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

2. 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

3. Defining Problem Results in Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition
Statement of
Research Objectives

4. EXPLORATORY RESEARCH
Secondary data
Experience survey
Pilot studies

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

6. What is Exploratory Research?
QUANTITATIVE
DATA
QUALITATIVE
DATA

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

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

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

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

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

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

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

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

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

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

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

19. Word Association Examples
GREEN
Money
Lawn
Eggs and Ham

20. Word Association Examples
CHEESE
Kraft
Cheddar
Goat

21. 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. Thematic Apperception Test T.A.T.

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

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

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

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

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

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

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

30. Streaming Media