Exploratory Research:
Exploratory research studies are also termed as for mutative research. The main purpose of such studies is that of formulating a problem for more precise investigation or of developing the work hypotheses from an operational point of view. The major emphasis in such studies is on the discovery of ideas and insights. As such the research design appropriate for such studies must be flexible enough to provide opportunity for considering different aspect of a problem under study.
In the case of exploratory research the focus is on the discover of ideas. In a business where sales have been declining for the past few months the management may conduct a quick study to find out what could be the possible explanation the sales might have declined on account of a number of factors, such as the deterioration in the quality of the product of the product increased competition inadequate or ineffective advertising lack of efficient and trained salesmen or use of the wrong channels of distribution. In such a case an exploratory study may be conducted to find the most likely cause.
An exploratory study is generally based on the secondary data that are readily available. It does not have a formal and rigid design as the researcher may have to change this focus or direction depending on the availability of new ideas and relationship among variables. An exploratory study is in the nature of a preliminary investigation wherein the researcher himself is not sufficiently knowledgeable and is therefore unable to frame detailed research questions.