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A research team is interested in understanding the factors influencing customer satisfaction in a newly opened restaurant. They decide to conduct a study using a combination of exploratory, descriptive, and experimental research designs. The team plans to collect primary data through observation, focus group discussions, and interviews. What is the primary objective of exploratory research design in this case study?

a. To test cause-and-effect relationships between different variables.
b. To describe and explain the factors influencing customer satisfaction.
c. To collect numerical data on customer satisfaction levels.
d. To generate new insights and ideas regarding customer satisfaction.

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