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Unit 6: Research Design

The following are the circumstances in which exploratory study would be ideally suited: Notes

 To gain an insight into the problem
 To generate new product ideas
 To list all possibilities. Among the several possibilities, we need to prioritize the
possibilities which seem likely
 To develop hypothesis occasionally
 Exploratory study is also used to increase the analyst’s familiarity with the problem. This
is particularly true, when the analyst is new to the problem area.

Example: A market researcher working for (new entrant) a company for the first time.
 To establish priorities so that further research can be conducted.
 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
 To pre-test a draft questionnaire

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

Hypothesis Development at Exploratory Research Stage

At exploratory 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.

Example: The example given below indicates each of the above type:

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

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