Business  Research Methods William G. Zikmund Chapter 7:  Exploratory Research and Qualitative Analysis
Qualitative versus Quantitative Research <ul><li>Purpose </li></ul><ul><ul><li>Exploratory versus descriptive and conclusi...
Defining Problem Results in Clear Cut Research Objectives Exploratory Research (Optional) Symptom Detection Statement of  ...
Exploratory research <ul><li>Secondary data </li></ul><ul><li>Experience survey </li></ul><ul><li>Pilot studies </li></ul>
Exploratory Research <ul><li>Initial research conducted to clarify and define the nature of a problem </li></ul><ul><li>Do...
What is Exploratory Research? QUANTITATIVE DATA QUALITATIVE DATA
Why Conduct  Exploratory Research? Diagnose a situation Screening of alternatives Discover new ideas
Concept Testing <ul><li>Exploratory research procedure that tests some sort of stimulus as a proxy for an idea about a new...
Categories of Exploratory Research <ul><li>Experience surveys </li></ul><ul><li>Secondary data analysis </li></ul><ul><li>...
Experience Surveys <ul><li>Ask knowledgeable individuals about a particular research problem  </li></ul><ul><ul><li>most a...
“ If you wish to know the road up the mountain, you must ask the man who  goes back and forth on it.” - Zenrinkusi
Secondary Data Analysis <ul><li>Data collected for a purpose other than the project at hand </li></ul><ul><li>Economical <...
Case Study Method <ul><li>Intensely investigates one or a few situations similar to the problem </li></ul><ul><li>Investig...
Pilot Study <ul><li>A collective term </li></ul><ul><li>Any small scale exploratory study that uses sampling </li></ul><ul...
Pilot Studies <ul><li>Focus Group Interviews </li></ul><ul><li>Projective Techniques  </li></ul><ul><li>In-Depth Interview...
Projective Techniques <ul><li>Word association tests </li></ul><ul><li>Sentence completion method </li></ul><ul><li>Third-...
“ A man is least himself when he talks in his own person; when given a mask he will tell the truth.” --Oscar Wilde
Word Association <ul><li>Subject is presented with a list of words </li></ul><ul><li>Asked to respond with first word that...
Word Association Examples <ul><li>GREEN </li></ul><ul><li>Money </li></ul><ul><li>Lawn </li></ul><ul><li>Eggs and Ham </li...
Word Association Examples <ul><li>CHEESE </li></ul><ul><li>Kraft </li></ul><ul><li>Cheddar </li></ul><ul><li>Goat </li></ul>
Sentence Completion People who drink beer are ______________________ A man who drinks light beer is ___________________ Im...
Thematic Apperception Test T.A.T.
Focus Group Interviews <ul><li>Unstructured </li></ul><ul><li>Free flowing </li></ul><ul><li>Group interview </li></ul><ul...
Group Composition <ul><li>6 to 10 people </li></ul><ul><li>Relatively homogeneous </li></ul><ul><li>Similar lifestyles and...
Outline for a Focus Group <ul><li>Establish a rapport </li></ul><ul><li>Begin with broad topic </li></ul><ul><li>Focus in ...
The Moderator <ul><li>Develops rapport - helps people relax </li></ul><ul><li>Interacts </li></ul><ul><li>Listens to what ...
The Focus Group Moderator <ul><li>Maintains loose control and focuses discussion </li></ul><ul><li>Stimulates spontaneous ...
Advantages of Online  Focus Groups <ul><li>Fast </li></ul><ul><li>Inexpensive </li></ul><ul><li>Bring together many partic...
Disadvantages of Online  Focus Groups <ul><li>Less group interaction </li></ul><ul><li>Absence of tactile stimulation </li...
Streaming Media
Upcoming SlideShare
Loading in …5
×

Ch07

373 views

Published on

something that important for students

Published in: Technology, Business
  • Be the first to comment

Ch07

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

×