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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 ofthe 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?

QUANTITATIVEQUANTITATIVE

DATADATA

QUALITATIVEQUALITATIVE

DATADATA

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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 repositioned

product

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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 who

goes 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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Pilot Study

A collective term

Any small scale exploratory study that usessampling

But does not apply rigorous standards

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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 talksin his own person; when given a mask

he 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 comesto 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 CompletionPeople 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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Focus Group Interviews

Unstructured

Free flowing

Group interview

Start with broad topic

and focus in on

specific issues

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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