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The information in Chapter 3 & 4 can help you understand the research problem and classify it as best solved by either Exploratory, Descriptive, or Causal Research. Chapter 4 focuses only on Exploratory Research but you should be familiar of other types of research such as Descriptive and Causal Research (which we will cover later in the term in other chapters). For now, see differences in the definitions listed below.
Exploratory Research: Provides better understanding (background) of a situation using small group sample. Uses literature search, interviews, focus groups, case studies. Example: (you will provide this – see assignment instructions below)
Descriptive Research: Describes a population in context of variables (e.g. awareness/likeness of brand) in order to make predictions. Example: Do Millennials differ in preference for iPhone camera features as compared to GenZ users?
Causal Research: Uses experiments to determine cause/effect relationship. Example: Can mobile advertisement (which is the independent variable) on Facebook increase sales of your product (dependent variable) among millennial users?
For your Main Post, identify a MARKETING PROBLEM you would be interested in studying on behalf of a company that relates to any one of the 4 P’s of Marketing (Product, Price, Place, Promotion). See Figure at the bottom of this page, or do a search for “4 P’s of Marketing” if you need a refresher to help you understand the 4 P’s. Also use external research from Galileo or Google Scholar to support your views in the discussion.
To start this assignment, you will select any one big company or brand we all are familiar with. It is preferred that you select a product that you currently use. You will then provide the following information in your Main Post ….
What is the Industry in which you have identified the problem? Provide details on the product/brand related to the industry. Why did you ch

oose this industry?
What is the Marketing Problem that can be solved with Exploratory Research? Is this problem related to Product, Price, Place, Promotion, or a combination of 4 P’s? The marketing problem needs to be significant. Give specifics in the problem statement. Use information from Chapter 4 and cite page numbers where you refer to characteristics of the problem.
Example:
My problem relates to more effectively marketing the next version of iPhone to females to give a competitive advantage to Apple. This provides an opportunity to gain market share
(Note: State your problem clearly as shown above. Do NOT copy the same type of question related to Apple iPhone which is provided to you as an example so you can understand the assignment. Come up with something original and creative on your own. Originality will give you high score, providing similar example as above will give you low score!)
Why would you classify this problem as Exploratory as compared to Descriptive or Causal Research (see definitions above)? Provide details as to help other students understand why you have classified the problem as Exploratory.
As mentioned in the chapter, FOCUS GROUPS are common to investigate Exploratory Research problems. Your manager has tasked you to come up with 5 Focus Group questions that you will use to run the Focus Group. List your 5 questions using information given in the chapter.
Exhibit 4-1 on page 42 lists other types of exploratory studies. Other than Focus groups (which you have done in the previous question), list and explain any one additional type of method you will use to research your Exploratory problem. Make sure to use and highlight terms from the chapter and provide chapter page numbers for the highlighted term. This will show evidence of learning. Details are important if you are seeking high score.
Use above format (1, 2, 3, 4) to answer your questions so your post is easy to read.