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 conclusi...
What is Exploratory Research?QUANTITATIVE     QUALITATIVE   DATA             DATA
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, rev...
Categories of Exploratory               Research•   Experience surveys•   Secondary data analysis•   Case studies•   Pilot...
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.”                         ...
Secondary Data Analysis• Data collected for a purpose other than the  project at hand• Economical• Quick source for backgr...
Case Study Method• Intensely investigates one or a few  situations similar to the problem• Investigate in depth• Careful s...
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•  ...
“A man is least himself when he talksin his own person; when given a maskhe will tell the truth.”                         ...
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 chicken
Word Association Examples• CHEESE       •   Goat               •   Sheep               •   Mouse               •   jerry
Sentence CompletionPeople who drink beer are ______________________A man who drinks light beer is ___________________
Sentence Completion• People who never reaches on time  are__________• Females are more preferred as boss  by__________• Pe...
Thematic Apperception Test         T.A.T.
Focus Group Interviews           •   Unstructured           •   Free flowing           •   Group interview           •   S...
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 discu...
The Moderator• Develops rapport -  helps people relax• Interacts• Listens to what people  have to say• Everyone gets a  ch...
The Focus Group Moderator• Maintains loose control and focuses  discussion• Stimulates spontaneous responses
Advantages of focus Group               Interview•   Synergy•   Snowballing•   Stimulation•   Security•   Spontaneity•   S...
Advantages of Online          Focus Groups• Fast• Inexpensive• Bring together many participants from  wide-spread geograph...
Disadvantages of Online          Focus Groups• Less group interaction• Absence of tactile stimulation• Absence of facial e...
Streaming Media
Caution• Results of exploratory research are  qualitative in nature• Sometimes it may give vague results also• Results can...
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Rm

  1. 1. Exploratory research• Secondary data• Experience survey• Pilot studies
  2. 2. Exploratory Research• Initial research conducted to clarify and define the nature of a problem• Does not provide conclusive evidence• Subsequent research expected
  3. 3. What is Exploratory Research?QUANTITATIVE QUALITATIVE DATA DATA
  4. 4. Why Conduct Exploratory Research? Diagnose a situation Screening of alternatives Discover new ideas
  5. 5. Concept Testing• Exploratory research procedure that tests some sort of stimulus as a proxy for an idea about a new, revised, or repositioned product
  6. 6. Categories of Exploratory Research• Experience surveys• Secondary data analysis• Case studies• Pilot studies
  7. 7. Experience Surveys• Ask knowledgeable individuals about a particular research problem – most are quite willing
  8. 8. “If you wish to know the road up themountain, you must ask the man whogoes back and forth on it.” - Zenrinkusi
  9. 9. Secondary Data Analysis• Data collected for a purpose other than the project at hand• Economical• Quick source for background information
  10. 10. Case Study Method• Intensely investigates one or a few situations similar to the problem• Investigate in depth• Careful study• May require cooperation
  11. 11. Pilot Study• A collective term• Any small scale exploratory study that uses sampling• But does not apply rigorous standards
  12. 12. Pilot Studies• Focus Group Interviews• Projective Techniques• In-Depth Interviews
  13. 13. Projective Techniques• Word association tests• Sentence completion method• Third-person technique• Role playing• T.A.T.• Picture frustration version of T.A.T.
  14. 14. “A man is least himself when he talksin his own person; when given a maskhe will tell the truth.” --Oscar Wilde
  15. 15. Word Association• Subject is presented with a list of words• Asked to respond with first word that comes to mind
  16. 16. Word Association Examples• GREEN • Money • Lawn • Eggs and chicken
  17. 17. Word Association Examples• CHEESE • Goat • Sheep • Mouse • jerry
  18. 18. Sentence CompletionPeople who drink beer are ______________________A man who drinks light beer is ___________________
  19. 19. Sentence Completion• People who never reaches on time are__________• Females are more preferred as boss by__________• People who work late are_________
  20. 20. Thematic Apperception Test T.A.T.
  21. 21. Focus Group Interviews • Unstructured • Free flowing • Group interview • Start with broad topic and focus in on specific issues
  22. 22. Group Composition• 6 to 10 people• Relatively homogeneous• Similar lifestyles and experiences
  23. 23. Outline for a Focus Group• Establish a rapport• Begin with broad topic• Focus in on specific topic• Generate discussion and interaction
  24. 24. The Moderator• Develops rapport - helps people relax• Interacts• Listens to what people have to say• Everyone gets a chance to speak
  25. 25. The Focus Group Moderator• Maintains loose control and focuses discussion• Stimulates spontaneous responses
  26. 26. Advantages of focus Group Interview• Synergy• Snowballing• Stimulation• Security• Spontaneity• Specialization• Scrutiny• Structure• speed
  27. 27. Advantages of Online Focus Groups• Fast• Inexpensive• Bring together many participants from wide-spread geographical areas• Respondent anonymity• Transcript automatically recorded
  28. 28. Disadvantages of Online Focus Groups• Less group interaction• Absence of tactile stimulation• Absence of facial expression and body language• Moderator’s job is different
  29. 29. Streaming Media
  30. 30. Caution• Results of exploratory research are qualitative in nature• Sometimes it may give vague results also• Results can be ambiguous too

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