Exploratory

Research Design
Primary Vs. Secondary Data
• Primary data are originated by a researcher for the specific purpose
of addressing the problem at hand. The collection of primary data
involves all six steps of the marketing research process.
• Secondary data are data that have already been collected for
purposes other than the problem at hand. These data can be located
quickly and inexpensively.
A Comparison of Primary & Secondary Data

Blank Primary Data Secondary Data

Collection purpose For the problem at hand For other problems
Collection process Very involved Rapid and easy
Collection cost High Relatively low
Collection time Long Short
Secondary Data
 2015

American workforce over

44.4% 44 YO
Service Orientation
High High
Touch Tech
Median Age of the
42.3 YO workforce

Customer Service
Decline in the number of
16 - 24 young workers available to
fill entry level positions

Labor Costs
Uses of Secondary Data
• Identify the problem
• Better define the problem
• Develop an approach to the problem
• Formulate an appropriate research design (for example, by identifying
the key variables)
• Answer certain research questions and test some hypotheses
• Interpret primary data more insightfully
Criteria for Evaluating Secondary Data
• Specifications: Methodology Used to Collect the Data
• Error: Accuracy of the Data
• Currency: When the Data Were Collected
• Objective(s): The Purpose for Which the Data Were Collected
• Nature: The Content of the Data
• Dependability: Overall, How Dependable Are the Data?
 Criteria for Evaluating Secondary Data
Criteria Issues Remarks
1. Specifications/ Data collection method Data should be reliable, valid,
methodology Quality of data and generalizable to the
Sample size problem at hand.

$684.24 bn
US Census Bureau
To forecast the US Statista
e-commerce US Department of Commerce
Federal Reserve Bank of St. Louis
retail sales for the
Y charts
year 2020
Grady Maguire $1661.36 bn

INTERNET SEARCH: to find out the US retail ecommerce sales for 2016 $97.25bn
Criteria for Evaluating Secondary Data
Criteria Issues Remarks
2. Error/ Determine if the data is accurate Assess accuracy by comparing
accuracy enough for the purposes of the data from different sources.
current study.

3. Currency: Time lag between collection and Census data are periodically
when the data publication updated by syndicated firms.
was collected Frequency of updates
 Criteria for Evaluating Secondary Data
Criteria Issues Remarks
4. Objective Why were the data collected? The objective will determine the
relevance of the data.
5. Nature Definition of key variables Check the applicability in the
Relationships examined given context for
Categories used generalization

6. Dependability Expertise, credibility, reputation, Data should be obtained from

and trustworthiness of the an original rather than an
source acquired source.
Classification of Secondary Data
Syndicated Sources
• Refers to the companies that collect and sell common pools of data of known
commercial value, designed to serve information needs shared by a number of
clients
• These data are not collected for the purpose of marketing research problems
specific to individual clients, but the data and reports supplied to client
companies that can be personalised to fit particular needs

• Using syndicated services is relatively less expensive than collecting primary data

• e.g. Reports could be organised based on the clients’ sales territories

Type of Individual/Household Level Data
Available from Syndicated Firms (1 of 2)
• Demographic Data
• Identification (name, address, email, telephone)
• Sex
• Marital status
• Names of family members
• Age (including ages of family members)
• Income
• Occupation
• Number of children present
• Home ownership
• Length of residence
• Number and make of cars owned
Type of Individual/Household Level Data
Available from Syndicated Firms (2 of 2)
• Psychographic Lifestyle Data
• Interest in golf
• Interest in snow skiing
• Interest in book reading
• Interest in running
• Interest in bicycling
• Interest in pets
• Interest in fishing
• Interest in electronics
• Interest in cable television
A Classification of Marketing Research Data
Qualitative Vs. Quantitative Research
Blank Qualitative Research Quantitative Research
Objective To gain a qualitative To quantify the data and
understanding of the generalize the results from
underlying reasons and the sample to the population
motivations of interest

