Exploratory ResearchLecture -4

N P SinghProfessor

Exploratory research: Four Methods

1. Experience survey2. Secondary data

analysis3. Case Studies4. Pilot studies

1- Exploratory Research: Experience Surveys

A technique in which individuals who are knowledgeable about a particular research problem are surveyed.

To whom to survey: Most are quite willing & are experts.

Examples: A manufacture may get recommendations from distributors about some modifications in the product.

The research can be conducted by a group of managers to have additional knowledge about issues.

2- Exploratory Research: Secondary Data Analysis

Data gathered and recorded by someone else prior to and for a purpose other than the current project

Is often: Historical Already assembled Needs no access to subjects

Examples: Economic data: It becomes a quick source for background information.

Advantages of Secondary data

Inexpensive (Not Always) Obtained Rapidly Information is not Otherwise

Accessible (What is the meaning?)

Disadvantages of Secondary Data

Uncertain Accuracy Data Not Consistent with Needs Inappropriate Units of Measurement Time Period Inappropriate (Dated)

Fact Finding - Identifying consumption patterns- Tracking trends

Model building - Estimating market potential- Forecasting sales- Selecting trade areas and sites

Data Base Marketing - Development of Prospect Lists- Enhancement of Customer Lists

Common Research Objectives for Secondary Data Studies

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Types and sources of secondary data

3 types Documentary sources Survey sources Multiple source

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Documentary

Organisations’ records Organisations’ communications

(internal and external) Primary data not secondary

Books, journals, newspapers, etc. Secondary▪ Use of a table on, say,

consumer expenditure Primary▪ Counting the number of advertisements

for, say, different types of cars

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Government surveys and economic statistics

Censuses Census of Population▪ every 10 years since 1801

Census of Employment▪ every 2 or 3 years

Continuous and regular surveys UK General Household Survey Labour Force Survey▪ Annually by all EU members▪ same core questions

Official statistics Mainly time-series

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Multiple source

Different data sources combined into a new, single data set e.g., The Times 1000

Selection already doneÞ secondary data

Borderline cases Official compilations of official statistics▪ Annual Abstract of Statistics▪ Regional Trends▪ Labour Market Trends

In practice, count as primary data if you have to make a new selection▪ i.e., to generate a data set specific to your project

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Database services in India

Indian database service providers Government agencies

NISSAT centres BTIS distributed information centres ENVIS centres TlFAC’s centres:

Corporate agencies FICCI’s, BISNET, Business India Infotech, Centre for Monitoring the

Indian Economy (CMIE), Dataline and Research Technologies Ltd, (DART) from Dalal Street Journal Group, Capitaline Ole, the corporate database from Capital Market, Vans.Com of Vans Information and Investor Services Ltd, Spectrum Business Support Ltd, Teledirect Informatics India Ltd,

Other Agencies INFAC – detailed industry reports on 29 industries/sectors, data on

2,800 companies, 75 industries, 400 commodity prices; IRIS – investment research information services book; Reuters India – global information on an economic database, industry

database, company information; Economic Intelligence Unit – India business service consisting of

periodicals, reports, forecast risk service etc.

3. Case Studies

Definition 1: A detailed analysis of a person or group, especially as a model of medical, psychiatric, psychological, or social phenomena.

Definition 2: A detailed intensive study of a unit, such as a corporation or a corporate division that stresses factors contributing to its success or failure.

An exemplary or cautionary model; an instructive example: (The American Heritage Dictionary of the English Language, 2000, as cited in The Free Dictionary, 2008)

Definition 3: An analysis of a group or person in order to make generalisations about a larger group or society as a whole. (Collins Essential English Dictionary, 2006, as cited in The Free Dictionary, 2008)

What’s unique about a case study?

Empirical or experimental research-based projects. These include surveys, statistics, questionnaires or fieldwork.

Theoretical projects. These tend to look mainly at conceptual issues.

Case studies. These involve analysis of real world problems of which one has experience or is able to observe.

Conducting a case study in eight steps

Step 1: Establish the broad case to investigate.

Step 2: Establish the research question(s)Step 3: Select the precise case(s) to be

usedStep 4: Determine data gathering and

analysis techniquesStep 5: Prepare to collect the dataStep 6: Collect the dataStep 7: Analyze the dataStep 8: Prepare the report

Step 1:

Can I gain access to the company? (Is it local or offshore? Is the data available or subject to commercial confidence?)

