Business Research Methods

William G. Zikmund

Chapter 7:

Exploratory Research and Qualitative Analysis

Qualitative versus Quantitative Research

• Purpose– Exploratory versus descriptive and conclusive

• Small versus large samples

• Broad range of questioning versus structured questions

• Subjective interpretation versus statistical analysis

Statement of Research Objectives

Problem Definition

ExploratoryResearch(Optional)

Analysis of the Situation

Symptom Detection

Defining Problem Results inClear Cut Research Objectives

Exploratory research

• Secondary data• Experience survey• Pilot studies

Exploratory Research

• Initial research conducted to clarify and define the nature of a problem

• Does not provide conclusive evidence

• Subsequent research expected

What is Exploratory Research?

QUANTITATIVEQUANTITATIVEDATADATA

QUALITATIVEQUALITATIVEDATADATA

Diagnose a situation

Screening of alternatives

Discover new ideas

Why Conduct Exploratory Research?

Concept Testing

• Exploratory research procedure that tests some sort of stimulus as a proxy for an idea about a new, revised, or repositioned product

Categories of Exploratory Research

• Experience surveys

• Secondary data analysis

• Case studies

• Pilot studies

Experience Surveys

• Ask knowledgeable individuals about a particular research problem – most are quite willing

“If you wish to know the road up themountain, you must ask the man who goes back and forth on it.”

- Zenrinkusi

Secondary Data Analysis

• Data collected for a purpose other than the project at hand

• Economical

• Quick source for background information

Case Study Method

• Intensely investigates one or a few situations similar to the problem

• Investigate in depth

• Careful study

• May require cooperation

Pilot Study

• A collective term

• Any small scale exploratory study that uses sampling

• But does not apply rigorous standards

Pilot Studies

• Focus Group Interviews

• Projective Techniques • In-Depth Interviews

Projective Techniques

• Word association tests

• Sentence completion method

• Third-person technique

• Role playing

• T.A.T.

• Picture frustration version of T.A.T.

“A man is least himself when he talksin his own person; when given a maskhe will tell the truth.”

--Oscar Wilde

Word Association

• Subject is presented with a list of words

• Asked to respond with first word that comes to mind

Word Association Examples

• GREEN • Money• Lawn• Eggs and Ham

Word Association Examples

• CHEESE • Kraft• Cheddar• Goat

Sentence Completion

People who drink beer are ______________________

A man who drinks light beer is ___________________

Imported beer is most liked by ___________________

A woman will drink beer when____________________

Thematic Apperception TestT.A.T.

Focus Group Interviews

• Unstructured• Free flowing• Group interview• Start with broad topic

and focus in on specific issues

Group Composition

• 6 to 10 people• Relatively

homogeneous• Similar lifestyles and

experiences

Outline for a Focus Group

• Establish a rapport

• Begin with broad topic

• Focus in on specific topic

• Generate discussion and interaction

The Moderator

• Develops rapport - helps people relax

• Interacts• Listens to what people

have to say• Everyone gets a

chance to speak

The Focus Group Moderator

• Maintains loose control and focuses discussion

• Stimulates spontaneous responses

Advantages of Online Focus Groups

• Fast

• Inexpensive

• Bring together many participants from wide-spread geographical areas

• Respondent anonymity

• Transcript automatically recorded

Disadvantages of Online Focus Groups

• Less group interaction

• Absence of tactile stimulation

• Absence of facial expression and body language

• Moderator’s job is different

Streaming Media