Marketing has changed since the onset of Technology and dot com syndrome and the whole concept has been revised. The conventional methods of marketing though existent now occupy a much less importance in relative terms and are continuously losing out to the new concepts and Information Technology related campaigns. And hence the role of an effective Marketing Officer is now in the phase of redefinition. A balance needs to be maintained between using the conventional tools and to look for new upcoming technologies; some of which are defined as heavens for the marketing campaigns; since these now provide access to a wide consumer base with a very low costs.
The results of exploratory research can’t be used for marketing decisions in most cases at least not directly. Then the question arises why to do exploratory research in the first place? Well the answer is the core goal of exploratory research is to equip marketers with enough information to facilitate marketers plan a format research design correctly. For example by conducting exploratory research the marketer can find out that the competition is using popular social media channels like Facebook, Twitter, LinkedIn and YouTube to reach target consumers effectively and successfully engaging customers with the brand directly. Now with this information he can plan a formal research design to test his hypothesis.