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Exploratory Research – Types, Methods and Examples

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Exploratory Research

Definition:

Exploratory research is a type of research design that is used to investigate a research question when the researcher has limited knowledge or understanding of the topic or phenomenon under study.

The primary objective of exploratory research is to gain insights and gather preliminary information that can help the researcher better define the research problem and develop hypotheses or research questions for further investigation.

Exploratory Research Methods

There are several types of exploratory research, including:

Literature Review

This involves conducting a comprehensive review of existing published research, scholarly articles, and other relevant literature on the research topic or problem. It helps to identify the gaps in the existing knowledge and to develop new research questions or hypotheses.

Pilot Study

A pilot study is a small-scale preliminary study that helps the researcher to test research procedures, instruments, and data collection methods. This type of research can be useful in identifying any potential problems or issues with the research design and refining the research procedures for a larger-scale study.

This involves an in-depth analysis of a particular case or situation to gain insights into the underlying causes, processes, and dynamics of the issue under investigation. It can be used to develop a more comprehensive understanding of a complex problem, and to identify potential research questions or hypotheses.

Focus Groups

Focus groups involve a group discussion that is conducted to gather opinions, attitudes, and perceptions from a small group of individuals about a particular topic. This type of research can be useful in exploring the range of opinions and attitudes towards a topic, identifying common themes or patterns, and generating ideas for further research.

Expert Opinion

This involves consulting with experts or professionals in the field to gain their insights, expertise, and opinions on the research topic. This type of research can be useful in identifying the key issues and concerns related to the topic, and in generating ideas for further research.

Observational Research

Observational research involves gathering data by observing people, events, or phenomena in their natural settings to gain insights into behavior and interactions. This type of research can be useful in identifying patterns of behavior and interactions, and in generating hypotheses or research questions for further investigation.

Open-ended Surveys

Open-ended surveys allow respondents to provide detailed and unrestricted responses to questions, providing valuable insights into their attitudes, opinions, and perceptions. This type of research can be useful in identifying common themes or patterns, and in generating ideas for further research.

Data Analysis Methods

Exploratory Research Data Analysis Methods are as follows:

Content Analysis

This method involves analyzing text or other forms of data to identify common themes, patterns, and trends. It can be useful in identifying patterns in the data and developing hypotheses or research questions. For example, if the researcher is analyzing social media posts related to a particular topic, content analysis can help identify the most frequently used words, hashtags, and topics.

Thematic Analysis

This method involves identifying and analyzing patterns or themes in qualitative data such as interviews or focus groups. The researcher identifies recurring themes or patterns in the data and then categorizes them into different themes. This can be helpful in identifying common patterns or themes in the data and developing hypotheses or research questions. For example, a thematic analysis of interviews with healthcare professionals about patient care may identify themes related to communication, patient satisfaction, and quality of care.

Cluster Analysis

This method involves grouping data points into clusters based on their similarities or differences. It can be useful in identifying patterns in large datasets and grouping similar data points together. For example, if the researcher is analyzing customer data to identify different customer segments, cluster analysis can be used to group similar customers together based on their demographic, purchasing behavior, or preferences.

Network Analysis

This method involves analyzing the relationships and connections between data points. It can be useful in identifying patterns in complex datasets with many interrelated variables. For example, if the researcher is analyzing social network data, network analysis can help identify the most influential users and their connections to other users.

Grounded Theory

This method involves developing a theory or explanation based on the data collected during the exploratory research process. The researcher develops a theory or explanation that is grounded in the data, rather than relying on pre-existing theories or assumptions. This can be helpful in developing new theories or explanations that are supported by the data.

Applications of Exploratory Research

Exploratory research has many practical applications across various fields. Here are a few examples:

• Marketing Research : In marketing research, exploratory research can be used to identify consumer needs, preferences, and behavior. It can also help businesses understand market trends and identify new market opportunities.
• Product Development: In product development, exploratory research can be used to identify customer needs and preferences, as well as potential design flaws or issues. This can help companies improve their product offerings and develop new products that better meet customer needs.
• Social Science Research: In social science research, exploratory research can be used to identify new areas of study, as well as develop new theories and hypotheses. It can also be used to identify potential research methods and approaches.
• Healthcare Research : In healthcare research, exploratory research can be used to identify new treatments, therapies, and interventions. It can also be used to identify potential risk factors or causes of health problems.
• Education Research: In education research, exploratory research can be used to identify new teaching methods and approaches, as well as identify potential areas of study for further research. It can also be used to identify potential barriers to learning or achievement.

Examples of Exploratory Research

Here are some more examples of exploratory research from different fields:

• Social Science : A researcher wants to study the experience of being a refugee, but there is limited existing research on this topic. The researcher conducts exploratory research by conducting in-depth interviews with refugees to better understand their experiences, challenges, and needs.
• Healthcare : A medical researcher wants to identify potential risk factors for a rare disease but there is limited information available. The researcher conducts exploratory research by reviewing medical records and interviewing patients and their families to identify potential risk factors.
• Education : A teacher wants to develop a new teaching method to improve student engagement, but there is limited information on effective teaching methods. The teacher conducts exploratory research by reviewing existing literature and interviewing other teachers to identify potential approaches.
• Technology : A software developer wants to develop a new app, but is unsure about the features that users would find most useful. The developer conducts exploratory research by conducting surveys and focus groups to identify user preferences and needs.
• Environmental Science : An environmental scientist wants to study the impact of a new industrial plant on the surrounding environment, but there is limited existing research. The scientist conducts exploratory research by collecting and analyzing soil and water samples, and conducting interviews with residents to better understand the impact of the plant on the environment and the community.

How to Conduct Exploratory Research

Here are the general steps to conduct exploratory research:

• Define the research problem: Identify the research problem or question that you want to explore. Be clear about the objective and scope of the research.
• Review existing literature: Conduct a review of existing literature and research on the topic to identify what is already known and where gaps in knowledge exist.
• Determine the research design : Decide on the appropriate research design, which will depend on the nature of the research problem and the available resources. Common exploratory research designs include case studies, focus groups, interviews, and surveys.
• Collect data: Collect data using the chosen research design. This may involve conducting interviews, surveys, or observations, or collecting data from existing sources such as archives or databases.
• Analyze data: Analyze the data collected using appropriate qualitative or quantitative techniques. This may include coding and categorizing qualitative data, or running descriptive statistics on quantitative data.
• I nterpret and report findings: Interpret the findings of the analysis and report them in a way that is clear and understandable. The report should summarize the findings, discuss their implications, and make recommendations for further research or action.
• Iterate : If necessary, refine the research question and repeat the process of data collection and analysis to further explore the topic.

When to use Exploratory Research

Exploratory research is appropriate in situations where there is limited existing knowledge or understanding of a topic, and where the goal is to generate insights and ideas that can guide further research. Here are some specific situations where exploratory research may be particularly useful:

• New product development: When developing a new product, exploratory research can be used to identify consumer needs and preferences, as well as potential design flaws or issues.
• Emerging technologies: When exploring emerging technologies, exploratory research can be used to identify potential uses and applications, as well as potential challenges or limitations.
• Developing research hypotheses: When developing research hypotheses, exploratory research can be used to identify potential relationships or patterns that can be further explored through more rigorous research methods.
• Understanding complex phenomena: When trying to understand complex phenomena, such as human behavior or societal trends, exploratory research can be used to identify underlying patterns or factors that may be influencing the phenomenon.
• Developing research methods : When developing new research methods, exploratory research can be used to identify potential issues or limitations with existing methods, and to develop new methods that better capture the phenomena of interest.

Purpose of Exploratory Research

The purpose of exploratory research is to gain insights and understanding of a research problem or question where there is limited existing knowledge or understanding. The objective is to explore and generate ideas that can guide further research, rather than to test specific hypotheses or make definitive conclusions.

Exploratory research can be used to:

• Identify new research questions: Exploratory research can help to identify new research questions and areas of inquiry, by providing initial insights and understanding of a topic.
• Develop hypotheses: Exploratory research can help to develop hypotheses and testable propositions that can be further explored through more rigorous research methods.
• Identify patterns and trends : Exploratory research can help to identify patterns and trends in data, which can be used to guide further research or decision-making.
• Understand complex phenomena: Exploratory research can help to provide a deeper understanding of complex phenomena, such as human behavior or societal trends, by identifying underlying patterns or factors that may be influencing the phenomena.
• Generate ideas: Exploratory research can help to generate new ideas and insights that can be used to guide further research, innovation, or decision-making.

Characteristics of Exploratory Research

The following are the main characteristics of exploratory research:

• Flexible and open-ended : Exploratory research is characterized by its flexible and open-ended nature, which allows researchers to explore a wide range of ideas and perspectives without being constrained by specific research questions or hypotheses.
• Qualitative in nature : Exploratory research typically relies on qualitative methods, such as in-depth interviews, focus groups, or observation, to gather rich and detailed data on the research problem.
• Limited scope: Exploratory research is generally limited in scope, focusing on a specific research problem or question, rather than attempting to provide a comprehensive analysis of a broader phenomenon.
• Preliminary in nature : Exploratory research is preliminary in nature, providing initial insights and understanding of a research problem, rather than testing specific hypotheses or making definitive conclusions.
• I terative process : Exploratory research is often an iterative process, where the research design and methods may be refined and adjusted as new insights and understanding are gained.
• I nductive approach : Exploratory research typically takes an inductive approach to data analysis, seeking to identify patterns and relationships in the data that can guide further research or hypothesis development.

Advantages of Exploratory Research

The following are some advantages of exploratory research:

• Provides initial insights: Exploratory research is useful for providing initial insights and understanding of a research problem or question where there is limited existing knowledge or understanding. It can help to identify patterns, relationships, and potential hypotheses that can guide further research.
• Flexible and adaptable : Exploratory research is flexible and adaptable, allowing researchers to adjust their methods and approach as they gain new insights and understanding of the research problem.
• Qualitative methods : Exploratory research typically relies on qualitative methods, such as in-depth interviews, focus groups, and observation, which can provide rich and detailed data that is useful for gaining insights into complex phenomena.
• Cost-effective : Exploratory research is often less costly than other research methods, such as large-scale surveys or experiments. It is typically conducted on a smaller scale, using fewer resources and participants.
• Useful for hypothesis generation : Exploratory research can be useful for generating hypotheses and testable propositions that can be further explored through more rigorous research methods.
• Provides a foundation for further research: Exploratory research can provide a foundation for further research by identifying potential research questions and areas of inquiry, as well as providing initial insights and understanding of the research problem.

Limitations of Exploratory Research

The following are some limitations of exploratory research:

• Limited generalizability: Exploratory research is typically conducted on a small scale and uses non-random sampling techniques, which limits the generalizability of the findings to a broader population.
• Subjective nature: Exploratory research relies on qualitative methods and is therefore subject to researcher bias and interpretation. The findings may be influenced by the researcher’s own perceptions, beliefs, and assumptions.
• Lack of rigor: Exploratory research is often less rigorous than other research methods, such as experimental research, which can limit the validity and reliability of the findings.
• Limited ability to test hypotheses: Exploratory research is not designed to test specific hypotheses, but rather to generate initial insights and understanding of a research problem. It may not be suitable for testing well-defined research questions or hypotheses.
• Time-consuming : Exploratory research can be time-consuming and resource-intensive, particularly if the researcher needs to gather data from multiple sources or conduct multiple rounds of data collection.
• Difficulty in interpretation: The open-ended nature of exploratory research can make it difficult to interpret the findings, particularly if the researcher is unable to identify clear patterns or relationships in the data.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Exploratory Research

Exploratory research, as the name implies, intends merely to explore the research questions and does not intend to offer final and conclusive solutions to existing problems. This type of research is usually conducted to study a problem that has not been clearly defined yet. Conducted in order to determine the nature of the problem, exploratory research is not intended to provide conclusive evidence, but helps us to have a better understanding of the problem.

