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8/13/2019 Business research Method - Ch 07.ppt
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Business
Research Methods
William G. Zikmund
Chapter 7:
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 statistical
analysis
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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 repositionedproduct
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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 body
language
Moderators job is different
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Streaming Media