Elucidate the different types of exploratory research designs.
Answer
Exploratory research design includes many qualitative data collection techniques like in-depth interviews, focus groups and projective techniques. In-depth interviews are one-to-one interviews with respondents whereas focus group involves a group of 6 - 12 respondents in a congenial setting. Focus groups is one of the most popular qualitative research techniques. Projective techniques involve various psychological testing like pictorial construction, sentence completion tests, word association tests and role plays.
They are used in understanding hidden associations in a consumer's mind. Qualitative data collection techniques provide a lot of rich information though at the same instance is hard to interpret and involves limitation with regard to generalizability, validity and reliability