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

Defining Problem Results in

Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Problem Definition
Statement of
Research Objectives

Exploratory
Research
(Optional)

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?

QUANTITATIVE
DATA

QUALITATIVE
DATA

Why Conduct Exploratory

Research?
Diagnose a situation
Screening of alternatives
Discover new ideas

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 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.

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
Moderators job is different

Streaming Media