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 Statement of Research Objectives Problem Definition Exploratory Research (Optional) Analysis of the Situation Symptom Detection Defining Problem Results in Clear Cut Research Objectives 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
Diagnose a situation
Screening of alternatives
Discover new ideas Why Conduct Exploratory Research? 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 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 Moderators job is different Streaming Media