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8/13/2019 Week 3 -- Exploratory and Secondary Research 2008
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Exploratory Research &Secondary Data
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Exploratory Research
What if problem cannot be defined?What if managerial problem cannot betransferred to a research problem?What if hypotheses cannot be generated?
EXPLORATORY RESEARCHResearch whose primary objective is to insightsinto a problem situation
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Exploratory Research
Objective of Exploratory ResearchGather ideas and insights for developing a betterunderstanding of a problem
Help define a problemHelp develop hypothesesEstablish priorities for future researchNot answers
Characteristic of Exploratory ResearchFlexibility (not rigid)
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Types of Exploratory Research
Exploratory Research MethodsSecondary Data/Literature ReviewsExperience Surveys
Analysis of Stimulating Examples (i.e., Case Analyses)Unstructured Methods (i.e., Qualitative Research)
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Assignment
Starbucks mission stay local with a globalbrand
What does it mean to stay local? How canStarbucks do find that out (via research)?
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Literature Reviews/Secondary Data
Literature ReviewsReview of previous studies and articlesInternal and external sources should be consultedGuidelines for search
Ideas and insights -- not conclusions
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Literature Reviews/Secondary Data
Secondary Data -- data gathered forpurposes other than the present study
AdvantagesCheap in terms of time and money
DisadvantagesData Fit
Accuracy
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Literature Reviews/Secondary Data
Types of Secondary DataInternal -- originates within the organization forwhich the research is being conducted
Least costly type of secondary dataExternal -- data found from sources external to theorganization commissioning the research
Cost more than internal data, but a wealth is availableLibrary SourcesGovernment SourcesSyndicated Sources
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Literature Reviews/Secondary Data
Internal Secondary DataFinancial StatementsSales Reports (by Region, Sales Person, Etc.)Customer Databases
Collection of data about customers developed frominternal sources (could be from MR activities)Needs to be large and extensive to be effective
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Literature Reviews/Secondary Data
Internal Secondary DataCustomer Databases
Data mining (use of statistical techniques to identify
patterns hidden in a database) is neededComplex statistical methods need to be usedUses of data mining
Customer Acquisition -- look to identify types ofcustomers to whom we appealCustomer Retention (Abandonment) identifycustomers to keep (get rid of)
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Literature Reviews/Secondary Data
Secondary Data (External)Library Sources (Magazines and OtherPublications many on Internet)
Government SourcesCensus dataState/Country economic data
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Tracking What Happens at the
Retailer Point of Sale . . . ACNielsen Collects Data in:
In over 36,000 retail outlets (US)
Through Scanning and in store Auditing
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ACNielsen Consumer Panel Tracking what happens in the home
61,500 Households
Geographically dispersed& demographically
balancedMethodology allows forall-channel and retailaccount analysis
Projectable at thenational, regional, market& account level
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Retail
Measurement
ConsumerPanel
Who buys what
Where do they shop
How often do theyshop
Whats in the shoppingbasket
How loyal areshoppers
Are shoppersswitchers
ACNielsen Links Store Data to the
Consumer Behind the Purchase
What brand sold
At what price
Under what conditions
(e.g., coupon used?)
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Other Types of Exploratory Research
Experience Surveys -- attempts to tap theknowledge and experience of those familiarwith the subject being investigated
Not a probability sample, a purposive sampleSample should be comprised of people who may haveideas
Provide sample with freedom in providing insights-- dont limit their responses
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Other Types of Exploratory Research
Analysis of Stimulating Examples (i.e., Case Analyses) -- an intensive study of selectedcases of the phenomenon under investigation
Seek possible explanations rather than testingexplanationsSeek many possibilities (more better than less)Intensely analyze possibilities
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Other Types of Exploratory Research
Unstructured Methods (e.g., QualitativeResearch) -- a collection of various smallscale techniques that uses sampling but non-
rigorous standards
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Other Types of Exploratory Research
Focus Groups -- unstructured interview with a smallgroup of respondents
Idea -- synergy among group members will lead toresponses and ideas that would not be generated in
individual settingsKeys to focus group success
ModeratorPurposive SampleObjective -- ideas, not answers
Group Composition -- 6-10 homogeneous membersEnvironment -- professional with ability to have researchersobservePlanned, but loose, agenda
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Other Types of Exploratory Research
Unstructured MethodsProjective Techniques -- Disguised unstructuredmethod that allows respondents to project beliefs
or feelings to a third partyStory- telling approach (e.g., tap childhood memories)
Nescafe Example
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Other Types of Exploratory Research
Unstructured MethodsDevelop on-line communities
Create membership
Gather demographic data on usersHave users feel part of a community (they are not alone)
Allow on-line WOMCMonitor and get ideas and insights
Built-in research participantsSound out ideas
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