Exploratory Research Exploratory research is research conducted for

Exploratory Research • Exploratory research is research conducted for a problem that has not been clearly defined. It often occurs before we know enough to make conceptual distinctions or posit an explanatory relationship. Exploratory research helps determine the best research design, data and collection method selection of subjects.

� Initial research conducted to clarify and define the nature of a problem � Does not provide conclusive evidence � Subsequent research expected. � If not well defined: � –Exploratory Research is used to clarify/define a problem � Exploratory research is defined as the initial research into a hypothetical or theoretical idea. � This is where a researcher has an idea or has observed something and seeks to understand more about it

E x p loratory Research • Exploratory research often relies on secondary research such as reviewing available literature and/or data, or qualitative approaches such as informal discussions with consumers, employees, management or competitors, and more formal approaches through in-depth interviews, focus groups, projective methods, case studies or pilot studies.

EXPLORATORY RESEARCH MAINLY 3 CATEGORIES: 1. Secondary Data analysis 2. Experience Survey 3. Pilot Studies

QUANTITATIVE DATA QUALITATIVE DATA

USES OF EXPLORATORY RESEARCH 1 2 3 This method is adopted when the results are not obtained on observation basis. In this connection certain hypothesis are formulated and it is tested through exploratory research. Exploratory research helps to determine the best research design, data collection method and selection of subjects. Exploratoray research is used to finalise the questionnire or format/schedule to ensure coverage of all possibilities that could arise while filling up of a questionnire or schedule during conduct of full fledged research.

1. Experience/Expert surveys 2. Secondary data analysis 3. Case studies/Analysis 4. Pilot studies 5. Literature review 6. Depth interviews 7. Focus groups 8. moderator guidebook lists 9. Benchmarking 10. Open ended Questions

Ask knowledgeable individuals about a particular research problem- most are quite willing Experience survey is to be conducted among the people who have had practical experience with the problem to be studied. The main object of such a survey is to obtain new sights to the problem s. the experience surveys involve talking with knowledgeable individuals, both inside and outside the organization, who may provide insights into the problem.

� Experience survey rarely include a formal questionnaire. instead, the researcher may simply have a list of topics to be discussed. the experienced people can contribute new ideas. � Expert surveys allow us to gain information from specialists in a field that we are less qualified or knowledgeable in.

� The secondary data reveal a lot of historical data. The secondary data are those data , which have already been collected , tabulated and presented in some form by someone else for some other purpose. It means data that are already available. � Economic surveys of the govt of India, economic reviews published by various state governments, census data, and data relating to agriculture, industry, forestry, education etc by the govt are the examples of secondary data.

� The secondary sources may be both internaland external in character. � Internal secondary data- this refers the information that already exists within the company or unit studied. � Eg- the record of sales, budget, advertising expenses, previous market research studies etc � External secondary data- external secondary sourses consist of both public and private documents. These are in both published and unpublished in nature. And these data comprise govt publications, busines reference sources, and commercial agencies. Private document consist of life history, diaries, letter, memories etc.

� External secondary research can also help you perfect your research design. � Beyond reviewing other organizations’ research projects, social media like blogs and forums can give you a better sense of the issues, opinions and behaviors that go along with your research’s subject matter.

CHOICE BETWEEN PRIMARY DATA AND SECONDARY DATA 1) NATURE AND SCOPE OF STUDY OR ENQUIRY 2) ACCESSIBILITY OF FINANCIAL RESOURCES 3) AVAILABILITY OF TIME 4) DEGREE OF ACCURACY NECESSARY FOR THE STUDY. 5) THE STATUS OF THE INVESTIGATOR OR RESEARCHER 6) AVAILABILITY OF TRAINED INVESTIGATORS.

PRECAUTIONS TO BE TAKEN BY THE RESEARCHER WHILE USING SECONDARY DATA 1 RELIABILITY- He should find the person or organization or agencies collected the data. He should also verify from where data is collected, on what methods, at what time, whether any bias in compilation, the level of accuracy desired etc 2 SUITABILITY 3 ADEQUACY-

Case study is a method or an approach of exploring or analyzing the life of a social unit. The social unit may be a person or a family or an institution or an organization or a community. � A case study is best defined as an in-depth study of a single unit. It is a comprehensive study through which one can know precisely the factors and causes of a particular phenomenon. � Researchers can understand a lot in regards to a problem by studying carefully selected examples or cases of the phenomenon. � case studies are suitable to undertake exploratory research. � A researcher must examine carefully the previously published case studies with regard to variables like price, advertisement, changes in the trend, etc.

