Exploring Marketing Research

William G. Zikmund

Chapter 6: Exploratory Research

Defining Problem Results in Clear Cut Research Objectives

Symptom Detection

Analysis of the Situation

Problem Definition Statement of Research Objectives

Exploratory Research (Optional)

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EXPLORATORY RESEARCH
Secondary Data Experience Survey Pilot Studies

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

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What is Exploratory Research?

QUANTITATIVE DATA

QUALITATIVE DATA

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Why Conduct Exploratory Research?

Diagnose a situation
Screening of alternatives Discover new ideas

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

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Categories of Exploratory Research

Experience surveys Secondary data analysis Case studies Pilot studies

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Experience Surveys
Ask knowledgeable individuals about a particular research problem - most are quite willing

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

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Secondary Data Analysis

Data collected for a purpose other than the project at hand Economical Quick source for background information

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Case Study Method

Intensely investigates one or a few situations similar to the problem Investigate in depth Careful study May require cooperation

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

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Pilot Studies
Focus Group Interviews Projective Techniques In-Depth Interviews

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

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

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

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Word Association Examples

GREEN Money Lawn Eggs and Ham

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Word Association Examples

CHEESE Kraft Cheddar Goat

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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____________________

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Thematic Apperception Test

T.A.T.

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Focus Group Interviews

Unstructured Free flowing Group interview Start with broad topic and focus in on specific issues

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

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

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