MR2300
MARKETING RESEARCH
HYBRID
With
Paul Tilley
Unit 3:
Exploratory Research and
Qualitative Analysis
Unit 3:
Exploratory Research
and Qualitative Analysis
In this video we will:

Define and describe Exploratory Research

Explain How Exploratory Research is important to defining the research
problem

Explain why we conduct Exploratory Research

Distinguish between Qualitative and Quantitative Research

Discuss the categories of Qualitative research

Discuss the Common techniques used in Exploratory Research

Case studies

Focus Groups

Depth Interviews

Free Association/Projective Techniques
Stages of the Research Process
1.Problem Discovery
and Definition
and so on
6. Conclusions and
Reporting
Exploratory Research
2. Research
Design
5. Data Processing
and Analysis
3. Sampling
4. Data
Gathering
EXPLORATORY RESEARCH

Initial research conducted to clarify and define the nature
of a problem

Does not provide conclusive evidence

Subsequent research expected

Most Exploratory Research produce Qualitative Data that is
not characterized by numbers, but rather is textual, visual
and expressive.
WHAT IS EXPLORATORY RESEARCH?
QUANTITATIVE
DATA
QUALITATIVE
DATA
MOST EXPLORATORY RESEARCH
IS QUALITATIVE (RESEARCH)

Qualitative Research is research that addresses
marketing objectives through techniques that allow the
researcher to provide elaborate interpretations of a
given market phenomena without depending on
numerical data.

Researcher Dependent

Used most often when there is little known or there are
few specific research objectives.

Emphasis on a deeper understanding of the situation

Exploratory versus descriptive and conclusive
QUALITATIVE RESEARCH IS
DIFFERENT THAN QUANTITATIVE
RESEARCH IN SEVERAL WAYS

Designed to discover ideas rather than test a hypothesis

It is Exploratory rather than descriptive and conclusive

Focus on observation and interpretation rather than
measuring and testing

More unstructured

Small versus large samples

Broad range of questioning versus structured questions

Subjective interpretation versus statistical analysis

Focused on generating ideas, probing for explanations and
testing concepts
CATEGORIES OF
QUALITATIVE RESEARCH

1) Philosophy based Phenomenology: Relies on discovery of
how a persons is shaped by the physical environment, objects,
people and situations – seeks to describe, reflect upon and
interpret experiences.

2) Anthropology based Ethnography: Relies on studying the
culture and how the person interacts with it- observation is
critical

3) Sociology based Grounded theory: Relies on asking
respondents to elaborate on their responses or elaborate on
historical records – seeks to discover what is happening.

4) Psychology/Business research based Case Studies: The
purpose of a case study is to obtain information from one or a
few situations that are similar to the researcher's situation.
Diagnose a situation
Screening of alternatives
Discover new ideas
EXPLORATORY RESEARCH HELPS TO
CLARIFY THE PROBLEM AND
OBJECTIVES
Symptom Detection
Exploratory
Research
helps
Analysis of
the Situation
Problem Definition
Statement of
Research Objectives
COMMON TECHNIQUES USED IN
EXPLORATORY/QUALITATIVE RESEARCH

Case studies

Focus Groups

Depth Interviews

Free Association/Projective Techniques
COMMON TECHNIQUES USED IN
EXPLORATORY/QUALITATIVE RESEARCH
Case studies
EXPLORATORY RESEARCH:
CASE STUDY METHOD

Intensely investigates one or a few situations similar to the
problem

Investigate in depth

Careful study

May require cooperation
EXPLORATORY RESEARCH:
CASE STUDY METHOD EXAMPLE

Dean Simon – Pinetree Recreation
Resort;

View the video (CBC Venture)
CLICK HERE

What should we know about Dean,
the Ski Industry, Western
Newfoundland and Business
Planning before we set out to
address his problems?
COMMON TECHNIQUES USED IN
EXPLORATORY/QUALITATIVE RESEARCH
Focus Groups
EXPLORATORY RESEARCH:
FOCUS GROUP INTERVIEWS
 Unstructured
 Free
flowing
 Group
 Start
interview
with broad
topic and focus in
on specific issues
FOCUS GROUP INTERVIEWS:
GROUP COMPOSITION
6
to 10 people
 Relatively
homogeneous
 Similar
lifestyles
and experiences
FOCUS GROUP INTERVIEWS: THE
MODERATOR

Maintains loose control and focuses
discussion

Stimulates spontaneous responses

Develops rapport - helps people relax

Interacts

Begins with broad topic

Listens to what people have to say

Everyone gets a chance to speak

Focus in on specific topic

Generate discussion and interaction
ADVANTAGES OF LIVE/ONLINE
FOCUS GROUPS

Relatively Fast

Relatively Inexpensive (esp. online)

Easy to Execute

Allows for piggybacking of ideas

Provides for Multiple Perspectives

Respondent anonymity (online)

High degree of detail and scrutiny

Transcript can automatically recorded
COMMON TECHNIQUES USED IN
EXPLORATORY/QUALITATIVE RESEARCH
Depth Interviews
DEPTH INTERVIEWS: CONVERSATIONS &
SEMI-STRUCTURED INTERVIEWS

In-depth, qualitative interviews are excellent tools to use in planning and evaluating

The key characteristics of in-depth interviews are the following:

Open-ended Questions. Questions need to be worded so that respondents expound on
the topic, not just answer “yes” or “no.” Many open-ended questions begin with “why” or
“how,” which gives respondents freedom to answer the questions using their own words.

Semi-structured Format. Although it is important to pre-plan the key questions, the interview
should also be conversational, with questions flowing from previous responses when
possible. For example, if an interviewee remarks that “The elections are approaching,” an
appropriate response would be, “How do you feel about the candidates involved?”

Seek Understanding and Interpretation. It is important to use active listening skills to reflect
upon what the speaker is saying. The interviewer should try to interpret what is being said
and should seek clarity and understanding throughout the interview.

Recording Responses. The responses are typically audio-recorded and complemented
with written notes (i.e., field notes) by the interviewer. Written notes include observations of
both verbal and non-verbal behaviors as they occur, and immediate personal reflections
about the interview.
COMMON TECHNIQUES USED IN
EXPLORATORY/QUALITATIVE RESEARCH
Free
Association/Projective
Techniques
EXPLORATORY RESEARCH:
PROJECTIVE TECHNIQUES

Word association tests

Sentence completion method

Third-person technique (role playing)

Thematic Aptitude Test
FREE ASSOCIATION/PROJECTIVE
TECHNIQUES: WORD ASSOCIATION
 Money
 GREEN
 Lawn
 Eggs
and Ham
FREE ASSOCIATION/PROJECTIVE
TECHNIQUES: 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____________________
FREE ASSOCIATION/PROJECTIVE
TECHNIQUES: THIRD PERSON -ROLE PLAY
In role-playing, researchers ask study
subjects to play the part of decision-makers
in certain situations.
FREE ASSOCIATION/PROJECTIVE
TECHNIQUES: TAT
The TAT is popularly known as the picture
interpretation technique because it uses a
series of provocative
yet ambiguous pictures about which the
subject is asked to tell a story.