Which type of data collection uses focus groups and interviews to formulate marketing questions?

Exploratory data collection is used to gather insights and formulate marketing questions when little is known about a particular issue or target market. This type of research often employs qualitative methods, such as focus groups and interviews, to delve deep into consumer attitudes, beliefs, and motivations. By engaging with participants in a conversational manner, researchers can uncover nuanced information that might not be accessible through quantitative methods, allowing for a better understanding of the market environment and guiding future research directions.

In contrast, descriptive data typically involves the quantitative analysis of already established factors, such as consumer demographics or purchasing behaviors, and does not aim to discover new insights or develop initial theories. Causal data is focused on identifying cause-and-effect relationships, often through experiments or controlled studies, rather than gathering initial qualitative insights. Secondary data relies on previously collected information from other sources and does not involve direct interaction with potential respondents. Therefore, exploratory data stands out as the approach best suited for generating foundational questions in marketing through qualitative insights.