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• Exploratory Research | Definition, Guide, & Examples

Exploratory Research | Definition, Guide, & Examples

Published on December 6, 2021 by Tegan George . Revised on November 20, 2023.

Exploratory research is a methodology approach that investigates research questions that have not previously been studied in depth.

Exploratory research is often qualitative and primary in nature. However, a study with a large sample conducted in an exploratory manner can be quantitative as well. It is also often referred to as interpretive research or a grounded theory approach due to its flexible and open-ended nature.

Table of contents

When to use exploratory research, exploratory research questions, exploratory research data collection, step-by-step example of exploratory research, exploratory vs. explanatory research, advantages and disadvantages of exploratory research, other interesting articles, frequently asked questions about exploratory research.

Exploratory research is often used when the issue you’re studying is new or when the data collection process is challenging for some reason.

You can use this type of research if you have a general idea or a specific question that you want to study but there is no preexisting knowledge or paradigm with which to study it.

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Exploratory research questions are designed to help you understand more about a particular topic of interest. They can help you connect ideas to understand the groundwork of your analysis without adding any preconceived notions or assumptions yet.

Here are some examples:

• What effect does using a digital notebook have on the attention span of middle schoolers?
• What factors influence mental health in undergraduates?
• What outcomes are associated with an authoritative parenting style?
• In what ways does the presence of a non-native accent affect intelligibility?
• How can the use of a grocery delivery service reduce food waste in single-person households?

Collecting information on a previously unexplored topic can be challenging. Exploratory research can help you narrow down your topic and formulate a clear hypothesis and problem statement , as well as giving you the “lay of the land” on your topic.

Data collection using exploratory research is often divided into primary and secondary research methods, with data analysis following the same model.

Primary research

In primary research, your data is collected directly from primary sources : your participants. There is a variety of ways to collect primary data.

Some examples include:

• Survey methodology: Sending a survey out to the student body asking them if they would eat vegan meals
• Focus groups: Compiling groups of 8–10 students and discussing what they think of vegan options for dining hall food
• Interviews: Interviewing students entering and exiting the dining hall, asking if they would eat vegan meals

Secondary research

In secondary research, your data is collected from preexisting primary research, such as experiments or surveys.

Some other examples include:

• Case studies : Health of an all-vegan diet
• Literature reviews : Preexisting research about students’ eating habits and how they have changed over time
• Online polls, surveys, blog posts, or interviews; social media: Have other schools done something similar?

For some subjects, it’s possible to use large- n government data, such as the decennial census or yearly American Community Survey (ACS) open-source data.

How you proceed with your exploratory research design depends on the research method you choose to collect your data. In most cases, you will follow five steps.

We’ll walk you through the steps using the following example.

Therefore, you would like to focus on improving intelligibility instead of reducing the learner’s accent.

Step 1: Identify your problem

The first step in conducting exploratory research is identifying what the problem is and whether this type of research is the right avenue for you to pursue. Remember that exploratory research is most advantageous when you are investigating a previously unexplored problem.

Step 2: Hypothesize a solution

The next step is to come up with a solution to the problem you’re investigating. Formulate a hypothetical statement to guide your research.

Step 3. Design your methodology

Next, conceptualize your data collection and data analysis methods and write them up in a research design.

Step 4: Collect and analyze data

Next, you proceed with collecting and analyzing your data so you can determine whether your preliminary results are in line with your hypothesis.

In most types of research, you should formulate your hypotheses a priori and refrain from changing them due to the increased risk of Type I errors and data integrity issues. However, in exploratory research, you are allowed to change your hypothesis based on your findings, since you are exploring a previously unexplained phenomenon that could have many explanations.

Step 5: Avenues for future research

Decide if you would like to continue studying your topic. If so, it is likely that you will need to change to another type of research. As exploratory research is often qualitative in nature, you may need to conduct quantitative research with a larger sample size to achieve more generalizable results.

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It can be easy to confuse exploratory research with explanatory research. To understand the relationship, it can help to remember that exploratory research lays the groundwork for later explanatory research.

Exploratory research investigates research questions that have not been studied in depth. The preliminary results often lay the groundwork for future analysis.

Explanatory research questions tend to start with “why” or “how”, and the goal is to explain why or how a previously studied phenomenon takes place.

Like any other research design , exploratory studies have their trade-offs: they provide a unique set of benefits but also come with downsides.

• It can be very helpful in narrowing down a challenging or nebulous problem that has not been previously studied.
• It can serve as a great guide for future research, whether your own or another researcher’s. With new and challenging research problems, adding to the body of research in the early stages can be very fulfilling.
• It is very flexible, cost-effective, and open-ended. You are free to proceed however you think is best.

