Exploring Marketing Research William G. Zikmund

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Exploring Marketing ResearchWilliam G. Zikmund

• Chapter 6
• Exploratory Research

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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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What is Exploratory Research?
QUANTITATIVE DATA
QUALITATIVE DATA
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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 GroupInterviews

• Unstructured
• Free-flowing
• Small group
• Six to Ten Individuals
• Moderator leads group
• Introduces topic
• Encourages discussion

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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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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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Projective Techniques

• Word association tests
• Sentence completion method
• Third-person technique
• Role playing
• Thematic Apperception Test (T.A.T)
• Picture frustration version of T.A.T.

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Word Association

• Subject is presented with a list of words
• Asked to respond with first word that comes to
  mind

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Word Association Examples

• GREEN

• Money
• Lawn
• Eggs and Ham

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Word Association Examples

• CHEESE

• Kraft
• Cheddar
• Goat

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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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Thematic Apperception Test T.A.T.
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End of Chapter 6