� Intensely investigates one or a few situations similar to the problem � Investigate in depth � Careful study � May require cooperation Watch a video on Exploratory Research : http: //universalteacher. com/1/types-ofexploratory-research/

Pilot study /pilot survey Pilot studies are surveys using a limited number of respondents and often employing less accurate sampling techniques than are employed in large, quantitative studies. A pilot experiment , also called pilot study , is a small scale preliminary study conducted before the main research, in order to check the feasibility or to improve the design of the research. pilot studies are frequently carried out before large scale quantitative research, is an attempt to avoid time and money being wasted on an inadequately designed project.

Pilot experiments are also used to reduce cost, as they are less expensive than full experiments the pilot study enables the researcher to gain some systematic knowledge of the universe and its population under study. The researcher is able to frame schedule or questionnaire on the basis of information gathered through pilot study.

� Any small scale exploratory study that uses sampling � But does not apply rigorous standards � To promote efficiency in conducting surveys, researchers usually perform a pilot survey. � Applied on a smaller sample compared to the planned sample size. � In this phase of conducting a survey, the questionnaire is administered to a percentage of the total sample population, or in more informal cases just to a convenience sample.

Conducting a pilot survey prior to the actual, large-scale survey presents many benefits and advantages for the researcher. 1 Helps in selection of the respondents 2 it helps to know the non response rate, reasons for it, desirable time for interviewing etc. 3 tests the correctness of the instructions to be measured by whether all the respondents in the pilot sample are able to follow the directions as indicated

4 provides better information on whether the type of survey is effective in fulfilling the purpose of the study. 5 Practically speaking, it save financial resources because if errors are found in the questionnaire or interview early on, there would be a lesser chance of unreliable results or worse, that you would need to start over again after conducting the survey. 6 main objective of a pilot study is to determine whether conducting a large-scale survey is worth the effort.

� Analysing memories especially those of early life , in order to understand recurrent or intractable conflicts in later life. � In Bruhn’s cognitive – perceptual theory, autobiographical memories are central to the understanding of personality. � The early memories procedure (EMP Bruhn , 1989) is a self administered paper-and –pencil instrument that samples 21 autobiographical memories from the entire life span , not just childhood.

� The first part calls for six general or spontaneous memories delimited primarily by specific timeframes (the five earliest memories and a particularly important life time memory). � The second part comprises 15 specific or directed memories that explore a diverse set of events and areas that may be clinically relevant (e. g. a traumatic memory, one’s first punishment memory or one’s happiest memory )

�The subject is given an incomplete sentence, story, argument or conversation, and asked to finish it. �Brand mapping (Gordon and Langmaid, 1988)

�A subject is asked to role-play, act, draw or paint a specific concept or situation. �Focus on the manner in which the subject �constructs something, rather than on what it represents

The subjects have to explain why certain things are most important¨ or least important¨, or to "rank" or order¨ or “categorize” certain factors associated with a product, brand or service

Thematic Apperception Test T. A. T.

Description • TAT, is a projective psychological test. • The TAT is popularly known as the picture interpretation technique • Historically, it has been among the most widely researched, taught, and used of such tests. • Its adherents assert that the TAT taps a subject's unconscious to reveal repressed aspects of personality, motives and needs for achievement, power and intimacy, and problem-solving abilities. • Procedure The subject is asked to tell as dramatic a story as they can for each picture presented, including: • • what has led up to the event shown what is happening at the moment what the characters are feeling and thinking what the outcome of the story was

• • it uses a standard series of provocative yet ambiguous pictures about which the subject is asked to tell a story. If these elements are omitted, particularly for children or individuals of low cognitive abilities, the evaluator may ask the subject about them directly. There are 31 picture cards in the standard form of the TAT. Some of the cards show male figures, some female, some both male and female figures, some of ambiguous gender, some adults, some children, and some show no human figures at all. One card is completely blank. Although the cards were originally designed to be matched to the subject in terms of age and gender, any card may be used with any subject. Most practitioners choose a set of approximately ten cards, either using cards that they feel are generally useful, or that they believe will encourage the subject's expression of emotional conflicts relevant to their specific history and situation

� If we acknowledge the specific situation that our company’s sales and profits are lower regardless of the market showing an up trend, then we must evaluate the marketing mix variables. � Example 1: A Washing machine producing firm feels that its share of the market is decreasing whereas the overall industry is thriving. � Example 2: As a result of a trade restriction imposed by a country, auto exports are down and hence sales of a company making cars for exports is on the decline. � The above mentioned information enables you to pinpoint the reason for declining sales.

