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Exploratory ResearchLecture -4
N P SinghProfessor
Exploratory research: Four Methods
1. Experience survey2. Secondary data
analysis3. Case Studies4. Pilot studies
1- Exploratory Research: Experience Surveys
A technique in which individuals who are knowledgeable about a particular research problem are surveyed.
To whom to survey: Most are quite willing & are experts.
Examples: A manufacture may get recommendations from distributors about some modifications in the product.
The research can be conducted by a group of managers to have additional knowledge about issues.
2- Exploratory Research: Secondary Data Analysis
Data gathered and recorded by someone else prior to and for a purpose other than the current project
Is often: Historical Already assembled Needs no access to subjects
Examples: Economic data: It becomes a quick source for background information.
Advantages of Secondary data
Inexpensive (Not Always) Obtained Rapidly Information is not Otherwise
Accessible (What is the meaning?)
Disadvantages of Secondary Data
Uncertain Accuracy Data Not Consistent with Needs Inappropriate Units of Measurement Time Period Inappropriate (Dated)
Fact Finding - Identifying consumption patterns- Tracking trends
Model building - Estimating market potential- Forecasting sales- Selecting trade areas and sites
Data Base Marketing - Development of Prospect Lists- Enhancement of Customer Lists
Common Research Objectives for Secondary Data Studies
8
Types and sources of secondary data
3 types Documentary sources Survey sources Multiple source
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Documentary
Organisations’ records Organisations’ communications
(internal and external) Primary data not secondary
Books, journals, newspapers, etc. Secondary▪ Use of a table on, say,
consumer expenditure Primary▪ Counting the number of advertisements
for, say, different types of cars
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Government surveys and economic statistics
Censuses Census of Population▪ every 10 years since 1801
Census of Employment▪ every 2 or 3 years
Continuous and regular surveys UK General Household Survey Labour Force Survey▪ Annually by all EU members▪ same core questions
Official statistics Mainly time-series
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Multiple source
Different data sources combined into a new, single data set e.g., The Times 1000
Selection already doneÞ secondary data
Borderline cases Official compilations of official statistics▪ Annual Abstract of Statistics▪ Regional Trends▪ Labour Market Trends
In practice, count as primary data if you have to make a new selection▪ i.e., to generate a data set specific to your project
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Database services in India
Indian database service providers Government agencies
NISSAT centres BTIS distributed information centres ENVIS centres TlFAC’s centres:
Corporate agencies FICCI’s, BISNET, Business India Infotech, Centre for Monitoring the
Indian Economy (CMIE), Dataline and Research Technologies Ltd, (DART) from Dalal Street Journal Group, Capitaline Ole, the corporate database from Capital Market, Vans.Com of Vans Information and Investor Services Ltd, Spectrum Business Support Ltd, Teledirect Informatics India Ltd,
Other Agencies INFAC – detailed industry reports on 29 industries/sectors, data on
2,800 companies, 75 industries, 400 commodity prices; IRIS – investment research information services book; Reuters India – global information on an economic database, industry
database, company information; Economic Intelligence Unit – India business service consisting of
periodicals, reports, forecast risk service etc.
3. Case Studies
Definition 1: A detailed analysis of a person or group, especially as a model of medical, psychiatric, psychological, or social phenomena.
Definition 2: A detailed intensive study of a unit, such as a corporation or a corporate division that stresses factors contributing to its success or failure.
An exemplary or cautionary model; an instructive example: (The American Heritage Dictionary of the English Language, 2000, as cited in The Free Dictionary, 2008)
Definition 3: An analysis of a group or person in order to make generalisations about a larger group or society as a whole. (Collins Essential English Dictionary, 2006, as cited in The Free Dictionary, 2008)
What’s unique about a case study?
Empirical or experimental research-based projects. These include surveys, statistics, questionnaires or fieldwork.
Theoretical projects. These tend to look mainly at conceptual issues.
Case studies. These involve analysis of real world problems of which one has experience or is able to observe.
Conducting a case study in eight steps
Step 1: Establish the broad case to investigate.
Step 2: Establish the research question(s)Step 3: Select the precise case(s) to be
usedStep 4: Determine data gathering and
analysis techniquesStep 5: Prepare to collect the dataStep 6: Collect the dataStep 7: Analyze the dataStep 8: Prepare the report
Step 1:
Can I gain access to the company? (Is it local or offshore? Is the data available or subject to commercial confidence?)
Is there enough published information on the company?
Is too much information already available?
Will I be able to conduct the study in the time I have available?
Step 2: Establish the research question(s)
There is a difference between the work ethic values of Australian and Asian employees working in the Mitsubishi Car Company in Adelaide and Japan.
