81292011 exploratory research design
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EXPLORATORY RESEARCHDESIGN
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Uses of Exploratory Research Formulate a problem or define a problem more
precisely
Identify alternative courses of action
Develop hypotheses
Isolate key variables and relationships for furtherexamination
Gain insights for developing an approach to theproblem
Establish priorities for further research
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Methods of Exploratory Research Secondary data
Depth interviews Qualitative research (Focus groups & Projective
techniques)
Survey of experts. Case study
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Secondary data Secondary data are data which have
already been collected for purposes other
than the problem at hand. These data canbe located quickly and inexpensively.
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5/2/12Criteria for evaluating secondarydata
Data collection method,response rate, quality &analysis of data, samplingtechnique & size, questionnaire
design, fieldwork. Examine errors in approach,
research design, sampling, data
collection & analysis, &
reporting.Time lag between collection &
publication, frequency ofupdates.
Why were the data collected?
Data should bereliable, valid, &generalizable to
the problem.
Assess accuracyby comparingdata from
different sources.
Census data areupdated by
syndicated firms.The objective
Specifications &Methodol
ogy
Error &Accuracy
Currency
Objective
Criteria
Issues Remarks
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Depth Interviews It involves interviewing consumers individually
for one or two hours about a topic. Theses are
used when topic requires individual treatment.
The respondents are allowed to freely express
their views about the topic being questioned.
Here much depends on skills of the interviewer
and the ability of researcher/analyst to interpret
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One-on-one interviews that probe and elicit detailed
answers to questions, often using nondirective techniquesto uncover hidden motivations.
Advantages
No group pressure
Respondent is focus of attention and feels important
Respondent is highly aware and active
Long time period encourages revealing newinformation
Can probe to reveal feelings and motivations
Discussion is flexible and can ex lore tan ential issues
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Focus groups
A group of people who discuss a subject under thedirection of a moderator.
The goal of focus group research is tolearn and understand what people haveto say and why
The emphasis is on getting people to talkat length and in detail about the subjectat hand
The intent is to find out how they feelabout a roduct conce t idea or
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Advantages of Focus Groups Synergy - together, the group can provide more
insights than insights obtained individually.
Snowballing - chain reaction to comment by oneindividual.
Stimulation - group interaction excites people.
Spontaneity/serendipity - participants may getideas on the spot and discuss them.
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Projective Techniques A projective tech involves an unstructured and indirect
form of questioning that encourage the respondents to
project their underlying motivations, beliefs, attitude,or feeling regarding the issue of concern.
Basically, the respondents are asked to interpret thebehavior of others rather than describe their ownobservation.
Eliciting deep-seated feelings/opinions byenabling the respondents to project themselves
into unstructured situations.
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Projective techniques Association Techniques
Word association Completion Techniques
Sentence Completion
Construction Techniques Picture response
Expressive Techniques
Role play
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Survey of experts Individuals with ideas on general subject of
interest may be found in widely diversified
groups. All persons who have any associationwith the efforts to market the product in questionare potential sources of information. (may includetop executives, sales managers, sales
representatives, wholesalers, retailers andconsumers who have used the product.
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Case study It involves comprehensive study of one or more
specific situation.
The emphasis is on obtaining a completedescription and understanding of therelationships among factors in each instance,
regardless of the number involved (one depthinterview of a consumer might well be consideredas a case study).
Case study is of particular value when one is
seeking help on problem in which
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To provide insights and
understanding.
Information needed isdefined only loosely.
Research process is
flexible and
unstructured. Sample
is small and non-
representative.
Analysis of primary
To test specific
hypotheses and
examine relationships.
Information needed is
clearly defined.
Research process is
formal and structured.
Sample is large and
representative. Data
analysis is
Objective
:
Characte
r-istics:
Explorator
y
Conclusive
Exploratory & Conclusive Research Differences
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References Beri C. G. (2008) Marketing Research 4th
edition, Page no.- 62, Tata McGraw Hill Company
Ltd, New Delhi.
Boyd H. W., Westfall R., Stasch S. F.
Marketing Research 7th edition, page no. 90 109, All India traveller book seller, Delhi.