Disadvantages

• It usually lacks conclusive results, and results can be biased or subjective due to a lack of preexisting knowledge on your topic.
• It’s typically not externally valid and generalizable, and it suffers from many of the challenges of qualitative research .
• Since you are not operating within an existing research paradigm, this type of research can be very labor-intensive.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Normal distribution
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Ecological validity

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

Exploratory research is a methodology approach that explores research questions that have not previously been studied in depth. It is often used when the issue you’re studying is new, or the data collection process is challenging in some way.

Exploratory research aims to explore the main aspects of an under-researched problem, while explanatory research aims to explain the causes and consequences of a well-defined problem.

You can use exploratory research if you have a general idea or a specific question that you want to study but there is no preexisting knowledge or paradigm with which to study it.

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

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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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• 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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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.

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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 – Guide, Definition & Examples

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Exploratory research deals with undiscovered or unfamiliar issues, frequently making up the foundation for further structured research. Within research methodology , it can be identified by its open-ended and flexible approach with the goal to explore new horizons, create ideas, or bringing clarity to debatable topics. Exploratory research does not test hypotheses but rather asks questions and collects first data, where further valuable and more in-depth investigations can be conducted.

Inhaltsverzeichnis

• 1 Exploratory Research – In a Nutshell
• 2 Definition: Exploratory research
• 3 The usage of exploratory research
• 4 Exploratory research questions
• 5 Exploratory research data collection
• 6 The five steps of exploratory research with examples
• 7 Exploratory vs. explanatory research
• 8 Advantages vs. disadvantages

Exploratory Research – In a Nutshell

• Exploratory research investigates issues that don’t have thorough studies yet.
• It provides an onset of an existing problem to explore further.
• It is usually structured as qualitative research and refers to a primary source.

Definition: Exploratory research

Exploratory research is a study methodology that explores an issue that has not been extensively studied in the past or a new topic or subject. It explores specific elements of an existing phenomenon and gets more insight into it.

Your university library is considering adding an alternative medicine section to it. However, the institution is hesitant because of concerns that the decision may cause backlash from students, which may lead to unrest in the school. Therefore, the plan will only proceed if there is concrete proof that the reception from the students will be positive.

The usage of exploratory research

This method is often applied when the study issue is novel or when the data collection process for the study issue is challenging. You can also use this method if you have a general notion about a subject or a specific question that you would like to explore, but there is no existing knowledge with which to explore it.

Exploratory research questions

Academic studies usually begin with research questions. These questions are usually constructed to assist you to understand more about a particular subject. Therefore, they help you put together notions to master the footing of your investigation without adding any predetermined philosophies or assumptions.

• What elements influence drug use in university students?
• What effect does using digital learning tools have on the attention span of undergraduates?
• What outcomes are connected with the gentle parenting style?

Exploratory research data collection

Data collection in this form of research is challenging because it involves working with a previously unexplored subject. However, exploratory research allows you to narrow down your subject of interest and come up with a distinct premise and problem statement.

You can use primary and secondary research questions to gather data. Primary research collects data directly from primary sources. Some examples of these sources are:

• Focus groups

On the other hand, secondary research collects data from existing materials. Examples of secondary research data collection techniques are:

• Case studies
• Literature review
• Online polls

The five steps of exploratory research with examples

The way you conduct this research usually depends on your chosen data collection method. However, this research features five standard steps.

You teach English to non-native speakers. Your current oral proficiency technique focuses on reducing your student’s foreign accent. However, you suspect that a foreign accent does not affect intelligibility. So, you want to shift your attention to increasing intelligibility. Nevertheless, there is no pre-existing research on the link between accent and intelligibility. Therefore, you decide to develop an exploratory research design to explore this issue.

Step 1 of exploratory research: Problem identification

The first step is narrowing down the problem and determining if using an exploratory study is an ideal course of action.

You notice that there is no difference in intelligibility between individuals that speak English with a foreign accent and those with a native accent. Also, you realize that trying to eliminate a student’s accent is not suitable because it is part of their identity. Unfortunately, all current teaching approaches focus on accent reduction.

Step 2 of exploratory research: Hypothesize a solution

The next step is establishing a solution to the challenge you are investigating. This involves articulating a hypothetical statement that will guide your study.

You anticipate that foreign English students would benefit from focusing on promoting intelligibility instead of reducing their accent. You think that it would be wiser to have an oral proficiency technique that echoes this.

Step 3 of exploratory research: Methodology design

This is where you conceptualize your data collection and analysis techniques and use them to develop a research design.

You choose to conduct formal interviews with other English teachers. You design interview questions that focus on issues to do with training oral proficiency. You ensure that the questions focus on the link between accent and intelligibility.

Step 4 of exploratory research: Data collection and analysis

Now you collect and analyze your data from the third step. Next, you can decide if your pilot results support your hypothesis. This research technique allows you to change your hypothesis depending on your findings.