Sample Small number of non- Large number of

representative cases representative cases

Data collection Unstructured Structured

Data analysis Non-statistical Statistical
Outcome Develop an initial Recommend a final course of
understanding action
 Characteristics of Focus Groups
Group size 8 to 12
Group composition Homogeneous; respondents prescreened
Physical setting Relaxed, informal atmosphere
Time duration 1 to 3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational, interpersonal, and communication skills of the moderator
Viewing Room Looking into the Focus Group Room
Through One-Way Mirror
“Show & Tell” Focus Groups Tell “Baby Boomer” Values

Bring 3-4 items

representing your
ideal environment

1. Quality family life

2. Long term friendships
3. Getaway vacations with
family and friends
4. Spiritual & physical fitness
5. No “mid-life crisis” concept
 Key Qualifications of Focus Group Moderators
1. Kindness with firmness: The moderator must combine a disciplined detachment with
understanding empathy so as to generate the necessary interaction.
2. Permissiveness: The moderator must be permissive yet alert to signs that the group’s
cordiality or purpose is disintegrating.
3. Involvement: The moderator must encourage and stimulate intense personal
involvement.
4. Incomplete understanding: The moderator must encourage respondents to be more
specific about generalized comments by exhibiting incomplete understanding.
5. Flexibility: The moderator must be able to improvise and alter the planned outline
amid the distractions of the group process.
6. Sensitivity: The moderator must be sensitive enough to guide the group discussion at
an intellectual as well as emotional level.
Procedure for Planning and
Conducting Focus Groups
Variations in Focus Groups (1 of 2)
• Two-way focus group. This allows one target group to listen to and
learn from a related group. For example, a focus group of physicians
viewed a focus group of arthritis patients discussing the treatment
they desired.
• Dual-moderator group. A focus group conducted by two moderators:
One moderator is responsible for the smooth flow of the session, and
the other ensures that specific issues are discussed.
• Dueling-moderator group. There are two moderators, but they
deliberately take opposite positions on the issues to be discussed.
Allows the researcher to explore both sides of controversial issues
Variations in Focus Groups (2 of 2)
• Respondent-moderator group. The moderator asks selected
participants to play the role of moderator temporarily to improve group
dynamics.
• Client-participant groups. Client personnel are identified and made part
of the discussion group. Their primary role is to offer clarifications that
will make the group process more effective.
• Mini groups. These groups consist of a moderator and only 4 or 5
respondents. More sensitive topic – where detailed probing is required.
• Telesession groups. Focus group sessions by phone using the
conference call technique.
• Online focus groups. Focus groups conducted online over the Internet.
 Online Versus Traditional Focus Groups
Characteristic Online Focus Groups
Group size 4 to 6 participants
Group composition Anywhere in the world
Time duration 1 to 1.5 hours
Physical setting Researcher has little control
Respondent identity Difficult to verify
Respondent attentiveness Respondents can engage in other
tasks
Respondent recruiting Easier. Can be recruited online, by
email, by panel, or by traditional
means
Group dynamics Limited
Traditional Focus Groups
8 to 12 participants
Drawn from the local area
1 to 3 hours
Under the control of the researcher
Can be easily verified
Attentiveness can be monitored
Recruited by traditional means
(telephone, mail, mail panel)
Synergistic, snowballing
(bandwagon) effect
 Online Versus Traditional Focus Groups

Characteristic Online Focus Groups Traditional Focus Groups

Openness of respondents Respondents are more candid due Respondents are candid, except for
to lack of face-to-face contact sensitive topics

Nonverbal communication Body language cannot be
observed
Emotions expressed by using
symbols
Use of physical stimuli Limited to those that can be
displayed on the Internet
Transcripts Available immediately
Observers’ communication Observers can communicate with
with moderator the moderator on a split-screen
Easy to observe body language and
emotions
A variety of stimuli (products,
advertising, demonstrations, and so
on) can be used
Time-consuming and expensive to
obtain
Observers can manually send notes
to the focus-group room
 Online Versus Traditional Focus Groups
Characteristic Online Focus Groups Traditional Focus Groups

Unique moderator skills Typing, computer usage, Observational

familiarity with chat-room
slang
Turnaround time Can be set up and completed Takes many days for setup and
in a few days completion

