Business
Research Methods
William G. Zikmund
Chapter 7:
Exploratory Research and Qualitative
Analysis

Qualitative versus Quantitative
Research
• Purpose
– Exploratory versus descriptive and conclusive
• Small versus large samples
• Broad range of questioning versus
structured questions
• Subjective interpretation versus statistical
analysis

Defining Problem Results in
Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition
Statement of
Research Objectives

Exploratory research
• Secondary data
• Experience survey
• Pilot studies

Exploratory Research
• Initial research conducted to clarify and
define the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected

What is Exploratory Research?
QUANTITATIVE QUALITATIVE
DATA DATA

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

Categories of Exploratory
Research
• Experience surveys
• Secondary data analysis
• Case studies
• Pilot studies

Experience Surveys
• Ask knowledgeable individuals about a
particular research problem
– most are quite willing

“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
• Data collected for a purpose other than the
project at hand
• Economical
• Quick source for background information

Case Study Method
• Intensely investigates one or a few
situations similar to the problem
• Investigate in depth
• Careful study
• May require cooperation

Pilot Study
• A collective term
• Any small scale exploratory study that uses
sampling
• But does not apply rigorous standards

Pilot Studies
• Focus Group
Interviews
• Projective Techniques
• In-Depth Interviews

Projective Techniques
• Word association tests
• Sentence completion method
• Third-person technique
• Role playing
• T.A.T.
• Picture frustration version of T.A.T.

“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

Word Association Examples
• 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____________________

Thematic Apperception Test
T.A.T.

Focus Group Interviews
• Unstructured
• Free flowing
• Group interview
• Start with broad topic
and focus in on
specific issues

Group Composition
• 6 to 10 people
• Relatively
homogeneous
• Similar lifestyles and
experiences

Outline for a Focus Group
• Establish a rapport
• Begin with broad topic
• Focus in on specific topic
• Generate discussion and interaction

The Moderator
• Develops rapport -
helps people relax
• Interacts
• Listens to what people
have to say
• Everyone gets a
chance to speak

The Focus Group Moderator
• Maintains loose control and focuses
discussion
• Stimulates spontaneous responses

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

Streaming Media