When conducting exploratory research, the researcher ought to be willing to change his/her direction as a result of revelation of new data and new insights. [1] Accordingly, exploratory studies are often conducted using interpretive research methods and they answer to questions such as what, why and how.

Exploratory research design does not aim to provide the final and conclusive answers to the research questions, but merely explores the research topic with varying levels of depth. It has been noted that “exploratory research is the initial research, which forms the basis of more conclusive research. It can even help in determining the research design, sampling methodology and data collection method” [2] . Exploratory research “tends to tackle new problems on which little or no previous research has been done” [3] .

Unstructured interviews are the most popular primary data collection method with exploratory studies. Additionally, surveys , focus groups and observation methods can be used to collect primary data for this type of studies.

Examples of Exploratory Research Design

The following are some examples for studies with exploratory research design in business studies:

• A study into the role of social networking sites as an effective marketing communication channel
• An investigation into the ways of improvement of quality of customer services within hospitality sector in London
• An assessment of the role of corporate social responsibility on consumer behaviour in pharmaceutical industry in the USA

Differences between Exploratory and Conclusive Research

The difference between exploratory and conclusive research is drawn by Sandhursen (2000) [4] in a way that exploratory studies result in a range of causes and alternative options for a solution of a specific problem, whereas, conclusive studies identify the final information that is the only solution to an existing research problem.

In other words, exploratory research design simply explores the research questions, leaving room for further researches, whereas conclusive research design is aimed to provide final findings for the research.

Moreover, it has been stated that “an exploratory study may not have as rigorous as methodology as it is used in conclusive studies, and sample sizes may be smaller. But it helps to do the exploratory study as methodically as possible, if it is going to be used for major decisions about the way we are going to conduct our next study” [5] (Nargundkar, 2003, p.41).

Exploratory studies usually create scope for future research and the future research may have a conclusive design. For example, ‘a study into the implications of COVID-19 pandemic into the global economy’ is an exploratory research. COVID-19 pandemic is a recent phenomenon and the study can generate an initial knowledge about economic implications of the phenomenon.

A follow-up study, building on the findings of this research ‘a study into the effects of COVID-19 pandemic on tourism revenues in Morocco’ is a causal conclusive research. The second research can produce research findings that can be of a practical use for decision making.

Advantages of Exploratory Research

• Lower costs of conducting the study
• Flexibility and adaptability to change
• Exploratory research is effective in laying the groundwork that will lead to future studies.
• Exploratory studies can potentially save time by determining at the earlier stages the types of research that are worth pursuing

Disadvantages of Exploratory Research

• Inclusive nature of research findings
• Exploratory studies generate qualitative information and interpretation of such type of information is subject to bias
• These types of studies usually make use of a modest number of samples that may not adequately represent the target population. Accordingly, findings of exploratory research cannot be generalized to a wider population.
• Findings of such type of studies are not usually useful in decision making in a practical level.

My e-book,  The Ultimate Guide to Writing a Dissertation in Business Studies: a step by step assistance  contains discussions of theory and application of research designs. The e-book also explains all stages of the  research process  starting from the  selection of the research area  to writing personal reflection. Important elements of dissertations such as  research philosophy ,  research approach ,  methods of data collection ,  data analysis  and  sampling  are explained in this e-book in simple words.

John Dudovskiy

[1] Source: Saunders, M., Lewis, P. & Thornhill, A. (2012) “Research Methods for Business Students” 6 th  edition, Pearson Education Limited

[2] Singh, K. (2007) “Quantitative Social Research Methods” SAGE Publications, p.64

[3] Brown, R.B. (2006) “Doing Your Dissertation in Business and Management: The Reality of Research and Writing” Sage Publications, p.43

[4] Sandhusen, R.L. (2000) “Marketing” Barrons

[5] Nargundkar, R. (2008) “Marketing Research: Text and Cases” 3 rd edition, p.38

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Exploratory Research: Types & Characteristics

Consider a scenario where a juice bar owner feels that increasing the variety of juices will enable an increase in customers. However, he is not sure and needs more information. The owner intends to conduct exploratory research to find out; hence, he decides to do exploratory research to find out if expanding their juices selection will enable him to get more customers or if there is a better idea.

Another example of exploratory research is a podcast survey template that can be used to collect feedback about the podcast consumption metrics both from existing listeners as well as other podcast listeners that are currently not subscribed to this channel. This helps the author of the podcast create curated content that will gain a larger audience. Let’s explore this topic.

LEARN ABOUT: Research Process Steps

Content Index

Exploratory research: Definition

Primary research methods, secondary research methods, exploratory research: steps to conduct a research, characteristics of exploratory research, advantages of exploratory research, disadvantages of exploratory research, importance of exploratory research.

Exploratory research is defined as a research used to investigate a problem which is not clearly defined. It is conducted to have a better understanding of the existing research problem , but will not provide conclusive results. For such a research, a researcher starts with a general idea and uses this research as a medium to identify issues, that can be the focus for future research. An important aspect here is that the researcher should be willing to change his/her direction subject to the revelation of new data or insight. Such a research is usually carried out when the problem is at a preliminary stage. It is often referred to as grounded theory approach or interpretive research as it used to answer questions like what, why and how.

Types and methodologies of Exploratory research

While it may sound difficult to research something that has very little information about it, there are several methods which can help a researcher figure out the best research design, data collection methods and choice of subjects. There are two ways in which research can be conducted namely primary and secondary.. Under these two types, there are multiple methods which can used by a researcher. The data gathered from these research can be qualitative or quantitative . Some of the most widely used research designs include the following:

LEARN ABOUT: Best Data Collection Tools

Primary research is information gathered directly from the subject.  It can be through a group of people or even an individual. Such a research can be carried out directly by the researcher himself or can employ a third party to conduct it on their behalf. Primary research is specifically carried out to explore a certain problem which requires an in-depth study.

• Surveys/polls : Surveys /polls are used to gather information from a predefined group of respondents. It is one of the most important quantitative method. Various types of surveys  or polls can be used to explore opinions, trends, etc. With the advancement in technology, surveys can now be sent online and can be very easy to access. For instance, use of a survey app through tablets, laptops or even mobile phones. This information is also available to the researcher in real time as well. Nowadays, most organizations offer short length surveys and rewards to respondents, in order to achieve higher response rates.

LEARN ABOUT: Live polls for Classroom Experience

For example: A survey is sent to a given set of audience to understand their opinions about the size of mobile phones when they purchase one. Based on such information organization can dig deeper into the topic and make business related decision.

• Interviews: While you may get a lot of information from public sources, but sometimes an in person interview can give in-depth information on the subject being studied. Such a research is a qualitative research method . An interview with a subject matter expert can give you meaningful insights that a generalized public source won’t be able to provide. Interviews are carried out in person or on telephone which have open-ended questions to get meaningful information about the topic.

For example: An interview with an employee can give you more insights to find out the degree of job satisfaction, or an interview with a subject matter expert of quantum theory can give you in-depth information on that topic.

• Focus groups: Focus group is yet another widely used method in exploratory research. In such a method a group of people is chosen and are allowed to express their insights on the topic that is being studied. Although, it is important to make sure that while choosing the individuals in a focus group they should have a common background and have comparable experiences.

For example: A focus group helps a research identify the opinions of consumers if they were to buy a phone. Such a research can help the researcher understand what the consumer value while buying a phone. It may be screen size, brand value or even the dimensions. Based on which the organization can understand what are consumer buying attitudes, consumer opinions, etc.

• Observations: Observational research can be qualitative observation or quantitative observation . Such a research is done to observe a person and draw the finding from their reaction to certain parameters. In such a research, there is no direct interaction with the subject.

For example: An FMCG company wants to know how it’s consumer react to the new shape of their product. The researcher observes the customers first reaction and collects the data, which is then used to draw inferences from the collective information.

LEARN ABOUT: Causal Research

Secondary research is gathering information from previously published primary research. In such a research you gather information from sources likes case studies, magazines, newspapers, books, etc.

• Online research: In today’s world, this is one of the fastest way to gather information on any topic. A lot of data is readily available on the internet and the researcher can download it whenever he needs it. An important aspect to be noted for such a research is the genuineness and authenticity of the source websites that the researcher is gathering the information from.

For example: A researcher needs to find out what is the percentage of people that prefer a specific brand phone. The researcher just enters the information he needs in a search engine and gets multiple links with related information and statistics.

• Literature research : Literature research is one of the most inexpensive method used for discovering a hypothesis. There is tremendous amount of information available in libraries, online sources, or even commercial databases. Sources can include newspapers, magazines, books from library, documents from government agencies, specific topic related articles, literature, Annual reports, published statistics from research organizations and so on.

However, a few things have to be kept in mind while researching from these sources. Government agencies have authentic information but sometimes may come with a nominal cost. Also, research from educational institutions is generally overlooked, but in fact educational institutions carry out more number of research than any other entities.

Furthermore, commercial sources provide information on major topics like political agendas, demographics, financial information, market trends and information, etc.

For example: A company has low sales. It can be easily explored from available statistics and market literature if the problem is market related or organization related or if the topic being studied is regarding financial situation of the country, then research data can be accessed through government documents or commercial sources.

• Case study research: Case study research can help a researcher with finding more information through carefully analyzing existing cases which have gone through a similar problem. Such exploratory data analysis are very important and critical especially in today’s business world. The researcher just needs to make sure he analyses the case carefully in regards to all the variables present in the previous case against his own case. It is very commonly used by business organizations or social sciences sector or even in the health sector.

LEARN ABOUT: Level of Analysis

For example: A particular orthopedic surgeon has the highest success rate for performing knee surgeries. A lot of other hospitals or doctors have taken up this case to understand and benchmark the method in which this surgeon does the procedure to increase their success rate.

• Identify the problem : A researcher identifies the subject of research and the problem is addressed by carrying out multiple methods to answer the questions.
• Create the hypothesis : When the researcher has found out that there are no prior studies and the problem is not precisely resolved, the researcher will create a hypothesis based on the questions obtained while identifying the problem.
• Further research : Once the data has been obtained, the researcher will continue his study through descriptive investigation. Qualitative methods are used to further study the subject in detail and find out if the information is true or not.

LEARN ABOUT: Descriptive Analysis

• They are not structured studies
• It is usually low cost, interactive and open ended.
• It will enable a researcher answer questions like what is the problem? What is the purpose of the study? And what topics could be studied?
• To carry out exploratory research, generally there is no prior research done or the existing ones do not answer the problem precisely enough.
• It is a time consuming research and it needs patience and has risks associated with it.
• The researcher will have to go through all the information available for the particular study he is doing.
• There are no set of rules to carry out the research per se, as they are flexible, broad and scattered.
• The research needs to have importance or value. If the problem is not important in the industry the research carried out is ineffective.
• The research should also have a few theories which can support its findings as that will make it easier for the researcher to assess it and move ahead in his study
• Such a research usually produces qualitative data , however in certain cases quantitative data can be generalized for a larger sample through use of surveys and experiments.

LEARN ABOUT: Action Research

• The researcher has a lot of flexibility and can adapt to changes as the research progresses.
• It is usually low cost.
• It helps lay the foundation of a research, which can lead to further research.
• It enables the researcher understand at an early stage, if the topic is worth investing the time and resources  and if it is worth pursuing.
• It can assist other researchers to find out possible causes for the problem, which can be further studied in detail to find out, which of them is the most likely cause for the problem.
• Even though it can point you in the right direction towards what is the answer, it is usually inconclusive.
• The main disadvantage of exploratory research is that they provide qualitative data. Interpretation of such information can be judgmental and biased.
• Most of the times, exploratory research involves a smaller sample , hence the results cannot be accurately interpreted for a generalized population.
• Many a times, if the data is being collected through secondary research, then there is a chance of that data being old and is not updated.

