Lecture 3: Exploratory Research and Focus Groups

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Lecture 3 Exploratory Research and Focus Groups

• Marketing 412

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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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Defining Problem Results inClear Cut Research
Objectives
Symptom Detection
Exploratory Research (Optional)
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Why Conduct Exploratory Research?
Diagnose a situation Screening of
alternatives Discover new ideas
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Concept Testing

• Exploratory research procedure that tests some
  sort of stimulus as a proxy for an idea about a
  new, revised, or repositioned product

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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

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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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Pilot Studies

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

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Focus Group Interviews

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

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Group Composition

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

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Outline for a Focus Group

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

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The Moderator

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

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The Focus Group Moderator

• Maintains loose control and focuses discussion
• Stimulates spontaneous responses

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Preparing the Session

• Identify major objectives of meeting
• Carefully developed questions
• Plan your session
• Call individuals and invite them to attend the
  meeting
• Remind individuals to attend 3 days prior

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Developing the Questions

• 5 or 6 questions
• What problems will this information address
• Focus groups similar to conducting multiple
  interviews

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Planning the Session

• Scheduling
• Sessions and Refreshments
• Ground rules
• Agenda
• Membership
• Plan to record session with audio or video

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Facilitating the Session

• Major goal of facilitation is collecting useful
  information to meet goal of meeting.
• Introduce yourself and the co-facilitator if
  needed.
• Explain how session will be recorded.
• Follow agenda
• Carefully word each question
• Reflect back a summary of what you heard
• Ensure participation
• Closing the session

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Immediately after session

• Verify if recorder worked
• Clarify notes
• Write down any observation made during the
  session.

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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
• Moderators job is different