14520901 Ch06 Exploratory Research and Qualitative Analysis

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8/8/2019 14520901 Ch06 Exploratory Research and Qualitative Analysis

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ExploringMarketing ResearchWilliam G. ZikmundChapter 6:Exploratory Research and QualitativeAnalysis

Qualitative versus QuantitativeResearch Purpose Exploratory versus descriptive and conclusive Small versus large samples Broad range of questioning versus

structured questions Subjective interpretation versus statisticalanalysis

Statement ofResearch ObjectivesProblem DefinitionExploratoryResearch(Optional)Analysis ofthe Situation

Symptom DetectionDefining Problem Results inClear Cut Research ObjectivesStatement ofResearch ObjectivesProblem DefinitionExploratoryResearch(Optional)Analysis ofthe SituationSymptom DetectionDefining Problem Results inClear Cut Research Objectives

EXPLORATORY RESEARCHSecondary dataExperience surveyPilot studies

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

What is Exploratory Research?QUANTITATIVEQUANTITATIVEDATADATAQUALITATIVEQUALITATIVEDATADATA

Diagnose a situationScreening of alternativesDiscover new ideasWhy Conduct ExploratoryResearch?Why Conduct Exploratory

Research?

Concept Testing Exploratory research procedure that testssome sort of stimulus as a proxy for an ideaabout a new, revised, or repositionedproduct

Categories of ExploratoryResearch Experience surveys Secondary data analysis Case studies Pilot studies

Experience Surveys Ask knowledgeable individuals about aparticular research problem - most are quitewillingExperience Surveys Ask knowledgeable individuals about a

particular research problem - most are quitewilling

If you wish to know the road up themountain, you must ask the man whogoes back and forth on it. -- Zenrinkusi

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

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

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

Pilot Studies Focus GroupInterviews 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 talksin his own person; when given a maskhe will tell the truth. --Oscar Wilde

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

Word Association Examples GREEN Money Lawn Eggs and Ham

Word Association Examples CHEESE Kraft Cheddar Goat

Sentence CompletionPeople 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 TestT.A.T.Thematic Apperception TestT.A.T.

Focus Group Interviews Unstructured Free flowing Group interview Start with broad topicand focus in on

specific issues Unstructured Free flowing Group interview Start with broad topicand focus in onspecific issues

Group Composition 6 to 10 people Relativelyhomogeneous Similar lifestyles andexperiences

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 peoplehave to say

Everyone gets achance to speak

The Focus Group Moderator Maintains loose control and focusesdiscussion Stimulates spontaneous responses

Advantages of OnlineFocus Groups Fast Inexpensive Bring together many participants fromwide-spread geographical areas

Respondent anonymity Transcript automatically recorded

Disadvantages of OnlineFocus Groups Less group interaction Absence of tactile stimulation Absence of facial expression and bodylanguage

Moderators job is different

Streaming Media

14520901 Ch06 Exploratory Research and Qualitative Analysis

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