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探索性研究.
探索性研究(Exploratory research)主要针对没有清晰定义的问题。探索性研究有助于采取最佳的研究方案、数据采集方法和研究对象。在做出肯定性的结论时,必须非常谨慎。
探索性研究的形式主要包括文献综述、二手数据分析,以及针对消费者、员工、管理层和竞争者的非正式访谈,和正式方法如深入访谈、小组座谈、案例分析和试验研究等。
探索性研究主要瞭解一個全新的、陌生的行銷情況,也就是將原本是一片模糊的行銷情況,刻畫出基本輪廍[1]。
相對於其他類型,探索性研究的方法比較有彈性,例如採用個人深度訪問,訪問時多利用開放式的問題。(如對甲產品有什麼看法?對於某一事物最滿意的地方是什麼?)抽樣方法比較不講究等[1]。
另外探索性研究的結果往往有助於敘述性或因果性研究的進行,如確定所擬定的問卷題目與選項是否周全、是否要進一步研究兩個變數或觀念之間的關係等[1]。
- ^ 1.0 1.1 1.2 曾光華. 《行銷學:探索原理與體驗實務》〈第三篇 第四章 行銷研究的過程〉. : 95頁 (中文(繁體)).
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