Client travel costs None Can be expensive

Client involvement Limited High

Basic focus-group costs Much less expensive More expensive due to facility
rental, food, video/audio taping,
and transcript preparation
Advantages of Online Focus Groups
• Geographical constraints are removed and time constraints are
lessened.
• Unique opportunity to re-contact group participants at a later date.
• Can recruit people not interested in traditional focus groups: doctors,
lawyers, etc.
• Moderators can carry on side conversations with individual
respondents.
• There is no travel, videotaping, or facilities to arrange so the cost is
much lower.
Disadvantages of Online Focus Groups
• Only people that have access to the Internet can participate.
• Verifying that a respondent is a member of a target group is difficult.
• There is lack of general control over the respondent's environment.
• Only audio and visual stimuli can be tested. Products can not be
touched (e.g., clothing) or smelled (e.g., perfumes).
INTERVIEWS
 Depth Interview Techniques: Laddering
In laddering, the line of questioning proceeds from product characteristics to user
characteristics. This technique allows the researcher to tap into the consumer's
network of meanings.

Wide body aircrafts (product characteristic)

↓
I can get more work done
↓
I accomplish more
↓
I feel good about myself (user characteristic)

Advertising theme: You will feel good about yourself when flying our airline.
“You're The Boss.”
 Qualitative Exercise: Attribute-Benefit-Value Model
Weak (1-10 times) Average (11-20 times) Strong (>20 times) Sample=37

Self Sensory
Quality Convenience Price Feels good
Gratification Appeal
B 25
Satisfy my 29 31
E 14 34
27 32 Builds/ Strengthen
little hunger
N 28
friendships/ bonds
Saves from Feels
E 8 Boredom Rejuvenated 25
F Easy to 15
Variety 29 Fun to
Trustworthy buy Easy to
I 31 share
10 consume Feel Refresh 15 Party/ Special
T Feels
34 occasion snacks
S 37 nice to 25
12 15
6 consume
Filling 19 Affordable Change of Preferred
27
Taste by many
A Easy 15
8 Well Known 9 37 25
T Brand Availability
17 22 Packaging 14
T 37
Quick Familiarity
R Hygiene Flavor
Snack Tasty
I Eating since Tasty
Texture
B childhood Available in
More options to 9 various sizes
U 35 5
choose from
T
Consume Nearby Popular Brand
E Smell
anywhere, anytime Stores
S
Depth Interview: Hidden Issue Questioning
In hidden issue questioning,
the focus is not on socially
shared values but rather on
personal “sore spots;” not on
general lifestyles but on deeply
felt personal concerns.

fantasies, work lives, and social lives

↓
historic, elite, “masculine-camaraderie,” competitive activities

Advertising theme: communicate aggressiveness, high status, and

competitive heritage of the airline.
Depth Interview Techniques: Symbolic Analysis
Symbolic analysis attempts to analyze the symbolic meaning of objects by
comparing them with their opposites. The logical opposites of a product that are
investigated are: non-usage of the product, attributes of an imaginary “non-
product,” and opposite types of products.

“What would it be like if you could no longer use airplanes?”

↓
“Without planes, I would have to rely on emails, letters, and long-distance calls.”

Airlines sell to the managers face-to-face communication.

Advertising theme: The airline will do the same thing for a manager as Federal
Express does for a package.
Focus Groups Versus Depth Interviews (1 of 2)
Characteristic Focus Groups Depth Interviews

Group synergy and dynamics + −

Peer pressure/group influence − +

Client involvement + −

Generation of innovative ideas + −

In-depth probing of individuals − +

Uncovering hidden motives − +

Discussion of sensitive topics − +

Focus Groups Versus Depth Interviews (2 of 2)
Characteristic Focus Groups Depth Interviews
Interviewing respondents who are − +
competitors
Interviewing respondents who are − +
professionals
Scheduling of respondents − +
Amount of information + −
Bias in moderation and interpretation + −
Cost per respondent + −
Time (interviewing and analysis) + −
Definition of Projective Techniques
• An unstructured, indirect form of questioning that encourages
respondents to project their underlying motivations, beliefs,
attitudes, or feelings regarding the issues of concern.
• In projective techniques, respondents are asked to interpret the
behavior of others.
• In interpreting the behavior of others, respondents indirectly project
their own motivations, beliefs, attitudes, or feelings into the situation.
Word Association
In word association, respondents are presented with a list of words,
one at a time, and asked to respond to each with the first word that
comes to mind. The words of interest, called test words, are spread
throughout the list which also contains some neutral, or filler words to
disguise the purpose of the study. Responses are analyzed by
calculating:

