Why Conduct Exploratory Research?

WHY CONDUCT EXPLORATORY RESEARCH?

The purpose of exploratory research is intertwined with the need for a clear and precise statement of the recognized problem. Researchers conduct exploratory research for three interrelated purposes: (1) diagnosing a situation, (2) screening alternatives, and (3) discovering new ideas.

Diagnosing a Situation

Much has already been said about the need for situation analysis to clarify a problem’s nature. Exploratory research helps diagnose the dimensions of problems so that successive research projects will be on target; it helps set priorities for research. In some cases exploratory research helps orient management by gathering information on an unfamiliar topic. A research project may not yet be planned, but information about an issue will be needed before the marketing strategy can be Developed.

For example, when an advertising agency got an account for a new coffee containing chicory, the firm began the research process with exploratory research to diagnose the situation. The researchers learned that almost nobody had heard of chicory. It wasn’t being used, and nobody seemed to know how to use it.This led to the hypothesis that the advertising could portray the chicory ingredient any way the client wanted.

Screening Alternatives

When several opportunities, such as new product ideas, arise at once, but budgets don’t allow trying all possible options, exploratory research may be used to determine the best alternatives. Exploratory research can help reveal which of several new product ideas are the best ones to pursue. Many good products are not on the market because a company chose to market something better. Exploratory research may indicate that some new product ideas are unworkable. An exploratory look at market data (size, number, and so on) may depict a product alternative as not feasible because the market of buyers is too small. This aspect of exploratory research is not a substitute for conclusive...