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
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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
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•
•
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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
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•
•
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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