Is exploratory research unreliable due to the small sample sizes?
Exploratory research is qualitative in nature, so reliability in a statistical sense is not necessary. The aim is to fully understand customers requirements so that the main survey can measure satisfaction with the right things. The interpretation of qualitative data is by necessity subjective to a degree. If it is felt necessary a second stage of exploratory research that is quantitative in nature can be conducted with a statistically reliable sample prior to the main survey in order to score a full list (perhaps 50 or 60 requirements) for importance.
