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 ofthe Situation
Symptom Detection
Defining Problem Results in
Clear Cut Research Objectives
Statement of
Research Objectives
Problem Definition
ExploratoryResearch
(Optional)
Analysis ofthe Situation
Symptom Detection
Defining Problem Results in
Clear 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?
QUANTITATIVEQUANTITATIVEDATADATAQUALITATIVEQUALITATIVEDATADATA
Diagnose a situation
Screening of alternatives
Discover new ideas
Why Conduct Exploratory
Research?
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
Experience Surveys
Ask knowledgeable individuals about a
particular research problem - most are quite
willing
 If you wish to know the road up the
mountain, 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 talks
in his own person; when given a mask
he 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 Test
T.A.T.
Thematic Apperception Test
T.A.T.
Focus Group Interviews
Unstructured
Free flowing
Group interview
Start with broad topic
and focus in on
specific issues
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