Business Research Methods William G' Zikmund

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Business Research MethodsWilliam G. Zikmund

• Chapter 7
• Exploratory Research and Qualitative Analysis

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Exploratory Research

• Initial research conducted to clarify and define
  the nature of a problem
• Does not provide conclusive evidence
• Many types of research methods available
• Subsequent research expected

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Qualitative versus Quantitative Research
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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
• Concepts can take on many forms

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Qualitative Research

• Advantages
• Usually less expensive
• Often data collection can take place quickly
  (e.g., focus groups)
• Enable us to better understand intangible
  phenomenon (e.g., motives, attitudes, feelings)
• Helps identify and clarify problems and
  opportunities
• Disadvantages
• Non-representative samples
• Not generalizable to population
• Subjective interpretation
• Rarely provide quantitative measures for
  statistical tests

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Experience Surveys

• Ask knowledgeable individuals about a particular
  research problem
• most are quite willing

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Secondary Data Analysis

• Data collected for a purpose other than the
  project at hand
• Economical
• Quick source for background information
• Can be qualitative or quantitative

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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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Focus Group Interviews

• Unstructured
• Free flowing
• Group interview
• Start with broad topic and focus in on specific
  issues
• To learn and understand what people have to say
• Requires skilled moderator

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Group Composition

• 6 to 10 people
• Relatively homogeneous
• Similar lifestyles and experiences

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Developing a Discussion Guide

• An outline of the topics to be covered
• Three Stages
• Establish a rapport
• Stimulate discussion and interaction
• Begin with broad topic
• Focus in on specific topic
• Summarize significant conclusions

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The Moderator

• Develops rapport - helps people relax
• Maintains loose control and focuses discussion
  using a discussion guide
• Stimulates spontaneous responses
• Listens to what people have to say
• Interacts
• Makes sure 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
• Can become questionable whether a focus group

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Projective Techniques
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
• Lawn
• Eggs and Ham
• Kraft
• Cheddar
• Goat

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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____________________
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Third Person1950 Nescafe Instant Coffee Example

• Pound and a half of hamburger
• 2 loaves of Wonder bread
• Bunch of Carrots
• 1 can of Rumfords Baking Powder
• Nescafe Instant Coffee
• or Maxwell House, drip grind
• 2 cans Del Monte peaches
• 5 pounds potatoes

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Thematic Apperception TestT.A.T.
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Depth Interview

• Relatively unstructured, extensive interview used
  in the primary stages of the research process.
• Requires strong interviewing skills for
  listening, probing, stimulating free-flowing
  discussion from respondent.
• Often use a loose, general interview guide
• Usually tape recorded interviews that have to be
  transcribed for analysis
• Analysis is tedious and time consuming
• Can provide basis for grounded theory and
  thick description of topic of interest
• Expensive