Exploratory Research

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Chapter 5

• Exploratory Research
• Qualitative Data

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Qualitative Research Defined
Qualitative research is a loosely defined term.
It means that the research findings are not
subject to quantification or quantitative
analysis.
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Qualitative vs. Quantitative Research
Comparison Dimension Qualitative Research
Quantitative Research
Sample Size Small Large
Ability to replicate Low High
Training of the Psychology, sociology,
Statistics, decision models,
researcher social psychology,
DSS, marketing
consumer behavior, reseach

Type of research Exploratory Descriptive
or causal
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Focus Groups Defined
A focus group consists of 6 to 12 participants
led by a moderator in an in-depth, relatively
unstructured discussion on a particular topic or
concept.
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Advantages Disadvantages of Focus Groups (1)

• Advantages
• interaction can stimulate new ideas and thoughts
  that might not arise during one-on-one
  interviews.
• The opportunity for management to observe
  customers or prospects unobtrusively
• can be executed more quickly

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Advantages Disadvantages of Focus Groups (2)

• Disadvantages
• can mislead instead of inform.
• Sampling and Moderator style may contribute to
  respondent bias.
• Respondents may be overly introverted (and do not
  speak) or are overly dominating (and try to sway
  the discussion).

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Other Qualitative Research Methodologies

• Depth Interviews
• One-on-one interviews that probe and elicit
  detailed answers to questions, often using
  nondirective techniques to uncover hidden
  motivations.
• Projective Techniques
• Ways of tapping respondents deepest feelings by
  having them project those feelings into an
  unstructured situation.

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Projective Techniques (1)

• Cartoon Tests
• Tests in which the respondent fills in the
  dialogue of one character in a cartoon.
• Consumer Drawings
• Respondents draw what they are feeling or how
  they perceive an object.

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Projective Techniques (2)

• Word Association Tests
• Tests where the interviewer says a word and the
  respondent must mention the first thing that
  comes to mind.
• Sentence and Story Completion Tests
• Tests in which the respondents complete sentences
  or stories in their own words.

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Projective Techniques (3)

• Photo Sorts
• Consumers express their feelings about brands
  through a specially developed photo deck showing
  pictures of different types of people.
• Third-Person Techniques
• Rather than asking someone directly what he or
  she thinks, the interviewer couches the question
  in terms of your neighbor or most people or
  some other third party.

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Focus GroupGeneral Guidelines (1)

• Participants
• 8-12 people
• Prescreen
• Similar demographicsinteraction more likely
• but need reasonable diversity
• familiarity with product, service, company
• Setting
• Room with conference table
• Tape recorder (perhaps video camera)
• Usually one-way mirror (if possible)

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Focus GroupGeneral Guidelines (2)

• Moderator
• professional moderator is best
• Agenda (use discussion guide)
• control flow
• address appropriate research questions
• but should not be rigid
• General to specific
• open-ended questions

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