Exploratory Research and Qualitative Analysis Lecture-7

Business Research Methods

Muhammad shafiq

Lecture 7:

Exploratory Research and Qualitative Analysis

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

Statement of Research Objectives

Problem Definition

ExploratoryResearch(Optional)

Analysis of the Situation

Symptom Detection

Defining Problem Results inClear Cut Research Objectives

Exploratory research

Secondary data Experience

survey Pilot studies

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?

QUANTITATIVEQUANTITATIVEDATADATA

QUALITATIVEQUALITATIVEDATADATA

Diagnose a situation

Screening of alternatives

Discover new ideas

Why Conduct Exploratory Research?

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 themountain, 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 talksin his own person; when given a maskhe 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 TestT.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

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Disadvantages of Online Focus Groups

Less group interaction

Absence of tactile stimulation

Absence of facial expression and body language

Moderator’s job is different

Bye bye..