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Marketing Communications

172

Advertising Research

Research designs are typically classified according to the nature of the research objectives or types of

research. (Kinnear and Taylor, 1983)

EXPLORATORY RESEARCH

This type of research is useful when the research objectives include the following:

1. Identifying problems or opportunities


2. Developing a more precise formulation of identified problem or opportunity which is not
   well defined


3. Getting perspective relating to the extent of variables operating in a situation.


4. Establishing priorities regarding the potential significance of various problems or
   opportunities.


5. Gaining management and researcher perspective regarding the character of the problem
   situation.


6. Identifying and formulating alternative courses of action.


7. Gathering information on the problems associated with doing conclusive research.

Exploratory research is usually the initial step in a series of studies designed to supply information for

decision-making. The purpose of this research is to formulate hypothesis regarding potential problems

or opportunities present in the decision situation and increase familiarity with the decision-problem.

© Deloitte & Touche LLP and affiliated entities.

360°

thinking.

Discover the truth at http://www.deloitte.ca/careers

© Deloitte & Touche LLP and affiliated entities.

360°

thinking.

Discover the truth at http://www.deloitte.ca/careers

© Deloitte & Touche LLP and affiliated entities.

360°

thinking.

Discover the truth at http://www.deloitte.ca/careers

© Deloitte & Touche LLP and affiliated entities.

360°

thinking.

Discover the truth at http://www.deloitte.ca/careers