Exploratory research can be used when forming a hypothesis or simply observing trends. It is not scientifically performed and often relies on secondary data. No hard-and-fast conclusions can be drawn from it (Ontario Holstery Institute).
             In addition to marketing and sales, descriptive research is useful to human resources in determining what types of job candidates are available. Also purchasing can use descriptive data to determine whether they are getting the best value for the company's money. Finally, auditors can use descriptive research to determine if some areas of a business are under more pressure, subject to more turnover, or have other internal weaknesses that would help in designing the audit procedures.
             Longitudinal studies take place over time. It is important to consider the cost of such a study, which is usually high. Also, the researchers must consider the likelihood of finding people willing to participate in a study over time (King). Furthermore, the researchers must consider whether the change in individuals over time is important. If the size of a group is expected to stay the same, and only the individual members will change, it is possible that a longitudinal study will be a waste of time.
             Some decisions can be made on the basis of a cross-sectional study. If events only happen once, such as a reaction to a commercial, then collecting the data only once makes sense. Similarly, data that is unlikely to change quickly, such as people's reaction to certain foods can be effectively measured in a cross-sectional study.
             Decisions that rely on the change in people over time, however, should only be made on the basis of a cross-sectional study if a longitudinal study is unprofitable and a retrospective study is not available (Johnson). Many outside factors can affect the decisions of people in the short-term. For example, the inclusion of macaroni and cheese on an individua
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