EXPLORATORY RESEARCH DESIGN

Research design
A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems. A master plan that specifies the methods and procedures for collecting and analyzing needed information.

Exploratory Research
Basic objective of exploratory research is to gather preliminary information that will help define the problem and suggest hypotheses Exploratory or qualitative research is used to obtain deep insights into the behavior of few consumers, or to gain preliminary information about the market Designed to generate basic knowledge, clarify relevant issues uncover variables associated with a problem, uncover information needs, and/or define alternatives for addressing research objectives A very flexible, open-ended process.

Uses of Exploratory Research

Formulate a problem or define a problem more precisely Identify alternative courses of action Develop hypotheses Isolate key variables and relationships for further examination Gain insights for developing an approach to the problem Establish priorities for further research

Methods of Exploratory Research

Secondary data Depth interviews Qualitative research (Focus groups & Projective techniques) Survey of experts. Case study

Secondary data
Secondary data are data which have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.

Criteria for evaluating secondary data

Criteria Specifications & Methodology Error & Accuracy Currency Issues Data collection method, response rate, quality & analysis of data, sampling technique & size, questionnaire design, fieldwork. Examine errors in approach, research design, sampling, data collection & analysis, & reporting. Time lag between collection & publication, frequency of updates. Why were the data collected? Remarks Data should be reliable, valid, & generalizable to the problem. Assess accuracy by comparing data from different sources.

Objective Nature

Dependability

Census data are updated by syndicated firms. The objective determines the relevance of data. Definition of key variables, units of Reconfigure the data to increase their usefulness. measurement, categories used, relationships examined. Data should be obtained Expertise, credibility, reputation, & from an original source. trustworthiness of the source.

Depth Interviews
It involves interviewing consumers individually for one or two hours about a topic. Theses are used when topic requires individual treatment. The respondents are allowed to freely express their views about the topic being questioned. Here much depends on skills of the interviewer and the ability of researcher/analyst to interpret subjective data.

 One-on-one interviews that probe and elicit detailed answers to questions, often using nondirective techniques to uncover hidden motivations. Advantages No group pressure Respondent is focus of attention and feels important Respondent is highly aware and active Long time period encourages revealing new information Can probe to reveal feelings and motivations Discussion is flexible and can explore tangential issues

Focus groups
A group of people who discuss a subject under the direction of a moderator.  The goal of focus group research is to learn and understand what people have to say and why  The emphasis is on getting people to talk at length and in detail about the subject at hand  The intent is to find out how they feel about a product, concept, idea, or organization, how it fits into their lives, and their emotional involvement with it

Advantages of Focus Groups

Synergy - together, the group can provide more insights than insights obtained individually. Snowballing - chain reaction to comment by one individual. Stimulation - group interaction excites people. Spontaneity/serendipity - participants may get ideas on the spot and discuss them.

Projective Techniques
A projective tech involves an unstructured and indirect form of questioning that encourage the respondents to project their underlying motivations, beliefs, attitude, or feeling regarding the issue of concern. Basically, the respondents are asked to interpret the behavior of others rather than describe their own observation. Eliciting deep-seated feelings/opinions by enabling the respondents to project themselves into unstructured situations.

Projective techniques
Association Techniques  Word association Completion Techniques  Sentence Completion Construction Techniques  Picture response Expressive Techniques  Role play

Survey of experts
Individuals with ideas on general subject of interest may be found in widely diversified groups. All persons who have any association with the efforts to market the product in question are potential sources of information. (may include top executives, sales managers, sales representatives, wholesalers, retailers and consumers who have used the product.

Case study
It involves comprehensive study of one or more specific situation. The emphasis is on obtaining a complete description and understanding of the relationships among factors in each instance, regardless of the number involved (one depth interview of a consumer might well be considered as a case study). Case study is of particular value when one is seeking help on problem in which interrelationships of no. of factors are involved and which is difficult to understand the individual factors in isolation.

Exploratory & Conclusive Research Differences

Exploratory Objective: To provide insights and understanding. Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and non-representative. Analysis of primary data is qualitative. Conclusive To test specific hypotheses and examine relationships. Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative.

Characteristics:

Tentative. Findings / Results: Outcome: Generally followed by further exploratory or conclusive research. Conclusive.

Findings used as input into decision making.

References
Beri C. G. (2008) Marketing Research 4th edition, Page no.- 62, Tata McGraw Hill Company Ltd, New Delhi. Boyd H. W., Westfall R., Stasch S. F. Marketing Research 7th edition, page no. 90 109, All India traveller book seller, Delhi. Hair J. F. , Bush P. R. , Ortinau D. J. (2006)- Marketing Research 3rd edition, Page no. 168-212, Tata McGraw Hill Company Ltd, New Delhi. Kumar A., Meenakshi N. (2006) Marketing Management 1st edition, Page no. 43-45, Vikas publication house Pvt Ltd. Malhotra N. K. (2007) Marketing Research (An applied orientation) 5th Edition, Page no. 104- 133, Prentice hall of India, New Delhi.