Transcript Exploring Marketing Research Chapter 6: Exploratory Research and Qualitative

Exploring
Marketing Research
William G. Zikmund
Chapter 6:
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
Defining Problem Results in
Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Problem Definition
Statement of
Research Objectives
Exploratory
Research
(Optional)
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?
QUANTITATIVE
DATA
QUALITATIVE
DATA
Why Conduct Exploratory
Research?
Diagnose a situation
Screening of alternatives
Discover new ideas
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
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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 the
mountain, 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
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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 talks
in his own person; when given a mask
he 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 Test
T.A.T.
Focus Group Interviews
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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
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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