LEARN ABOUT: Projective Techniques & Conformity Bias

Exploratory research is carried out when a topic needs to be understood in depth, especially if it hasn’t been done before. The goal of such a research is to explore the problem and around it and not actually derive a conclusion from it. Such kind of research will enable a researcher to  set a strong foundation for exploring his ideas, choosing the right research design and finding variables that actually are important for the in-depth analysis . Most importantly, such a research can help organizations or researchers save up a lot of time and resources, as it will enable the researcher to know if it worth pursuing.

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A guide to exploratory research design

Last updated

9 March 2023

Reviewed by

Jean Kaluza

Knowledge is power, especially when designing a new product or improving an existing one. You may have questions like who will use your product. What niche market needs this product? How will customers respond to the product? Where does the product need improving?

Analyze exploratory research

Finds answers to questions asked in your exploratory research faster when you analyze it in Dovetail

• What is exploratory research?

When you're blazing a trail for a new concept, you need questions answered and problems solved. Exploratory research will help you better understand the problems and offer solutions you could focus on to transform the idea into reality.

What is an exploratory research design example?

When you have an idea about a new product, you're excited about the prospect that customers will be lining up at the door to purchase it. Before spending money on design and development, determine if customers will love it as much as you do.

You will want to conduct exploratory research to determine how people will respond to your product. Your data may show that your potential customers have a different opinion than you expected. Once you receive the data, your perception of how to proceed with the product's design will become more apparent.

• Methods and types of exploratory research

Understanding the methods of exploratory research and how to reach potential customers can provide valuable data for product conception. There are two primary methods of conducting exploratory research: primary research and secondary research.

Primary research

Primary research involves direct interactions with your customer base. This could include conducting surveys , hosting focus groups , or one-on-one interviews. 

Primary research aims to gather first-hand information about your customers' needs, preferences, and opinions. You can gain valuable insights into their behaviors and decision-making processes by interacting directly with your target audience.

Secondary research

Secondary research involves gathering information that others have already collected. This could include conducting online searches, reviewing industry reports, or visiting the library to read books and journals. Secondary research aims to gather information that can help you better understand your target market and industry trends.

• Exploratory research data collection

Gathering data about a new subject can be difficult. But exploratory research can make it easier by helping you focus on a specific topic and creating a clear hypothesis and problem statement. It also gives you an overview of the subject.

Exploratory research involves two types of data collection methods: primary and secondary research. Both methods follow the same model for data analysis.

Primary research methods

This research method involves communicating with people in different ways to gather information, including:

Observations

Interviews 

Focus groups

You might have your product's models, drawings, or prototypes ready for testing. Then, you can gather a target sample group to interact with it. By observing their interactions and listening to their questions, answers, and comments, you can identify necessary changes to the product. This process will also give you insights into how customers will respond to it when it launches.

Exploratory research questions

Once you establish which primary research method you will use, tailor those methods to retrieve data that will answer questions about moving forward with your product. 

These questions can include the following:

Who will get the most benefit from using the product?

What features of the product will customers most likely use or not use?

Is the product easy to use or too complicated?

How can the product be improved?

Secondary research methods

This research method is limited in providing a detailed understanding of product performance among potential customers. Nevertheless, it can help you explore whether similar concepts have been tried before and their success rates. To gather such data, you can refer to these sources:

Case studies

Existing literature

Online sources

• Characteristics of exploratory research

When exploring what type of data you require for your project, consider the characteristics of exploratory research. Check whether the following features align with your project's needs.

Difficult to quantify

It’s extremely difficult to quantify unstructured data. This data type does not typically contain common variables to compare corresponding data points to. However, quantitative data points can be pulled if studies are conducted with a large enough sample size. It just takes significantly longer to analyze. Still, unstructured data is more valuable because it's open-ended qualitative feedback that will help direct your project.

Low-cost, interactive, open-ended

Taking the time to budget for exploratory research has excellent cost-saving significance. The cost of designing and developing a product that may not do well on the market can be higher than what you spend when doing exploratory research.

And the research doesn't have to stop after one survey or one focus group. You can continue this type of interactive research with your target group or customer base throughout all phases of product development. This includes the design, manufacturing, market introduction, and customer experience phases.

Time-consuming

Although it is time-consuming to perform exploratory research, this is nothing compared to the time you could waste producing a product that the public might not receive well. Take the time to construct exploratory research designs that will reap high-quality data with steps that include: 

Addressing the problems that you will need to solve

Identifying the target sample group

Designing the data collection format

Collecting the data

Categorizing the data into useful information

Incorporating the information into the design process

Depending on how extensive your target sample group is and what formats you use to collect the data, this also may impact how long it takes to get the information you need. 

For example, a survey format may take less time than an interview structure. And if you're surveying 15,000 people rather than just 1,000, this can take a while to receive and examine the results.

• When to use exploratory research

Exploratory research can be used not only for product design issues but also to determine the ideal market target and improve customer experience with your product or service.

For example, suppose your business has a website or app. In that case, you can use exploratory research to determine user experience when customers use them. 

• How to conduct exploratory research

In conducting exploratory research, here are the steps you can follow:

Step 1: Identify your problem

Regarding product design, the first step is identifying what obstacles, challenges, or motivations your product will solve for your customers to become viable in the market.

Step 2: Hypothesize a solution

Conducting secondary research on products similar to yours can provide valuable insights that can help you develop a successful solution. By examining the launch and performance of these products, you can generate hypotheses about what may work for your own product.

You may want to add features to your product that were considered successful or remove features that weren't.

Step 3: Design your methodology or process

Next, determine at what points and how you want to collect feedback on your product as you design and iterate it. Perhaps, surveys adequately produce the data you need at the conceptual phase, and running a focus group could be better before the alpha release.

The processes and methodology depend on your resources, team strengths, and at which points in the development process you need direction the most.

Step 4: Collect and analyze data

Analyzing the data collected is how we make our findings actionable. Techniques such as content analysis , thematic analysis , or grounded theory help identify patterns and themes in the data.

If we identify a theme where potential customers are consistently choosing our competitor over us, it may indicate a specific feature that they prefer. To address this, we should conduct further exploration and analysis to determine the reason for this preference. Based on our findings, we may need to build and design similar features to better compete with our rivals.

Step 5: Avenues for future research

If the research that you did helps the design process of your product, you now have a proven avenue for future research in product design, manufacturing, market introduction, and customer experiences for your business. 

• Advantages of exploratory research

Exploratory research provides significant cost-effectiveness and time-savings on projects. If a project is unsuccessful because you did not conduct exploratory research, it will lead to much more cost and time expenditures in the future. And once you have a proven exploratory research process established, it will be easier to do further research when needed.

• Challenges of exploratory research

When doing exploratory research, flexibility is key. If you're unwilling to be open to the results, bias can factor into data interpretation, rendering the data useless. Also, if you haphazardly assemble a quick study with a small sample, the sample size may not represent the target audience.

• The extra effort of exploratory research is worth it

Now that you know the significance of exploratory research and its impact on successful product development and customer experience , it's time to initiate your exploratory research design. And to organize your exploratory research efforts, find a platform that helps you store customer research , feedback, and insights all in one place.

What is exploratory research vs. descriptive?

Exploratory research studies unexamined topics or problems. Descriptive research describes the characteristics of a subject to compare and contrast with other subjects observed in the same study.

Which exploratory research is the quickest and least costly?

Secondary research methods are the quickest and less costly. However, they do not offer comprehensive or specified information that will help develop a product design. Primary research methods can be more expensive than secondary ones but still possible to conduct on a budget.

Which type of research design takes the longest?

Primary research takes the longest because of the necessary steps to collect the information you need. It also depends on how wide of a net you cast to collect the data. The more people involved in surveys, focus groups, and interviews, the more time it will take to extract and analyze the data.

What is the sample size of exploratory research?

The sample size is the number of people participating in your exploratory research design. The sample size should be representative of the target audience for your product.

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Exploratory Research: Definition, Types, Examples

Appinio Research · 12.10.2023 · 28min read

Are you ready to unlock the power of exploration in research? In this guide, we'll navigate the fascinating realm of exploratory research, demystifying its techniques and shedding light on its real-world applications.

Whether you're a seasoned researcher seeking to broaden your methodological toolkit or a novice embarking on your first research endeavor, this guide will equip you with the knowledge and insights to harness the full potential of exploratory research. Join us as we dive deep into the intricacies of understanding, planning, conducting, and reporting exploratory research, with real-life examples illuminating the way.

What is Exploratory Research?

Exploratory Research is an investigative method used in the early stages of a research project to delve into a topic when little to no existing knowledge or information is available. It is a dynamic and flexible approach aimed at gaining insights, uncovering trends, and generating initial hypotheses. The primary purposes of exploratory research are:

• Understanding Complexity: Exploratory research helps researchers understand the intricate and multifaceted nature of a research topic, especially when the subject matter is not well-defined.
• Idea Generation: It serves as a fertile ground for generating new ideas, hypotheses, and research questions that can guide more focused studies in the future.
• Problem Identification: It helps identify research problems or gaps in existing knowledge, allowing researchers to refine their research objectives.
• Decision Support: Exploratory research provides valuable information for making informed decisions about the direction and scope of a research project.

Importance of Exploratory Research

Exploratory research holds immense significance in the world of research and problem-solving for several reasons:

• Risk Reduction: By exploring a topic before committing to a specific research path, exploratory research helps reduce the risk of pursuing unproductive or irrelevant research.
• Informed Research: It lays the groundwork for subsequent phases of research, ensuring that subsequent studies are well-informed and more likely to yield meaningful results.
• Creative Exploration: It encourages creative and open-minded exploration of topics, making it particularly useful when dealing with novel or emerging issues.
• Adaptability: Exploratory research methods are adaptable and can be tailored to the unique characteristics of a research question or problem.

Types of Exploratory Research

Exploratory research encompasses various methodologies, each designed to suit specific research objectives and contexts. Let's explore these types in more detail:

Literature Review

Literature Review involves a systematic examination of existing research, publications, and sources related to a specific topic. It serves as a comprehensive exploration of the current state of knowledge.

• Purpose: To identify existing theories, concepts, and gaps in the literature related to a research topic.
• Methods: Researchers review academic papers, books, articles, and other scholarly sources. They synthesize and analyze the findings and theories presented in these sources.
• Benefits: A literature review provides a solid foundation for understanding the historical context and key debates surrounding a topic. It helps researchers identify areas where further investigation is needed.

Pilot Studies

Pilot Studies are small-scale research projects conducted before a full-scale study. They serve as test runs to assess the feasibility of research methods and data collection tools.

• Purpose: To test research procedures, instruments, and methodologies in a controlled environment.
• Methods: Researchers select a smaller sample and conduct data collection and analysis as if it were a full study.
• Benefits: Pilot studies help identify potential problems, refine research designs, and improve the quality of data collection.

Case Studies

Case Studies involve an in-depth examination of a specific individual, group, organization, or event. They offer a holistic view of a particular phenomenon.

• Purpose: To explore real-life contexts and understand complex, unique situations.
• Methods: Researchers gather data through interviews, observations, and document analysis, providing rich, contextual insights.
• Benefits: Case studies provide a deep understanding of specific instances, allowing researchers to extract valuable lessons or generate hypotheses for broader research.

Focus Groups

Focus Groups bring together a small group of participants to engage in open and structured discussions about a particular topic.

• Purpose: To explore group dynamics, collective opinions, and shared perceptions on a specific subject.
• Methods: Researchers facilitate group discussions with carefully designed questions, encouraging participants to express their thoughts and experiences.
• Benefits: Focus groups reveal diverse perspectives, uncover latent issues, and provide qualitative data for further investigation.