Because of the interview analysis, you conclude that other teachers have similar thoughts as your hypothesis.

Step 5 of exploratory research: Avenues for future research

At this stage, you can determine if you would like to pursue the topic further. If you choose to do so, you will need to switch to another research design, like quantitative research with a larger sample size. Note that exploratory research does not usually give conclusive or generalizable results.

Your pilot outcomes prove your expectations to be right. However, you decide to pursue the study further with a more extensive study. So, you choose an experiment where subjects listen to audio samples of non-English speakers with foreign accents in different degrees. Ask the subjects to note mistakes in the transcript and use the data to determine if your hypothesis is correct.

Exploratory vs. explanatory research

Exploratory research explores research questions that have not been studied extensively in the past. The preliminary outcomes form the foundation for future explorations of the subject. In contrast, explanatory research questions focus on the ‘whys’ and ‘hows’.

Advantages vs. disadvantages

Here are the pros and cons of exploratory research:

What is the main purpose of explanatory research?

This form of research seeks to explore a topic that has not been previously studied in-depth. Its results form the foundation for further studies.

What is the value of exploratory research?

It is easy to conduct and gives more insight into an unexplored issue. It guides further studies on the subject.

What is exploratory research?

Exploratory research is a study methodology that explores an issue that has not been extensively studied in the past or a new topic or subject.

How is exploratory research conducted?

It features five steps: problem identification, hypothesizing, research design, data collection and analysis, and further research.

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Chapter 3: Developing a Research Question

3.2 Exploration, Description, Explanation

As you can see, there is much to think about and many decisions to be made as you begin to define your research question and your research project. Something else you will need to consider in the early stages is whether your research will be exploratory, descriptive, or explanatory. Each of these types of research has a different aim or purpose, consequently, how you design your research project will be determined in part by this decision. In the following paragraphs we will look at these three types of research.

Exploratory research

Researchers conducting exploratory research are typically at the early stages of examining their topics. These sorts of projects are usually conducted when a researcher wants to test the feasibility of conducting a more extensive study; he or she wants to figure out the lay of the land with respect to the particular topic. Perhaps very little prior research has been conducted on this subject. If this is the case, a researcher may wish to do some exploratory work to learn what method to use in collecting data, how best to approach research participants, or even what sorts of questions are reasonable to ask. A researcher wanting to simply satisfy his or her own curiosity about a topic could also conduct exploratory research. Conducting exploratory research on a topic is often a necessary first step, both to satisfy researcher curiosity about the subject and to better understand the phenomenon and the research participants in order to design a larger, subsequent study. See Table 2.1 for examples.

Descriptive research

Sometimes the goal of research is to describe or define a particular phenomenon. In this case, descriptive research would be an appropriate strategy. A descriptive may, for example, aim to describe a pattern. For example, researchers often collect information to describe something for the benefit of the general public. Market researchers rely on descriptive research to tell them what consumers think of their products. In fact, descriptive research has many useful applications, and you probably rely on findings from descriptive research without even being aware that that is what you are doing. See Table 3.1 for examples.

Explanatory research

The third type of research, explanatory research, seeks to answer “why” questions. In this case, the researcher is trying to identify the causes and effects of whatever phenomenon is being studied. An explanatory study of college students’ addictions to their electronic gadgets, for example, might aim to understand why students become addicted. Does it have anything to do with their family histories? Does it have anything to do with their other extracurricular hobbies and activities? Does it have anything to do with the people with whom they spend their time? An explanatory study could answer these kinds of questions. See Table 3.1 for examples.

Table 3.1 Exploratory, descriptive and explanatory research differences (Adapted from Adjei, n.d.).

Research Methods for the Social Sciences: An Introduction Copyright © 2020 by Valerie Sheppard is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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• Knowledge Base
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• Exploratory Research | Definition, Guide, & Examples

Exploratory Research | Definition, Guide, & Examples

Published on 6 May 2022 by Tegan George . Revised on 20 January 2023.

Exploratory research is a methodology approach that investigates topics and research questions that have not previously been studied in depth.

Exploratory research is often qualitative in nature. However, a study with a large sample conducted in an exploratory manner can be quantitative as well. It is also often referred to as interpretive research or a grounded theory approach due to its flexible and open-ended nature.

Table of contents

When to use exploratory research, exploratory research questions, exploratory research data collection, step-by-step example of exploratory research, exploratory vs explanatory research, advantages and disadvantages of exploratory research, frequently asked questions about exploratory research.

Exploratory research is often used when the issue you’re studying is new or when the data collection process is challenging for some reason.

You can use this type of research if you have a general idea or a specific question that you want to study but there is no preexisting knowledge or paradigm with which to study it.

