What is exploratory research?

The exploratory research is a type of research that examines a problem that is not clearly defined in order to better understand it, but without providing definitive results.

Although exploratory research is a very flexible technique compared to other types of research, it requires that the researcher is willing to take risks, be patient and responsive.

It is usually carried out when the problem is in its early stages. It is often referred to as a grounded theory approach or interpretive research because it is used to answer the questions of what, why and how.

Exploratory research is all about generating hypotheses that drive the development of a more in-depth study from which results and a conclusion can be drawn.

Features of exploratory research

Exploratory research has numerous characteristics that give it an advantage over other methods. The most important of them are:

• When defining her concepts, she puts people's views at the forefront.
• It focuses on existing knowledge about a topic so that the meaning is unique and innovative.
• It has no prescriptive structure, so the researcher can follow the process that seems easiest to them.
• A solution is found to problems that were not considered in the past.

Types and research methodology in exploratory research

While it may seem a bit difficult to research something about which one has very little information, there are several methods that can help the researcher determine the best process, data collection methods, and subject selection.

There are two ways to conduct primary and secondary research. With these two types, there are several methods that a researcher can use. The data obtained can be qualitative or quantitative.

Some of the most commonly used research designs are the following:

Primary research methods

Primary research involves information that is collected directly from the topic. It can be done through a group of people or even an individual. It can be carried out directly by the researcher himself or commissioned by a third party on his behalf.

Primary research is conducted specifically to explore a particular problem that requires in-depth study.

surveys: Surveys are designed to collect information from a specific group. They are one of the most important quantitative methods. Different types of surveys or surveys can be used to examine opinions, trends, etc.

With the advancement in technology, surveys can now be conducted online and are very easily accessible. For example, with a survey application via tablets, laptops or even mobile phones. This information is also available to researchers in real time. Today, most organizations offer short surveys and rewards to respondents to achieve higher response rates.

An example: A survey is sent to a target group to find out their opinion on the size of cell phones when they purchase one. Based on this information, the company can then make business-related decisions.

Interviews: While a lot of information can be obtained from public sources, sometimes an interview provides detailed information about the topic being investigated. This qualitative research with a subject matter expert can give you meaningful insights that a general public source may not be able to provide.

Focus group: The focus group is another method widely used in exploratory research. This method involves selecting a group of people who can express their views on the topic under study. However, when selecting people for a focus group, it is important to ensure that they have some commonality and comparable experiences.

For example: A focus group helps research determine consumers' opinions if they were to purchase a phone. Such research can help the researcher understand what consumers value when purchasing a mobile device. This could be the size of the screen, the value of the brand or even the dimensions. This allows the organization to understand consumers' purchasing behavior, their opinions, etc.

Observation: Research through observation can be qualitative or quantitative. Such research involves observing a person and determining his reaction to certain parameters. In this type of research there is no direct interaction with the subject.

An example: An FMCG company wants to know how its consumers react to the new form of its product. The researcher observes the customer's initial reaction and collects the data, which is then used to draw a conclusion from the information collected.

Secondary research methods

Secondary research is the collection of previously published information such as case studies, magazines, journals, newspapers, books, etc.

Online research: In today's world, this is one of the fastest ways to gather information on any topic. Much data is readily available on the Internet and can be downloaded by the researcher when necessary. An important aspect to consider in such types of research is the authenticity of the source websites from which the researcher collects the information.

An example: A researcher wants to find out what percentage of people prefer a certain brand of cell phone. The required information is entered into a search engine and several links are provided to relevant information and statistics.

Literature research: Literature review is one of the most cost-effective methods to determine a hypothesis. There is a tremendous amount of information available in libraries, online sources, and even commercial databases. Sources may include newspapers, magazines, library books, government agency documents, articles on specific topics, literature, annual reports, published statistics from research institutions, etc.

However, there are a few things to keep in mind when researching these sources. Government agencies have authentic information, but it sometimes comes at a small price.

An example: A company has low sales. If the problem is related to the market or the company, or if the topic under study is related to the financial situation of the country, you can easily research using the available statistics and market literature if you have access to research data from government documents or commercial sources.

Case study research: Case studies can help the researcher to gain more information through careful analysis of existing cases that have gone through a similar problem. This type of analysis is very important and crucial, especially in today's business world.

The researcher just needs to ensure that he/she carefully analyses the case in terms of all variables that are relative to his/her own variables. It is widely used in business, social science organizations, and even the healthcare sector.

For example: A particular orthopedic surgeon has the highest success rate for knee surgeries. Many other hospitals or doctors have taken up this case to understand and compare the method in which this surgeon performs the procedure in order to increase his success rate.

Procedure for conducting exploratory research

To carry out this investigation it is necessary to follow a series of steps that allow specific results:

Identification of the problem

Before we begin, we must define the research problem and approach it with questions adapted to the context.

Setting up the hypotheses

In the absence of a previous study of the object of study or inaccurate data, our task is to formulate the premises arising from the questions obtained when defining the research problem.

Support the following research

Once the previous points are defined with the data obtained, we must continue the process with other, often descriptive, research methods.

Application of exploratory research in marketing

When does exploratory research make sense in marketing? For example, let's take an area of ​​marketing that relies primarily on a particular strategy. Perhaps while preparing a competitive analysis to determine whether it is optimal in a particular business area, a team member comes across a technique that has worked for several competitors. However, these methods are new or under-researched, leading to a knowledge gap.

Exploratory research can focus on the market to answer questions about an unknown topic through independent exploration. Unlike defined projects, exploratory research often lacks the parameters of more formal investigations and instead aims to generate broad information that can be used in more specific case studies.

The most successful procedural options for this type of research are:

• Online surveys
• Online communities
• Expert surveys
• Experimental field research

Advantages of exploratory research

• The researcher is very flexible and can adapt to changes as the research progresses.
• In general the costs are low.
• Helps lay the groundwork for an investigation.
• It allows the researcher to understand at an early stage whether the topic is worth the investment of time and resources.
• It can help other researchers discover the possible causes of the problem, which can then be examined in detail to determine which of them is the most likely cause of the problem.

Disadvantages of exploratory research

• While it can provide a clue to the correct answer, it is generally not conclusive.
• The biggest disadvantage of exploratory research is that it provides qualitative data. The interpretation of such information can be critical and biased.
• In most cases, exploratory research involves a smaller sample, so the results cannot be accurately generalized to a general population.
• If the data is collected through secondary research, there are chances that the data will be old and out of date.

Conclusion

Exploratory research is conducted when a topic needs to be researched in depth, especially if it has not been studied before.

The aim of this method is to explore the problem and its environment and not to draw a conclusion from it. It allows the researcher to lay a solid foundation for exploring his ideas, choose the right research design and find the variables that really matter for the analysis and, most importantly, it can help organizations or researchers saving a lot of time and resources by knowing whether it is worth continuing.

Often the process of exploratory research saves time, and because the results do not have to be conclusive or fully developed, marketers can initiate research when necessary to create a solid knowledge base that can be used in future evaluations.

If you would like to learn more about exploratory research and start collecting data, contact us today.

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exploratory research | exploratory | Research