(1) the frequency with which any word is given as a response;

(2) the amount of time that elapses before a response is given; and

(3) the number of respondents who do not respond at all to a test

word within a reasonable period of time.
 Word Association
Mrs. M EXAMPLE: to study women’s attitudes towards detergent Mrs. C

She sees dirt Stimulus Mrs. M Mrs. C She sees dirt

as inevitable; washday everyday ironing but is
doesn’t want fresh and sweet clean energetic,
to do much factual-
about It pure air soiled minded, and
scrub don’t; husband does clean less
She doesn’t filth this neighborhood dirt emotional
do hard
cleaning bubbles bath soap and water She is actively
family squabbles children ready to
Nor does she combat dirt;
towels dirty wash
get pleasure use soap and
from her water as her
family The findings suggest that the market for detergents could be segmented weapons
on the basis of attitudes.
Eg. In 2017, P&G offered various kinds of detergents for different
attitudinal segments (example, fragrant detergent for customers
sensitive to smell) , leading to increased sales.
Completion Techniques
In sentence completion, respondents are given incomplete sentences and
asked to complete them. Generally, they are asked to use the first word or
phrase that comes to mind.

A person who shops at Big Bazaar is ______________________

A person who receives a gift certificate from Zara would be

__________________________________

Pantaloons is most liked by ________________________

When I think of shopping in a department store, I ________

A variation of sentence completion is paragraph completion, in which the

respondent completes a paragraph beginning with the stimulus phrase.
Completion Techniques
In story completion, respondents are given part of a story – enough to
direct attention to a particular topic but not to hint at the ending. They
are required to give the conclusion in their own words.
Construction Techniques
With a picture response, the respondents are asked to describe a series of
pictures of ordinary as well as unusual events. The respondent's
interpretation of the pictures gives indications of that individual's
personality.
Picture response technique can be traced to the Thematic Appreciation Test
(TAT) – reveals the underlying values, attitudes, beliefs of the respondent
https://www.youtube.com/watch?v=hIKSwzvjtUA
In cartoon tests, cartoon characters are shown in a specific situation related
to the problem. The respondents are asked to indicate what one cartoon
character might say in response to the comments of another character.
Cartoon tests are simpler to administer and analyze than picture response
techniques.
A Cartoon Test
Expressive Techniques
In expressive techniques, respondents are presented
with a verbal or visual situation and asked to relate the
feelings and attitudes of other people to the situation.
Role playing. Respondents are asked to play the role or
assume the behavior of someone else.
Third-person technique. The respondent is presented
with a verbal or visual situation and the respondent is
asked to relate the beliefs and attitudes of a third
person rather than directly expressing personal beliefs
and attitudes. This third person may be a friend,
neighbor, colleague, or a “typical” person.
 Advantages of Projective Techniques
• They may encourage responses that subjects would be unwilling or unable to give
if they knew the purpose of the study.
• Helpful when the issues to be addressed are personal, sensitive, or subject to
strong social norms.
• Helpful when underlying motivations, beliefs, and attitudes are operating at a
subconscious level.
• E.g. study conducted by a commercial airline. When they asked “are you afraid to
fly?” very few people said “yes”.
The major reasons: cost, inconvenience, delays due to bad weather – socially
desirable answers
• Follow up study, “Do you think your neighbor is afraid to fly?” Most answers “
yes”
• Reason: Rise in global terrorism
• Airlines like Delta addressed this fear of flying by introducing security measures
and enhanced cabin comforts for passengers.
Disadvantages of Projective Techniques
• Require highly-trained interviewers.
• Skilled interpreters are also required to analyze the responses.
• There is a serious risk of interpretation bias.
• They tend to be expensive.
• May require respondents to engage in unusual behavior.
Comparison of Focus Groups, Depth
Interviews, and Projective Techniques
Projective
Criteria Focus Groups Depth Interviews Techniques
Degree of structure Relatively high Relatively medium Relatively low
Probing of individual respondents Low High Medium
Moderator bias Relatively medium Relatively high Low to high
Interpretation bias Relatively low Relatively medium Relatively high
Uncovering subconscious information Low Medium to high High
Discovering innovative information High Medium Low
Obtaining sensitive information Low Medium High
Involve unusual behavior/questioning No To a limited extent Yes
Overall usefulness Highly useful Useful Somewhat useful
Analysis of Qualitative Data (1 of 2)
1) Data reduction – Select which aspects of the data are to be
emphasized, minimized, or set aside for the project at hand.
2) Data display – Develop a visual interpretation of the data with the
use of such tools as a diagram, chart, or matrix. The display helps to
illuminate patterns and interrelationships in the data.
3) Conclusion drawing and verification – Consider the meaning of
analyzed data and assess its implications for the research question
at hand.
The Mayo Clinic
1. The management decision problem is, “What can the management do to strengthen
Mayo’s image and its commitment to patient care and professionalism in allied health
care services?”

