Exploring Marketing Research William G. Zikmund Chapter 6: Exploratory Research and Qualitative Analysis.

Exploring Marketing Research

William G. Zikmund

Chapter 6:

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

• 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