Essentials of Marketing Research William G Zikmund Chapter

Essentials of Marketing Research William G. Zikmund Chapter 5: Exploratory Research

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 • 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 widespread 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