What type of research is used to identify potential issues or opportunities?

The correct answer is exploratory research, which is specifically designed to gain insights into an issue or opportunity that has not yet been clearly defined. This type of research often involves gathering preliminary data that helps clarify the problem and inform further investigation. It is particularly useful when a researcher is not sure what variables to measure or how to approach a situation.

Exploratory research methods can include interviews, focus groups, and open-ended surveys, allowing researchers to develop questions that require answering and identifying underlying trends that may not be immediately apparent. This provides a foundation for more structured research in later stages, such as descriptive or causal studies, which would require a more defined research question or hypothesis.

Exploratory research is essential in the early stages of product development, market analysis, or when assessing new business opportunities, enabling businesses to adapt and strategize effectively in response to insights gained.