14520901 Ch06 Exploratory Research and Qualitative Analysis

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ExploringMarketing ResearchWilliam G. ZikmundChapter 6:Exploratory Research and QualitativeAnalysis



Qualitative versus QuantitativeResearch Purpose Exploratory versus descriptive and conclusive Small versus large samples Broad range of questioning versus

structured questions Subjective interpretation versus statisticalanalysis



Statement ofResearch ObjectivesProblem DefinitionExploratoryResearch(Optional)Analysis ofthe Situation

Symptom DetectionDefining Problem Results inClear Cut Research ObjectivesStatement ofResearch ObjectivesProblem DefinitionExploratoryResearch(Optional)Analysis ofthe SituationSymptom DetectionDefining Problem Results inClear Cut Research Objectives



EXPLORATORY RESEARCHSecondary dataExperience surveyPilot studies



Exploratory Research Initial research conducted to clarify anddefine the nature of a problem Does not provide conclusive evidence Subsequent research expected



What is Exploratory Research?QUANTITATIVEQUANTITATIVEDATADATAQUALITATIVEQUALITATIVEDATADATA



Diagnose a situationScreening of alternativesDiscover new ideasWhy Conduct ExploratoryResearch?Why Conduct Exploratory

Research?



Concept Testing Exploratory research procedure that testssome sort of stimulus as a proxy for an ideaabout a new, revised, or repositionedproduct



Categories of ExploratoryResearch Experience surveys Secondary data analysis Case studies Pilot studies



Experience Surveys Ask knowledgeable individuals about aparticular research problem - most are quitewillingExperience Surveys Ask knowledgeable individuals about a

particular research problem - most are quitewilling



If you wish to know the road up themountain, you must ask the man whogoes back and forth on it. -- Zenrinkusi



Secondary Data Analysis Data collected for a purpose other than theproject at hand Economical Quick source for background information



Case Study Method Intensely investigates one or a fewsituations similar to the problem Investigate in depth Careful study May require cooperation



Pilot Study A collective term Any small scale exploratory study that usessampling But does not apply rigorous standards



Pilot Studies Focus GroupInterviews 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 comesto mind



Word Association Examples GREEN Money Lawn Eggs and Ham



Word Association Examples CHEESE Kraft Cheddar Goat



Sentence CompletionPeople 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.Thematic Apperception TestT.A.T.



Focus Group Interviews Unstructured Free flowing Group interview Start with broad topicand focus in on

specific issues Unstructured Free flowing Group interview Start with broad topicand focus in onspecific issues



Group Composition 6 to 10 people Relativelyhomogeneous Similar lifestyles andexperiences



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 peoplehave to say

Everyone gets achance to speak



The Focus Group Moderator Maintains loose control and focusesdiscussion Stimulates spontaneous responses



Advantages of OnlineFocus Groups Fast Inexpensive Bring together many participants fromwide-spread geographical areas

Respondent anonymity Transcript automatically recorded



Disadvantages of OnlineFocus Groups Less group interaction Absence of tactile stimulation Absence of facial expression and bodylanguage

Moderators job is different



Streaming Media



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14520901 Ch06 Exploratory Research and Qualitative Analysis