Research Design and Exploratory

Introduction to Research Design and Exploratory Research

Jeremy Kees, Ph.D.

Stages in theResearch Process

Determine Research Design

Analyze and Interpret the Data

Design Sample and Collect Data

Formulate Problem

Design Data Collection Method and Forms

Prepare the Research Report

Overview of Research Design

Exploratory• “discovery”

Descriptive• “relationships”

Causal• “cause-and-effect”

Descriptive Research• Describe what is going on or exists• Estimate how groups of consumers

might behave• Examine relationships between two or

more variables• Predict

Descriptive Research

• Two Basic Types1. Longitudinal(true panels, omnibus

panels)2. Cross-Sectional

Causal Research

• Helps us determine if one or more IVs (treatment, predictors) causes or affects one or more DVs (outcome variables)

• Most demanding design—strongest conclusion

• Requires the highest degree of understanding of the problem

Exploratory Research

CausalResearch

DescriptiveResearch

•Formulate problems more precisely•Develop Hypotheses•Establish priorities for research•Eliminate impractical ideas•Clarify concepts

•Literature search•Experience survey•Analysis of select cases•Interviews•Ethnographies•Focus groups•Etc.•Describe segment characteristics

•Estimate proportion of people who behave in a certain way•Make specific predictions

•Longitudinal study•Panels•Sample Survey

•Provide evidence regarding causal relationships•Rule out all other explanations •Laboratory experiment

•Field experiment

Uses TypesOverview of Research Design

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Descriptive Research

Exploratory Research

Causal Research

Relationship Among Research Designs

Qualitative versus Quantitative Research

Data• Quantitative = numeric data• Qualitative = non-numeric data

– Caveat – all qualitative data can be coded and all quantitative data is based on judgment

• Common Assumption:– Qualitative Data = preliminary– Quantitative Data = confirmatory

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Qualitative Research

To gain a qualitative understanding of the underlying reasons and motivations

Small number of non-representative cases

Unstructured

Non-statistical

Develop an initial understanding

Objective

Sample

Data Collection

Data Analysis

Outcome

Quantitative Research

To quantify the data and generalize the results from the sample to the population of interest

Large number of representative cases

Structured

Statistical

Recommend a final course of action

Qualitative vs. Quantitative Research

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• Focus groups: small group discussions led by a trained moderator

• Objectives:• Generate ideas• Understand consumer vocabulary• Reveal consumer needs, motives,

perceptions, and attitudes on products and services

• Understand findings from quantitative studies

Focus Groups

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• Advantages:• Generation of fresh ideas• Client interaction• Versatility• Ability to tap special respondents

• Disadvantages:• Representative of the population?• Subjective interpretation• High cost-per-participant

Focus Groups

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Group Size 8-12

Group Composition Homogeneous respondents,

prescreened

Physical Setting Relaxed, informal atmosphere

Time Duration 1-3 hours

Recording Audiocassettes and/or Video

Moderator Observational, interpersonal, and communication skills of the

moderator

Focus Group Characteristics

Procedure for Planning and Contacting Focus Groups

Determine the Objectives and Define the Problem

Specify the Objectives of Qualitative Research

Develop a Moderator’s Outline

Conduct the Focus Group Interviews

Review Tapes and Analyze the Data

Summarize the Findings and Plan Follow-Up Research or Action

State the Objectives/Questions to be Answered by Focus Groups

Write a Screening Questionnaire

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• Focus group moderator: a person who conducts the entire sessions and guides the flow of group discussion across specific topics desired by the client

• Characteristics:• Experienced• Enthusiastic• Prepared• Involved• Energetic• Open-minded

Moderator’s Role

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• In-Depth interview: is a set of probing questions posed one-on-one to a subject by a trained interviewer so as to gain an idea of what the subject thinks about something or why he or she behaves a certain way

• Protocol analysis: involves placing a person in a decision making situation and asking him or her to verbalize everything he or she considers when making a decision

Other Popular Qualitative Techniques

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Focus Groups

•Group dynamics, expect more creative•Some probing•Relatively inexpensive•Ready industry

Interviews

•Not influenced by others•Max probing, great depth•Expensive•Time consuming•Candid, sensitive topics