2. The broad marketing research problem is to determine consumers’ evaluations and

preferences for Mayo and competing health service providers. Specifically,
a. What criteria do consumers use in evaluating allied care service providers?
b. How do consumers evaluate Mayo and its major competitors on the factors of the
choice criteria?
c. On what factors of the choice criteria can Mayo develop a sustainable competitive
advantage?
d. What is the demographic and psychographic profile of consumers who have a
favorable image of Mayo? How does it differ from the profiles of consumers who
evaluate competing health service providers more favorably?
The Mayo Clinic
3. The research design will consist of three phases.
Phase 1, will consist of exploratory research design to understand how consumers form perceptions
and evaluations (and hence brand image) of health clinics and hospitals. This research will consist of
two parts:
(i) Secondary data analysis – This will be through the study of internal and external data sources like
published materials and syndicated services. Analyzing this data will give a deeper insight into the
factors that influence image perceptions, along with what the current consumer preferences are for
health services. Sources which could give this kind of information could be:

a. Cooper research b. DSS research c. Frost and Sullivan d. Plunkett Healthcare industry research e.
Synovate f. Kalorama research

(ii) The second part of this phase would be conducting interviews with industry experts. These
experts will be from medical service sector. Information from these interviews will supplement the
secondary data and would provide insights tailored and more specific to the healthcare sector.
The Mayo Clinic
Phase 2 will consist another round of exploratory research design done in the form of focus
group interviews with different user groups

o People who use clinics and hospitals for healthcare services o People who currently go to
only the Hospital and don’t use clinics for healthcare services

The objective is to gain insights into the clinic visit habits of people and also their
impression on clinics in different locations.

The reason for using focus groups as the form of research are:

- To mine for insights and innovative information which could be useful in planning the new
clinic locations - To get a group opinion on some of the concepts planned by Mayo
The Mayo Clinic
Phase 3 will consist of a conclusive research design using quantitative multiple cross-sectional
descriptive research to determine quantitative trends on the insights and factors derived from the
focus group discussions and the data collected from phase 1. The survey method for this
quantitative research is described below. The Six Ws of Descriptive Research:
I. Who:
a. Anyone who has been admitted to a hospital, and is again likely to be in need of such services. b.
Families of patients.
II. What:
a. Which hospital is visited frequently by respondents, and why did they visit that hospital. Do they
know about Mayo Clinic? Is yes, then did they visit it or not?
III. When:
a. When patient is admitted and is under medical care. b. When not under medical care. c. While
accompanying a patient in a hospital visit.
IV. Where:
a. In Mayo Clinic b. At pharmacies c. On the Internet
V. Why:
a. To improve the income from patient care. b. Improve the patient patronage and Mayo image.
VI. Way:
a. Personal interviews b. Electronic mail interviews