Research Methods William G. Zikmund, Ch07
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Research Methods William G. Zikmund, Ch07



Research Methods

Research Methods
William G. Zikmund



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Research Methods William G. Zikmund, Ch07 Research Methods William G. Zikmund, Ch07 Presentation Transcript

  • Business Research Methods William G. Zikmund Chapter 7: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 ObjectivesSymptom Detection Analysis of the Situation Exploratory Research (Optional)Problem Definition Statement ofResearch 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
  • 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 themountain, you must ask the man whogoes 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 talksin his own person; when given a maskhe 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 CompletionPeople 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