1. Exploratory Research Plan Template
Purpose
The purpose of this tool is to help you create an exploratory research plan that will help
you determine the best research design, data collection method and selection of subjects
for an upcoming market research initiative.
How to Use this Template
Complete the following sections with your project team and/or stakeholders. Cut & paste
this information into a document that reflects your corporate image, and deliver your
Exploratory Research Plan to senior executives for review & approval.
Title Page
[Insert Company Name or Logo]
Exploratory Research Plan: (insert project title)
[Insert Completion Date]
Completed By: [Insert Project Manager Name]
Completed For: [Insert Project Sponsor Name]

2. Table of Contents
1. Overview 3
1.1 Purpose
1.2 Objectives
1.3 Research Question
2. Literature Review 3
3. Research Design 4
3.1 Types of Data & Research Methods
3.1.1 In-Depth Interviews
3.1.2 Focus Groups
3.1.3 Case Analysis
3.1.4 Other Research Methods
3.2 Sources of Data
3.3 Sampling Plan
3.4 Data Collection Techniques
3.5 Data Analysis
4. Hypothesis 7
5. Timetable 7
6. Budget 8
7. References 9

3. 1. Overview
1.1 Purpose
Provide a brief explanation of why the research is taking place.
1.2 Objectives
Identify and list your objectives here:
 Objective #1
 Objective #2
 Objective #3
1.3 Research Question
For each objective listed above, formulate research questions and list them below:
 Research Question #1
 Research Question #2
 Research Question #3
2. Literature Review
The purpose of the literature review is to integrate your study into a broader framework of
relevant theory and research.
2.1 Summary
Summarize recent/authoritative literature on the proposed research problem as it relates to
the stated research problem.
2.2 Shortcomings
Indicate shortcomings in previous literature or lack of knowledge about the topic you
intend to research.

4. 2.3 Approaches
Note the conceptual, theoretical and methodological approaches used by others in
studying related topics.
2.4 Strategies
Decide on your own conceptual/theoretical/methodological strategies and on how your
own study may contribute to improvements in this regard.
2.5 Debates
Be aware of important debates in the field of their research topic and should include them in a
nuanced discussion.
2.6 References
Use the correct referencing techniques.
3. Research Design
Use this section to elaborate on your research study design. Explain the types of data &
research methods to be used, the sources of your data, your sampling plan, the data
collection techniques to be explored, and your data analysis approach.
3.1 Types of Data & Research Methods
Identify which types of data will work best with your study (i.e. qualitative, quantitative, or
both and primary, secondary, or both). Indicate the research methods/types that will be
utilized. A few research methods/types include, but are not limited to:
3.1.1 In-Depth Interviews
In-depth interviewing is a qualitative research technique that involves conducting
intensive individual interviews with a single respondent or a small number of
respondents to explore their perspectives on a particular idea, program, or situation.
For more information on In-Depth Interviews, review our In-Depth Interview Guide.

5. 3.1.2 Focus Groups
Focus groups are a form of qualitative research in which a group of people are
asked about their perceptions, opinions, beliefs, and attitudes towards a product,
service, concept, advertisement, idea, or packaging.
For more information on Focus Groups, review the following tools & templates:
 Focus Group Guide
 Facilitator Selection
 Facilitator Evaluation
 Focus Group Report Template
3.1.3 Case Analysis
Case analysis is one of the most general and applicable methods of analytical
thinking, depending only on the division of a problem, decision or situation into a
sufficient number of separate cases. Analyzing each such case individually may be
enough to resolve the initial question.
The purpose of case analysis is to review information that is similar and relevant to
the research problem.
3.1.4 Other Research Methods
To learn about more types of research methods, please review our Research
Methods Guide.
3.2 Sources of Data
After the research methods have been selected, you will want to indicate the exact sources your
data will come from. For each research method, identify your data source and describe how it
will be beneficial to your research.

6. 3.3 Sampling Plan
Exploratory research will require you to make generalizations about your findings. For this
reason, you will need to create a sampling plan in order to accurately portray the findings
associated with the research.
For each chosen research method, identify the following:
 Target population
 Sampling units
 Sampling approach
 Sample size
3.4 Data Collection Techniques
Describe, in detail, how you will obtain your data sources, include all relevant information
(i.e. Who? What? When? Where?).
Describe, in detail, the specifics of each of your research methods. A few examples may
be:
 Interview Questions
 Focus Group Topics
 A Case Analysis Outline
In this section, you will also want to consider the issue of Validity, which is integral in any
exploratory research study. Validity is a key concept in this type of research as it helps us
assess the quality & integrity of the research. Consider these questions:
 How well does your exploratory research study measure what it claims to?
 How credible is the evidence you are providing to answer your research question?
 Can we rule out other answers to our question with our findings?
3.5 Data Analysis
Use this section to describe how the data collected will be analyzed. Specify your plan for
accurate analysis of your prospective data.

7. 4. Hypothesis
Exploratory research is complete when the major dimensions of the problem have been
discovered this bringing clarity to the problem so that it’s possible to generate the
hypotheses.
Enter the hypothesis in the space provided below:
________________________________________________________________________________________________
______________________________________________________________________________________________
5. Timetable
Using the table below, provide an estimation of your timetable for research development:
Date Deliverable
March Literature Review
April Planning (Research Design)
May Data Collection
June Data Analysis
July Final written report and presentation

8. 6. Budget
Include an estimate of the costs associated with the research plan as well as the funding
model. You can also use the chart below as a preliminary overview of your expenses.
The budget can include, but is not limited to the following:
 Personnel
 Travel
 Printing
 Supplies
 Technology
 Room Rentals
 Professional Services
Category Description of Expense Estimated Cost
Personnel 3 Researchers needed for 4 days $3,600.00
Travel 2 Flights to San Antonio $1,000.00
Printing 50 copies of data collected $200.00
Supplies To Be Determined (TBD) $0.00
Pro Services TBD $0.00
Total Cost $4,800.00

9. 7. References
Use this page to list your references. Adhere to standard referencing techniques.