Essentials of Marketing Research. Exploratory Research Chapter 5: Audhesh Paswan, Ph.D. Exploratory Research:. Research Design - I. Objective: Discovery of ideas and insights. Characteristics: Flexible, Versatile, Unstructured, Often the Front End of total Research Design,
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Audhesh Paswan, Ph.D.
Objective: Discovery of ideas and insights.
Characteristics: Flexible, Versatile, Unstructured,
Often the Front End of total Research Design,
Small Non-representative Sample,
Analyses typically qualitative.
Findings: Tentative, typically followed by further
exploratory, descriptive or causal research.
Methods: Literature Search, Focus Groups, Experience
Surveys, Pilot Surveys, Expert Interviews, Case
Studies, Reliance on Secondary Data.
DOES NOT PROVIDE CONCLUSIVE EVIDENCE
SUBSEQUENT RESEARCH EXPECTEDEXPLORATORY RESEARCH
Malcolm Baker, President
The B/R/S Group, Inc.
mountain, you must ask the man who
goes back and forth on it.”
INVESTIGATE IN DEPTH
MAY REQUIRE COOPERATIONCASE STUDY METHOD
in his own person; when given a mask
he will tell the truth.”
People who drink beer are ______________________
A man who drinks light beer is ___________________
Imported beer is most liked by ___________________
The woman in the commercial ____________________
Goal is to draw out ideas, feelings, and experiences about a certain issues that would be obscured by more structured methods.Focus groups
Conducts the entire session and guides the flow of group discussion.
Must have excellent observation, interpersonal, and communication skills, Interacts, listens, develops rapport.
Must be sensitive to participants situations and comments, promotes interaction.
Must be prepared.Focus Group Moderator
Demographic and buyer behavior characteristics should be judged against the target market profile.Reporting and Use of Focus Group Results
Direct versus Indirect
Disguised versus Undisguised
Structured versus Unstructured
Human versus MechanicalObservation Techniques
Unstructured - No restrictions, all behavior is observed.
Observer must be thoroughly briefed on the areas of general concern.Structured or Unstructured
Public behavior - setting where researchers can readily observe.
Faulty recall - when actions or activities are so repetitive that the respondent cannot recall specifics.When to use observation
Is sample representative?
Motivations, attitudes, and internal conditions are not observed.
Multiple observers (inconsistency)
Subjective InterpretationLimitations . . .
QUICK SOURCE FOR BACKGROUND INFORMATIONSECONDARY DATA ANALYSIS