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

3. Copyright © 2000 by Harcourt, Inc. All rights reserved Statement of Research Objectives Problem Definition Defining Problem Results in Clear Cut Research Objectives Exploratory Research (Optional) Analysis of the Situation Symptom Detection

4. Copyright © 2000 by Harcourt, Inc. All rights reserved EXPLORATORY RESEARCH Secondary Data Experience Survey Pilot Studies

5. Copyright © 2000 by Harcourt, Inc. All rights reserved Exploratory Research Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expected

6. Copyright © 2000 by Harcourt, Inc. All rights reserved What is Exploratory Research? QUANTITATIVEDATAQUALITATIVEDATA

7. Copyright © 2000 by Harcourt, Inc. All rights reserved Why Conduct Exploratory Research? Diagnose a situation Screening of alternatives Discover new ideas

8. Copyright © 2000 by Harcourt, Inc. All rights reserved Concept Testing Exploratory research procedure that tests some sort of stimulus as a proxy for an idea about a new, revised, or repositioned product

9. Copyright © 2000 by Harcourt, Inc. All rights reserved Categories of Exploratory Research Experience surveys Secondary data analysis Case studies Pilot studies

10. Copyright © 2000 by Harcourt, Inc. All rights reserved Experience Surveys Ask knowledgeable individuals about a particular research problem - most are quite willing

11. Copyright © 2000 by Harcourt, Inc. All rights reserved “If you wish to know the road up the mountain, you must ask the man who goes back and forth on it.” -- Zenrinkusi

12. Copyright © 2000 by Harcourt, Inc. All rights reserved Secondary Data Analysis Data collected for a purpose other than the project at hand Economical Quick source for background information

13. Copyright © 2000 by Harcourt, Inc. All rights reserved Case Study Method Intensely investigates one or a few situations similar to the problem Investigate in depth Careful study May require cooperation

14. Copyright © 2000 by Harcourt, Inc. All rights reserved Pilot Study A collective term Any small scale exploratory study that uses sampling But does not apply rigorous standards

15. Copyright © 2000 by Harcourt, Inc. All rights reserved Pilot Studies Focus Group Interviews Projective Techniques In-Depth Interviews

16. Copyright © 2000 by Harcourt, Inc. All rights reserved Projective Techniques Word association tests Sentence completion method Third-person technique Role playing T.A.T. Picture frustration version of T.A.T.

17. Copyright © 2000 by Harcourt, Inc. All rights reserved “A man is least himself when he talks in his own person; when given a mask he will tell the truth.” --Oscar Wilde

18. Copyright © 2000 by Harcourt, Inc. All rights reserved Word Association Subject is presented with a list of words Asked to respond with first word that comes to mind

19. Copyright © 2000 by Harcourt, Inc. All rights reserved Word Association Examples GREEN Money Lawn Eggs and Ham

20. Copyright © 2000 by Harcourt, Inc. All rights reserved Word Association Examples CHEESE Kraft Cheddar Goat

21. Copyright © 2000 by Harcourt, Inc. All rights reserved 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____________________

22. Copyright © 2000 by Harcourt, Inc. All rights reserved Thematic Apperception Test T.A.T.

23. Copyright © 2000 by Harcourt, Inc. All rights reserved Focus Group Interviews Unstructured Free flowing Group interview Start with broad topic and focus in on specific issues

24. Copyright © 2000 by Harcourt, Inc. All rights reserved Group Composition 6 to 10 people Relatively homogeneous Similar lifestyles and experiences

25. Copyright © 2000 by Harcourt, Inc. All rights reserved The Moderator Develops rapport - helps people relax Interacts Listens to what people have to say Everyone gets a chance to speak