Page 34 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes
Example: A market researcher working for (new entrant) a company for the first time.
5. To establish priorities so that further research can be conducted.

6. Exploratory studies may be used to clarify concepts and help in formulating precise
problems.

Example: The management is considering a change in the contract policy, which it hopes,
will result in improved satisfaction for channel members.

An exploratory study can be used to clarify the present state of channel members' satisfaction
and to develop a method by which satisfaction level of channel members is measured
7. To pre-test a draft questionnaire

8. In general, exploratory research is appropriate to any problem about which very little is
known. This research is the foundation for any future study.

3.2.1 Characteristics of Exploratory Stage

1. Exploratory research is flexible and very versatile.

2. For data collection structured forms are not used.
3. Experimentation is not a requirement.
4. Cost incurred to conduct study is low.
5. This type of research allows very wide exploration of views.

6. Research is interactive in nature and also it is open ended.
3.2.2 Hypothesis Development at Exploratory Research Stage

1. Sometimes, it may not be possible to develop any hypothesis at all, if the situation is
being investigated for the first time. This is because no previous data is available.

2. Sometimes, some information may be available and it may be possible to formulate a
tentative hypothesis.
3. In other cases, most of the data is available and it may be possible to provide answers to
the problem.
The examples given below indicate each of the above type:

Example:
Research Purpose Research Question Hypothesis
1. What product feature, if stated, will What benefit do people derive No hypothesis
be most effective in the from this Ad appeal? formulation is possible.
advertisement?
2. What new packaging is to be What alternatives exist to Paper cup is better than
developed by the company (with provide a container for soft any other forms, such as
respect to a soft drink)? drink? a bottle.
3. How can our insurance service be What is the nature of customer Impersonalization is the
improved? dissatisfaction? problem.

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