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Business Research Methods
William G. Zikmund
Chapter 7:
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 of the Situation
Symptom Detection
Defining Problem Results inClear 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?
QUANTITATIVEQUANTITATIVEDATADATA
QUALITATIVEQUALITATIVEDATADATA
Diagnose a situation
Screening of alternatives
Discover new ideas
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
“If you wish to know the road up themountain, 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 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 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 TestT.A.T.
Focus Group Interviews
• 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
Food for thought:
Mechanics can’t use a hammer to fix everything that is broken. Instead, the mechanic has a toolbox from which a tool is matched to a problem.
Business research is the same. The researcher has many tools available and the research design should try to match the best tool to the research objective.
Also, just as a mechanic is probably not an expert with every tool, each researcher usually has special expertise with a small number of tools. Not every researcher has expertise with tools that would comprise qualitative research.
Qualitative vs. Quantitative:
In social science, one can find many debates about the superiority of qualitative research over quantitative research or vice versa.
We’ll begin by saying that this is largely a superfluous argument in either direction.
The truth is that qualitative research can accomplish research objectives that quantitative research cannot.
Similarly truthful, but no more so, quantitative research can accomplish objectives that qualitative research cannot.
The key to successfully using either is to match the right approach to the right research context.