Exploratory Research and Qualitative Analysis Chapter 5

Exploratory Research  What is it?  Why? –Diagnosing a situation –Screening alternatives –Discovering new ideas

Types of Exploratory Research  Experience Surveys –Sales force  Secondary Data Analysis  Case Study  Pilot Studies

Pilot studies  Focus Group Interviews –Discussion guide –Streaming media –Online focus group  Projective Techniques –Word association tests –Sentence completion method –Third-person technique –Role-playing technique –Thematic apperception test –Cartoon tests/ picture frustration

Pilot Studies  Depth interviews

Problems with Exploratory Research  Ambiguity of findings  Small sample size  Only general findings