In-depth Interviews

In-depth Interviews involve one-on-one conversations between a researcher and a participant, allowing for detailed exploration of experiences, opinions, and perceptions.

• Purpose: To gain in-depth insights into individual perspectives and experiences.
• Methods: Researchers use open-ended questions to guide interviews, creating a conversational and exploratory atmosphere.
• Benefits: In-depth interviews provide rich, nuanced data and are well-suited for studying sensitive topics or personal experiences.

Observational Research

Observational Research entails the systematic observation and recording of behaviors, events, or phenomena in their natural settings.

• Purpose: To understand behavior or phenomena as they naturally occur in their real-world context.
• Methods: Researchers select settings, define variables, and record data through direct observations.
• Benefits: Observational research captures authentic behavior and context, offering insights that might be missed in controlled environments.

Content Analysis

Content Analysis is a method for analyzing textual, visual, or audio content to uncover patterns, themes, or trends.

• Purpose: To explore and understand the content and communication surrounding a particular topic or media.
• Methods: Researchers define coding categories, code content based on these categories, and analyze the frequency and patterns of codes.
• Benefits: Content analysis provides quantitative and qualitative insights into the content of documents, media, or communication channels.

These various types of exploratory research methods offer researchers a versatile toolkit for diving into the unknown and gaining valuable insights, setting the stage for further investigation and discovery.

How to Plan and Design Exploratory Research?

In the planning and design phase of exploratory research, careful consideration of key elements is crucial to ensure the research objectives are met effectively. Let's delve into these elements:

1. Research Objectives

Before embarking on exploratory research, it's essential to define clear and specific research objectives.

• Purpose: Research objectives should clarify what you aim to achieve through your exploratory study. Are you looking to understand a phenomenon, generate hypotheses, identify research gaps, or explore new concepts?
• Specificity: Objectives should be well-defined, leaving no room for ambiguity. They should guide your research process and serve as a benchmark for success.
• Alignment: Ensure that your research objectives align with the broader goals of your research project and contribute to the generation of valuable insights.

2. Data Collection Methods

Selecting appropriate data collection methods is a critical step in planning exploratory research.

The choice of methods should align with your research objectives.

• Method Suitability: Consider the nature of your research question. Qualitative methods like interviews and focus groups are ideal for exploring subjective experiences, while quantitative methods may be more suitable for gathering numerical data.
• Data Sources: Identify the sources of data you will tap into, whether it's primary data (collected directly) or secondary data (existing sources).
• Data Collection Tools: Determine the specific tools and instruments you will use for data collection. This may include interview guides, questionnaires, or observation protocols.

3. Sampling Techniques

Choosing the proper sampling techniques is crucial to ensure that your exploratory research represents the target population or context effectively.

• Purposeful Sampling: When using qualitative methods like interviews and focus groups, purposeful or selective sampling helps identify participants who can provide valuable insights based on specific criteria, such as expertise or experience.
• Random Sampling: If your exploratory research involves quantitative data collection, consider random sampling methods to ensure that your sample is representative of the larger population.
• Snowball Sampling: In cases where it's challenging to identify participants through traditional methods, snowball sampling allows initial participants to refer others, creating a chain of referrals.

4. Data Analysis Approaches

Determining the data analysis approaches is essential for making sense of the information collected during exploratory research.

• Qualitative Data Analysis: For qualitative data, approaches like thematic analysis , content analysis, or narrative analysis help identify patterns, themes, and trends within the data.
• Quantitative Data Analysis: If you have quantitative data, statistical analysis and data visualization techniques can reveal trends, correlations, and significant findings.
• Mixed-Methods Analysis: In cases where both qualitative and quantitative data are collected, a mixed-methods analysis approach can provide a more comprehensive understanding.

5. Ethical Considerations

Ethical considerations are paramount in exploratory research, as they ensure the well-being and rights of participants are protected.

• Informed Consent: Obtain informed consent from participants, explaining the purpose of the research, their role, and the potential risks and benefits. Consent forms should be clear and voluntary.
• Privacy and Anonymity: Protect the confidentiality and anonymity of participants by avoiding disclosing personal or sensitive information without explicit consent.
• Data Security: Safeguard research data to prevent unauthorized access or breaches of confidentiality.
• Conflict of Interest: Disclose any conflicts of interest or potential biases that may affect the research process or findings.
• Compliance: Adhere to ethical guidelines and regulations established by relevant institutions or governing bodies, such as institutional review boards (IRBs).

With a well-planned approach that includes clearly defined research objectives, appropriate data collection methods, thoughtful sampling techniques, robust data analysis approaches, and ethical considerations, you can set the stage for a successful exploratory research endeavor.

How to Conduct Exploratory Research?

In this section, we will delve into the practical aspects of conducting exploratory research, which involves data collection and analysis. These steps are vital to uncover insights and generate hypotheses. Let's explore each component in detail:

Data Collection

Effective data collection is the cornerstone of exploratory research. Here are various methods you can use to collect data:

1. Literature Review Process

Literature review is the process of systematically searching, reviewing, and summarizing existing academic literature related to your research topic. This step is crucial as it provides a foundation for understanding the current state of knowledge and identifying research gaps:

• Identify Relevant Sources: Begin by searching for relevant academic papers, books, articles, and reports. Online databases like PubMed, Google Scholar, and academic library catalogs are excellent resources.
• Synthesize Information: Summarize the essential findings and ideas from the sources you've collected. Create a literature review matrix or summary to organize your results and identify common themes.
• Identify Research Gaps: As you review the literature, pay attention to areas where there's a lack of research or conflicting findings. These gaps can inform your exploratory research objectives.

2. Conducting Pilot Studies

Pilot studies are small-scale research projects designed to test and refine your research methods and instruments. They provide valuable insights and help identify potential issues before embarking on a full-scale study.

• Define Objectives: Clearly define the objectives of your pilot study. What specific aspects of your research design are you testing? What do you hope to learn from the pilot?
• Select Sample: Choose a small, representative sample for your pilot study. This sample should reflect your target population as closely as possible.
• Collect Data: Implement your research methods on the selected sample. Pay close attention to any challenges or issues that arise during data collection.
• Analyze Results: After collecting data, analyze the results. Look for any anomalies or unexpected findings that may require adjustments to your research design.

3. Running Case Studies

Case studies involve in-depth investigations into specific individuals, groups, organizations, or events. They provide rich, contextual data.

• Select a Case: Choose a relevant case that aligns with your research objectives. Consider cases that offer unique insights or perspectives on your topic.
• Gather Data: Collect data through a combination of interviews, observations, and document analysis. Triangulate your data sources for a comprehensive view.
• Analyze Data: Analyze the collected data to identify patterns, themes, and insights. Use coding or thematic analysis to categorize information.

4. Organizing Focus Groups

Focus groups bring together a small group of participants to engage in open and structured discussions about a particular topic.

• Recruit Participants: Recruit a diverse group of participants who can provide valuable insights into your research questions. Ensure that the group dynamics are conducive to open discussion.
• Design Questions: Prepare a set of open-ended questions that guide the discussion. Encourage participants to share their perspectives and experiences.
• Conduct the Session: Facilitate the focus group session, making sure everyone has an opportunity to speak. Take detailed notes and consider using audio or video recording.
• Analyze Findings: Transcribe and analyze the focus group discussions. Look for common themes, opinions, and areas of agreement or disagreement among participants.

5. Performing In-depth Interviews

In-depth interviews involve one-on-one conversations between a researcher and a participant, allowing for detailed exploration of experiences, opinions, and perceptions.

• Prepare Interview Guide: Develop a structured interview guide with open-ended questions that align with your research objectives. The guide provides a framework for the interview.
• Select Participants: Choose participants who can offer in-depth insights into your research questions. Establish rapport and build trust during the interviews.
• Conduct Interviews: Conduct one-on-one interviews, following the interview guide but allowing for flexibility to explore unexpected topics. Encourage participants to share their thoughts and experiences.
• Transcribe and Analyze: Transcribe the interviews and analyze the responses. Look for common themes, patterns, and noteworthy quotes that support your research objectives.

6. Observational Research Techniques

Observational research involves the systematic observation and recording of behaviors, events, or phenomena in their natural settings.

• Select the Setting: Choose a setting that allows for unobtrusive observation of the behavior or phenomena you're studying. Ensure that your presence does not influence the behavior.
• Define Variables: Clearly define the behaviors or phenomena you're observing. Create an observation checklist or coding scheme to record data systematically.
• Record Data: Systematically record your observations, either in real-time or through video/audio recordings. Be objective and avoid making interpretations during the observation.
• Analyze Data: After data collection, analyze the recorded observations to identify patterns, trends, and any noteworthy behaviors. Consider interrater reliability if multiple observers are involved.

7. Content Analysis Methods

Content analysis is a method for systematically analyzing textual, visual, or audio content to uncover patterns, themes, or trends.

• Define Coding Categories: Determine the coding categories or themes that align with your research objectives. Create a coding scheme that can be applied consistently.
• Code Content: Apply the coding scheme to the content you're analyzing. This may involve categorizing text passages, images, or audio segments based on predefined criteria.
• Record and Analyze Data: Record the coded data systematically and analyze it to identify patterns, trends, or recurring themes. Consider using software tools to assist in content analysis.

Data Analysis

After collecting data through the various methods, it's essential to analyze it effectively to extract meaningful insights:

1. Qualitative Data Analysis

Qualitative data analysis involves the examination of non-numeric data, such as text, interviews, and observations.

• Data Coding: Begin by coding the qualitative data, which involves categorizing information into themes or codes. This step helps organize the data for analysis.
• Thematic Analysis: Conduct thematic analysis to identify recurring themes, patterns, and trends within the data. Look for connections and relationships between themes.
• Constant Comparison: Use constant comparison, where you compare new data with existing codes and themes to refine your understanding of the data.
• Interpretation: Interpret the qualitative data in the context of your research objectives. Explore the implications of your findings and consider how they contribute to your research goals.

2. Quantitative Data Analysis

Quantitative data analysis involves the examination of numerical data gathered through surveys, experiments, or other structured methods.

• Data Cleaning: Begin by cleaning the data and addressing any missing values, outliers, or inconsistencies. Ensure that the data is in a usable format for analysis.
• Descriptive Analysis : Perform descriptive analysis to summarize the main characteristics of the data. This includes calculating measures like mean, median, and standard deviation.
• Inferential Analysis: If applicable, conduct inferential analysis to test hypotheses or determine relationships between variables. Common statistical tests include t-tests, ANOVA, and regression analysis.
• Data Visualization: Create visual representations of your quantitative data using charts, graphs, and tables to illustrate key findings.

3. Identifying Patterns and Themes

Across both qualitative and quantitative data analysis, the process of identifying patterns and themes is essential.

• Pattern Recognition: Look for recurring patterns, trends, or regularities in the data. These patterns may be related to your research objectives or unexpected discoveries.
• Theme Identification: In qualitative data analysis, identify themes or categories that emerge from the data. Themes represent commonalities in participants' responses or behaviors.
• Cross-Referencing Data: Compare findings from different data collection methods (e.g., interviews, surveys) to triangulate your results and gain a more comprehensive understanding.
• Iterative Process: Data analysis is often an iterative process. You may revisit and refine your analysis as you uncover new insights or refine your research questions.

By effectively collecting and analyzing data, you can extract meaningful insights, identify trends, and generate hypotheses that will guide your exploratory research and inform future research endeavors.

How to Report and Present Exploratory Research Findings?

Effectively reporting and presenting exploratory research findings is vital to communicate insights and guide future actions. Let's explore the components of this phase in more detail.

Structure of Research Reports

Creating a well-structured research report ensures that your exploratory findings are communicated clearly and effectively.

