exploring marketing research william g. zikmund chapter 6: exploratory research and qualitative...
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Exploring Marketing Research
William G. Zikmund
Chapter 6:
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
• Initial research conducted to clarify and define the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected
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
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
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____________________
Focus Group Interviews
• Unstructured• Free flowing• Group interview• Start with broad topic
and focus in on specific issues
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