exploratory and qualitative research methods
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Exploratory and Qualitative Research Methods. Exploratory Research. Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expected. Analysis of the Situation. Problem Definition. Statement of Research Objectives. - PowerPoint PPT PresentationTRANSCRIPT
Dr. Michael R. Hyman, NMSU
Exploratory and Qualitative Research
Methods
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Exploratory Research
• Initial research conducted to clarify and define the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected
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Statement of Research Objectives
Problem Definition
ExploratoryResearch(Optional)
Analysis of the Situation
Symptom Detection
Defining Problem Results inClear Cut Research Objectives
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Diagnose a situation
Screening of alternatives
Discover new ideas
Why Conduct Exploratory Research?
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Categories of Exploratory Research
• Experience surveys
• Secondary data analysis
• Case studies
• Pilot studies
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Experience Surveys
Ask knowledgeable individuals about a particular research problem
- Most are quite willing to talk
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Secondary Data Analysis
• Data collected for a purpose other than the project at hand
• Economical
• Quick source for background information
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Case Study Method
• Intensely investigates one or a few situations similar to the problem
• Investigate in depth
• Careful study
• May require cooperation
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Pilot Study
• A collective term
• Any small scale exploratory study that uses sampling
• But does not apply rigorous standards
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Qualitative Studies
• In-Depth Interviews
• Focus Group Interviews
• Projective Techniques
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Qualitative Methods
• Less structured
• More intensive
• Smaller number of respondents, so non-probability sample
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Some Appropriate Uses for Qualitative Research
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Qualitative versus Quantitative Research
• Purpose– Exploratory (initial understanding) vs
descriptive and conclusive (recommend course of action)
• Small (non-representative) versus large (representative) samples
• Broad range of flexible questioning versus structured questions
• Subjective interpretation versus statistical analysis
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Qualitative vs. Quantitative Research
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Types of Qualitative Research
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Depth Interviews
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Structured Unstructured
Undisguised
Disguised
Example:
Typical descriptive surveywith straight-forward, structured questions
Example:
Survey with open-endedquestions to discover “new”answers or focus group interview
Example:
Survey interview to measurebrand A’s image versuscompetitive brands’ images or brand recall (unaided recall)
Example:
Projection techniques usedmostly for exploratory research
Classifying Surveys by Degree of Structure and Degree of Disguise
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Types of Depth Interviews
• Non-directive
– Maximum flexibility/probing
– Requires excellent interviewer
• Semi-structured
– General interview schedule
– Somewhat flexible
– Excellent for expert interviews
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Beginning of a Depth Interview
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Focus Groups
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Focus Group Interview
• Unstructured• Free flowing/relaxed• 1 to 3 hour group interview• Run by moderator• Starts with broad topic and
focus in on specific issues• Audio/video recorded and
observed live via two-way mirror
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Group Composition
• 6 to 10 pre-screened people
• 3 to 4 sessions• Relatively
homogeneous within each session
• Similar lifestyles and experiences
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What is Included in a Recruitment Screener?
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Factors Influencing Participant Contributions in Group Interviews
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Focus Group Moderator• Focuses discussion• Has loose control• Develops rapport--
helps people relax• Interacts• Listens to what
people have to say• Everyone gets a
chance to speak
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Procedure for Planning and Conducting Focus Groups
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Focus Groups: Types and Purposes
Types• Exploratory
• Clinical
• Experiencing
Purposes• Problem definition• Hypothesis generation• Concept testing• Pilot testing• Explore subconscious
motivation• Product/brand usage
attitudes and beliefs
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Some Marketing Research Uses of Focus Groups
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Advantages of Online Focus Groups
• Fast
• Inexpensive
• Bring together many participants from wide-spread geographical areas
• Respondent anonymity
• Transcript automatically recorded
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Disadvantages of Online Focus Groups
• Less group interaction
• Absence of tactile stimulation
• Absence of facial expression and body language
• Moderator’s job is different
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Advantages of Focus Groups Over Depth Interviews
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“A man is least himself when he talksin his own person; when given a maskhe will tell the truth.”
--Oscar Wilde
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Projective Techniques
• Present ambiguous unstructured object
• From motivation research binge of 1950s
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Types of Projective Techniques
• Thematic apperception test (T.A.T.)
• Word association test (latency)
• Sentence completion
• Unfinished scenario completion
• Third-person role playing
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TAT
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TAT
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TAT
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TAT
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Would you think Ms. A or Ms. B would drink more milk, or possibly the same amount? (Give reason)
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TAT
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TAT
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TAT
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TAT
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Word Association
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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______________________
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Unfinished Scenario
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Third-person Role Playing