• Title Page: Begin with a title page that includes the title of the report, your name, affiliation, and the date of publication.
• Executive Summary: Provide a concise summary of the research objectives, methods, key findings, and recommendations. This section should be informative yet brief.
• Table of Contents: Include a table of contents to help readers navigate through the report easily.
• Introduction: Introduce the research topic, objectives, and the importance of exploratory research in addressing your research questions.
• Methodology: Describe the methods used for data collection, including sampling techniques, data analysis approaches, and ethical considerations.
• Findings: Present your research findings, organized by research method (e.g., literature review, pilot study, focus groups, interviews, etc.).
• Discussion: Interpret your findings, discuss their implications, and relate them to your research objectives. Consider addressing any limitations.
• Recommendations: Offer recommendations based on your exploratory research. What actions or further research should be pursued?
• Conclusion: Summarize the key points of your study, emphasizing its significance.
• Appendices: Include any supplementary materials, such as interview transcripts, survey questionnaires, or additional data.
• References: Cite all the sources you referenced in your report using a consistent citation style (e.g., APA, MLA).

Visualizing Data

Effective data visualization enhances the understanding of your exploratory findings.

• Tables: Organize data in tabular format for easy comparison.
• Charts and Graphs: Use bar charts, line graphs, pie charts, or scatter plots to represent quantitative data.
• Infographics: Create visual summaries of key findings using infographics.
• Images and Visuals: Include relevant images, photographs, or screenshots to illustrate points.

Interpreting Results

Interpreting your exploratory research results involves:

• Contextualizing Findings: Explain the significance of your findings within the broader context of your research objectives.
• Discussing Implications: Consider the practical implications of your findings. How do they impact the research area or field?
• Addressing Limitations: Acknowledge any limitations or constraints in your study, such as sample size or data collection challenges.
• Comparing with Hypotheses: If applicable, compare your findings with any initial hypotheses you may have developed during the exploratory phase.
• Suggesting Future Research: Identify areas where further research is needed, building upon the insights gained in your exploratory study.

Making Recommendations

Based on your exploratory research, provide actionable recommendations.

• Practical Steps: Offer specific actions or decisions that can be made based on your findings.
• Policy Recommendations: If relevant, suggest changes or improvements to policies or practices.
• Further Research: Highlight areas where more in-depth research is required to build upon your exploratory findings.
• Implementation Plan: Outline a plan for implementing the recommendations, if applicable.

Remember that the clarity of your report and the persuasiveness of your recommendations are crucial in making your exploratory research valuable to your audience. Effective communication ensures that your insights lead to informed decisions and further exploration in your field of study.

Exploratory Research Advantages and Limitations

Exploratory research offers valuable insights into various aspects of a research topic, but it also comes with its own set of advantages and limitations. Understanding these factors is essential for making informed decisions about using exploratory research in your projects. Let's explore both sides of the coin.

Exploratory Research Advantages

• Insight Generation: Exploratory research excels at discovering the unknown. It allows you to explore and uncover new phenomena, trends, or perspectives that may have been previously unknown or overlooked.
• Hypothesis Generation: By investigating a topic with an open mind, you can generate hypotheses and research questions that can guide more focused research in the future. These initial hypotheses can serve as a valuable starting point.
• Flexibility: Exploratory research is well-suited for complex and multifaceted topics where a structured approach may not be appropriate. It provides the flexibility to adapt to evolving research objectives.
• Qualitative Understanding: Methods like interviews, focus groups, and content analysis provide rich qualitative data. This qualitative understanding is crucial for exploring nuances and complexities in human experiences and behaviors.
• Contextual Understanding: Exploratory research often takes place in real-world contexts. Case studies and observational research, for example, allow you to understand how phenomena operate in their natural environments, providing valuable context.
• Pilot Testing: Exploratory research, including pilot studies, helps in refining research methodologies and instruments. By uncovering potential issues early on, it reduces errors in subsequent studies.

Exploratory Research Limitations

• Lack of Generalizability: Exploratory research often uses small, non-representative samples. This makes it challenging to generalize findings to larger populations or broader contexts. The insights gained may be specific to the participants or conditions involved.
• Subjectivity: The qualitative nature of many exploratory research methods can introduce subjectivity in data analysis and interpretation. Researchers' biases and perspectives may influence the findings.
• Time and Resource Intensive: Some exploratory research methods, such as in-depth interviews or case studies, can be time-consuming and resource-intensive. This can limit the scalability of exploratory studies.
• Limited Quantitative Data: If your research requires precise numerical data, exploratory research may not be sufficient. It primarily focuses on qualitative insights and quantitative data may be limited in scope.
• Potential for Bias: The choice of research methods and participants can introduce bias into your findings. For example, purposive sampling in qualitative research may inadvertently select participants with similar perspectives.
• Incomplete Picture: Exploratory research may provide an insufficient or preliminary picture of a topic. It often requires further investigation for validation and a more comprehensive understanding.
• Ethical Challenges: The open-ended nature of exploratory research can raise ethical challenges, especially in sensitive research areas. Ensuring participant consent and privacy is essential.

Understanding these advantages and limitations is crucial for researchers to make informed decisions about when and how to apply exploratory research methods. It's essential to carefully consider these factors in the context of your research objectives and the specific challenges and opportunities presented by your research topic.

Exploratory Research Examples

Exploratory research is a versatile approach employed across various fields to gain insights, uncover trends, and generate hypotheses. Let's explore real-world examples of how different exploratory research methods have been applied effectively:

1. Real-Life Case Studies

Facebook's emotional contagion study.

Background: In 2014, Facebook conducted a controversial exploratory research study to investigate emotional contagion. The study involved manipulating the content that appeared in users' newsfeeds to measure how emotional content impacted their own posts.

Method: Facebook used large-scale data analysis to conduct this study, which involved over 689,000 users. They manipulated the visibility of positive and negative posts to examine whether emotional states could be influenced online.

Findings: The study found that when users saw fewer positive posts in their newsfeeds, they tended to post fewer positive updates themselves, and vice versa for negative posts. This research sparked discussions about ethical considerations in online experimentation and the power of social media platforms to influence emotions.

Harvard Business School's Airbnb Case Study

Background: Harvard Business School conducted an exploratory case study on Airbnb, a disruptive platform in the hospitality industry. The goal was to understand how Airbnb disrupted traditional lodging markets and its impact on the hotel industry.

Method: Researchers collected data from various sources, including interviews with Airbnb hosts, surveys of travelers, and publicly available data on Airbnb listings and hotel occupancy rates. They analyzed the data to identify trends and insights.

Findings: The study found that Airbnb significantly impacted the hotel industry by offering unique, affordable, and personalized lodging options. It also highlighted challenges such as regulatory issues and concerns about safety and quality control.

2. Focus Groups

Apple's product development.

Background: Apple Inc. frequently conducts exploratory research through focus groups to gather insights and opinions from potential users before launching new products or features.

Method: Apple assembles small groups of potential users and conducts moderated discussions. Participants are encouraged to share their thoughts, preferences, and concerns about prototypes or concepts.

Findings: Apple gains valuable feedback about user preferences and pain points by engaging with focus groups. For example, before launching the Apple Watch, focus groups provided insights into desired features like health tracking and customization.

Political Campaign Strategy

Background: In politics, campaign teams often use focus groups to explore voters' opinions, reactions to candidates, and key campaign issues.

Method: Focus groups consist of a diverse set of voters who engage in discussions about campaign messages, policies, and candidate attributes. Campaign teams use these insights to tailor their strategies.

Findings: Focus groups help political campaigns understand which messages resonate with different voter demographics. For instance, a focus group may reveal that a candidate's stance on a specific policy particularly appeals to a specific age group, influencing campaign messaging.

3. Content Analysis

Climate change discourse in media.

Background: Exploratory content analysis has been employed to study media coverage of climate change. Researchers aim to understand how different media outlets frame climate change issues.

Method: Researchers collect articles and news reports from various sources and then analyze the content to identify recurring themes, framing, and the use of language. This helps determine how climate change is portrayed in the media.

Findings: Content analysis has revealed that media outlets may use different frames when discussing climate change, such as "economic impact," "environmental consequences," or "scientific consensus." These frames can influence public perception and policy discussions.

Social Media Sentiment Analysis

Background: Companies and organizations use content analysis of social media posts to gauge public sentiment and gather insights into customer opinions and preferences.

Method: Automated tools are used to collect and analyze social media posts, comments, and mentions related to a specific brand, product, or topic. Natural language processing techniques identify sentiment (positive, negative, neutral) and key themes.

Findings: By analyzing social media content, companies can identify customer complaints, emerging trends, or public sentiment shifts in real time. For example, a restaurant chain may use sentiment analysis to track customer reactions to new menu items.

4. Observational Research

Supermarket shopping behavior.

Background: Observational research is frequently used in the retail industry to understand consumer behavior. One example is studying how shoppers navigate supermarkets.

Method: Researchers observe shoppers in a supermarket, noting their paths through the store, product choices, and interactions with displays. This data helps retailers optimize store layouts and product placement.

Findings: Observational research has shown that shoppers tend to follow predictable patterns in supermarkets, such as starting with fresh produce. Retailers use this data to design store layouts that encourage specific shopping behaviors and maximize sales.

Child Development Studies

Background: Observational research is crucial in child development studies to understand how children learn and develop through their interactions with the environment.

Method: Researchers use video recordings or live observations to document children's behaviors in various settings, such as classrooms or homes. They analyze these observations to identify developmental milestones and learning patterns.

Findings: Observational research in child development has contributed to our understanding of how children acquire language, social skills, and cognitive abilities. For example, it has revealed how peer interactions influence language development in preschoolers.

These real-world examples illustrate the diverse applications of exploratory research methods, from understanding user preferences for tech giants like Apple to analyzing media discourse on critical issues like climate change. Exploratory research empowers organizations and researchers with valuable insights that inform decision-making and shape future research directions.

Exploratory research is a dynamic tool that opens doors to discovery. It helps us uncover hidden insights, generate fresh ideas, and better understand the world around us. By delving into the unknown and embracing its flexibility, we can embark on journeys of exploration that enrich our knowledge and inform future endeavors.

So, whether you're exploring uncharted territories in academia, industry, or any field, remember that the spirit of curiosity and the methods of exploratory research can be your compass. With the right strategies and ethical considerations, you'll not only navigate the challenges but also uncover the treasures of knowledge that await. As you embark on your own exploratory research adventures, may you find answers to your questions, ignite new inquiries, and, above all, revel in the joy of discovery.

How to Conduct Exploratory Research in Minutes?

Appinio , the real-time market research platform, is your gateway to lightning-fast exploratory research. Unlock the world of consumer insights in minutes and make data-driven decisions effortlessly.

Here's why Appinio is your go-to partner for exploratory research:

• Instant Answers: From questions to insights in mere minutes, Appinio accelerates your research process, ensuring you stay ahead in today's fast-paced business landscape.
• User-Friendly: No need for a PhD in research. Appinio's intuitive platform empowers anyone to delve into exploratory research, making it accessible to all.
• Global Reach: Reach your desired audience by defining the perfect target group from over 1200 characteristics and surveying in 90+ countries.

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• Exploratory Research: What are its Method & Examples?

Research is a continuous process that needs improvement as time goes by, and as such is non-exhaustive. Although, a lot of researchers working on novel projects, most researchers work on existing theories or formulations and build on them.

Researchers may decide to work on a problem that has not been studied very clearly to establish priorities, develop operational definitions and improving the final research design. This type of research is what is called exploratory research. 

What is Exploratory Research

Exploratory research is the process of investigating a problem that has not been studied or thoroughly investigated in the past . Exploratory type of research is usually conducted to have a better understanding of the existing problem, but usually doesn’t lead to a conclusive result. 

Researchers use exploratory research when trying to gain familiarity with an existing phenomenon and acquire new insight into it to form a more precise problem. It begins based on a general idea and the outcomes of the research are used to find out related issues with the topic of the research.

