Ch07 - Exploratory Research

8/12/2019 Ch07 - Exploratory Research

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Business Research Methods

Exploratory Research and Qualitative Analysis


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Qualitative versus Quantitative

Research

Purpose

Exploratory versus descriptive and conclusive

Small versus large samples

Broad range of questioning versus structured

questions

Subjective interpretation versus statisticalanalysis


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Statement of

Research Objectives

Problem Definition

Exploratory

Research

(Optional)

Analysis of

the Situation

Symptom Detection

Defining Problem Results in

Clear Cut Research Objectives


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Exploratory research

Secondary data

Experience survey

Pilot studies


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Exploratory Research

Initial research conducted to clarify and

define the nature of a problem

Does not provide conclusive evidence

Subsequent research expected


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What is Exploratory Research?

QUANTITATIVE

DATA

QUALITATIVE

DATA


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Diagnose a situation

Screening of alternatives

Discover new ideas

Why Conduct Exploratory Research?


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Concept Testing

Exploratory research procedure that tests

some sort of stimulus as a proxy for an idea

about a new, revised, or repositioned

product


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Categories of Exploratory

Research

Experience surveys

Secondary data analysis

Case studies

Pilot studies


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Experience Surveys

Ask knowledgeable individuals about a

particular research problem

most are quite willing


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If you wish to know the road up the

mountain, you must ask the man whogoes back and forth on it.

- Zenrinkusi


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Secondary Data Analysis

Data collected for a purpose other than the

project at hand

Economical

Quick source for background information


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Case Study Method

Intensely investigates one or a few

situations similar to the problem

Investigate in depth

Careful study

May require cooperation


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Pilot Study

A collective term

Any small scale exploratory study that uses

sampling

But does not apply rigorous standards


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Pilot Studies

Focus Group

Interviews

Projective Techniques

In-Depth Interviews


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Projective Techniques

Word association tests

Sentence completion method

Third-person technique

Role playing

T.A.T. Picture frustration version of T.A.T.


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A man is least himself when he talks

in his own person; when given a maskhe will tell the truth.

--Oscar Wilde


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Word Association

Subject is presented with a list of words

Asked to respond with first word that

comes to mind


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Word Association Examples

GREEN Money

Lawn

Eggs and Ham


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Word Association Examples

CHEESE Kraft

Cheddar

Goat


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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____________________


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Thematic Apperception Test

T.A.T.


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Focus Group Interviews

Unstructured

Free flowing

Group interview

Start with broad topic

and focus in on

specific issues


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Group Composition

6 to 10 people

Relatively

homogeneous

Similar lifestyles and

experiences


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Outline for a Focus Group

Establish a rapport

Begin with broad topic

Focus in on specific topic Generate discussion and interaction


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The Moderator

Develops rapport -

helps people relax

Interacts

Listens to what people

have to say

Everyone gets achance to speak


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The Focus Group Moderator

Maintains loose control and focuses

discussion

Stimulates spontaneous responses


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Advantages of Online

Focus Groups

Fast

Inexpensive

Bring together many participants from wide-spread geographical areas

Respondent anonymity

Transcript automatically recorded


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Disadvantages of Online

Focus Groups

Less group interaction

Absence of tactile stimulation

Absence of facial expression and bodylanguage

Moderators job is different


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Streaming Media

Documents

Ch07 - Exploratory Research