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EXPLORATORY RESEARCH

„ It is used to discover or unfold something for the


first time
„ It is conducted to find out about an issue or
problem for which there are few or no earlier
researches
„ This research will only help to identify a
problem not provide any conclusions
TYPES OF EXPLORATORY RESEARCH

„ Secondary Data Analysis

„ Experience Surveys
„ Case Analysis

„ Focus Groups

„ Projective Techniques
SECONDARY DATA ANALYSIS

„ It includes searching for and interpreting data


that is already available
„ Such data is previously collected for some other
purpose
„ It may include consulting books, journals,
magazines, newsletters etc
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„ Costs are minimum
„ Less time consuming

„ The data is readily available

„ Flexible use of the data

„ Quick source for background information

„ It has great exploratory value


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„ The data may be irrelevant to the research objectives


„ If the variables differ, some people may transform the
data of the original research
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CASE ANALYSIS
„ It reviews the available information to find
situations in the past that are similar to the
research problem

„ For example when mobiles were being


introduced, many companies tried to find out
about the adoption rates of consumer electronic
products like VCR and DVD etc
EXPERIENCE SURVEYS
„ Itinvolves getting information from those people who
are knowledgeable on the issues relevant to the
research problem
„ For example Volvo thought of designing a car for
females and asked the females what they want in a car
„ Also, if a company is producing clothes for infants it
may ask the parents what they feel is appropriate etc
FOCUS GROUPS
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„ For example a cafeteria chain may arrange focus
groups and have a conversation that is free flowing
but the focus is on specific issues of cafeteria business
like quality of the cafeterias and restaurants etc
„ ADVANTAGES:
„ Reduced costs
„ Easy to initiate

„ Fresh ideas from the customers

„ DISADVANTAGES:
„ The moderator if not well trained will not be able to
get feedback
„ It relies on the interpretation

„ A small sample may not be true representative of the


population
PROJECTIVE TECHNIQUES

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„ For example a person is asked ³You would never dye
your hair because««.´
„ A person may be asked to think of himself as a
cartoon character with an empty balloon and then he
may be asked what he will write in it
„ The person may write ³I don¶t care if I dye my hair, I
don¶t want to look old´ etc
„ People may be asked to describe the behaviour of
others and they indirectly describe their own
motivations, beliefs etc
„ ADVANTAGES:
„ People may be reluctant to talk about their feelings
but this method will identify their real beliefs
„ It will help to surface the beliefs and attitudes that in
the subconscious mind
„ Usually used for sensitive or personal topics

„ DISADVANTAGES:
„ Requirement of skilled interviewers
„ Need for skilled interpretators
„ Interpretation bias
„ Expensive