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Business  Research Methods William G. Zikmund Chapter 7:  Exploratory Research and Qualitative Analysis
Qualitative versus Quantitative Research ,[object Object],[object Object],[object Object],[object Object],[object Object]
Defining Problem Results in Clear Cut Research Objectives Exploratory Research (Optional) Symptom Detection Statement of  Research Objectives Problem Definition Analysis of  the Situation
Exploratory research ,[object Object],[object Object],[object Object]
Exploratory Research ,[object Object],[object Object],[object Object]
What is Exploratory Research? QUANTITATIVE DATA QUALITATIVE DATA
Why Conduct  Exploratory Research? Diagnose a situation Screening of alternatives Discover new ideas
Concept Testing ,[object Object]
Categories of Exploratory Research ,[object Object],[object Object],[object Object],[object Object]
Experience Surveys ,[object Object],[object Object]
“ 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 ,[object Object],[object Object],[object Object]
Case Study Method ,[object Object],[object Object],[object Object],[object Object]
Pilot Study ,[object Object],[object Object],[object Object]
Pilot Studies ,[object Object],[object Object],[object Object]
Projective Techniques ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ 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 ,[object Object],[object Object]
Word Association Examples ,[object Object],[object Object],[object Object],[object Object]
Word Association Examples ,[object Object],[object Object],[object Object],[object Object]
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____________________
Thematic Apperception Test T.A.T.
Focus Group Interviews ,[object Object],[object Object],[object Object],[object Object]
Group Composition ,[object Object],[object Object],[object Object]
Outline for a Focus Group ,[object Object],[object Object],[object Object],[object Object]
The Moderator ,[object Object],[object Object],[object Object],[object Object]
The Focus Group Moderator ,[object Object],[object Object]
Advantages of Online  Focus Groups ,[object Object],[object Object],[object Object],[object Object],[object Object]
Disadvantages of Online  Focus Groups ,[object Object],[object Object],[object Object],[object Object]
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Ch07

  • 1. Business Research Methods William G. Zikmund Chapter 7: Exploratory Research and Qualitative Analysis
  • 2.
  • 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.
  • 5.
  • 6. What is Exploratory Research? QUANTITATIVE DATA QUALITATIVE DATA
  • 7. Why Conduct Exploratory Research? Diagnose a situation Screening of alternatives Discover new ideas
  • 8.
  • 9.
  • 10.
  • 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.
  • 13.
  • 14.
  • 15.
  • 16.
  • 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.
  • 19.
  • 20.
  • 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____________________
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.