Dr. Michael R. Hyman, NMSU

Exploratory and Qualitative Research

Methods

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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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Statement of Research Objectives

Problem Definition

ExploratoryResearch(Optional)

Analysis of the Situation

Symptom Detection

Defining Problem Results inClear Cut Research Objectives

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Diagnose a situation

Screening of alternatives

Discover new ideas

Why Conduct Exploratory Research?

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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 to talk

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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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Qualitative Studies

• In-Depth Interviews

• Focus Group Interviews

• Projective Techniques

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Qualitative Methods

• Less structured

• More intensive

• Smaller number of respondents, so non-probability sample

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Some Appropriate Uses for Qualitative Research

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Qualitative versus Quantitative Research

• Purpose– Exploratory (initial understanding) vs

descriptive and conclusive (recommend course of action)

• Small (non-representative) versus large (representative) samples

• Broad range of flexible questioning versus structured questions

• Subjective interpretation versus statistical analysis

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Qualitative vs. Quantitative Research

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Types of Qualitative Research

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Depth Interviews

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Structured Unstructured

Undisguised

Disguised

Example:

Typical descriptive surveywith straight-forward, structured questions

Example:

Survey with open-endedquestions to discover “new”answers or focus group interview

Example:

Survey interview to measurebrand A’s image versuscompetitive brands’ images or brand recall (unaided recall)

Example:

Projection techniques usedmostly for exploratory research

Classifying Surveys by Degree of Structure and Degree of Disguise

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Types of Depth Interviews

• Non-directive

– Maximum flexibility/probing

– Requires excellent interviewer

• Semi-structured

– General interview schedule

– Somewhat flexible

– Excellent for expert interviews

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Beginning of a Depth Interview

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Focus Groups

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Focus Group Interview

• Unstructured• Free flowing/relaxed• 1 to 3 hour group interview• Run by moderator• Starts with broad topic and

focus in on specific issues• Audio/video recorded and

observed live via two-way mirror

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Group Composition

• 6 to 10 pre-screened people

• 3 to 4 sessions• Relatively

homogeneous within each session

• Similar lifestyles and experiences

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What is Included in a Recruitment Screener?

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Factors Influencing Participant Contributions in Group Interviews

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Focus Group Moderator• Focuses discussion• Has loose control• Develops rapport--

helps people relax• Interacts• Listens to what

people have to say• Everyone gets a

chance to speak

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Procedure for Planning and Conducting Focus Groups

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Focus Groups: Types and Purposes

Types• Exploratory

• Clinical

• Experiencing

Purposes• Problem definition• Hypothesis generation• Concept testing• Pilot testing• Explore subconscious

motivation• Product/brand usage

attitudes and beliefs

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Some Marketing Research Uses of Focus Groups

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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 body language

• Moderator’s job is different

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Advantages of Focus Groups Over Depth Interviews

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

--Oscar Wilde

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Projective Techniques

• Present ambiguous unstructured object

• From motivation research binge of 1950s

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Types of Projective Techniques

• Thematic apperception test (T.A.T.)

• Word association test (latency)

• Sentence completion

• Unfinished scenario completion

• Third-person role playing

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TAT

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TAT

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TAT

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TAT

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Would you think Ms. A or Ms. B would drink more milk, or possibly the same amount? (Give reason)

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TAT

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TAT

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TAT

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TAT

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Word Association

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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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Unfinished Scenario

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Third-person Role Playing