Week 3 -- Exploratory and Secondary Research 2008

8/13/2019 Week 3 -- Exploratory and Secondary Research 2008

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Exploratory Research &Secondary Data


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Exploratory Research

What if problem cannot be defined?What if managerial problem cannot betransferred to a research problem?What if hypotheses cannot be generated?

EXPLORATORY RESEARCHResearch whose primary objective is to insightsinto a problem situation


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Exploratory Research

Objective of Exploratory ResearchGather ideas and insights for developing a betterunderstanding of a problem

Help define a problemHelp develop hypothesesEstablish priorities for future researchNot answers

Characteristic of Exploratory ResearchFlexibility (not rigid)


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Types of Exploratory Research

Exploratory Research MethodsSecondary Data/Literature ReviewsExperience Surveys

Analysis of Stimulating Examples (i.e., Case Analyses)Unstructured Methods (i.e., Qualitative Research)


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Assignment

Starbucks mission stay local with a globalbrand

What does it mean to stay local? How canStarbucks do find that out (via research)?


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Literature Reviews/Secondary Data

Literature ReviewsReview of previous studies and articlesInternal and external sources should be consultedGuidelines for search

Ideas and insights -- not conclusions


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Secondary Data -- data gathered forpurposes other than the present study

AdvantagesCheap in terms of time and money

DisadvantagesData Fit

Accuracy


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Types of Secondary DataInternal -- originates within the organization forwhich the research is being conducted

Least costly type of secondary dataExternal -- data found from sources external to theorganization commissioning the research

Cost more than internal data, but a wealth is availableLibrary SourcesGovernment SourcesSyndicated Sources


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Internal Secondary DataFinancial StatementsSales Reports (by Region, Sales Person, Etc.)Customer Databases

Collection of data about customers developed frominternal sources (could be from MR activities)Needs to be large and extensive to be effective


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Internal Secondary DataCustomer Databases

Data mining (use of statistical techniques to identify

patterns hidden in a database) is neededComplex statistical methods need to be usedUses of data mining

Customer Acquisition -- look to identify types ofcustomers to whom we appealCustomer Retention (Abandonment) identifycustomers to keep (get rid of)


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Secondary Data (External)Library Sources (Magazines and OtherPublications many on Internet)

Government SourcesCensus dataState/Country economic data


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Tracking What Happens at the

Retailer Point of Sale . . . ACNielsen Collects Data in:

In over 36,000 retail outlets (US)

Through Scanning and in store Auditing


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ACNielsen Consumer Panel Tracking what happens in the home

61,500 Households

Geographically dispersed& demographically

balancedMethodology allows forall-channel and retailaccount analysis

Projectable at thenational, regional, market& account level


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Retail

Measurement

ConsumerPanel

Who buys what

Where do they shop

How often do theyshop

Whats in the shoppingbasket

How loyal areshoppers

Are shoppersswitchers

ACNielsen Links Store Data to the

Consumer Behind the Purchase

What brand sold

At what price

Under what conditions

(e.g., coupon used?)


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Other Types of Exploratory Research

Experience Surveys -- attempts to tap theknowledge and experience of those familiarwith the subject being investigated

Not a probability sample, a purposive sampleSample should be comprised of people who may haveideas

Provide sample with freedom in providing insights-- dont limit their responses


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Analysis of Stimulating Examples (i.e., Case Analyses) -- an intensive study of selectedcases of the phenomenon under investigation

Seek possible explanations rather than testingexplanationsSeek many possibilities (more better than less)Intensely analyze possibilities


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Unstructured Methods (e.g., QualitativeResearch) -- a collection of various smallscale techniques that uses sampling but non-

rigorous standards


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Focus Groups -- unstructured interview with a smallgroup of respondents

Idea -- synergy among group members will lead toresponses and ideas that would not be generated in

individual settingsKeys to focus group success

ModeratorPurposive SampleObjective -- ideas, not answers

Group Composition -- 6-10 homogeneous membersEnvironment -- professional with ability to have researchersobservePlanned, but loose, agenda


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Unstructured MethodsProjective Techniques -- Disguised unstructuredmethod that allows respondents to project beliefs

or feelings to a third partyStory- telling approach (e.g., tap childhood memories)

Nescafe Example


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Unstructured MethodsDevelop on-line communities

Create membership

Gather demographic data on usersHave users feel part of a community (they are not alone)

Allow on-line WOMCMonitor and get ideas and insights

Built-in research participantsSound out ideas


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Documents

Week 3 -- Exploratory and Secondary Research 2008