1. Exploring Marketing Research William G. Zikmund
Chapter 6:
Exploratory Research

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

3. What is Exploratory Research?
QUANTITATIVE
DATA
QUALITATIVE
DATA

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

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

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

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

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

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

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

11. Pilot Studies Focus Group Interviews Projective Techniques
In-Depth Interviews

12. Focus Group Interviews
Unstructured
Free-flowing
Small group
Six to Ten Individuals
Moderator leads group
Introduces topic
Encourages discussion

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

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

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

16. Projective Techniques
Word association tests
Sentence completion method
Third-person technique
Role playing
Thematic Apperception Test (T.A.T)
Picture frustration version of T.A.T.

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

18. Word Association Examples
GREEN
Money
Lawn
Eggs and Ham

19. Word Association Examples
CHEESE
Kraft
Cheddar
Goat

20. 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____________________

21. Thematic Apperception Test
T.A.T.

22. End of Chapter 6