What is one major reason for conducting explanatory research?

Conducting explanatory research is primarily aimed at understanding relationships within data. This type of research is essential when the goal is to identify and clarify the connections between different variables in a given phenomenon. By using explanatory research, marketers can discover how changes in one aspect, such as pricing or promotion, may influence customer behavior, preferences, or purchase decisions. This understanding is crucial for creating effective strategies that take these relationships into account, allowing businesses to tailor their approaches based on the data gathered.

On the other hand, evaluating customer satisfaction, assessing market sizes, and developing new product features tend to focus more on descriptive or exploratory research. These types of research serve different purposes such as measuring existing conditions, understanding potential market opportunities, or generating ideas for innovation rather than specifically investigating the relationships between variables in detail. Thus, the emphasis on relationships is what distinguishes explanatory research as a vital tool in marketing analysis.