� � � � It’s important to start with a good literature search, but at some point it is desirable to talk to persons who are well informed in the area being investigated. These people could be professionals or persons outside the organisation. Here, we don’t need questionnaire. The approach adopted should be highly unstructured, so that the participant can give divergent views. to tap the knowledge and experience of individuals with information strongly related the situation or opportunity at hand. Anybody with related information is a potential candidate for a depth interview, such as existing clients, members of the target market, executives and supervisors of the client organization, sales representatives, suppliers, retailers, and so on. For example, a children’s book publisher obtained useful information regarding a sales decline by speaking with librarians and school teachers who revealed that increasing numbers of people were using library facilities and possibly buying fewer books for their children.

1. 2. 3. 4. Categories Unstructured Free flowing Group interview Start with broad topic and focus in on specific issues

Yet another frequently used method in exploratory research is the focus group. � In a focus group, only a few people are brought together to study and talk over some theme of interest. � The discussion is directed by a moderator who is in the room with the focus group participants. � The group usually is of 8 -12 persons. While choosing these individuals, care must be taken to see that they should have a common background and have comparable experiences in buying. � This is certainly needed since there should not be a conflict among the group members on the common problems that are being talked about. � Throughout the discussion, future buying attitudes, present buying opinion etc. , are collected. �

� TWO-WAY FOCUS GROUP one focus group watches another focus group and discusses the observed interactions and conclusion � DUAL MODERATOR FOCUS GROUP one moderator ensures the session progresses smoothly, while another ensures that all the topics are covered � DUELING MODERATOR FOCUS GROUP (FENCING- MODERATOR): two moderators deliberately take opposite sides on the issue under discussion � RESPONDENT MODERATOR FOCUS GROUP one and only one of the respondents is asked to act as the moderator temporarily

� CLIENT PARTICIPANT FOCUS GROUPS one or more client representatives participate in the discussion, either covertly or overtly MINI FOCUS GROUPS groups are composed of four or five members rather than 6 to 12 � � TELECONFERENCE FOCUS GROUPS telephone network is used � � Creativity groups Band obsessive group � Online focus groups - computers connected via the internet are used

� INTERNET-BASED FOCUS GROUPS Such “groups, ” in which multiple respondents can “meet” electronically via chat rooms, instant messaging, Web cameras, and the like, offer tremendous speed and cost benefits, particularly when using an established online panel of respondents. � There are other advantages of online focus groups, groups composed of people from farflung locations, to deal with sensitive topics. � less expensive - multiple respondents are handled simulta- neously. � That’s not to say that they are inexpensive, however. By the time the facility has been rented, an experienced moderator has been hired to conduct the session and write the report, and incentives paid to participants, a focus group has become costly. � And that’s just one focus group; add a series of focus groups and the costs can really rise.

� Develops rapport - helps people relax � Interacts � Listens to what people have to say � Everyone gets a chance to speak The Role of the Moderator. � The moderator in the focus group plays the single most important—and most difficult—role in the process. For one thing, the moderator typically trans- lates the study objectives into a guide- book.

� The moderator’s guidebook lists the general (and specific) issues to be addressed during the session, placing them in the general order in which the topics should arise. � In general, a funnel approach is used, with broad general topics first and then increasing focus on the specific issues to be studied. � As the moderator, you must understand the background of the problem and what the client needs to learn from the research process. Without this in- formation, it’s impossible to develop the guidebook and conduct a focus group effectively.

� Despite their benefits, focus groups have two major weaknesses. � Actually, moderator’s guidebook An ordered list of the general (and specific) issues to be addressed during a focus group; the issues normally should move from general to specific. � case analysis Intensive study of selected examples of the phenomenon of interest.

� As a result, other organizations have sought to improve their own order fulfillment by benchmarking L. L. Bean. Organizations carry out benchmarking through activities such as reading about other organizations, visiting or calling them, and tak- ing apart competing products to see how they are made. � The process of benchmarking varies according to the information needs of the orga- nization and the resources available. Xerox is widely credited with the first benchmarking proj- ect in the United States. � For example, L. L. Bean is noted for its excellent order fulfillment. Even during the busy Christmas season, the company typically fills over 99 percent of its orders cor- rectly.