In exploratory research, the process of the research varies according to the finding of new data or insight. Also referred to as interpretative research or grounded theory approach, the outcomes of this research provide answers to questions like what, how and why. 

Characteristics of Exploratory Research 

• Exploratory research is inexpensive, highly interactive and open-ended in nature.
• There is usually no prior relevant information available from past researchers.
• It has no predefined structure.
• It answers questions like how and why aiding the researcher to acquire more information about the research.
• The absence of relevant information from past research means the researcher will spend a lot of time studying materials in detail. Therefore, spending so much time conducting exploratory research.
• Since there is no standard for carrying out exploratory research, it is usually flexible and scattered.
• There must a few theories which can verify your outcome.
• Researchers cannot form a conclusion based on exploratory research.
• The research problem must be important and valuable
• Exploratory research mostly deals with qualitative data.

Exploratory Research Methods

There are several exploratory research methods available for data gathering and research. However, exploratory research has been classified into two main methods, namely the primary and secondary research methods . The process of conducting research tends to be more difficult when dealing with a problem that hasn’t been deeply investigated before.

Primary Research Methods

In primary research methods , data is collected directly from the subject of investigation. The subject, in this case, maybe a group of people or an individual. 

It doesn’t matter whether the data is collected by the researcher himself or through a third party, the main purpose of the research should be fulfilled. The purpose of conducting this research is to collect information about the problem which requires in-depth analysis.

Some of the primary research methods used in exploratory research include:

• Observations

In this primary research method, the researcher does not come in close contact with the subject. Rather, the subject is being watched from afar. Subject observation can be done in two ways.

The first is that the subject is aware that he/she is being observed while the second way is that the subject is not aware of it. The latter method is said to gather fairer data because the subject may behave differently when he/she is aware that (s)he is being watched. 

Surveys are used to collect data from a predefined subject(s). It can be used collected to study trends, opinions, and behaviour of a group of people.

Online form builders like Formplus have made it easier to conduct surveys online and reach diverse demography of participants from all over the world. Although, rarely in use these days, researchers can also conduct offline surveys. 

Although more stressful and time-consuming than others, the interview technique is the best in terms of collecting detailed and correct data. Interviews can be conducted in person, via phone call or video call.

Interviews can also be recorded by the researcher in case he/she needs to go back to it and confirm specific information. 

• Focus Groups

Focus group is often used by researchers when trying to collect data from a group of people with similar characteristics. The research can be done using any of the three methods explained above.

For example, a focus group of fresh graduates may be investigated on how they spend their time. 

Secondary Research Methods 

Secondary research method uses existing resources on the subject under study. Existing sources like newspapers, magazines, articles, papers, etc. are what researchers conduct for exploratory research. 

All the resources used must be cited in publications. Some of the secondary research methods used in exploratory research include:

Literature research is the process of conducting old resources like publications, textbooks, articles, magazines, etc. All this information can be gathered in both sift copy and hard copy documents.

For example, an undergraduate student conducting his/her final project research will need to conduct textbooks, publications, papers, articles, etc. 

• Online Sources

With the advent of technology, this research has gained much popularity among millennials. Online research sources are the cheapest and easiest method of research.

With access to the internet and a personal computer or mobile phone, a researcher can browse through as many resources as possible. They can also be downloaded for further use in the future. 

The setback of this method is the difficulty of combing through the many online resources to find genuine information. Researchers face the possibility of ending up with incorrect data because false information may be difficult to identify. 

A researcher might find relevant information on the problem under study by studying existing cases. For example, a mathematician trying to formulate a model to solve the queuing problem in an airport may conduct existing research in similar areas.

A case study could be research that solved the queuing problem in a shopping mall. This research will be studied and modified to suit that of the airport queuing problem. 

A researcher may decide to get more creative by using informal sources like email newsletter subscription, RSS feeds, google alerts, google trends or even design a bot that combs through the large repository of data online.

How To Conduct Exploratory Research

Step 1 – identify the problem.

This is a common starting point for all types of research. Here, the researcher identifies the purpose of the research by answering the “what question”.For example, when investigating a crime scene, the FBI needs to first identify what happened. Was it theft, murder or a case of child abuse? 

Step 2 – Create the hypothesis

After identifying the problem, the researcher goes ahead to check whether there have been prior investigations regarding the subject matter. But when the researcher realizes that there are no previous investigations, he/she arrives at a hypothesis based on the questions obtained while identifying the problem.

If you are investigating a crime scene, an autopsy will be performed on the dead body to answer how he/she was killed. Questions like, Was he in a gang?, Fighting over a business deal? or very rich? will answer the question of why he was killed. 

With this information, the investigator can arrive at a hypothesis. 

Step 3 – Conduct further research 

To conduct further research, the researcher needs to first obtain relevant data that will assist in the research process. Some of the methods of collecting data include interviews, surveys, online sources, etc. 

Once the data has been collected, the researcher will continue the investigation through descriptive methods. This process uses qualitative data. 

Examples of Exploratory Research 

In this section, we shall be considering three examples of exploratory research and will be going through the research process as explained above. 

Exploratory Research Example on Murder Investigation

A fresh or inconclusive murder case will be investigated using exploratory research because it has not been investigated clearly in the past. To gain a better understanding of how exploratory research is used to conduct a murder investigation, let us review this popular crime movie titled Murder on the Orient Express .  

Adapted from Agatha Christie’s novel , we see in this movie that the first thing detective Hercule Poirot did was to identify the problem which is the murder of Ratchett. After that was the question of how he was killed. 

The how consists of the murder weapon, how it was used, the time he was murdered, etc. The last piece of information the detective needed to nail the culprit was the why. 

By discovering why Ratchett was murdered, the detective can easily arrive at a hypothesis on who the murderer is. In the search for why the detective used a primary research approach to collect relevant data that will aid the investigation. 

When an avalanche stops the Orient Express dead in its tracks, the world’s greatest detective–Hercule Poirot–arrives to interrogate all passengers and search for clues before the killer can strike again. After a series of interviews, the detective was able to arrive at a hypothesis on who the killer was. 

The results of any criminal investigation will remain a hypothesis until tried under a court which will either confirm or nullify the hypothesis. The evidence acquired during the investigation is what will assist the court in making a decision. 

Exploratory Research Example on Product Research

Organizations conduct two major research when working on a new product or service. The first one is conducted before developing the product while the second one is conducted after product development. 

Our focus will be on the exploratory research conducted after product development. For tech products, it is called the beta testing stage of product development. 

If a new feature is added to an existing app, for example, product researchers will want to investigate whether the feature will be well received among the users. If the feature added to the app is something that is already in existence, then the research is not exploratory. 

For example, if telegram adds a status feature to its app, the beta research stage of the app is not exploratory. This is because this feature is something that is already in existence, and they can easily get enough information from WhatsApp.

However, if it is a new feature like the Snapchat filters when they just came out, the research is explanatory. In this case, exploratory research is carried out using a focus group of beta testers. 

Trend Analysis

A good example of trend analysis research is studying the relationship between an increased rate of charity and crime rate in a community. Will giving food, clothes, etc. to the people in a community help decrease the rate at which people steal?

This exploratory research may be conducted through observations. A sample crime laden community will be given charity for a certain period, while the crime rate during this period will be observed. 

This kind of research is better carried out when the subject is not aware they are under observation. An alternative to this approach is using the case study method. 

Although this research may not have been done in this specific community, something similar may have been done in the past. If that is the case, the research can be easily carried out by investigating the case study to get relevant information. 

This will make the research process easier and a hypothesis easier to come by. 

How to use Formplus for Exploratory Surveys 

Start creating exploratory surveys with Formplus in three easy steps.

Step 1: Register or Sign up

• Visit www.formpl.us on your desktop or mobile device.
• Sign up through your Email, Google or Facebook in less than 30 seconds.

Step 2: Create Your Exploratory Survey

We will be creating a product research exploratory survey in this guide. Consider a software company that just added some new features to their app. The app is currently in the beta testing stage and they are taking an exploratory survey to get feedback from the beta testers.

Radio Choice Multiple Choice Question

• Click on the Choice Options section of the form builder menu.
• Create Radio multiple choice questions by clicking on the radio tab.
• Edit the question with your preferred stem and choice options.

Open-Ended Question

• Click on the Inputs section of the form builder menu.
• Create a short text open-ended question by clicking on the Short Text tab.

• Edit the label and placeholder text as preferred.

Checkbox Multiple Choice Question

• Create a checkbox multiple choice question by clicking on the radio tab.

Matrix Rating Multiple Choice Question

• Click on the Ratings section of the form builder menu.
• Create a matrix rating by clicking on the Matrix tab.
• Edit the table as preferred.

• Save your exploratory survey.

You can also add more questions as preferred. 

Step 3: Customise and Share

This is the final stage where you customise your form and start sharing with respondents.

Feel free to customise your forms as you please. You can also add logic in the settings before sharing.

• Copy the link or click on the “Preview Form” button to see how your form looks like.

Advantages of Exploratory Research

• Exploratory research is inexpensive to perform, especially when using the second method for research.
• Exploratory does not have a standard process and as such is very flexible.
• Information gathered from exploratory research is very useful as it helps lay the foundation for future research.
• It gives researchers more insight into the problem under study.
• Researchers don’t have to waste time conducting irrelevant research when using an exploratory approach. It helps the researcher if the topic is worth investigating at an early stage.

Disadvantages of Exploratory Research

• It produces an inconclusive result.
• Exploratory research provides qualitative data, which may be difficult to interpret. The interpretation of qualitative data may be bias and/or judgemental.
• Many of the data collected through secondary sources may be old and outdated.
• If collected through online sources, the researcher may be prone to collecting false information.
• Exploratory research mostly involves a smaller sample whose results may be incorrect for a larger population.

Conclusion  

Research is built on the incredible inquisitive and resourceful minds of researchers and the urge to solve problems. This stems from the child-like tendency to frequently ask questions like what, why, and how—a trademark of exploratory research. 

Exploratory research is one of the three main objectives of market research, with the other two being descriptive research and causal research. It is commonly used for various applied research projects. 

Applied research is often exploratory because there is a need for flexibility in approaching the problem. Also, there are often data limitations and a need to decide within a short period. 

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10 Exploratory Research Examples

Exploratory research is research that explores new or interesting topics, often as a pioneering study, conducting research that hasn’t been attempted before.

Let’s examine some academic definitions of exploratory research – if you’re writing an essay or methodology chapter on this topic, you might want to use these expert quotes in your writing:

• “… research used to investigate an issue that is new, a problem which is not clearly defined, a topic on which there is little data” (Gozdziak & Chantavanich, 2022)
• “… initial research conducted to clarify and define the nature of the problem. It is done to help diagnose the situation, allow for screening of alternatives, and discover new ideas.” (Hutchison, Allen & Macy, 2012)
• “… the initial research into a hypothetical or theoretical idea. This is where the researcher has an idea and wishes to research a topic seeking to understand it more deeply. An exploratory research study is an attempt to lay the groundwork that could of will lead to future studies.” (Blecher, 2018)

Oftentimes, an exploratory study takes the form of a descriptive-qualitative design that precedes a larger project (Cargan, 2007). The exploratory section of the study seeks to describe the phenomena in detail and generate hypotheses that would later be tested. This is common, for example, in grounded research projects .

Approaches to Exploratory Research

Belcher (2018) highlights that there are two ways you could go about exploratory research. You could either approach an entirely new topic that’s not been examined before. Or, you could find a new angle to approach an old topic:

• New Topic: This could involve examining an entirely new, rare, or unique phenomenon that is yet to be explored.
• New Angle on an Old Topic: This could involve using a new theoretical perspective or a new methodological approach to examine a topic that has been studied before.

