Essentials of Marketing Research William G. Zikmund

1. Essentials of Marketing ResearchWilliam G. Zikmund Chapter 5: Exploratory Research

2. 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

3. Analysis of the Situation Problem Definition Statement of Research Objectives Defining Problem Results inClear Cut Research Objectives Symptom Detection Exploratory Research (Optional)

4. Exploratory Research • Initial research conducted to clarify and define the nature of a problem • Does not provide conclusive evidence • Subsequent research expected

5. What is Exploratory Research? QUANTITATIVE DATA QUALITATIVE DATA

6. Why Conduct Exploratory Research? Diagnose a situation Screening of alternatives Discover new ideas

7. Concept Testing • Exploratory research procedure that tests some sort of stimulus as a proxy for an idea about a new, revised, or repositioned product

8. Categories of Exploratory Research • Experience surveys • Secondary data analysis • Case studies • Pilot studies

9. Experience Surveys • Ask knowledgeable individuals about a particular research problem - most are quite willing

10. “If you wish to know the road up the mountain, you must ask the man who goes back and forth on it.” -- Zenrinkusi

11. Secondary Data Analysis • Data collected for a purpose other than the project at hand • Economical • Quick source for background information

12. Case Study Method • Intensely investigates one or a few situations similar to the problem • Investigate in depth • Careful study • May require cooperation

13. Pilot Study • A collective term • Any small scale exploratory study that uses sampling • But does not apply rigorous standards

14. Pilot Studies • Focus Group Interviews • Projective Techniques • In-Depth Interviews

15. Projective Techniques • Word association tests • Sentence completion method • Third-person technique • Role playing • T.A.T. • Picture frustration version of T.A.T.

16. “A man is least himself when he talks in his own person; when given a mask he will tell the truth.” --Oscar Wilde

17. Word Association • Subject is presented with a list of words • Asked to respond with first word that comes to mind

18. GREEN Money Lawn Eggs and Ham Word Association Examples

19. CHEESE Kraft Cheddar Goat Word Association Examples

20. 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____________________

21. Thematic Apperception TestT.A.T.

22. Unstructured Free flowing Group interview Start with broad topic and focus in on specific issues Focus Group Interviews

23. 6 to 10 people Relatively homogeneous Similar lifestyles and experiences Group Composition

24. Outline for a Focus Group • Establish a rapport • Begin with broad topic • Focus in on specific topic • Generate discussion and interaction

25. Develops rapport - helps people relax Interacts Listens to what people have to say Everyone gets a chance to speak The Moderator

26. The Focus Group Moderator • Maintains loose control and focuses discussion • Stimulates spontaneous responses

27. Advantages of Online Focus Groups • Fast • Inexpensive • Bring together many participants from wide-spread geographical areas • Respondent anonymity • Transcript automatically recorded

28. Disadvantages of Online Focus Groups • Less group interaction • Absence of tactile stimulation • Absence of facial expression and body language • Moderator’s job is different

29. Streaming Media