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    Business Research Method - CH 07

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    Exploratory research is conducted early in the research process to clarify problems and identify research objectives. It uses qualitative methods like interviews, focus groups, and case studies with small samples to explore a topic without conclusive results. This helps diagnose situations, screen alternatives, and discover new ideas to define the nature of problems and guide the development of subsequent quantitative research. Common forms of exploratory research include experience surveys, secondary data analysis, case studies, and pilot studies.

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    Business Research Method - CH 07

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    Exploratory research is conducted early in the research process to clarify problems and identify research objectives. It uses qualitative methods like interviews, focus groups, and case studies with small samples to explore a topic without conclusive results. This helps diagnose situations, screen alternatives, and discover new ideas to define the nature of problems and guide the development of subsequent quantitative research. Common forms of exploratory research include experience surveys, secondary data analysis, case studies, and pilot studies.

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    Business research Method - Ch 07.ppt

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    Exploratory research is conducted early in the research process to clarify problems and identify research objectives. It uses qualitative methods like interviews, focus groups, and case studies with small samples to explore a topic without conclusive results. This helps diagnose situations, screen alternatives, and discover new ideas to define the nature of problems and guide the development of subsequent quantitative research. Common forms of exploratory research include experience surveys, secondary data analysis, case studies, and pilot studies.

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    Download as ppt, pdf, or txt
    79 views30 pages

    Business Research Method - CH 07

    Uploaded by

    dhavalshahic
    Exploratory research is conducted early in the research process to clarify problems and identify research objectives. It uses qualitative methods like interviews, focus groups, and case studies with small samples to explore a topic without conclusive results. This helps diagnose situations, screen alternatives, and discover new ideas to define the nature of problems and guide the development of subsequent quantitative research. Common forms of exploratory research include experience surveys, secondary data analysis, case studies, and pilot studies.

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    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

    Problem Definition Statement of Research Objectives

    Exploratory Research (Optional)

    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 DATA

    QUALITATIVE 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 Moderators job is different

    Streaming Media

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