Exploring

Marketing Research

William G. Zikmund

Chapter 6:
Exploratory Research and Qualitative
Analysis
 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
 Defining Problem Results in
Clear Cut Research Objectives
Symptom Detection

Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition

Statement of
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 QUALITATIVE
DATA DATA
Why Conduct Exploratory
Research?
Diagnose a situation

Screening of alternatives

Discover new ideas

 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
• Moderator’s job is different
Streaming Media