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

Problem Definition Statement of Research Objectives

Exploratory Research (Optional)

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 DATA

QUALITATIVE 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 Moderators job is different

Streaming Media