Exploratory Research Examples

1. Bee Population Decline and Farming

Proposed Methods: Qualitative Interviews, Observation

If a team of environmental scientists were to notice a decline in the bee population in a farming region, they could conduct exploratory research by interviewing local farmers and observing farming practices. Their potential findings might suggest a correlation between certain pesticide use and the decrease in bee numbers, which could then prompt a more detailed investigation into alternative farming methods to protect bee colonies.

2. Urban Green Spaces and Mental Health

Proposed Methods: Surveys, Focus Group Discussions

If urban planners and health researchers were to observe a potential link between the presence of green spaces in urban areas and residents’ mental well-being, they could initiate exploratory research by surveying city dwellers and hosting focus group discussions. Their initial insights might indicate that regular access to urban parks and gardens is associated with lower stress levels and improved mood among the population. This could lead to a comprehensive study on the design and distribution of green spaces to enhance urban mental health.

3. Effects of Screen Time on Sleep Patterns

Proposed Methods: Diary Studies, Qualitative Interviews

If health experts were to suspect a relationship between prolonged screen time and disrupted sleep among teenagers, they could undertake exploratory research by having participants maintain sleep diaries and conducting in-depth interviews. The gathered data might reveal that excessive exposure to screens before bedtime could correlate with difficulty falling asleep and reduced sleep quality. Such findings could pave the way for a more conclusive study on digital habits and sleep hygiene.

4. Traditional Medicines and Modern Healing

Proposed Methods: Ethnographic Studies, Expert Interviews

If medical anthropologists were curious about the efficacy of traditional medicines in contemporary health practices, they could embark on exploratory research by studying indigenous communities and interviewing traditional healers. Their preliminary observations might suggest that certain age-old remedies have potential benefits in treating modern ailments. This could inspire further research into integrating traditional knowledge with modern medical practices.

5. Sustainable Packaging and Consumer Preferences

Proposed Methods: Surveys, Product Testing

If market researchers were to speculate about the rising preference for sustainable packaging among consumers, they could conduct exploratory research through surveys and product testing sessions. Initial feedback might indicate that consumers are more inclined to purchase products with eco-friendly packaging due to environmental concerns. This could initiate a more extensive study on the potential market shift towards sustainable packaging solutions.

6. Music Therapy and Cognitive Development in Children

Proposed Methods: Observational Studies , Interviews with Therapists

If developmental psychologists were to ponder the effects of music therapy on cognitive growth in children, they could delve into exploratory research by observing therapy sessions and interviewing music therapists. Early insights might reveal that structured musical activities could enhance certain cognitive functions, such as memory and attention span. This could set the stage for a detailed investigation into the therapeutic benefits of music for cognitive development.

7. Urban Architecture and Social Interactions

Proposed Methods: Urban Ethnography, Resident Interviews

If urban sociologists were to hypothesize that the design of urban spaces influences social interactions among residents, they could embark on exploratory research through urban ethnography and resident interviews. Initial observations might suggest that open communal spaces foster more community interactions and strengthen neighborhood bonds. These findings could lead to a comprehensive study on designing urban spaces to promote social cohesion.

8. Plant-Based Diets and Athletic Performance

Proposed Methods: Dietary Logs, Performance Metrics Analysis

If sports nutritionists were curious about the impact of plant-based diets on athletes’ performance, they could initiate exploratory research by analyzing athletes’ dietary logs and comparing performance metrics. Preliminary results might indicate that a well-planned plant-based diet could sustain or even enhance athletic prowess. This could trigger further research into the optimal nutrition strategies for athletes favoring plant-based diets.

9. Virtual Reality and Learning Efficiency

Proposed Methods: Experimental Learning Sessions, Feedback Surveys

If educational technologists were to consider the potential of virtual reality (VR) in enhancing learning experiences, they could conduct exploratory research using experimental VR learning sessions followed by feedback surveys. Early feedback might suggest that immersive VR environments can improve understanding and retention of complex topics. This could lead to a broader study on the integration of VR tools in various educational settings.

10. Urban Farming and Food Security

Proposed Methods: Case Studies, Farmer Interviews

If agricultural experts were to contemplate the role of urban farming in ensuring food security in metropolitan areas, they could initiate exploratory research by conducting case studies of existing urban farms and interviewing urban farmers. Preliminary insights might indicate that urban farming can significantly contribute to local food supplies and reduce food transportation costs. This could pave the way for more expansive research on optimizing urban agricultural practices to enhance city-wide food security.

Strengths and Weaknesses of Exploratory Research

Exploratory research design is very useful for providing initial insights into a topic, describing phenomena in detail, and exploring a topic without the predetermined constraints of mere hypothesis testing.

But it’s not the best research design in all situations. For example, it might not be ideal if you were seeking to achieve clarity on well-worn topics, generate generalizable results that add to existing literature, or contribute to a specific set of existing scholarly discourse on a topic.

Below are some strengths and weaknesses of this research design:

Blecher, M. (2018). Israeli Settlements: Land Politics Beyond the Geneva Convention. Hamilton Books.

Cargan, L. (2007). Doing Social Research . Rowman & Littlefield Publishers.

Gozdziak, E. M., & Chantavanich, S. (2022). Africans in Thailand. In Gozdziak, E. M., & Chantavanich, S. (Eds.). African Migration to Thailand: Race, Mobility, and Integration. Taylor & Francis.

Hammond, M., & Wellington, J. J. (2013). Research Methods: The Key Concepts . Routledge.

Hutchison, T., Allen, P., & Macy, A. (2012). Record Label Marketing . Taylor & Francis.

Morrison, A. M. (2022). Tourism Marketing: In the Age of the Consumer . Taylor & Francis.

Swedberg, R. (2020). Exploratory Research. In Elman C, Gerring J, & Mahoney J. (Eds.) The Production of Knowledge: Enhancing Progress in Social Science. Cambridge: Cambridge University Press.

Tan, W. C. K. (2022). Research Methods: A Practical Guide For Students And Researchers (Second Edition). World Scientific Publishing Company.

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ Social-Emotional Learning (Definition, Examples, Pros & Cons)
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ What is Educational Psychology?
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ What is IQ? (Intelligence Quotient)
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 5 Top Tips for Succeeding at University

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Exploratory Research: Definition, Types, Examples

What is Exploratory Research or Exploratory Studies?

Exploratory research (exploratory study) is a small-scale study of relatively short duration, undertaken when little is known about a situation or problem. An exploratory study helps a researcher to

• Diagnose a problem;
• Search for alternatives;
• Discover new ideas;
• Develop and sharpen his concepts more clearly;
• Establish priority among several alternatives;
• Identify variables of interest;
• Set research questions and objectives;
• Formulate hypotheses;
• Develop an operational definition of variables;
• Improve his final research design.

The exploratory study helps to save time and money. If the problem appears not as important at first sight, a research project may be abandoned at the initial stage.

Exploratory study progressively narrows down the scope of the research topic and transforms the undefined problems into defined ones, incorporating specific research objectives.

An exploratory study comes to an end when the researcher is fully convinced that he has established the major dimension of the research, and no additional research is needed to conduct the larger study.

Examples of Exploratory Research

Tribal people in Bangladesh have some peculiar and uncommon background characteristics that distinguish them from the rest of the population.

Sporadic information suggests that they have a large family size, low age at marriage, and high mortality.

Because of the fact that researchers in the past did not have easy access to this population, the above conjectures could not be examined scientifically.

A small-scale study was planned to examine these in the face of these peculiarities to launch a large-scale survey.

The planned study is explorative, which will help the researchers to formulate objectives and hypotheses, keeping in view the above peculiarities regarding their distinct demographic characteristics.

The government-supplied oral contraceptive pills (OCP) and condoms are provided free of charge through government field workers and clinics.

Even then, why a significant proportion of women in the lowest quintile prefer to purchase contraceptives produced by Social Marketing Company (SMC) rather than availing of free services is very critical and valuable information for SMC. To explore this, the SMC wants to conduct a study.

They intend to prepare a profile of the SMC brand contraceptive users of the poorest and poor quintile to gather their perception of SMC product and their views on the govt, supplied contraceptives.

We cite one more example from business research (Saleh, 1995)

Nowadays, entrepreneurship has become a focal point in the business community in both government and non-government agencies and in business education in Bangladesh.

This has led to a greatly accelerated effort among researchers to undertake studies on entrepreneurship and small business growth and development.

Although there has been quite a good number of studies focusing on entrepreneurs’ characteristics, there is still a great deal of mystery about women in business, and queries remain about their entrepreneurial characteristics, motivation, and business success.

An exploratory study, therefore, is planned to be conducted with the sole objective of identifying the motivation of women entrepreneurs for business and assessing their entrepreneurial skills.

Types of Exploratory Research Methods

Secondary data analysis, experience survey, pilot study, focus group discussion.

The exploratory study offers an opportunity to obtain insights into the problem in major ways:

• Analyzing any existing documents or studies. This is secondary data analysis;
• Sharing experiences with knowledgeable individuals. This is an experience survey;
• Investigating the situations informally. This falls under a pilot study;
• Conducting a case study. The case may be an individual or a group of individuals;
• Designing a focus group.

Electronic data processing dates back to about 50 years, and the large-scale collection and analysis of social science data are not much older.

The most emerging barrier now is the cost of data collection for any scientific study. In recent years, the data processing cost has considerably decreased owing to the availability of increased facilities. This is seriously limiting the research endeavor of the students and professionals.

More and more researchers, however, are overcoming this cost obstacle by engaging in secondary analysis-building research projects around re-analyzing data originally collected by someone else for another purpose.

Secondary data, sometimes also called historical data, are data previously collected and assembled for some project other than one at hand. Studies based on secondary data do not need access to respondents or subjects.

The process thus enables you to avoid the cost of data collection by producing a new set of findings out of old data.

In recent years, survey data are increasingly likely candidates for secondary analysis because of the volume of such data and because of their availability in an inexpensive and well-organized form.

Scientists of various disciplines and students are taking advantage of this abundant database for their research.

The chief advantage of secondary data analysis is that data for such studies are almost always less expensive to collect than acquiring primary data.

Also, secondary analysis can be completed relatively more quickly since it involves less time in the collection procedure. These data are very often available on soft copies.

Studies based on secondary data can help you to explore and decide what further research needs to be done. It further contributes to enriching your research proposal with specific references and citations.

Analysis of available records may often be the only way to obtain quantitative data about the past.

As more and more survey data accumulate, trend studies comparing responses to similar survey questions asked over many years become more practical and valuable for testing or developing theory.

Secondary analysis can often be the basis for an important pilot study.

Before embarking on an extensive and costly study, researchers may use secondary analysis of past research to assess the soundness of their research design, pretest the plausibility of their hypotheses, and determine the strengths and weaknesses of formerly used indicators and question wordings.

More importantly, a secondary study may be used as the sole basis for a research study since in many research situations, one cannot conduct primary research because of physical, legal, or cost constraints.

The most important limitation of secondary analysis is that the information may not meet your specific needs. The most common problems are;

• The data may be outdated;
• There may be variations in the operational definition of terms;
• The units of measurement may be different;
• The research design and sampling design may not be known or may be inappropriate;
• There may be no codebook available for re-analyzing the data.

Although the objectives of an exploratory study may be accomplished with both qualitative and quantitative techniques, yet it relies more heavily on qualitative techniques.

When studies based on secondary data become difficult, researchers may well profit by seeking information from persons experienced in the area of study, tapping into their collective memories and experiences.

A survey involving such persons is referred to as an experience survey.

In essence, they are the key informants (KI) with abundant experience in their area, and the interview with them is known as the key informant interview (K1I).

The purpose of surveying such experts and seeking their opinions is to help sharpen the research problems and clarifying concepts rather than develop conclusive evidence. The outcome of an experience survey may result in a new hypothesis, discarding the old one, or may give information about the practicality of doing the study.

