EXPLORATORY RESEARCH DESIGN

PRESENTED TO: PREETI BAJAJ PRESENTED BY: MAVERICKS

EXPLORATORY RESEARCH
The discovery of ideas and insights. Exploratory research usually results when someone says, "We're not meeting our objectives. What's wrong?" Exploratory research will be used to find the most likely explanations regarding some observed problem. Exploratory research is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem.

WHERE IT IS USED?
1. Formulate a problem or define a problem more precisely 2. Identify alternative courses of action 3. Develop hypotheses 4. Isolate key variables and relationships for further examination 5. Gain insights for developing an approach to the problem 6. Establish priorities for further research

Pilot surveys

Surveys of experts

Secondary data analyzed in a qualitative way

Types of Exploratory Research

In-depth Interviews (IDI)

Qualitative research

Focus Groups

DESIRED OUTCOMES OF EXPLORATORY STUDIES

Establish range and scope of possible management decisions Establish major dimensions of research task Define a set of subsidiary questions that can guide research design Develop hypotheses about possible causes of management dilemma Learn which hypotheses can be safely ignored

Limitation: Does not provide conclusive evidence - subsequent research expected

MICROSOFT CASE STUDY

Conducted By: Microsoft Time Spent for Research: 25,000 hours Topic: How small business can use technology to solve
Marketing Customer Service Growth Problems

Methods used for exploratory research: Secondary data analysis In-depth Interviews Small-scale pilot surveys

MICROSOFT (CONTD.)
Conclusion (Idea): Microsoft discovered insights about a market that had virtually been ignored. Focus should be on selling business solutions not just selling technology to small business markets Steps Taken: Additional descriptive research (Customer Surveys)