Essentials of Marketing Research

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Essentials of Marketing Research

• Chapter 5
• Exploratory Research

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EXPLORATORY RESEARCH

• INITIAL RESEARCH CONDUCTED TO CLARIFY AND DEFINE
  THE NATURE OF A PROBLEM
• DOES NOT PROVIDE CONCLUSIVE EVIDENCE
• SUBSEQUENT RESEARCH EXPECTED

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WHAT IS EXPLORATORY RESEARCH?
QUALITATIVE DATA
QUANTITATIVE DATA
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Qualitative and Quantitative Research

• Purpose
• Exploratory versus descriptive and conclusive
• Small versus large samples
• Broad range of questioning versus structured
  questions
• Subjective interpretation versus statistical
  analysis

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WHY CONDUCT EXPLORATORY RESEARCH?
Diagnose a situation Screening of
alternatives Discover new ideas
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CONCEPT TESTING

• EXPLORATORY RESEARCH PROCEDURE THAT TESTS SOME
  SORT OF STIMULUS AS A PROXY FOR AN IDEA ABOUT A
  NEW, REVISED, OR REPOSITIONED PRODUCT

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CATEGORIES OF EXPLORATORY RESEARCH

• EXPERIENCE SURVEYS
• SECONDARY DATA ANALYSIS
• CASE STUDIES
• PILOT STUDIES

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EXPERIENCE SURVEYS

• ASK KNOWLEDGEABLE INDIVIDUALS
• ABOUT A PARTICULAR RESEARCH PROBLEM
• SMALL OF PARTICIPANTS

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SECONDARY DATA ANALYSIS

• DATA COLLECTED FOR A PURPOSE OTHER THAN THE
  PROJECT AT HAND
• ECONOMICAL
• QUICK SOURCE FOR BACKGROUND INFORMATION

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CASE STUDY METHOD

• INTENSELY INVESTIGATES ONE OR A FEW SITUATIONS
  SIMILAR TO THE PROBLEM
• INVESTIGATE IN DEPTH
• CAREFUL STUDY
• MAY REQUIRE COOPERATION

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PILOT STUDY

• A COLLECTIVE TERM
• SMALL SCALE EXPLORATORY STUDY
• DONE AS A FIRST STEP OR TRIAL RUN

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PILOT STUDIES
Focus Group Interviews Projective Techniques
Depth Interviews
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PROJECTIVE TECHNIQUES

• WORD ASSOCIATION TESTS
• SENTENCE COMPLETION METHOD
• THIRD-PERSON TECHNIQUE
• ROLE PLAYING
• T.A.T
• PICTURE FRUSTRATION VERSION OF T.A.T

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A man is least himself when he talks in his own
person when given a mask he will tell the
truth. --Oscar Wilde
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WORD ASSOCIATION

• SUBJECT IS PRESENTED WITH A LIST OF WORDS
• ASKED TO RESPOND WITH FIRST WORD THAT COMES TO
  MIND

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WORD ASSOCIATION EXAMPLES

• GREEN
• CHEESE

• MONEY
• GRASS
• EGGS HAM
• KRAFT
• PIZZA
• MICE

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SENTENCE COMPLETION
People who drink beer are ______________________
A man who drinks light beer is
___________________ Imported beer is most liked
by ___________________ The woman in the
commercial ____________________
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THEMATIC APPERCEPTION TEST
T.A.T.
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FOCUS GROUP INTERVIEWS

• UNSTRUCTURED
• FREE FLOWING
• GROUP INTERVIEW
• START WITH BROAD TOPIC AND FOCUS IN ON SPECIFIC
  ISSUES
• DISCUSSION INTERACTION

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GROUP COMPOSITION

• 6 TO 10 PEOPLE
• RELATIVELY HOMOGENEOUS
• SIMILAR LIFESTYLES AND EXPERIENCES

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THE MODERATOR

• DEVELOPS RAPPORT - MAKES PEOPLE RELAX
• INTERACTS
• LISTENS TO WHAT PEOPLE HAVE TO SAY
• EVERYONE GETS A CHANCE TO SPEAK

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Advantages of Online Focus Groups

• Fast
• Inexpensive
• Bring together many participants from wide-spread
  geographical areas
• Respondent anonymity
• Transcript automatically recorded

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Disadvantages of Online Focus Groups

• Less group interaction
• Absence of tactile stimulation
• Absence of facial expression and body language
• Moderators job is different

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Streaming Media