Review of literature Gap for conducting the research
Step 3: Select the precise case(s) to be used
You then need to choose a precise case (or cases) to study. A single case might be, for example, the operation of a certain private hospital. A multiple case might involve looking at several different companies operating in the wine industry.
It is useful to select cases that: represent a variety of geographic regions represent a variety of size parameters (i.e., big and
small companies with a large and small client base) represent different market segments use different raw materials, etc.
Step 4: Determine data gathering and analysis techniques
Good case studies use a number of different research tools to increase validity.
For example, you can use both qualitative and qualitative approaches and different data collection instruments (surveys, interviews, documentation review, artefact collection).
You should aim to “triangulate” your research instruments or techniques so they provide different views of the case.
This avoids the problem of observer bias, i.e., your choice of instrument measuring what you want to see and not what is really there.
4. Pilot Studies
In-Depth InterviewsFocus Group InterviewsInteractive Media and online Focus Group:
Projective Techniques
1. Interview Question Tips
Questions should be open-ended rather than closed-ended. For example, instead of asking “Do you know about the clinic’s services?” ask “Please describe the
clinic’s services.” You should ask factual question before opinion
questions. For example, ask, “What activities were conducted?” before asking, “What did you think of the activities?”
Use probes as needed. These include: Would you give me an example? Can you elaborate on that idea? Would you explain that further? I’m not sure I understand what you’re saying. Is there anything else?
In Depth Interview
Example: Wide Seats in an AirplaneI: “Why do you like wide seats in an
airplane?”R: “It makes me comfortable.”I: “Why is it important to be
comfortable?”R: “I can accomplish more.”I: “Why is important that you can
accomplish more?”R: “I feel good about myself.”
Implication: Wide seats may relate to self-esteem!
In depth Interviews
2. Popularity of Focus Group Research
Most marketing research firms, advertising agencies, and consumer goods manufacturers use focus groups.
Focus groups tend to be used more extensively by consumer goods companies than by industrial goods organizations.
Focus Group
Focus Group
Spot source of marketing problem Spark new product ideas Develop questionnaires for quantitative
research Identify new advertising themes Diagnose competitors’ strengths and
weaknesses
A group of people who discuss a subject under the direction of a moderator. Focus groups are used to:
Focus Group Research - Overview
The goal of focus group research is to learn and understand what people have to say and why
The emphasis is on getting people to talk at length and in detail about the subject at hand
The intent is to find out how they feel about a product, concept, idea, or organization, how it fits into their lives, and their emotional involvement with it
Benefits of Focus Group Research
Synergy - together, the group can provide more insights than insights obtained individually.
Snowballing - chain reaction to comment by one individual.
Stimulation - group interaction excites people.
Spontaneity/serendipity - participants may get ideas on the spot and discuss them.
Focus Group Research - Steps1. Define objectives of study2. Develop questions for discussion -
Moderator Guide3. Recruit participants4. Conduct Session with a moderator5. Analyze and report results to decision
makers
Results can be misleading if the focus group is not conducted properly.
Focus Group Issues (1 of 2)
How many people in a focus group?
What type of people should be recruited?
Should participants be …
Knowledgeable?
Diverse?
Representative?
Focus Group Issues (2 of 2)
How should participants be recruited? Should they be given monetary incentives? Where should the focus group be held? How much interaction among participants? What is the role and qualification of the
moderator? How to write the moderator guide? Should management observe the focus
group? How should the report be written?
Differences in Qualitative Research between the U.S. and the U.K.
Area U.S. U.K.Focus group size 10 to 12 6 to 8Focus group length 2 hours 1.5 to 4 hoursLocation Professional facility Recruiters’ homesClient viewing Common RareTopic guides Long and detailed Short and flexibleRecruitment By income/occupation By social classSample size Of more concern Of little concernCredibility Moderate High
Trends in Focus Group Research
Telephone Focus Groups Focus groups that are conducted via
conference calling.
Videoconference Focus Groups Staffers can watch focus groups via
videoconferencing and avoid the costs of travel.
On-line focus groups Focus groups that are conducted through
internet (Chat rooms) - http://www.greenfieldonline.com
Summary of Key Points
Exploratory or qualitative data based research is used to obtain deep insights into the behavior of few consumers, or to gain preliminary information about the market
Common exploratory research methods include depth interviews, projective techniques, and focus groups
The focus group is the most common method of conducting qualitative research
The method consists of five simple steps; care must be taken to implement those steps correctly
Focus group questions
Continued….
Continued….
Continued….
Continued….
Projective Techniques
Eliciting deep-seated feelings/opinions by enabling the respondents to project themselves into unstructured situations. Word Association Sentence Completion Role playing Story telling with pictures… and several others
Word Association