it is about Exploratory Research and Qualitative Analysis. the topic has vital role in research while one is unsure about the research method

1. Business
Research Methods
Muhammad shafiq
Lecture 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. Statement of
Research Objectives
Problem Definition
Exploratory
Research
(Optional)
Analysis of
the Situation
Symptom Detection
Defining Problem Results in
Clear Cut Research Objectives

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?
QUANTITATIVEQUANTITATIVE
DATADATA
QUALITATIVEQUALITATIVE
DATADATA

7. Diagnose a situation
Screening of alternatives
Discover new ideas
Why Conduct Exploratory
Research?

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. Bye bye..