Performing Exploratory Research
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Among many other reasons, market research problems may arise due to an ongoing problem
in your business or a new development in the market. Exploratory research is the ideal way to
begin any market research effort by clarifying your market research problem and hypothesizing the
potential causes for a marketing problem.
This guide is designed to help you understand the purpose of exploratory research, define the key
types of exploratory research methods, and suggest an action plan for a successful exploratory
research study.
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