ExploringMarketing ResearchWilliam G. Zikmund Chapter 6: Exploratory Research Copyright 2000 by Harcourt, Inc. All rights reservedStatement of Research ObjectivesProblem DefinitionDefining Problem Results in Clear Cut Research ObjectivesExploratory Research (Optional)Analysis of the SituationSymptom DetectionCopyright 2000 by Harcourt, Inc. All rights reservedEXPLORATORY RESEARCHSecondary DataExperience SurveyPilot StudiesCopyright 2000 by Harcourt, Inc. All rights reservedExploratory Research Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expectedCopyright 2000 by Harcourt, Inc. All rights reservedWhat is Exploratory Research?QUANTITATIVEQUANTITATIVE DATADATAQUALITATIVEQUALITATIVE DATADATACopyright 2000 by Harcourt, Inc. All rights reservedWhy Conduct Exploratory Research?Diagnose a situationScreening of alternativesDiscover new ideasCopyright 2000 by Harcourt, Inc. All rights reservedConcept Testing Exploratory research procedure that tests some sort of stimulus as a proxy for an idea about a new, revised, or repositioned productCopyright 2000 by Harcourt, Inc. All rights reservedCategories of Exploratory Research Experience surveys Secondary data analysis Case studies Pilot studiesCopyright 2000 by Harcourt, Inc. All rights reservedExperience Surveys Ask knowledgeable individuals about a particular research problem - most are quite willingCopyright 2000 by Harcourt, Inc. All rights reserved“If you wish to know the road up the mountain, you must ask the man who goes back and forth on it.” - ZenrinkusiCopyright 2000 by Harcourt, Inc. All rights reservedSecondary Data Analysis Data collected for a purpose other than the project at hand Economical Quick source for background informationCopyright 2000 by Harcourt, Inc. All rights reservedCase Study Method Intensely investigates one or a few situations similar to the problem Investigate in depth Careful study May require cooperationCopyright 2000 by Harcourt, Inc. All rights reservedPilot Study A collective term Any small scale exploratory study that uses sampling But does not apply rigorous standardsCopyright 2000 by Harcourt, Inc. All rights reservedPilot StudiesFocus Group InterviewsProjective Techniques In-Depth InterviewsCopyright 2000 by Harcourt, Inc. All rights reservedProjective Techniques Word association tests Sentence completion method Third-person technique Role playing T.A.T. Picture frustration version of T.A.T.Copyright 2000 by Harcourt, Inc. All rights reserved“A man is least himself when he talks in his own person; when given a mask he will tell the truth.” -Oscar WildeCopyright 2000 by Harcourt, Inc. All rights reservedWord Association Subject is presented with a list of words Asked to respond with first word that comes to mindCopyright 2000 by Harcourt, Inc. All rights reservedWord Association Examples GREEN Money Lawn Eggs and HamCopyright 2000 by Harcourt, Inc. All rights reservedWord Association Examples CHEESE Kraft Cheddar GoatCopyright 2000 by Harcourt, Inc. All rights reservedSentence CompletionPeople who drink beer are _A man who drinks light beer is _Imported beer is most liked by _A woman will drink beer when_Copyright 2000 by Harcourt, Inc. All rights reservedThematic Apperception TestT.A.T.Copyright 2000 by Harcourt, Inc. All rights reservedFocus Group Interviews Unstructured Free flowing Group interview Start with broad topic and focus in on specific issuesCopyright 2000 by Harcourt, Inc. All rights reservedGroup Composition 6 to 10 people Relatively homogeneous Similar lifestyles and experiencesCopyright 2000 by Harcourt, Inc. All rights reservedThe Moderator Develops rapport - helps people relax Interacts Listens to what people have to say Everyone gets a chance to speak