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Exploratory research questions are designed to help you understand more about a particular topic of interest. They can help you connect ideas to understand the groundwork of your analysis without adding any preconceived notions or assumptions yet.

Here are some examples:

• What effect does using a digital notebook have on the attention span of primary schoolers?
• What factors influence mental health in undergraduates?
• What outcomes are associated with an authoritative parenting style?
• In what ways does the presence of a non-native accent affect intelligibility?
• How can the use of a grocery delivery service reduce food waste in single-person households?

Collecting information on a previously unexplored topic can be challenging. Exploratory research can help you narrow down your topic and formulate a clear hypothesis , as well as giving you the ‘lay of the land’ on your topic.

Data collection using exploratory research is often divided into primary and secondary research methods, with data analysis following the same model.

Primary research

In primary research, your data is collected directly from primary sources : your participants. There is a variety of ways to collect primary data.

Some examples include:

• Survey methodology: Sending a survey out to the student body asking them if they would eat vegan meals
• Focus groups: Compiling groups of 8–10 students and discussing what they think of vegan options for dining hall food
• Interviews: Interviewing students entering and exiting the dining hall, asking if they would eat vegan meals

Secondary research

In secondary research, your data is collected from preexisting primary research, such as experiments or surveys.

Some other examples include:

• Case studies : Health of an all-vegan diet
• Literature reviews : Preexisting research about students’ eating habits and how they have changed over time
• Online polls, surveys, blog posts, or interviews; social media: Have other universities done something similar?

For some subjects, it’s possible to use large- n government data, such as the decennial census or yearly American Community Survey (ACS) open-source data.

How you proceed with your exploratory research design depends on the research method you choose to collect your data. In most cases, you will follow five steps.

We’ll walk you through the steps using the following example.

Therefore, you would like to focus on improving intelligibility instead of reducing the learner’s accent.

Step 1: Identify your problem

The first step in conducting exploratory research is identifying what the problem is and whether this type of research is the right avenue for you to pursue. Remember that exploratory research is most advantageous when you are investigating a previously unexplored problem.

Step 2: Hypothesise a solution

The next step is to come up with a solution to the problem you’re investigating. Formulate a hypothetical statement to guide your research.

Step 3. Design your methodology

Next, conceptualise your data collection and data analysis methods and write them up in a research design.

Step 4: Collect and analyse data

Next, you proceed with collecting and analysing your data so you can determine whether your preliminary results are in line with your hypothesis.

In most types of research, you should formulate your hypotheses a priori and refrain from changing them due to the increased risk of Type I errors and data integrity issues. However, in exploratory research, you are allowed to change your hypothesis based on your findings, since you are exploring a previously unexplained phenomenon that could have many explanations.

Step 5: Avenues for future research

Decide if you would like to continue studying your topic. If so, it is likely that you will need to change to another type of research. As exploratory research is often qualitative in nature, you may need to conduct quantitative research with a larger sample size to achieve more generalisable results.

It can be easy to confuse exploratory research with explanatory research. To understand the relationship, it can help to remember that exploratory research lays the groundwork for later explanatory research.

Exploratory research investigates research questions that have not been studied in depth. The preliminary results often lay the groundwork for future analysis.

Explanatory research questions tend to start with ‘why’ or ‘how’, and the goal is to explain why or how a previously studied phenomenon takes place.

Like any other research design , exploratory research has its trade-offs: it provides a unique set of benefits but also comes with downsides.

• It can be very helpful in narrowing down a challenging or nebulous problem that has not been previously studied.
• It can serve as a great guide for future research, whether your own or another researcher’s. With new and challenging research problems, adding to the body of research in the early stages can be very fulfilling.
• It is very flexible, cost-effective, and open-ended. You are free to proceed however you think is best.

Disadvantages

• It usually lacks conclusive results, and results can be biased or subjective due to a lack of preexisting knowledge on your topic.
• It’s typically not externally valid and generalisable, and it suffers from many of the challenges of qualitative research .
• Since you are not operating within an existing research paradigm, this type of research can be very labour-intensive.

Exploratory research is a methodology approach that explores research questions that have not previously been studied in depth. It is often used when the issue you’re studying is new, or the data collection process is challenging in some way.

You can use exploratory research if you have a general idea or a specific question that you want to study but there is no preexisting knowledge or paradigm with which to study it.

Exploratory research explores the main aspects of a new or barely researched question.

Explanatory research explains the causes and effects of an already widely researched question.

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to test a hypothesis by systematically collecting and analysing data, while qualitative methods allow you to explore ideas and experiences in depth.

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Exploratory Research: Your Guide to Unraveling Insights

Kate williams.

19 October 2023

Table Of Contents

What is Exploratory Research?

