An Exploratory Research..

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EXPLORATORY RESEARCH REPORT Contents Introduction and background 3 Importance of the research 3 Scope of the report 3 Research problem/question & Objectives 3 Method 4 Methodological considerations and assumptions 4 Sample considerations 5 Data collection and framework, and analytical considerations 5 Ethical considerations 5 Analysis 5 Findings and Recommendations 6 Limitations 7 References 8 APPENDIX A 9 APPENDIX B 26 Introduction and background Importance of the research As a marketing manager, it is important to know consumers’ attitude towards a certain product which then leads to the intension to purchase and the actual behaviour. The importance of this research is to predict intention of the behaviour, which…show more content…
Given that the research problem in this report is ambiguous, the basic research method adopted is exploratory research. The role of exploratory research is to clarify and define a problem at the initial stage of the research. Zikmund, Ward, Lowe, Winzar and Babin (2011), suggest that exploratory research is not intended to provide conclusive evidence and is conducted with the expectation that subsequent research will be required to provide such conclusive evidence. Thus, exploratory research is the foundation of the research process which will lead to descriptive research, and maybe causal research. There are many exploratory methods that can be used to conduct research. These include field studies, action research, depth interviews, focus groups and desk research. This exploratory research utilised one qualitative method to collect data, which will help gain an insight of the research problem before further research is performed. The method chosen was ‘in-depth interviews’ which are relatively unstructured and extensive interviews in which the interviewer asks many questions and probes for in-depth answers (Zikmund, Ward, Lowe, Winzar, & Babin; 2011). Zikmund, Ward, Lowe, Winzar, and Babin, (2011) also suggest that there is no one perfect method which can meet all research objectives. In-depth interviews have been conducted with four members of the public who currently live in Australia and

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