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Exploratory Research

Exploratory Research. Exploratory Research. Objective of Exploratory Research Gather ideas and insights into a phenomenon Help define a problem Not answers Characteristic of Exploratory Research Flexibility (not rigid). Exploratory Research. Uses of Exploratory Research

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Exploratory Research

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  1. Exploratory Research

  2. Exploratory Research • Objective of Exploratory Research • Gather ideas and insights into a phenomenon • Help define a problem • Not answers • Characteristic of Exploratory Research • Flexibility (not rigid)

  3. Exploratory Research • Uses of Exploratory Research • Gain familiarity with a problem • Develop testable hypotheses • Clarify concepts • Determine priorities for future research

  4. Types of Exploratory Research • Literature Reviews • Experience Surveys • Analysis of Stimulating Examples (i.e., Case Analyses) • Unstructured Methods (i.e., Pilot Studies)

  5. Types of Exploratory Research • Literature Reviews • Review of previous studies and articles • Internal and external sources should be consulted • Guidelines for search • Ideas and insights -- not conclusions

  6. Types of Exploratory Research • Experience Surveys -- attempts to tap the knowledge and experience of those familiar with the subject being investigated • Not a probability sample, a purposive sample • Sample should be comprised of people who may have ideas • Provide sample with freedom in providing insights -- don’t limit their responses

  7. Types of Exploratory Research • Analysis of Stimulating Examples (i.e., Case Analyses) -- an intensive study of selected cases of the phenomenon under investigation • Seek possible explanations rather than testing explanations • Seek many possibilities (more better than less) • Intensely analyze possibilities

  8. Types of Exploratory Research • Unstructured Methods (e.g., Pilot Studies) -- a collection of various small scale techniques that uses sampling but non-rigorous standards • Focus Groups -- unstructured interview with a small group of respondents • Idea -- synergy among group members will lead to responses and ideas that would not be generated in individual settings

  9. Types of Exploratory Research • Unstructured Methods (i.e., Pilot Studies) • Keys to focus group success • Moderator • Purposive Sample • Objective -- ideas, not answers • Group Composition -- 6-10 homogeneous members • Environment -- professional with ability to have researchers observe • Planned, but loose, agenda

  10. Types of Exploratory Research • Unstructured Methods • Projective Techniques -- Disguised unstructured method that allows respondents to project beliefs or feelings to a third party • Story-telling approach • Nescafe Example

  11. Types of Exploratory Research • Unstructured Methods • Depth Interviews -- unstructured extensive interview in which the researcher probes for in-depth answers to questions • Requires a skilled interviewer and sometimes multi-media equipment

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