• Research: Overview
• Exploratory Research
• Methodologies
• When to Use
• Pros and Cons
• Conducting The Research

Did you know that exploratory research has played a pivotal role in some of the most significant scientific discoveries of our time? From figuring out why people do what they do to understanding what sells in the market, exploratory research shows us the way to discover new things. In this blog, we will look into the core concepts, their importance, and examples to help you get a clear idea.

What is Research?

Now, before we go into the details, let’s look at the basics. (Hey, novice researchers out there, we’ve got you covered!) Research is a systematic investigation into materials, sources, or subjects to establish facts and reach new conclusions. It is a tool for curious minds. Scientists and scholars use it to uncover new knowledge, validate existing theories, or solve real-world problems.

Types of Research

There are different types, each with a distinct purpose. Basic research aims to explore fundamental principles and expand theoretical knowledge, while applied research focuses on applying these principles to practical situations and finding solutions to real-world challenges. Both types of research are essential and work together to advance scientific understanding and improve our lives.

Methods and Techniques

Researchers employ different methods to gather data. Quantitative research deals with numerical data often analyzed statistically. It’s ideal for answering “how many” or “how much” questions. Qualitative research, on the other hand, explores the depth of human experiences and motivations. Through methods like interviews or focus groups, researchers gain insights into attitudes, behaviors, and emotions.

It’s a preliminary research method that ventures into uncharted territories. In simpler terms, exploratory research is the initial step researchers take when they want to investigate something new, ambiguous, or not well understood. It’s like dipping your toes in the water to test its temperature before diving in. This type of research is more about exploring questions than answering them definitively.

Think of your favorite local café. To enhance the customer experience, the owner is investigating the preferences of regular patrons by engaging in casual conversations to explore their preferences for coffee and pastries. This informal approach to inquiry is similar to exploratory research in the field of data and insights. It aims to gather information through an open-ended exploration of different tastes and preferences.

So, when do researchers use it? Exploratory research is employed when they meet with a vague problem or when previous studies are insufficient. This type of research plays a crucial role in refining research questions and hypotheses for more focused studies in the future.

Research methods include literature reviews, interviews, focus groups, and case studies. These methods allow researchers to gather diverse perspectives and insights, providing a holistic view of the subject under investigation. We’ll look into the methodologies in detail now.

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Types of Exploratory Research-Methodologies

Exploratory research uses a lot of methodologies to get a unique perspective on the research problem. Let’s take a look at them:

1. Literature Reviews

This involves analyzing already existing information and bringing new interpretations.  It can be analyzing existing research, articles, and scholarly works related to the research question. It’s like reading through numerous books to gather insights, understand the historical context, and identify gaps in knowledge. Before that, you should have a clear idea of how to write a good literature review . Plus, it helps us understand underlying patterns, common themes, theories, and gaps in existing knowledge.

2. Interviews

Think of interviews as having a one-on-one conversation with an expert. You can converse in-depth with experts, stakeholders, or individuals relevant to the research topic. Researchers engage with individuals who possess valuable insights or experiences related to the research topic. These discussions provide qualitative data, allowing researchers to dig deep into the subject and gain nuanced perspectives. Here, by asking open-ended questions, valuable qualitative data can be derived.

3. Focus Groups

Focus groups involve gathering a small, diverse set of participants to discuss a research topic. Researchers collect opinions, attitudes, and ideas through guided discussions, fostering interactive dialogue and uncovering subtle nuances. Basically, its success might depend on the skill of the moderator to talk through the situation and arrive at a specific point or topic. Once the code is cracked, subtle nuances such as social norms, cultural influences, and group consensus can be uncovered.

4. Case Studies

Case studies are like detailed character profiles. Researchers explore real-life cases or situations and gain insights into complex phenomena. Case studies offer a comprehensive understanding of a subject through qualitative data, including interviews, observations, and documents.

Surveys help us gather opinions from a large audience. But how do they do that? By designing structured questionnaires to collect data from a broad sample group. Moreover, surveys are scalable. This means they provide quantitative data, enabling researchers to identify trends, preferences, and patterns within the responses. The responses, when statistically analyzed, reveal trends, correlations, and statistical significance among variables.

6. Observational Research

This happens in real-life settings, allowing researchers to observe participants’ behavior, interactions, and reactions unobtrusively. Imagine quietly observing people in a bustling market. Observational research involves watching and recording participants’ behavior in natural settings. It provides researchers with firsthand insights, uncovering unscripted behaviors and interactions.

When to Use Exploratory Research

It is particularly useful when you have no idea what is to come, or what you need to do! When the path forward isn’t clear researchers need to gain a deeper understanding. Here are some situations where exploratory research shines:

1. When the Problem is Vague

It is ideal when the research problem is ambiguous or not well-defined. Researchers can use exploratory methods to explore the problem from various angles and gain clarity before diving into focused studies. so, if you’re not entirely sure what you’re looking for, it can help you figure your way out.

