AMB201 Tutorial 2
AMB201
Marketing and Audience Research
Tutorial 2
Exploratory Research and Exploratory Report
Today’s Agenda
Practice questions
Exploratory research
Requirements for Exploratory Report
Attendance sheet (ensure your name is checked off)
Practice Questions
1. The research question “What are the most popular tourist destinations for visitors to Australia?” would be addressed with which type of research?
a) Exploratory
c) Causal
b) Descriptive
d) Analysis
Practice Questions
2. A researcher is interested to learn about the reasons for why some people continue to buy physical newspapers, despite the same content being available for free online. Which type of research is most suited?
a) Exploratory
c) Causal
b) Descriptive
d) Analysis
Practice Questions
3. Research that is designed to address a real life problem is called:
a) Exploratory research b) Basic research
c) Questionable research d) Applied research
Practice Questions
4. A toy company shows different versions of a proposed
TV commercial to different groups of children and measures which one they attend to most. This type of study is best described as a(n)…
a) Developmental study
c) Case study
b) Experimental study
d) Focus group study
Exploratory research
What is exploratory research?
Initial research to clarify the nature of the problem
Typically uses qualitative approach:
Unstructured study of a small sample
Interpretive rather than conclusive
Aims for understanding rather than measurement
Exploratory research
Why do exploratory / qualitative research?
When a greater understanding of the problem is required before conducting further research
To generate new ideas or screen possible alternatives To assist with narrowing the scope of a project
Can you think of any other reasons?
Exploratory research examples:
Secondary data
Any data that has been previously collected for another purpose than the current project
Advantages?
Disadvantages?
Exploratory
Marketing and Audience Research
Tutorial 2
Exploratory Research and Exploratory Report
Today’s Agenda
Practice questions
Exploratory research
Requirements for Exploratory Report
Attendance sheet (ensure your name is checked off)
Practice Questions
1. The research question “What are the most popular tourist destinations for visitors to Australia?” would be addressed with which type of research?
a) Exploratory
c) Causal
b) Descriptive
d) Analysis
Practice Questions
2. A researcher is interested to learn about the reasons for why some people continue to buy physical newspapers, despite the same content being available for free online. Which type of research is most suited?
a) Exploratory
c) Causal
b) Descriptive
d) Analysis
Practice Questions
3. Research that is designed to address a real life problem is called:
a) Exploratory research b) Basic research
c) Questionable research d) Applied research
Practice Questions
4. A toy company shows different versions of a proposed
TV commercial to different groups of children and measures which one they attend to most. This type of study is best described as a(n)…
a) Developmental study
c) Case study
b) Experimental study
d) Focus group study
Exploratory research
What is exploratory research?
Initial research to clarify the nature of the problem
Typically uses qualitative approach:
Unstructured study of a small sample
Interpretive rather than conclusive
Aims for understanding rather than measurement
Exploratory research
Why do exploratory / qualitative research?
When a greater understanding of the problem is required before conducting further research
To generate new ideas or screen possible alternatives To assist with narrowing the scope of a project
Can you think of any other reasons?
Exploratory research examples:
Secondary data
Any data that has been previously collected for another purpose than the current project
Advantages?
Disadvantages?
Exploratory