AMB201 Tutorial 2

AMB201
Marketing and Audience Research
Tutorial 2
Exploratory Research and Exploratory Report

Today’s Agenda
 Practice questions
 Exploratory research
 Requirements for Exploratory Report

 Attendance sheet (ensure your name is checked off)

Practice Questions
1. The research question “What are the most popular tourist destinations for visitors to Australia?” would be addressed with which type of research?

a) Exploratory
c) Causal

b) Descriptive
d) Analysis

Practice Questions
2. A researcher is interested to learn about the reasons for why some people continue to buy physical newspapers, despite the same content being available for free online. Which type of research is most suited?
a) Exploratory
c) Causal

b) Descriptive
d) Analysis

Practice Questions
3. Research that is designed to address a real life problem is called:

a) Exploratory research b) Basic research
c) Questionable research d) Applied research

Practice Questions
4. A toy company shows different versions of a proposed
TV commercial to different groups of children and measures which one they attend to most. This type of study is best described as a(n)…
a) Developmental study
c) Case study

b) Experimental study
d) Focus group study

Exploratory research
 What is exploratory research?
 Initial research to clarify the nature of the problem
 Typically uses qualitative approach:
 Unstructured study of a small sample
 Interpretive rather than conclusive
 Aims for understanding rather than measurement

Exploratory research
 Why do exploratory / qualitative research?
 When a greater understanding of the problem is required before conducting further research
 To generate new ideas or screen possible alternatives  To assist with narrowing the scope of a project
 Can you think of any other reasons?

Exploratory research examples:
Secondary data
 Any data that has been previously collected for another purpose than the current project
 Advantages?
 Disadvantages?

Exploratory