2. For New or Emerging Topics

It helps you discover the basics and get your bearings. When researchers delve into new or emerging fields where limited prior research exists, exploratory methods can lay the foundation. They help understand the basics, identify key variables, and formulate relevant research questions.

3. During Initial Phases of Research

It’s perfect for the beginning of your research journey. Before designing complex experiments or extensive surveys, researchers use exploratory methods to refine their approach, ensuring that subsequent studies are well-informed.

4. When Hypotheses are Unclear

If researchers have a broad research area but lack specific hypotheses, exploratory methods can help generate initial hypotheses. By exploring various aspects of the problem, researchers can narrow down their focus and formulate precise hypotheses for further testing.

5. For Market Research

Businesses often use exploratory research to understand market trends, consumer preferences, and emerging needs. Exploratory methods such as focus groups or surveys can provide valuable insights, guiding product development and marketing strategies.

6. In Exploratory Studies

Sometimes, researchers conduct exploratory studies to explore a specific phenomenon or social issue. These studies aim to provide insights and generate hypotheses, laying the groundwork for more extensive research projects.

7. For Cross-Cultural Research

Exploratory research is valuable when studying diverse cultural groups. Understanding the intricacies of different cultures, norms, and behaviors often requires initial exploratory studies to form a solid foundation for comparative analyses.

8. In Investigative Research

Exploratory methods are essential in investigative research, especially in fields like criminology or social sciences. Researchers gather preliminary data, explore various perspectives, and identify patterns before conducting in-depth investigations.

The Importance of Exploratory Research

Why does exploratory research matter? Imagine you’re an entrepreneur launching a new product. You have a vague idea about your target audience, but you’re not entirely sure what they need or want. This is where exploratory research steps in. It provides the insights you need to fine-tune your product, understand your audience, and tailor your marketing strategies effectively.

• Inspires Creativity: Sparks innovative ideas and out-of-the-box thinking.
• Guides the Journey: Helps refine research questions and provides a roadmap for further studies.
• Reveals Hidden Patterns: Uncovers overlooked trends and connections in initial data.
• Informs Methodology: Guides researchers on the best methods for in-depth studies.
• Foundation for In-Depth Studies: Shapes focused research by identifying variables and context.
• Adapts to Change: Helps businesses and researchers stay updated with evolving trends.
• Enhances Decision-Making: Provides valuable insights for informed choices in various fields.

Advantages and Disadvantages of Exploratory Research

Advantages:

• Uncovering Hidden Insights: Exploratory research helps reveal hidden patterns and trends.
• Flexible and Adaptive: It allows researchers to adapt their approaches based on emerging findings.
• In-depth Understanding: Offers a deep understanding of the research problem, paving the way for more focused studies.

Disadvantages:

• Limited Generalizability: Findings might not apply universally due to the specific nature of the study.
• Time-Consuming: Exploratory research can be time-intensive, especially when employing qualitative methods.
• Potential Bias: Depending on the methods used, there’s a risk of bias in the findings.

A Step-by-Step Guide to Conduct Exploratory Research

1. define your research problem.

Clearly outline the problem you want to explore. Be specific about the aspects you find ambiguous or intriguing.

2. Conduct a Literature Review

Dive into existing research related to your topic. Identify gaps, trends, and common theories. This provides a foundation for your exploration.

3. Choose Your Exploratory Methods

Select methods like interviews, focus groups, or surveys. The choice depends on your research question and the depth of insights you seek.

4. Design Your Research Instruments

If you’re conducting interviews or surveys, craft open-ended questions. Encourage participants to share detailed responses, enabling richer data collection.

5. Recruit Participants

Find individuals or groups relevant to your research. Ensure diversity to capture a broad range of perspectives.

6. Gather Data

Data Collection is key! Conduct interviews, focus groups, or distribute surveys. Pay attention to participants’ responses, body language, and contextual details.

7. Analyze Qualitative Data

Transcribe interviews and categorize responses. Look for recurring themes, emotions, and perspectives. Qualitative data analysis software can aid in this process.

8. Identify Patterns and Insights

Uncover commonalities and differences in participants’ responses. Identify patterns, trends, and unique insights that emerge during your analysis.

9. Draw Tentative Conclusions

Based on your findings, draw preliminary conclusions. These will guide your future research or help refine your research questions.

10. Document Your Process

Keep detailed records of your methods, findings, and insights. Documenting your process ensures transparency and helps in the analysis phase.

11. Stay Open-Minded

Exploratory research is about discovery. Stay open to unexpected findings. Sometimes, the most valuable insights come from the unexpected.

12. Validate Your Findings

Discuss your findings with peers, mentors, or experts. Their perspectives can help validate your insights and refine your conclusions.

