What is exploratory research?

Studying the decision$-$making environment within which the marketing research will take

place.

Preliminary research conducted to increase the understanding of a concept, to clarify the

exact nature of the problem to be solved, or to identify important variables to be studied.

Surveys using a limited number of respondents and often employing less rigorous sampling

techniques than are employed in large, quantitative studies.

Discussions with knowledgeable individuals, both inside and outside the organization, who

may provide insights into the problem.

Reviewing information from situations that are similar to the current one.