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Ch07

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something that important for students

something that important for students

Published in: Technology, Business

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  • 1. Business Research Methods William G. Zikmund Chapter 7: Exploratory Research and Qualitative Analysis
  • 2. 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
  • 3. Defining Problem Results in Clear Cut Research Objectives Exploratory Research (Optional) Symptom Detection Statement of Research Objectives Problem Definition Analysis of the Situation
  • 4. Exploratory research
    • Secondary data
    • Experience survey
    • Pilot studies
  • 5. Exploratory Research
    • Initial research conducted to clarify and define the nature of a problem
    • Does not provide conclusive evidence
    • Subsequent research expected
  • 6. What is Exploratory Research? QUANTITATIVE DATA QUALITATIVE DATA
  • 7. Why Conduct Exploratory Research? Diagnose a situation Screening of alternatives Discover new ideas
  • 8. Concept Testing
    • Exploratory research procedure that tests some sort of stimulus as a proxy for an idea about a new, revised, or repositioned product
  • 9. Categories of Exploratory Research
    • Experience surveys
    • Secondary data analysis
    • Case studies
    • Pilot studies
  • 10. Experience Surveys
    • Ask knowledgeable individuals about a particular research problem
      • most are quite willing
  • 11. “ If you wish to know the road up the mountain, you must ask the man who goes back and forth on it.” - Zenrinkusi
  • 12. Secondary Data Analysis
    • Data collected for a purpose other than the project at hand
    • Economical
    • Quick source for background information
  • 13. Case Study Method
    • Intensely investigates one or a few situations similar to the problem
    • Investigate in depth
    • Careful study
    • May require cooperation
  • 14. Pilot Study
    • A collective term
    • Any small scale exploratory study that uses sampling
    • But does not apply rigorous standards
  • 15. Pilot Studies
    • Focus Group Interviews
    • Projective Techniques
    • In-Depth Interviews
  • 16. Projective Techniques
    • Word association tests
    • Sentence completion method
    • Third-person technique
    • Role playing
    • T.A.T.
    • Picture frustration version of T.A.T.
  • 17. “ A man is least himself when he talks in his own person; when given a mask he will tell the truth.” --Oscar Wilde
  • 18. Word Association
    • Subject is presented with a list of words
    • Asked to respond with first word that comes to mind
  • 19. Word Association Examples
    • GREEN
    • Money
    • Lawn
    • Eggs and Ham
  • 20. Word Association Examples
    • CHEESE
    • Kraft
    • Cheddar
    • Goat
  • 21. 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____________________
  • 22. Thematic Apperception Test T.A.T.
  • 23. Focus Group Interviews
    • Unstructured
    • Free flowing
    • Group interview
    • Start with broad topic and focus in on specific issues
  • 24. Group Composition
    • 6 to 10 people
    • Relatively homogeneous
    • Similar lifestyles and experiences
  • 25. Outline for a Focus Group
    • Establish a rapport
    • Begin with broad topic
    • Focus in on specific topic
    • Generate discussion and interaction
  • 26. The Moderator
    • Develops rapport - helps people relax
    • Interacts
    • Listens to what people have to say
    • Everyone gets a chance to speak
  • 27. The Focus Group Moderator
    • Maintains loose control and focuses discussion
    • Stimulates spontaneous responses
  • 28. Advantages of Online Focus Groups
    • Fast
    • Inexpensive
    • Bring together many participants from wide-spread geographical areas
    • Respondent anonymity
    • Transcript automatically recorded
  • 29. Disadvantages of Online Focus Groups
    • Less group interaction
    • Absence of tactile stimulation
    • Absence of facial expression and body language
    • Moderator’s job is different
  • 30. Streaming Media