Introduction to Research Design

and Exploratory Research

JeremyKees,Ph.D.

Stages
in the
Research
Process

Formulate Problem
Determine Research Design
Design Data Collection
Method and Forms
Design Sample and Collect Data
Analyze and Interpret the Data
Prepare the Research Report

Overview of Research Design

Exploratory

discovery

Descriptive

relationships

Causal

causeandeffect

Descriptive Research
Describewhatisgoingonorexists
Estimatehowgroupsofconsumers
mightbehave
Examinerelationshipsbetweentwoor
morevariables
Predict

Descriptive Research
TwoBasicTypes
1. Longitudinal(truepanels,omnibus
panels)
2. CrossSectional

Causal Research
HelpsusdetermineifoneormoreIVs
(treatment,predictors)causesoraffects
oneormoreDVs(outcomevariables)
Mostdemandingdesignstrongest
conclusion
Requiresthehighestdegreeof
understandingoftheproblem

Overview of Research Design

Uses
Exploratory
Research

Formulate problems more precisely

Develop Hypotheses
Establish priorities for research
Eliminate impractical ideas
Clarify concepts

Descriptive
Research

Describe segment characteristics

Estimate proportion of people
who behave in a certain way
Make specific predictions

Causal
Research

Provide evidence regarding causal

relationships
Rule out all other explanations

Types
Literature search
Experience survey
Analysis of select cases
Interviews
Ethnographies
Focus groups
Etc.
Longitudinal study
Panels
Sample Survey

Laboratory experiment
Field experiment

Relationship Among Research

Designs
Descriptive Research

Exploratory Research

Causal Research

Qualitative versus Quantitative Research

Data
Quantitative=numericdata
Qualitative=nonnumericdata
Caveatallqualitativedatacanbecoded
andallquantitativedataisbasedon
judgment

CommonAssumption:
QualitativeData=preliminary
QuantitativeData=confirmatory

Qualitative vs. Quantitative Research

Qualitative Research Quantitative Research
Objective

To quantify the data and

To gain a qualitative
generalize the results
understanding of the
underlying reasons and from the sample to the
motivations
population of interest

Sample

Small number of nonrepresentative cases

Large number of
representative cases

Data
Collection

Unstructured

Structured

Non-statistical

Statistical

Develop an initial
understanding

Recommend a final course

of action

Data Analysis
Outcome

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Focus Groups
Focusgroups:smallgroupdiscussionsled
byatrainedmoderator
Objectives:
Generateideas
Understandconsumervocabulary
Revealconsumerneeds,motives,
perceptions,andattitudesonproducts
andservices
Understandfindingsfromquantitative
studies
11

Focus Groups
Advantages:
Generationoffreshideas
Clientinteraction
Versatility
Abilitytotapspecialrespondents
Disadvantages:
Representativeofthepopulation?
Subjectiveinterpretation
Highcostperparticipant
12

Focus Group Characteristics

Group Size
Group Composition
respondents,
Physical Setting
Time Duration

8-12
Homogeneous
prescreened
Relaxed, informal atmosphere
1-3 hours

Recording

Audiocassettes and/or Video

Moderator
and

Observational, interpersonal,
communication skills of the
moderator
13

Procedure for Planning and Contacting

Focus Groups
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative
Research
State the Objectives/Questions to be Answered by Focus
Groups
Write a Screening Questionnaire
Develop a Moderators Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or
Action

Moderators Role
Focusgroupmoderator:apersonwho
conductstheentiresessionsandguidesthe
flowofgroupdiscussionacrossspecific
topicsdesiredbytheclient
Characteristics:

Experienced
Enthusiastic
Prepared
Involved
Energetic
Openminded
15

Other Popular Qualitative

Techniques
In-Depth interview: is a set of probing
questions posed one-on-one to a subject
by a trained interviewer so as to gain an
idea of what the subject thinks about
something or why he or she behaves a
certain way
Protocol analysis: involves placing a
person in a decision making situation and
asking him or her to verbalize everything
he or she considers when making a
decision

16

Popular Qualitative Research Methods

Focus Groups

Group dynamics,
expect more creative
Some probing
Relatively inexpensive
Ready industry

Qualitative
Flexible
Probing
Richness of data
Gets at the Why
of customers
behaviors
Generates ideas
Clarifies other
project results

Interviews

Not influenced by others

Max probing, great depth
Expensive
Time consuming
Candid, sensitive topics

17

Still Other Qualitative Methods

Ethnographies
developingunderstandingsoftheeveryday
activitiesofpeopleinlocalsettings

Observation
Insightintoactual,notreported,behaviors

ProjectiveTechniques
participantsareplacedin(projectedinto)
simulatedactivitiesinthehopesthatthey
willdivulgethingsaboutthemselvesthat
theymightnotrevealunderdirect
questioning

Alternative Techniques
ImplicitAssociationTest
https://implicit.harvard.edu/implicit/
Kees,Jeremy,ElizabethH.Creyer,andEricS.Knowles(2005),Re
ExaminingSmokersPerceivedVulnerabilitytoDisease:SelfReport
MeasuresMayNotTelltheWholeStory,InKarinM.Ekstrmand
HeleneBrembeck(Eds.),EuropeanAssociationforConsumerResearch
Proceedings,Gteborg,Sweden.

