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

Exploratory Research
Initial research conducted to clarify and define the nature of a problem Subsequent research expected

What is Exploratory Research?

QUANTITATIVE DATA

QUALITATIVE DATA Does not involve mathematical analysis Focus on words rather than numbers

Why Conduct Exploratory Research?

Diagnose a situation
Screening of alternatives Discover new ideas

Categories of Exploratory Research

Experience surveys Secondary data analysis Case studies Pilot studies

Experience Surveys
Ask knowledgeable individuals about a particular research problem

Secondary Data Analysis

Data collected for a purpose other than the project at hand to clarify in the early stages of research effort. Economical Quick source for background information

Case Study Method

In depth examination of unit of interest 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

Focus Group Interviews

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

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

Outline for a Focus Group

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

The Moderator
Develop rapport- helps people to relax Interacts Listen to what people have to say Everyone get a chance to speak Maintains loose control and focuses discussion

Advantages Focus Groups

Fast Inexpensive Respondent anonymity Transcript automatically recorded

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

Word Association Examples

In this technique, the subject is presented with a list of words, one by one and asked to respond with the first word that comes to mind.

Examples
GREEN Money Lawn Eggs and Ham

Sentence Completion
In this technique, respondents are required to complete a no. of partial sentences with the first word or phrase that comes to mind. People who work late are ___________________ A female manger is most liked by ____________________

Example
CHEESE Chedder Kraft Goat

Third person technique

In this technique, a respondent is asked why a third person does what he or she does or what he thinks about a project, activity or person. The respondent is expected to transfer his or her attitudes to the third person.

Role playing
In this technique, ,it requires the subject to act out someone elses behavior in a particular activity.

Thematic Apperception Test T.A.T.

A series of pictures are shown to the respondent and he has to provide the description of the pictures.

In Depth interviews
A relatively unstructured extensive interview used in the primary stages of research process.