81292011 Exploratory Research Design

8/2/2019 81292011 Exploratory Research Design

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Click to edit Master subtitle style5/2/12

EXPLORATORY RESEARCHDESIGN


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Uses of Exploratory Research Formulate a problem or define a problem more

precisely

Identify alternative courses of action

Develop hypotheses

Isolate key variables and relationships for furtherexamination

Gain insights for developing an approach to theproblem

Establish priorities for further research


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Methods of Exploratory Research Secondary data

Depth interviews Qualitative research (Focus groups & Projective

techniques)

Survey of experts. Case study


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Secondary data Secondary data are data which have

already been collected for purposes other

than the problem at hand. These data canbe located quickly and inexpensively.


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5/2/12Criteria for evaluating secondarydata

Data collection method,response rate, quality &analysis of data, samplingtechnique & size, questionnaire

design, fieldwork. Examine errors in approach,

research design, sampling, data

collection & analysis, &

reporting.Time lag between collection &

publication, frequency ofupdates.

Why were the data collected?

Data should bereliable, valid, &generalizable to

the problem.

Assess accuracyby comparingdata from

different sources.

Census data areupdated by

syndicated firms.The objective

Specifications &Methodol

ogy

Error &Accuracy

Currency

Objective

Criteria

Issues Remarks


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Depth Interviews It involves interviewing consumers individually

for one or two hours about a topic. Theses are

used when topic requires individual treatment.

The respondents are allowed to freely express

their views about the topic being questioned.

Here much depends on skills of the interviewer

and the ability of researcher/analyst to interpret


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One-on-one interviews that probe and elicit detailed

answers to questions, often using nondirective techniquesto uncover hidden motivations.

Advantages

No group pressure

Respondent is focus of attention and feels important

Respondent is highly aware and active

Long time period encourages revealing newinformation

Can probe to reveal feelings and motivations

Discussion is flexible and can ex lore tan ential issues


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Focus groups

A group of people who discuss a subject under thedirection of a moderator.

The goal of focus group research is tolearn and understand what people haveto say and why

The emphasis is on getting people to talkat length and in detail about the subjectat hand

The intent is to find out how they feelabout a roduct conce t idea or


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Advantages of Focus Groups Synergy - together, the group can provide more

insights than insights obtained individually.

Snowballing - chain reaction to comment by oneindividual.

Stimulation - group interaction excites people.

Spontaneity/serendipity - participants may getideas on the spot and discuss them.


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Projective Techniques A projective tech involves an unstructured and indirect

form of questioning that encourage the respondents to

project their underlying motivations, beliefs, attitude,or feeling regarding the issue of concern.

Basically, the respondents are asked to interpret thebehavior of others rather than describe their ownobservation.

Eliciting deep-seated feelings/opinions byenabling the respondents to project themselves

into unstructured situations.


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Projective techniques Association Techniques

Word association Completion Techniques

Sentence Completion

Construction Techniques Picture response

Expressive Techniques

Role play


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Survey of experts Individuals with ideas on general subject of

interest may be found in widely diversified

groups. All persons who have any associationwith the efforts to market the product in questionare potential sources of information. (may includetop executives, sales managers, sales

representatives, wholesalers, retailers andconsumers who have used the product.


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Case study It involves comprehensive study of one or more

specific situation.

The emphasis is on obtaining a completedescription and understanding of therelationships among factors in each instance,

regardless of the number involved (one depthinterview of a consumer might well be consideredas a case study).

Case study is of particular value when one is

seeking help on problem in which


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To provide insights and

understanding.

Information needed isdefined only loosely.

Research process is

flexible and

unstructured. Sample

is small and non-

representative.

Analysis of primary

To test specific

hypotheses and

examine relationships.

Information needed is

clearly defined.

Research process is

formal and structured.

Sample is large and

representative. Data

analysis is

Objective

:

Characte

r-istics:

Explorator

y

Conclusive

Exploratory & Conclusive Research Differences


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References Beri C. G. (2008) Marketing Research 4th

edition, Page no.- 62, Tata McGraw Hill Company

Ltd, New Delhi.

Boyd H. W., Westfall R., Stasch S. F.

Marketing Research 7th edition, page no. 90 109, All India traveller book seller, Delhi.

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81292011 Exploratory Research Design