Marketing Research Exploratory Research and Qualitative Analysis Dr. Zafer Erdogan

2 What is Exploratory Research? QUANTITATIVEDATAQUALITATIVEDATA

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

4 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

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

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

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

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

9 “If you wish to know the road up the mountain, you must ask the man who goes back and forth on it.” -- Zenrinkusi

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

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

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

13 Pilot Studies Projective Techniques In-Depth Interviews Focus Group Interviews

14 Projective Techniques Third-person technique Role playing Word association tests Sentence completion method T.A.T. Picture frustration version of T.A.T.

15 “A man is least himself when he talks in his own person; when given a mask he will tell the truth.” --Oscar Wilde

16 Word Association Subject is presented with a list of words Asked to respond with first word that comes to mind Cheese Green Canada Mercedes

17 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____________________

18 Thematic Apperception Test T.A.T.

19 Depth Interviews Similar to client interviews of a clinical psychiatrist The researcher asks questions and probes for more elaboration Great source of info But, time consuming and expensive

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

21 Pros and Cons of Focus Groups allows people to discuss their true feelings and convictions. relatively fast. easy to execute and very flexible. inexpensive. Must have an experienced moderator abnormal “halo effect” there may be sampling problems.

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

23 Outline for a Focus Group Establish a rapport Begin with broad topic Focus in on specific topic Generate discussion and interaction

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

25 The Focus Group Moderator Maintains loose control and focuses discussion Stimulates spontaneous responses

26 Advantages of Online Focus Groups Fast Inexpensive Bring together many participants from wide-spread geographical areas Respondent anonymity Transcript automatically recorded

27 Disadvantages of Online Focus Groups Less group interaction Absence of tactile stimulation Absence of facial expression and body language Moderator’s job is different

28 Warning! These techniques are qualitative & interpretations are judgmental They cannot take the place of quantitative, conclusive research. Exploratory findings should be treated as preliminary. Very negative results might cost the company a potentially good idea. Or, When everything looks positive may result a big market failure.