Essentials of Marketing Research William G. Zikmund Chapter 5: Exploratory Research

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

Defining Problem Results in Clear Cut Research Objectives Symptom Detection Analysis of the Situation Exploratory Research (Optional) Problem Definition Statement of Research Objectives

Exploratory Research Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expected

What is Exploratory Research? QUANTITATIVE DATA QUALITATIVE DATA

Why Conduct Exploratory Research? Diagnose a situation Screening of alternatives Discover new ideas

Concept Testing Exploratory research procedure that tests some sort of stimulus as a proxy for an idea about a new, revised, or repositioned product

Categories of Exploratory Research Experience surveys Secondary data analysis Case studies Pilot studies

Experience Surveys Ask knowledgeable individuals about a particular research problem - most are quite willing

“If you wish to know the road up the mountain, you must ask the man who goes back and forth on it.” -- Zenrinkusi

Secondary Data Analysis Data collected for a purpose other than the project at hand Economical Quick source for background information

Case Study Method Intensely investigates one or a few situations similar to the problem Investigate in depth Careful study May require cooperation

Pilot Study A collective term Any small scale exploratory study that uses sampling But does not apply rigorous standards

Pilot Studies Focus Group Interviews Projective Techniques In-Depth Interviews

Projective Techniques Word association tests Sentence completion method Third-person technique Role playing T.A.T. Picture frustration version of T.A.T.

“A man is least himself when he talks in his own person; when given a mask he will tell the truth.” --Oscar Wilde

Word Association Subject is presented with a list of words Asked to respond with first word that comes to mind

Word Association Examples GREEN Money Lawn Eggs and Ham

Word Association Examples CHEESE Kraft Cheddar Goat

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____________________

Thematic Apperception Test T.A.T.

Focus Group Interviews Unstructured Free flowing Group interview Start with broad topic and focus in on specific issues

Group Composition 6 to 10 people Relatively homogeneous Similar lifestyles and experiences

Outline for a Focus Group Establish a rapport Begin with broad topic Focus in on specific topic Generate discussion and interaction

The Moderator Develops rapport - helps people relax Interacts Listens to what people have to say Everyone gets a chance to speak

The Focus Group Moderator Maintains loose control and focuses discussion Stimulates spontaneous responses

Advantages of Online Focus Groups Fast Inexpensive Bring together many participants from wide-spread geographical areas Respondent anonymity Transcript automatically recorded

Disadvantages of Online Focus Groups Less group interaction Absence of tactile stimulation Absence of facial expression and body language Moderator’s job is different

Streaming Media