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
Exploratory
Research
(Optional)
Problem Definition

Statement of
Research Objectives
 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 QUALITATIVE
DATA 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
• Moderator’s job is different
Streaming Media