Exploratory Research for Screening Alternatives
A manager faces a decision problem when two or more alternative courses of action exist and the manager is uncertain about which alternative to choose. When faced with a decision problem, exploratory research can help the marketing manager remove some alternatives from further consideration. For example, exploratory research is often used to eliminate some of the possible names being considered for a new product or service. The intent is not to select the most appropriate name but to shorten the list quickly and inexpensively so that fewer options need to be researched in detail
A manager faces a decision problem when two or more alternative courses of action exist and the manager is uncertain about which alternative to choose. When faced with a decision problem, exploratory research can help the marketing manager remove some alternatives from further consideration. For example, exploratory research is often used to eliminate some of the possible names being considered for a new product or service. The intent is not to select the most appropriate name but to shorten the list quickly and inexpensively so that fewer options need to be researched in detail
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