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Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
Business Research Methods, 9th ed.Chapter 7
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Business Research Methods, 9th ed.Chapter 7

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William G. Zikmund, Barry J. Babin, Jon C. Carr, Mitch Griffin

William G. Zikmund, Barry J. Babin, Jon C. Carr, Mitch Griffin

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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. 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? QUANTITATIVE DATA QUALITATIVE DATA
  • 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. Streaming Media

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