APPLICATION OF EXPLORATORY RESEARCH AS A TYPE OF A MARKET RESEARCH

Istraţivanje trţišta je standardizirani postupak prikupljanja, analiziranja i interpretiranja podataka, a svrha istraţivanja trţišta je dobivanje informacija zbog lakšeg odluĉivanja u poslovnom upravljanju. Ovisno o cilju istraţivanja razlikuju se tri temeljne vrste istraţivanja: izviĊajna, opisna i uzroĉna. U ovom radu istiĉe se izviĊajno istraţivanje kao poĉetno istraţivanje ĉija je osnovna svrha dobivanje uvida u problem. Moţe se provesti na razliĉite naĉine, a jedan od najdominantnijih naĉina je anketiranje, kod kojeg se pomoću unaprijed sastavljene upitnice dobivaju obavještenja o obiljeţjima statistiĉkog skupa u obliku odgovora na postavljena pitanja u upitnici. Obzirom na vaţnost primjene izviĊajnih istraţivanja, cilj rada je istraţivanje i shvaćanje naĉina djelovanja trţišnih istraţivanja te provoĊenje izviĊajnog istraţivanja na primjeru ponašanja potrošaĉa pri internet trgovini. Na temelju cilja i u svrhu što boljeg shvaćanja provedenog istraţivanja, u radu je opisana internet trgovina, modeli provedbe iste, ĉimbenici koji utjeĉu na potrošaĉevo ponašanje pri internet trgovini te ponašanje potrošaĉa tijekom pandemije koronavirusa. Istraţivanje je provedeno putem anketnog upitnika u kojem je kljuĉna usporedba potrošaĉkih navika prije i tijekom pandemije, kako bi se utvrdilo kupuju li ispitanici putem internet trgovine te je li je i u koliko mjeri pandemija koronavirusa uistinu utjecala na potrošaĉe.Market research is a standardized process of collecting, analyzing and interpreting data, and the purpose of market research is to obtain information for easier decision-making in business management. Depending on the purpose of research there are three basic types of research: exploratory, descriptive and causal. This final paper emphasizes exploratory research as an initial research whose main purpose is to gain insight into the problem. It can be conducted in different ways, but one of the most dominant way is a survey questionnaire, in which precompiled questionnaires provide information on the characteristics of the statistical set in the form of answers to the questions asked in the questionnaire. Considering the importance of use of exploratory research, the aim of this final paper is to research and understand the way market research works and to conduct exploratory research on the example of consumer behavior in ecommerce. Based on the aim, in this final paper e-commerce, models of its implementation, factors which influence consumer behavior in e-commerce and consumer behavior during a coronavirus pandemic are described, all in order to understand the research better. The research was conducted through a questionnaire in which a comparison of consumer habits before and during a pandemic is crucial, to determine whether respondents shop online and whether the coronavirus pandemic really affected consumers