The document discusses exploratory research design in marketing, outlining its purpose, characteristics, and methods. It defines exploratory research as a flexible approach used to clarify unclear problems and enhance understanding for hypothesis development. Additionally, it describes various methodologies for conducting exploratory research, including literature reviews and experience surveys.

1. UNIVERSITY SCHOOL OF
MANGEMENT
TOPIC
EXPLORATORY RESEARCH DESIGN
SUBMITTED TO
DR. NARESH
(Asst. Professor)
SUBMITTED BY
MEGHNA GOEL 82
ANCHAL GOYAL 86

2. CONTENT
• RESEARCH DESIGN
• TYPES OF RESEARCH DESIGN
• EXPLORATORY RESEARCH
• EXPLORATORY RESEARCH DESIGN
• CHRACTERSTICS OF EXPLORATORY RESEARCH DESIGN
• APPLICABILITY OF EXPLORATORY RESEARCH DESIGN
• CLASSIFICATION OF EXPLORATORY RESEARCH DESIGN
• METHODS IN CONTEXT OF EXPLORATORY RESEARCH
DESIGN

3. RESEARCH DESIGN
A research design is a framework or blueprint for
conducting the marketing research project. It
details the procedures necessary for obtaining
the information needed to structure or solve
marketing research problems. In simple words it
is the general plan of how you will go about your
research.

4. Types of Research Design

5. Exploratory Research
Exploratory research is often conducted
because a problem has not been clearly
defined as yet, or its real scope is as yet
unclear.

6. EXPLORATORY RESEARCH
DESIGN
Exploratory research design is chosen to gain
background information and to define the terms of the
research problem. This is used to clarify research
problems and hypotheses and to establish research
priorities. It helps organizations to formulate their
problems clearly.

7. CHARACTERISTICS OF
EXPLORATORY RESEARCH DESIGN
Sample Size : Small sample and large sample
Degree of structure : Flexible and unstructured
Cost : low cost / medium
Purpose and objective : Discovery of new ideas ,
development of hypothesis
Awareness of problem : Minimal awareness

8. APPLICABILITY OF
EXPLORATORY RESEARCH
DESIGN
Look at how ER is used in business.
For instance, let's say you own a bakery called
The Cupcake King. If you wanted to improve
your sales, but weren't sure where to start, you
might employ ER to find out the areas of your
business that need improvement.

9. APPLICABILITY OF
EXPLORATORY RESEARCH
DESIGN
• QUALITATIVE
• SECONDARY

10. Qualitative Research
Qualitative Research is primarily exploratory
research. It is used to gain an understanding of
underlying reasons, opinions, and motivations.
It provides insights into the problem or helps to
develop ideas or hypotheses for potential
quantitative research

13. Methods in Context of Research
Design
• Literature Review
• Experience Survey
• Analysis of insight stimulating cases

14. LITERATURE REVIEW
This refers to “referring to a literature to develop a new
hypothesis”. The literature referred are – trade journals,
professional journals, market research finding
publications, statistical publications etc.
Suppose a problem is “Why are sales down?”
This can quickly be analyzed with the help of published
data which should indicate “whether the problem is an
“industry problem” or a “firm problem”.

15. Three possibilities exist to formulate the
hypothesis.
 The company’s market share has declined but
industry’s figures are normal.
 The industry is declining and hence the
company’s market share is also declining.
 The industry’s share is going up but the
company’s share is declining.
• If we accept the situation that our company’s
sales are down despite the market showing an
upward trend, then we need to analyse the
marketing mix variables.

16. EXPERIENCE SURVEY
In experience surveys, it is desirable to talk to persons
who are well informed in the area being investigated.
These people may be company executives or persons
outside the organization. Here, no questionnaire is
required.
A publisher might want to find out the reason for poor
circulation of newspaper introduced recently.
He might meet (a) Newspaper sellers (b) Public reading
room (c) General public (d) Business community; etc.
These are experienced persons whose knowledge
researcher can use.

17. ANALYSIS OF INSIGHT
STIMULATING CASES
In this method of Exploratory Research, some
units are analyzed; each unit is called Case.
Study of relationships between different
factors of each case is more important and not
the number.