Compare and contrast the structure and uses of exploratory research and descriptive research
What will be an ideal response?
Exploratory research can be used to generate ideas for future strategies or just to get a better handle on a problem a firm is experiencing with a product. These studies are usually small in scale and less costly than other research techniques. Exploratory research typically is qualitative, meaning that the results of the research project tend to be nonnumeric. The results might be verbal or visual information about consumers' attitudes, feelings, and buying behavior in the form of words rather than numbers. Descriptive research often follows exploratory research. Descriptive research is much more systematic, probing into a specific marketing problem and basing its conclusions on a much larger sample of participants. Descriptive research is quantitative, meaning that results are expressed in numerical terms such as averages, percentages, or other statistics summarizing results from a large set of measurements.
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