Rushing intodetailedsurveysbeforelessexpensive and more readilyavailable sourcesofinformation havebeen exhausted canleadtoserious mistakes.For example,suppose a Chinesefast-food restaurant chain is consideringexpanding its hours and product line with abreakfast menu,Exploratory research witha smallnumber of Current customers might find a strongnegative reaction to eating a spicyvegetablebreakfast at a Chinese fast food outlet. Thus,exploratoryresearch might helpcrystallizeaproblem andidentify information needed forfuture research
◼ Rushing into detailed surveys before less expensive and more readily available sources of information have been exhausted can lead to serious mistakes. For example, suppose a Chinese fast-food restaurant chain is considering expanding its hours and product line with a breakfast menu, Exploratory research with a small number of Current customers might find a strong negative reaction to eating a spicy vegetable breakfast at a Chinese fast food outlet. Thus, exploratory research might help crystallize a problem and identify information needed for future research
DescriptiveResearchThe majorpurposeof descriptiveresearch,asthe name implies,isto describe characteristicsofa population.Marketing managers frequentlyneedto determine who purchases a product,portraythe size of the market,identify competitors'actions,and so on.Descriptive research seekstodetermine the answers to why,what,whenwhere,and how guestions.Infiniti learned fromdescriptive research that Americans generallystartto shop for a car by considering six models.Theythen narrow the field and usually visitthree showrooms before they settle on a model.This takesanaverage of two weeks
Descriptive Research ◼ The major purpose of descriptive research, as the name implies, is to describe characteristics of a population. Marketing managers frequently need to determine who purchases a product, portray the size of the market, identify competitors' actions, and so on. Descriptive research seeks to determine the answers to why, what, when, where, and how questions. Infiniti learned from descriptive research that Americans generally start to shop for a car by considering six models. They then narrow the field and usually visit three show rooms before they settle on a model. This takes an average of two weeks
These descriptive findings,combined with knowledge thattheyfaced competition fromdozens of luxurymodels onthe market, influenced Infinitito encourage dealers toemphasize thequality of theconsumer's shoppingexperience
These descriptive findings, combined with knowledge that they faced competition from dozens of luxury models on the market, influenced Infiniti to encourage dealers to emphasize the quality of the consumer's shopping experience
However,buyers of luxury cars typically take twiceaslong to complete thedecision and make apurchase.These descriptivefindings, combinedwith knowledgethattheyfaced competitionfromdozens of luxury models on the market, influencedInfiniti to encourage dealers to emphasize thequality of the consumer's shopping experience.Thecompany made sizableinvestments in dramaticarchitecturefor showrooms and elegantfurnishingssuch as fountains and indoor bridges.Some Infinitishowroomshavecontemplationzones-designatedareas where customers can sit without harassmentto consider carpurchases in silence
◼ However, buyers of luxury cars typically take twice as long to complete the decision and make a purchase. These descriptive findings, combined with knowledge that they faced competition from dozens of luxury models on the market, influenced Infiniti to encourage dealers to emphasize the quality of the consumer's shopping experience. The company made sizable investments in dramatic architecture for showrooms and elegant furnishings such as fountains and indoor bridges. Some Infiniti showrooms have contemplation zones-designated areas where customers can sit without harassment to consider car purchases in silence