1. Exploratory research is a form of research conducted for a problem that has not been clearly defined. It helps determine the best research design, data collection method and selection of subjects. Even from the definition of exploratory research we can see, that it is done in order to define the problem and to help understand in which direction the further research should go. Exploratory research is preliminary, and is not conclusive, the quality of information provided is not perfect, and also the focus group chosen(40people) was not really representing the whole of the students at West coast. Therefore they should not yet implement the findings, because the data provided by 40 students might not be applicable to all student at West coast. 2. The problem Pizza Heaven has faced is that their sales have slipped. That could be due to competition from national chains such as Pizza Hut or Domino's, so questions about competition should be asked. (Because potential clients might like something about the competitors more e.g. pizza itself, delivery, atmosphere in restaurants) "also, they noted that the selection was often poor"
Sales could have slipped, because of the range of products Pizza Heaven offers, so that topic has to be covered as well, including questions about new possible pizzas. (Because it may be that competitors are offering some types of pizza that Pizza Heaven don't have) A decrease in sales can also be due to poor customer service, so that topic should also be covered. People said that "pizzas were usually dry and cold" why? maybe delivery took too long, that should be explored in more details.
Step One: Establishing the Need for Marketing Research The need is already established, as there is a decrease in sales Step Two: Defining the Problem
So the problem is a decrease in sales, due to what ?
Step Three: Establishing Research Objectives
Hard Competition? Poor range of...