find. If you want to do exploratory survey research on the topic, ask respondents to share their favourite parts of the event and areas where the event can be improved.
This is opposed to writing multiple choice questions that force the respondent to choose from a premade list of answers. This is extremely informative and so simple to understand for novice researchers like myself — I am currently working on my Msc dissertation proposal and the goal of my study is to generate data from nurses and explore their knowledge, perceptions, attitudes and beliefs in the use of music in an emergency department..
I have decided to use two focus groups with participants in each.. In the country I am living in such study has never been done and overall there is a dearth in European literature addressing this topic.. After reading your article my mind is clear that the most suitable design would be exploratory.. I am writing this first of all to thank you for your post and to please ask for your opinion on whether you feel I am on the right track? I am glad that you found the article so helpful!
Sounds like you are right on track in your exploratory research. Focus groups are definitely a great way to develop a better understanding of how a group feels on a topic. After you receive all your valuable feedback, remember that the information is still exploratory. To quantify your findings, you will have to journey to the descriptive or causal forms of research. But for now your focus groups will be a great starting point to gather general sentiments on the subject, giving you direction for follow up studies.
When setting up your focus groups remember to find a good mix of nurses based on different descriptors like age, years employed, gender, location of work, etc. Glad to hear you liked the topic sha sha! I will try to satiate your appetite for research design topics by pumping out more articles! Hi Mr Rick First of all , I would like to thank you for the insights you provide us with , concerning the exploratory research. Sounds like some interesting research!
Exploratory research follows a format that is less structured and more flexible than descriptive research. This approach works well when the marketer doesn’t have an understanding of the topic or the topic is new and it is hard to pinpoint the research direction.
Exploratory research is an approach to market investigation that seeks to answer questions about a previously unknown subject through independent exploration. Learn how .
Exploratory research (or ER) is an examination into a subject in an attempt to gain further insight. With ER, a researcher starts with a general idea and uses research as a tool to identify issues that could be the focus of future research. Exploratory research is used when the topic or issue is new and when data is difficult to collect. Exploratory research is flexible and can address research questions of all types (what, why, how). Exploratory research is often used to generate formal hypotheses.
Marketing Research can be classified into three categories depending upon the objectives of the research. Exploratory Research Exploratory research is used in cases where the marketer has little or no understanding about the research problem due to lack of proper information. 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. Its focus is on the discovery of ideas and insights as opposed to collecting statistically accurate data.