Resistometer
EyeTracking

Mystery Shopping
Mysteryshoppersarepeoplewho
poseasconsumersandshopata
companysownstoresorthoseof
itscompetitorstocollectdataabout
customeremployeeinteractions
andtogatherobservationaldata;
theymayalsocompareprices,
displays,andthelike

Mystery Shopping
PurposeofMysteryShopping

Evaluatecustomerservice
Measureemployeetraining
Recognizegoodemployees
Monitoringthecompetition
Prepareforcompetition

Mystery Shopping
Level1mysterytelephonecall.Mysteryshoppercallstheclient
location&evaluatesthelevelofservicereceivedoverthephone
followingascriptedconversation.
Level2mysteryshoppervisitstheestablishment,makesaquick
purchase(e.g.gas,ahamburger,etc.)&evaluatesthetransaction
&imageofthefacility.Littleornocustomeremployeeinteraction
required.
Level3mysteryshoppervisitstheestablishmentand,usingascript
orscenario,initiatesaconversationwithanemployee.Noactual
purchaseisinvolved.Examples:discussingdifferentcellular
phonepackages,reviewingservicesprovidedduringanoilchange,
etc.
Level4mysteryshopperperformsavisitthatrequiresexcellent
communicationskills&knowledgeoftheproduct.Examples:
discussingahomeloan,theprocessforpurchasinganewcar,
visitinganapartmentcomplex.

Sams Club MS Protocol

1.
2.

3.
4.

Weretherelotsofcartsorflatbedsintheparkinglotand
notinthecartcorral?
Makesureyoupassbysomeassociatesonthesalesfloor
duringyourshoppingtrip.Didtheyacknowledgeyouin
somemanner,eitherbyeyecontact,smile,nod,orverbal
greetingwhenyoucamewithin10feetofthem?
Didanyassociateaskyouifyoufoundeverythingyou
werelookingfor?
Asyouapproachedthecashregistersinthecheckout
area
1.
2.

Didthecheckoutareaappeartobebusy(longlines,activity)?
Ifyes,didyouseeanassociatedirectingmemberstocertain
checkoutlanes?Ifno,explain.

23

Sams Club MS Protocol

4.

Wereyoucheckedoutwithin5minutes?Start
timingwhenyouenterthecheckoutline.Stop
whenhandedyourreceipt.___Min.___Sec.
Wereboxesorbagsavailablenearthefrontof
yourcheckoutlaneforpackingitems?
Markthefollowingobservationsthatyoumadeof
theCashierAssociate:

5.
6.

Smiledandgreetedyou
Calledyoubynameatanytime
Thankedyou
Checkedthebottomofyourcartforadditional
merchandise
Nameofcashier____________
24

Sams Club MS Protocol

7.
8.

Asyouwereleavingtheclub,didtheexitgreeter
thankyouforyourbusiness?
Markthefollowingobservationsyoumadeofthe
restroom:
1.
2.
3.
4.
5.

Cleansinksandtoilets
Alldispensersfull(soap,toweling,toiletpaper)
Relativelyfreeoflitter
Equipmentandstallsoperable
Floorsclean

9. Wastheclubcleanandrelativelyfreeoflitter?
10. Werethepricesignsonthemerchandiseinthe
clubvisibleandeasytoread?

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Qualitative versus Quantitative Methods

Theory
Isthegoaltotestneworexisting
theory?

Qualitative versus Quantitative Methods

LevelofUnderstandingSought
Complex/Sensitiveissuesaretoughto
examinewithquantitativemethods
Kurtz,David,JeremyKees,andTravisTokar(2004),An
ExaminationofIntrinsicandExtrinsicMotivational
FactorsthatAffectResearchProductivityofMarketing
Academicians,JournalforAdvancementofMarketing
Education,4,915.

Qualitative versus Quantitative Methods

DetailversusGeneralizability
QuantitativeMethods
Generalizationstootherpopulationsand/or
situations

QualitativeMethods
RichUnderstanding

Qualitative versus Quantitative Methods

Philosophy
EpistemologicalAssumptions
ContextualFactors
OntologicalAssumptions
Whatisreality?

Tonight
Identifyyourresearchobjectives
foryourfocusgroup
Getstartedonascript
Thinkaboutwhoyouregoingto
recruit(810peopleorso)for10/3