This document discusses exploratory research and qualitative analysis methods. It defines exploratory research as initial research conducted to clarify and diagnose problems without providing conclusive evidence. Exploratory research techniques discussed include experience surveys, secondary data analysis, case studies, concept testing, and pilot studies. Small samples and broad questioning are used to explore issues rather than make definitive conclusions. Qualitative methods seek to understand perspectives through interpretation rather than statistical analysis.

1. Business
Research Methods
William G. Zikmund
Chapter 7:
Exploratory Research and Qualitative
Analysis

2. 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

3. Defining Problem Results in
Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition
Statement of
Research Objectives

4. Exploratory research
• Secondary data
• Experience survey
• Pilot studies

5. Exploratory Research
• Initial research conducted to clarify and
define the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected

6. What is Exploratory Research?
QUANTITATIVE QUALITATIVE
DATA DATA

7. Why Conduct Exploratory
Research?
Diagnose a situation
Screening of alternatives
Discover new ideas

8. Concept Testing
• Exploratory research procedure that tests
some sort of stimulus as a proxy for an idea
about a new, revised, or repositioned
product

9. Categories of Exploratory
Research
• Experience surveys
• Secondary data analysis
• Case studies
• Pilot studies

10. Experience Surveys
• Ask knowledgeable individuals about a
particular research problem
– most are quite willing

11. “If you wish to know the road up the
mountain, you must ask the man who
goes back and forth on it.”
- Zenrinkusi

12. Secondary Data Analysis
• Data collected for a purpose other than the
project at hand
• Economical
• Quick source for background information

13. Case Study Method
• Intensely investigates one or a few
situations similar to the problem
• Investigate in depth
• Careful study
• May require cooperation

14. Pilot Study
• A collective term
• Any small scale exploratory study that uses
sampling
• But does not apply rigorous standards

15. Pilot Studies
• Focus Group
Interviews
• Projective Techniques
• In-Depth Interviews

16. Projective Techniques
• Word association tests
• Sentence completion method
• Third-person technique
• Role playing
• T.A.T.
• Picture frustration version of T.A.T.

17. “A man is least himself when he talks
in his own person; when given a mask
he will tell the truth.”
--Oscar Wilde

18. Word Association
• Subject is presented with a list of words
• Asked to respond with first word that comes
to mind

19. Word Association Examples
• GREEN • Money
• Lawn
• Eggs and Ham

20. Word Association Examples
• CHEESE • Kraft
• Cheddar
• Goat

21. 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____________________

22. Thematic Apperception Test
T.A.T.

23. Focus Group Interviews
• Unstructured
• Free flowing
• Group interview
• Start with broad topic
and focus in on
specific issues

24. Group Composition
• 6 to 10 people
• Relatively
homogeneous
• Similar lifestyles and
experiences

25. Outline for a Focus Group
• Establish a rapport
• Begin with broad topic
• Focus in on specific topic
• Generate discussion and interaction

26. The Moderator
• Develops rapport -
helps people relax
• Interacts
• Listens to what people
have to say
• Everyone gets a
chance to speak

27. The Focus Group Moderator
• Maintains loose control and focuses
discussion
• Stimulates spontaneous responses

28. Advantages of Online
Focus Groups
• Fast
• Inexpensive
• Bring together many participants from
wide-spread geographical areas
• Respondent anonymity
• Transcript automatically recorded

29. Disadvantages of Online
Focus Groups
• Less group interaction
• Absence of tactile stimulation
• Absence of facial expression and body
language
• Moderator’s job is different

30. Streaming Media