Exploratory Research

Exploratory research is a type of research conducted because a problem has not been clearly defined. Exploratory research helps determine the best research design, data collection method and selection of subjects. Given its fundamental nature, exploratory research often concludes that a perceived problem does not actually exist.
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desk research undertaken before primary research is commenced in a marketing research study, including an informal search for material from internal, external and secondary sources, interviews and discussions with informed sources, etc. See Marketing Research; Primary Research; Secondary Research.

initial marketing research used to research a problem, trying to identify all the possible intervening factors, in general terms before committing larger expenditure (see descriptive and causal, research).