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Exploring Marketing Research William G. Zikmund

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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?

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

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