Sharing experiences with the experts may indicate whether certain facilities are available or not, what factors need to be controlled, and who is supposed to cooperate in the study.

An experienced survey is usually informal and involves a small number of people who have been carefully selected. The investigating format to be used in the survey should be flexible enough so that we can explore various avenues that emerge during the interview.

A case study is an exploratory social research methodology aimed at intensively investigating one or a few situations identical to the researcher’s problem situations.

Rather than using random samples and following a rigid protocol (strict set of rules) to examine a limited number of variables, case study methods involve an in-depth, longitudinal examination of a single instance or event: a case.

They provide a systematic way of looking at events, collecting data, analyzing data, and reporting the results.

As a result, the researcher may gain a sharpened understanding of why the instance happened as it did, and what might become important to look at more extensively in future research.

Case studies lend themselves to both generating and testing hypotheses.

When selecting a case for the case study, researchers often use information-oriented sampling instead of random sampling. This is because the average case is often not the richest in the information.

Extreme or atypical cases reveal more information because they activate more basic mechanisms and more actors in the situation studied.

Since a case study places emphasis on detail, it provides valuable insight for problem-solving, evaluation, and strategy. In the case of studies, researchers are not trying to establish a representative probability sample, and no attempt is made to meet the minimum design requirements.

Despite these limitations, case studies have a significant scientific role.

A single, well-designed case study can provide a major challenge to theory and provide a source of new hypotheses and direction of research.

When discussed in the context of an exploratory study, a pilot study refers to a small-scale research study that uses sampling but does not apply the rigorous standard. A pilot study generates primary data, usually for qualitative analysis.

This feature distinguishes a pilot study from secondary data analysis, which gathers background information. A pilot study is a tentative study using relatively unstructured interviews of a handful of respondents or subjects who are similar to those who will be the target of the later survey.

A pilot study is often compared to a theatrical dress rehearsal before a final theatre is staged. These studies are intended to allow the researchers to try out various possibilities before deciding which ones to adopt.

A pilot study nearly always results in a considerable improvement to the survey documents leading to a general increase in the efficiency of the research design.

Such studies can often stimulate new lines of inquiry, prompted by the researchers or unsolicited responses of the respondents or subjects.

They can also suggest new types of data that should be collected, point out and resolve ambiguities in the way that questions are being asked indicate modifications needed in the order of topic covered and help to eliminate fruitless lines of inquiry.

A well- planned pilot study offers an opportunity to the researchers based on its results, as to whether the main study is still worth to carry out or not. Any investigator, who contemplates an exclusive survey, should conduct the pilot study as an opportunity to discover and correct mistakes before they become serious and incurable.

A focus group discussion (FGD) is a way of reducing the amount of time and personnel required for conducting and analyzing in-depth study and yet getting detailed qualitative information by interviewing a panel of a relatively large number of respondents.

The focus group interview has become so popular that many researchers now consider it to be the only exploratory research tool.

Typically, the panel is made up of 6 to 10 respondents.

The panel is led by a trained moderator or facilitator who meets for 90 minutes to 2 hours at a designated time. The moderator uses group dynamics principles to focus or guide the group in an exchange of ideas, feelings, and experiences on a single topic.

The moderator introduces the topic using a general discussion guide and encourages the group members to discuss the subjects.

In ideal situations, the group discussion will proceed uninterrupted.

Depending on the subject matter of discussion, forming separate groups for different population subsets is often rewarding. This type of homogeneous grouping tends to promote more intense and freer discussions.

It may also be conducted by telephone as an alternative to the face-to-face focus group discussion. This is particularly effective when;

• It is difficult to reach the target group, particularly when the group members represent experts, professionals, high-level executives, etc.
• When the target group members are rarely found, and
• When the group members are so sensitive that anonymity is warranted.

The primary advantage of the focus group interview as an exploratory research tool is its relative flexibility and its ability to quickly and inexpensively understand the core issue of the topic, especially when compared with the rigidity of a formal study.

However, because they are qualitative devices with limitations of sampling accuracy, results from focus group discussions should not be considered a replacement for quantitative analyses.

Exploratory research is conducted when little is known about a situation or problem. Its main purpose is to diagnose problems, search for alternatives, discover new ideas, sharpen concepts, and improve the final research design.

How does exploratory research assist in the research process?

Exploratory research helps in narrowing down the scope of the research topic, transforming undefined problems into defined ones, and determining the major dimensions of the research. It can lead to the decision of whether to proceed with a larger study or abandon a research project at an early stage.

What are the main methods utilized in exploratory research?

The primary methods in exploratory research include secondary data analysis, experience surveys, pilot studies, case studies, and focus group discussions.

What is the role of a case study in exploratory research?

A case study offers an in-depth, longitudinal examination of a specific instance or event. It provides a systematic way to observe events, gather and analyze data, and report results, leading to insights for problem-solving, evaluation, and strategy formulation .

How does a focus group discussion function in exploratory research?

A focus group discussion involves interviewing a panel of 6 to 10 respondents to gain detailed qualitative insights. Led by a trained moderator, the group discusses a single topic, sharing ideas, feelings, and experiences. It’s a flexible method that quickly provides core insights into a topic.

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• What is exploratory research: Definition, types & examples

Defne Çobanoğlu

Imagine that you are an owner of a bakery that is successfully selling cupcakes and birthday cakes. And you have a business idea about adding donuts to your inventory to sell to your customers. But before investing in that idea, you want to have some information to see whether or not this is a good idea for your business. But how do you obtain such data?

In this scenario, the research method you should go with is exploratory research design. It is a form of research that lets you explore new areas while looking at new sources and old databases. Let us start with the definition of explorer research.

• What is exploratory research?

As the name implies, exploratory research is about “exploring.” It is a type of research design where the researcher is trying to understand a subject matter that has not been explained before . 

Or, in some cases, exploratory research is used when a research topic does not effectively answer questions, and it should be researched further. (Because it is quite difficult to find a topic that was not touched on before.) For example, your research problem could be about selling items or marketing research.

In Layman’s terms, exploratory research is trying to discover new things or discover more stuff about anything.

• Exploratory research examples

Exploratory research can be used in many fields, from medicine to marketing to education. Exploratory research is used when the administrators want to come up with new marketing strategies and when a new medical discovery will be made. Much like the exploration itself, the possibilities are endless. Let us see some exploratory research question examples:

• Does distributing contraceptives to high schoolers have a positive impact on eliminating teen pregnancies?
• Are unmarried women less likely to get heart diseases?
• What type of video marketing method works the best on middle-class workers?
• What are the key motivations and barriers to using digital devices for the education of children?
• What are the main reasons behind the decline in customer satisfaction with a specific service?
• What are the main challenges faced by women-owned small businesses?
• What factors contribute to employee turnover, and what strategies can be implemented?
• What are the different segments within the target market and what unique preferences and behaviors make up the characteristics of each segment?
• What factors contribute to the customer perception at the moment?
• Data collection in exploratory research

Data collection is a critical part of exploratory research, even though it can be challenging to obtain data on a never-explored subject. Data collection helps narrow down the subject and figure out what kind of research has been done before. Data collection for exploratory research can be done in two different ways. The researcher can use primary research and secondary continue.

Data collection methods in exploratory research

Primary research methods

Primary search is a type of research method where, during this method, you obtain knowledge directly from the source . It means talking to research participants, surveying a target audience , and doing observations without interference. Let us learn more about them:

1. Focus groups

Using focus groups can give you unbiased and fast data about the subject you want to explore. You can have two groups of people and see how different groups react to different elements. With this research approach, you can get a good idea of which of the two ways is better for your company.

Surveys are a great way to reach your audience and directly communicate with them. You can ask your questions and get immediate answers. When you use an online survey maker and create your surveys with your unique questions, you can collect answers without a sweat!

3. Interviews

Interviews can be done both spontaneously and preplanned. When constructed with open-ended questions, it gives valuable insight to researchers. For example, the bakery owner mentioned above can briefly ask their loyal customers what more they would like to see in their shop. That is a great way to use exploratory research for marketing purposes.

4. Observations

Observation is a type of method where you gather the appropriate information from sheer observation when there is no interference. The searcher can set up cameras and observe the people in their own environments, or they can set up an environment where they can see the people’s reactions to something.

Secondary research methods

Secondary research is a type of research method you do not go to the source. You obtain the appropriate data about the subject from already published documents and studies completed. 

The secondary research method is mostly done when doing primary research will be unethical or impractical. There are different source materials a researcher can make themselves. They can be physical copies of documents or books or online citations. You can also learn about secondary research on the blog of forms.app.

1. Collecting data from the internet

There are many useful academic papers and documents that can be found online. When the subject to be researched is clear, the researchers can look through online papers. Other online sources include the websites of competitors and social media platforms.

2. Reviewing publications

This method is quite similar to collecting data from the Internet, except these publications are physical copies. The published sources can be textbooks, journals, magazines, case studies, newspapers, and business journals. If you are operating a business and want to improve your sales in a way, you can go through annual reports of similar businesses to get a good idea.

Advantages & disadvantages of exploratory research

When trying to discover new aspects on a certain subject, exploratory research gives a good starting point. The researcher does not know where they will end up, that is why they are not limited to the framework of their research methods. 

However, this does not mean exploratory research is the only way. The researcher should always be mindful when it comes to the positive and negative sides of this research type. Here are the advantages and disadvantages of exploratory research:

Advantages of exploratory research

• Exploratory research enables researchers to be flexible, as the direction of the study can change according to what is found. As they try to “explore” and not reach a goal, there are not many limitations.
• Exploratory research is usually low in cost as the study can proceed however you think is the best.
• Exploratory research enables researchers to find out whether or not the topic is worth exploring further . It is an effective way to see where the subject will go.
• The researcher is saved from spending more time and resources if the topic is deemed impractical to study.

Disadvantages of exploratory research

• As the research is done on a small number of subjects, the study is usually not externally valid and can not be generalized to all.
• Exploratory research gives a good idea on the topic, but it is mostly inconclusive .
• The results of exploratory research consist of qualitative data, and the interpretation of such data can be biased .
• When a secondary research method is used, the sources used can be outdated or old.
• How to conduct exploratory research (step-by-step guide)

Essential steps to conduct exploratory research

Until this part, we learned when to use exploratory research design, how to collect data, and the advantages and disadvantages of exploratory research. And now, if you believe this is the method for you, we can go through how to create one. Let us see the step-by-step guide:

Step 1: Identify the problem

First, identify the question you want answered. It does not have to be a specific question but a broad one. Because exploratory research is about exploring and finding out new things, it is perfectly okay to change direction according to your findings. 

Step 2: Create the hypothesis

When you clearly identify the problem, you can create an initial hypothesis. Basically, you make an estimation of the outcome of the study. This allows you to go to the next step smoothly. And do not forget that you can change the theory according to what you find.

Step 3: Design the methodology

Determine the most suitable methodology for your problem. When it involves people and requires immediate answers, you can try surveys and interviews. But if it is a question about statistics and long-time manners, you can go through existing secondary sources.

Step 4: Report findings

After using the data you collected to identify patterns, themes, and trends, you can confidently report your findings. The findings will allow you to act accordingly, and you can make the best decision for your business.

When there is a study question needs to be answered, one of the effective research methods is exploratory research. During this method, the researcher tries to answer a question that has never been asked before. Or, they can build on a previously studied subject if they think the findings are not enough or are outdated. 

This researcher can go with either a primary research method, a secondary research method, or even a mix of the two. If you are starting your own research, forms.app is a powerful tool that has many useful features. Be sure to check it out!

Defne is a content writer at forms.app. She is also a translator specializing in literary translation. Defne loves reading, writing, and translating professionally and as a hobby. Her expertise lies in survey research, research methodologies, content writing, and translation.

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