Marketing Research Exploratory Research and Qualitative Analysis Dr. Zafer Erdogan

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Marketing Research
Exploratory Research and
Qualitative Analysis
Dr. Zafer Erdogan
What is Exploratory Research?
QUANTITATIVE
DATA
QUALITATIVE
DATA
2
Exploratory Research
• Initial research conducted to clarify and
define the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected
3
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
4
Why Conduct Exploratory
Research?
Diagnose a situation
Screening of alternatives
Discover new ideas
5
Concept Testing
• Exploratory research procedure that
tests some sort of stimulus as a proxy
for an idea about a new, revised, or
repositioned product
6
Categories of Exploratory Research
•
•
•
•
Experience surveys
Secondary data analysis
Case studies
Pilot studies
7
Experience Surveys
• Ask knowledgeable individuals about a
particular research problem - most are
quite willing
8
“If you wish to know the road up the
mountain, you must ask the man who
goes back and forth on it.”
-- Zenrinkusi
9
Secondary Data Analysis
• Data collected for a purpose other than
the project at hand
• Economical
• Quick source for background
information
10
Case Study Method
• Intensely investigates one or a few
situations similar to the problem
• Investigate in depth
• Careful study
• May require cooperation
11
Pilot Study
• A collective term
• Any small scale exploratory study that
uses sampling
• But does not apply rigorous standards
12
Pilot Studies
• Projective
Techniques
• In-Depth Interviews
• Focus Group
Interviews
13
Projective Techniques
•
•
•
•
•
•
Third-person technique
Role playing
Word association tests
Sentence completion method
T.A.T.
Picture frustration version of T.A.T.
14
“A man is least himself when he talks
in his own person; when given a mask
he will tell the truth.”
--Oscar Wilde
15
Word Association
• Subject is presented with a list of words
• Asked to respond with first word that
comes to mind
•
•
•
•
Cheese
Green
Canada
Mercedes
16
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____________________
17
Thematic Apperception Test
T.A.T.
18
Depth Interviews
• Similar to client interviews of a clinical
psychiatrist
• The researcher asks questions and
probes for more elaboration
• Great source of info
• But, time consuming and expensive
19
Focus Group Interviews
•
•
•
•
Unstructured
Free flowing
Group interview
Start with broad
topic and focus in on
specific issues
20
Pros and Cons of Focus Groups
• allows people to • Must have an
discuss their true
experienced
feelings and
moderator
convictions.
• abnormal “halo
• relatively fast.
effect”
• easy to execute
and very flexible. • there may be
sampling
• inexpensive.
problems.
21
Group Composition
• 6 to 10 people
• Relatively
homogeneous
• Similar lifestyles and
experiences
22
Outline for a Focus Group
•
•
•
•
Establish a rapport
Begin with broad topic
Focus in on specific topic
Generate discussion and interaction
23
The Moderator
• Develops rapport helps people relax
• Interacts
• Listens to what
people have to say
• Everyone gets a
chance to speak
24
The Focus Group Moderator
• Maintains loose control and focuses
discussion
• Stimulates spontaneous responses
25
Advantages of Online
Focus Groups
• Fast
• Inexpensive
• Bring together many participants from
wide-spread geographical areas
• Respondent anonymity
• Transcript automatically recorded
26
Disadvantages of Online
Focus Groups
• Less group interaction
• Absence of tactile stimulation
• Absence of facial expression and body
language
• Moderator’s job is different
27
Warning!
These techniques are qualitative &
interpretations are judgmental
They cannot take the place of quantitative,
conclusive research.
Exploratory findings should be treated as
preliminary.
Very negative results might cost the company
a potentially good idea.
Or,
When everything looks positive may result a
big market failure.
28
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