Business
Research Methods
William G. Zikmund
Chapter 7:
Exploratory Research and Qualitative
Analysis
Exploratory Research
• Initial research conducted to clarify and
define the nature of a problem
• Does not provide conclusive evidence
• Many types of research methods available
• Subsequent research expected
Qualitative versus Quantitative Research
Dimension Qualitative Quantitative
Purpose Exploratory Descriptive or Causal
Types of Questions Probing Limited Probing
Sample Size Small Large
Info per Respondent Substantial Varies
Type of Analysis Subjective Statistical
Ability to Replicate Low High
Researcher PSYC, SOC, STATS, MKTG
Training. MKTG, CB Research,
Decision Models
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, revised, or repositioned
product
• Concepts can take on many forms
Qualitative Research
• Advantages
– Usually less expensive
– Often data collection can take place quickly (e.g., focus
groups)
– Enable us to better understand intangible phenomenon (e.g.,
motives, attitudes, feelings)
– Helps identify and clarify problems and opportunities
• Disadvantages
– Non-representative samples
– Not generalizable to population
– Subjective interpretation
– Rarely provide quantitative measures for statistical tests
Experience Surveys
• Ask knowledgeable individuals about a
particular research problem
– most are quite willing
Secondary Data Analysis
• Data collected for a purpose other than the
project at hand
• Economical
• Quick source for background information
• Can be qualitative or quantitative
Case Study Method
• Intensely investigates one or a few
situations similar to the problem
• Investigate in depth
• Careful study
• May require cooperation
Focus Group Interviews
• Unstructured
• Free flowing
• Group interview
• Start with broad topic and
focus in on specific issues
• To learn and understand
what people have to say
• Requires skilled moderator
Group Composition
• 6 to 10 people
• Relatively
homogeneous
• Similar lifestyles and
experiences
Developing a Discussion Guide
• An outline of the topics to be covered
• Three Stages:
– Establish a rapport
– Stimulate discussion and interaction
• Begin with broad topic
• Focus in on specific topic
– Summarize significant conclusions
The Moderator
• Develops rapport - helps people relax
• Maintains loose control and focuses
discussion using a discussion guide
• Stimulates spontaneous responses
• Listens to what people have to say
• Interacts
• Makes sure everyone gets a chance to
speak
Advantages of Online
Focus Groups
• Fast
• Inexpensive
• Bring together many participants from
wide-spread geographical areas
• Respondent anonymity
• Transcript automatically recorded
Disadvantages of Online
Focus Groups
• Less group interaction
• Absence of tactile stimulation
• Absence of facial expression and body
language
• Moderator’s job is different
• Can become questionable whether a “focus
group”
Projective Techniques
“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
• 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 Ham
• CHEESE • Kraft
• Cheddar
• Goat
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____________________
Third Person Technique
• A technique in which the respondent is asked why
a third person does what he or she does or what he
or she thinks about an object , event , person, or
activity. The respondent is expected to transfer his
or her attitudes to third person.
Thematic Apperception Test
T.A.T.
Depth Interview
• Relatively unstructured, extensive interview used
in the primary stages of the research process.
• Requires strong interviewing skills for listening,
probing, stimulating free-flowing discussion from
respondent.
• Often use a loose, general interview guide
• Usually tape recorded interviews that have to be
transcribed for analysis
• Analysis is tedious and time consuming
• Can provide basis for “grounded theory” and
“thick description” of topic of interest
• Expensive