... in their research. IMI structured the market research broadly into two phases, exploratory research and confirmatory research. The exploratory research was sub divided into secondary data analysis, focus group discussions and in depth interviews. The author acknowledges the help and contribution...

... Limited conducted the exploratory research and then prepared to conduct a confirmatory research. The case can be used to discuss different exploratory research techniques, how to interpret the findings of exploratory research and questionnaire construction. This case is useful for participants...

... to decide which customers to approach for qualitative research. They decided to use income and gender as preliminary criteria for segmentation of customers, with the understanding that it could be refined further. The exploratory research would help them come up with a preliminary business model and also...