13. Refine Your Research Questions

Based on your exploratory findings, refine your research questions or hypotheses. This refinement sets the stage for further focused studies.

Exploratory research is all about curiosity and the thrill of uncovering the unexpected. Each question leads to a discovery. Despite its challenges, this approach is the heart of creative exploration and offers unique insights that shape the way we understand the world. So, whether you’re a researcher or simply curious, don’t shy away from the unknown. Dive in, ask questions, and let the excitement of discovery guide your journey!

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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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What is Exploratory Research?

• October 5, 2021

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Exploratory research is a research method used to investigate research problems that aren’t clearly defined or understood. It is important for researchers to clearly understand their research problem before trying to answer it so that they can determine whether or not the topic is worth investigating. This helps ensure that time and resources aren’t spent trying to study research problems that aren’t relevant, valid, or feasible to research.

Exploratory research is not used to obtain data to answer a research question, but instead to provide a deeper context to a research question. It can therefore be thought of as the groundwork for other types of research.

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Methods of Exploratory Research

When conducting exploratory research, there are two main methods of research that can be employed: primary research methods and secondary research methods.

Primary Research Methods

Primary research methods involve collecting data directly from subjects. These subjects could be individuals or a group of people. These are a few different types of primary research methods used in exploratory research:

• Observations : Observational research involves collecting data by simply observing subjects without doing anything to influence their behaviour. 
• Interviews : One-on-one interviews conducted between an interviewer and a subject can provide the researcher with in-depth qualitative information on the research problem. 
• Focus Groups : A focus group is a small group of carefully selected participants that have certain common characteristics. Their reactions, responses, and conversations are studied to get an in-depth understanding of a research problem. 
• Surveys : Surveys involve collecting information using questionnaires with a set of questions regarding the topic being studied. 

Secondary Research Methods

Secondary Research involves collecting information using already existing data. These are a few different types of secondary research methods used in exploratory research:

• Case Studies : A case study is a detailed examination of a particular case within a real-world context. This source of secondary data allows researchers to analyse existing cases regarding the research problem they are studying. 
• Literature : Literature research involves gathering data from sources such as newspapers, magazines, online sources, books from libraries, government documents, articles, annual reports, and public records and statistics. 
• Online Sources : The internet has a vast amount of information available on almost any topic. It is one of the fastest ways to gather information in a cost-effective way. It can, however, contain an abundance of unreliable information as well. Hence, when using this method of data collection, researchers must verify the authenticity and reliability of the sources they are referring to. 

Steps to Conduct Exploratory Research

As exploratory research generally tends to be a flexible and unstructured form of research, there aren’t any clearly defined steps that must be carried out in order to conduct it. The following steps simply outline the general approach that is taken while conducting exploratory research:

• Outline the Problem : The first step is to clearly identify the research problem. In this step, you must study the relevant secondary data available on your research problem. You can even collect primary data by conducting surveys or interviews to gain an understanding of the relevance and validity of the topic. 
• Create a Hypothesis : Use the research you’ve done so far to form a hypothesis. 
• Conduct Further Research : Exploratory research provides the groundwork for further research. In this step, you must determine if there is any truth to the research problem being studied. In this step, you will also want to determine how feasible it is to investigate your research problem and whether the potential outcome of the study is worth the resources and time that will need to be invested into it.

Advantages of Exploratory Research

The following are a few advantages of exploratory research:

• Can Help make Pivotal Decisions : Exploratory research can help researchers determine whether or not a research problem is worth studying further.
• Saves Time, Money, and Resources : If a topic is found to be unnecessary to study, or impractical to study, the researcher will have saved a lot of their time, money, and resources by not continuing their research on it. 
• Provides a Deeper Context : Exploratory research provides a deeper context and understanding of a research problem, enabling further research to be conducted in a well-informed way. 
• Inexpensive : Exploratory research is generally a low-cost method of research, especially when predominantly secondary data is utilized. 

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FAQs on Exploratory Research

 Exploratory research provides a groundwork to further research by providing researchers with a deeper understanding of a research problem. It is important to note that exploratory research is not used to obtain information to answer the research problem, instead is only used to get a deeper understanding of it. 

The methods of exploratory research can be categorized into primary and secondary research methods. Primary research includes gathering data through observations, interviews, focus groups, and surveys. Secondary research includes gathering data through case studies, existing literature, and online sources.

Exploratory research is used in situations where the research question is not clearly defined or understood.

 The following are a few advantages of using exploratory research:

• Saves time, money, and resources
• Provides a deeper context and understanding of a research problem
• Relatively inexpensive when compared to other forms of research
• Helps researchers decide whether a research problem is worth studying or not

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Creating a Corporate Social Responsibility Program with Real Impact

• Emilio Marti,
• David Risi,
• Eva Schlindwein,
• Andromachi Athanasopoulou

Lessons from multinational companies that adapted their CSR practices based on local feedback and knowledge.