•Qualitative•Flexible•Probing•Richness of data•Gets at the “Why” of customers’ behaviors•Generates ideas•Clarifies other project results

Popular Qualitative Research Methods

Still Other Qualitative Methods

• Ethnographies– developing understandings of the everyday

activities of people in local settings• Observation

– Insight into actual, not reported, behaviors• Projective Techniques

– participants are placed in (projected into) simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning

“Alternative” Techniques

• Implicit Association Test– https://implicit.harvard.edu/implicit/Kees, Jeremy, Elizabeth H. Creyer, and Eric S. Knowles (2005), “Re-

Examining Smokers’ Perceived Vulnerability to Disease: Self-Report Measures May Not Tell the Whole Story,” In Karin M. Ekström and Helene Brembeck (Eds.), European Association for Consumer Research Proceedings, Göteborg, Sweden.

• Resistometer

• Eye Tracking

https://implicit.harvard.edu/implicit/

Mystery Shopping

Mystery shoppers are people who pose as consumers and shop at a company’s own stores or those of its competitors to collect data about customer-employee interactions and to gather observational data; they may also compare prices, displays, and the like

Mystery Shopping

Purpose of Mystery Shopping• Evaluate customer service• Measure employee training• Recognize good employees• Monitoring the competition• Prepare for competition

Mystery ShoppingLevel 1 – mystery telephone call. Mystery shopper calls the client

location & evaluates the level of service received over the phone following a scripted conversation.

Level 2 – mystery shopper visits the establishment, makes a quick purchase (e.g. gas, a hamburger, etc.) & evaluates the transaction & image of the facility. Little or no customer-employee interaction required.

Level 3 – mystery shopper visits the establishment and, using a script or scenario, initiates a conversation with an employee. No actual purchase is involved. Examples: discussing different cellular phone packages, reviewing services provided during an oil change, etc.

Level 4 – mystery shopper performs a visit that requires excellent communication skills & knowledge of the product. Examples: discussing a home loan, the process for purchasing a new car, visiting an apartment complex.

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Sam’s Club MS Protocol1. Were there lots of carts or flat beds in the parking lot and

not in the cart corral?2. Make sure you pass by some associates on the sales floor

during your shopping trip. Did they acknowledge you in some manner, either by eye contact, smile, nod, or verbal greeting when you came within 10 feet of them?

3. Did any associate ask you if you found everything you were looking for?

4. As you approached the cash registers in the checkout area…

1. Did the checkout area appear to be busy (long lines, activity)?2. If yes, did you see an associate directing members to certain

checkout lanes? If no, explain.

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4. Were you checked out within 5 minutes? Start timing when you enter the checkout line. Stop when handed your receipt. ___Min. ___Sec.

5. Were boxes or bags available near the front of your checkout lane for packing items?

6. Mark the following observations that you made of the Cashier Associate:

Smiled and greeted you Called you by name at any time Thanked you Checked the bottom of your cart for additional

merchandise Name of cashier ____________

Sam’s Club MS Protocol

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7. As you were leaving the club, did the exit greeter thank you for your business?

8. Mark the following observations you made of the restroom:

1. Clean sinks and toilets2. All dispensers full (soap, toweling, toilet paper)3. Relatively free of litter4. Equipment and stalls operable5. Floors clean

9. Was the club clean and relatively free of litter?10. Were the price signs on the merchandise in the

club visible and easy to read?

Sam’s Club MS Protocol

Qualitative versus Quantitative Methods

Theory• Is the goal to test new or existing

theory?


Level of Understanding Sought• Complex / Sensitive issues are tough to

examine with quantitative methods

Kurtz, David, Jeremy Kees, and Travis Tokar (2004), “An Examination of Intrinsic and Extrinsic Motivational Factors that Affect Research Productivity of Marketing Academicians,” Journal for Advancement of Marketing Education, 4, 9-15.


Detail versus Generalizability• Quantitative Methods

– Generalizations to other populations and/or situations

• Qualitative Methods– Rich Understanding


Philosophy• Epistemological Assumptions

– Contextual Factors• Ontological Assumptions

– What is reality?

Tonight…

• Identify your research objectives for your focus group

• Get started on a script• Think about who you’re going to

recruit (8-10 people or so) for 10/3

Documents

Research Design and Exploratory