Exploratory Research

Posted in Marketing and Strategy Terms, Total Reads: 5690

Definition: Exploratory Research

Exploratory research is often conducted because a problem has not been clearly defined as yet, or its real scope is as yet unclear.

It basic objective is to

  • Familiarize the researcher with the problem or concept
  • Generate hypotheses to be tested

Exploratory research helps determine

  • The best research design
  • Data collection method
  • Selection of subjects

It so happens in many cases that it concludes that the problem does not exist at all!


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