� In 1979, Xerox studied Japanese competitors to learn how they could sell mid-size copiers for less than what it cost Xerox to make them. �Today, many companies commonly use benchmarking as a standard research tool.

� � � All open-ended questions in your survey are exploratory in nature. The mere fact that you allow respondents to provide any feedback they please, gives you the opportunity to gain insights on topics you haven’t previously thought of. Adding a few open-ended questions in surveys with large amounts of respondents can be somewhat difficult and time-consuming to sort through, but it can indicate important trends and opinions for further research. For example: let’s say we own a news website and asked our visitors the open-ended question, ‘What would you like to see improved most on our website? ’ After analysing the responses, we identify the top three discussed areas: 1) Navigation, 2) Quality of Information 3) Visual Displays. We can then use these three topics as our main focus or research objectives for a new survey that will look to statistically quantify people’s issues with the website with closed-ended questions. �

Cross-sectional research design allows you to collect data from a crosssection of a population at one point in time. � A single cross-sectional design involves only one wave or round of data collection – data are collected from a sample on one occasion only. A repeated cross-sectional design involves conducting more than one wave of (more or less) the same research with an independent or fresh sample each time. � The use of an independent sample at each round of data collection is what distinguishes repeated cross-sectional design from longitudinal research. � In longitudinal research, data are collected from the sample on more than one occasion. � To provide data for an exploratory or descriptive research enquiry – to understand the health information needs of older people For example � It can also be used to look for and examine relationships between variables; to test out ideas and hypotheses; to help decide which explanation or theory best fits with the data; and to help establish causal direction but not to prove cause. For example � it might be used to determine what factors are involved in the decision to take out critical illness benefit insurance, and the relationship between the factors. �

� Longitudinal research involves collecting data from the sample (of individuals or organisations, for example) on more than one occasion. � The number and frequency of the snapshots or data collection points depends largely on the research objectives. For example, if the purpose of the research is to look at the immediate, short-term impact of an advertising campaign, a relatively small number of data collection points, fairly closely spaced in time, may suffice; to examine the longer term impact of advertising on a brand may require a relatively large number of data collection points over many years.

� The main application of ld is to monitor changes in the marketing or social environment, changes that occur in the normal course of things and events that are planned, For example, � changes as a result of an advertising campaign, a new product launch or an election. Longitudinal design can be used to provide data for descriptive research enquiry. Although it cannot be used to prove cause, it can be used to: 1. explore and examine relationships between variables 2. establish the time order of events or changes, and age or historical effects 3. help decide which explanation or theory best fits with the data 4. help establish causal direction (rather than prove cause).

What distinguishes longitudinal designs from repeated cross-sectional designs is that in longitudinal designs data are collected from the sample on more than one occasion, rather than from independent or fresh samples each time.

Observational research can come in a different shapes and sizes. In general, there are two categories: strict observation with no interaction with the subject at all, or observation with some level of intervention/interaction between the researcher and subject. � There are many examples of observational research. Here a few: � Usability testing – Watching a subject use a prototype device is one form of observational research. Again, this can be done with or without intervention. � Eye Tracking – � Let’s say you have come up with a website. You might ask people to navigate your website, and you will use eye tracking technology to create a “heat map” of where their eyes go on the website. This information can be used to re-design and optimize the page elements. � Contextual Inquiry – � This is a hybrid form of research that involves interviewing subjects as the researcher watches them work or play in their natural environment. �

� In-Home Observation – Watching a family member go through the morning routine in their home might turn up useful insights into painpoints that need solving. � In-Store Observation – Simply watching shoppers in action is another form of observational research. What do shoppers notice? How do they go through a store? etc. � Mystery Shoppers – This involves hiring a regular person to go into a store and pretend to be an everyday shopper. They will then report on aspects of their experience, such as store cleanliness, politeness of staff, etc. In the case, the mystery shopper is the researcher and the store is the subject being observed.

� The greatest benefit of this technique is that researchers can measure actual behavior, as opposed to user-reported behavior. That’s a big deal, because people will often report one thing on a survey, but behave in another way when the rubber hits the road. � Observational research is a direct reflection of “real life, ” so these insights are often very reliable and useful.