Exploring the critical role of experimentation in Corporate Social Responsibility (CSR), research on four multinational companies reveals a stark difference in CSR effectiveness. Successful companies integrate an experimental approach, constantly adapting their CSR practices based on local feedback and knowledge. This strategy fosters genuine community engagement and responsive initiatives, as seen in a mining company’s impactful HIV/AIDS program. Conversely, companies that rely on standardized, inflexible CSR methods often fail to achieve their goals, demonstrated by a failed partnership due to local corruption in another mining company. The study recommends encouraging broad employee participation in CSR and fostering a culture that values CSR’s long-term business benefits. It also suggests that sustainable investors and ESG rating agencies should focus on assessing companies’ experimental approaches to CSR, going beyond current practices to examine the involvement of diverse employees in both developing and adapting CSR initiatives. Overall, embracing a dynamic, data-driven approach to CSR is essential for meaningful social and environmental impact.

By now, almost all large companies are engaged in corporate social responsibility (CSR): they have CSR policies, employ CSR staff, engage in activities that aim to have a positive impact on the environment and society, and write CSR reports. However, the evolution of CSR has brought forth new challenges. A stark contrast to two decades ago, when the primary concern was the sheer neglect of CSR, the current issue lies in the ineffective execution of these practices. Why do some companies implement CSR in ways that create a positive impact on the environment and society, while others fail to do so? Our research reveals that experimentation is critical for impactful CSR, which has implications for both companies that implement CSR and companies that externally monitor these CSR activities, such as sustainable investors and ESG rating agencies.

• EM Emilio Marti is an associate professor at the Rotterdam School of Management, Erasmus University. His research focuses on corporate sustainability with a specific focus on sustainable investing.”
• DR David Risi is a professor at the Bern University of Applied Sciences and a habilitated lecturer at the University of St. Gallen. His research focuses on how companies organize CSR and sustainability.
• ES Eva Schlindwein is a professor at the Bern University of Applied Sciences and a postdoctoral fellow at the University of Oxford. Her research focuses on how organizations navigate tensions between business and society.
• AA Andromachi Athanasopoulou is an associate professor at Queen Mary University of London and an associate fellow at the University of Oxford. Her research focuses on how individuals manage their leadership careers and make ethically charged decisions.

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BENEFITS OF PALLIATIVE CARE IN ADULTS WITH A DIAGNOSIS OF HEART FAILURE: AN EXPLORATORY LITERATURE REVIEW

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• ORCID record for Simon Andres Giraldo Oliveros Sr.
• For correspondence: [email protected]
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Introduction: Heart Failure is a clinical syndrome characterized by a series of symptoms such as dyspnea, orthopnea and edema in the lower limbs. This pathology continues to have a high prevalence despite advances in pharmacotherapy and device therapy and given that it is a pathology that significantly impairs the quality of life of patients, the implementation of care is of vital importance. However, these are underused due to lack of knowledge on the part of health personnel and also due to poor implementation in the different health providers. Objective: An exploratory review of the literature was carried out regarding the benefits of palliative care in patients with advanced heart failure, in order to synthesize the available and updated evidence. Methodology: Searched for articles published from 2017 to 2022 related to palliative care in patients with heart failure and using the PRISMA 2020 methodology for this study. This inquiry of articles was carried out in the following databases: UpToDate, PubMed, MESH, PMC (US National Library of Medicine National Institutes of health). Results: A total of 5 articles were obtained, from which they concluded that palliative care has a positive impact on the quality of life of patients with heart failure, there was a lower rate of hospital readmissions, improvements in physical, psychological and existential.

Competing Interest Statement

The authors have declared no competing interest.

Funding Statement

This study did not receive any funding

Author Declarations

I confirm all relevant ethical guidelines have been followed, and any necessary IRB and/or ethics committee approvals have been obtained.

I confirm that all necessary patient/participant consent has been obtained and the appropriate institutional forms have been archived, and that any patient/participant/sample identifiers included were not known to anyone (e.g., hospital staff, patients or participants themselves) outside the research group so cannot be used to identify individuals.

I understand that all clinical trials and any other prospective interventional studies must be registered with an ICMJE-approved registry, such as ClinicalTrials.gov. I confirm that any such study reported in the manuscript has been registered and the trial registration ID is provided (note: if posting a prospective study registered retrospectively, please provide a statement in the trial ID field explaining why the study was not registered in advance).

I have followed all appropriate research reporting guidelines, such as any relevant EQUATOR Network research reporting checklist(s) and other pertinent material, if applicable.

Data Availability

All data produced in the present work are contained in the manuscript

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