Is there enough published information on the company?

Is too much information already available?

Will I be able to conduct the study in the time I have available?

Step 2: Establish the research question(s)

There is a difference between the work ethic values of Australian and Asian employees working in the Mitsubishi Car Company in Adelaide and Japan.

Review of literature Gap for conducting the research

Step 3: Select the precise case(s) to be used

You then need to choose a precise case (or cases) to study. A single case might be, for example, the operation of a certain private hospital. A multiple case might involve looking at several different companies operating in the wine industry.

It is useful to select cases that: represent a variety of geographic regions represent a variety of size parameters (i.e., big and

small companies with a large and small client base) represent different market segments use different raw materials, etc.

Step 4: Determine data gathering and analysis techniques

Good case studies use a number of different research tools to increase validity.

For example, you can use both qualitative and qualitative approaches and different data collection instruments (surveys, interviews, documentation review, artefact collection).

You should aim to “triangulate” your research instruments or techniques so they provide different views of the case.

This avoids the problem of observer bias, i.e., your choice of instrument measuring what you want to see and not what is really there.

4. Pilot Studies

In-Depth InterviewsFocus Group InterviewsInteractive Media and online Focus Group:

Projective Techniques

1. Interview Question Tips

Questions should be open-ended rather than closed-ended. For example, instead of asking “Do you know about the clinic’s services?” ask “Please describe the

clinic’s services.” You should ask factual question before opinion

questions. For example, ask, “What activities were conducted?” before asking, “What did you think of the activities?”

Use probes as needed. These include: Would you give me an example? Can you elaborate on that idea? Would you explain that further? I’m not sure I understand what you’re saying. Is there anything else?

In Depth Interview

Example: Wide Seats in an AirplaneI: “Why do you like wide seats in an

airplane?”R: “It makes me comfortable.”I: “Why is it important to be

comfortable?”R: “I can accomplish more.”I: “Why is important that you can

accomplish more?”R: “I feel good about myself.”

Implication: Wide seats may relate to self-esteem!

In depth Interviews

2. Popularity of Focus Group Research

Most marketing research firms, advertising agencies, and consumer goods manufacturers use focus groups.

Focus groups tend to be used more extensively by consumer goods companies than by industrial goods organizations.

Focus Group

Focus Group

Spot source of marketing problem Spark new product ideas Develop questionnaires for quantitative

research Identify new advertising themes Diagnose competitors’ strengths and

weaknesses

A group of people who discuss a subject under the direction of a moderator. Focus groups are used to:

Focus Group Research - Overview

The goal of focus group research is to learn and understand what people have to say and why

The emphasis is on getting people to talk at length and in detail about the subject at hand

The intent is to find out how they feel about a product, concept, idea, or organization, how it fits into their lives, and their emotional involvement with it

Benefits of Focus Group Research

Synergy - together, the group can provide more insights than insights obtained individually.

Snowballing - chain reaction to comment by one individual.

Stimulation - group interaction excites people.

Spontaneity/serendipity - participants may get ideas on the spot and discuss them.

Focus Group Research - Steps1. Define objectives of study2. Develop questions for discussion -

Moderator Guide3. Recruit participants4. Conduct Session with a moderator5. Analyze and report results to decision

makers

Results can be misleading if the focus group is not conducted properly.

Focus Group Issues (1 of 2)

How many people in a focus group?

What type of people should be recruited?

Should participants be …

Knowledgeable?

Diverse?

Representative?

Focus Group Issues (2 of 2)

How should participants be recruited? Should they be given monetary incentives? Where should the focus group be held? How much interaction among participants? What is the role and qualification of the

moderator? How to write the moderator guide? Should management observe the focus

group? How should the report be written?

Differences in Qualitative Research between the U.S. and the U.K.

Area U.S. U.K.Focus group size 10 to 12 6 to 8Focus group length 2 hours 1.5 to 4 hoursLocation Professional facility Recruiters’ homesClient viewing Common RareTopic guides Long and detailed Short and flexibleRecruitment By income/occupation By social classSample size Of more concern Of little concernCredibility Moderate High

Trends in Focus Group Research

Telephone Focus Groups Focus groups that are conducted via

conference calling.

Videoconference Focus Groups Staffers can watch focus groups via

videoconferencing and avoid the costs of travel.

On-line focus groups Focus groups that are conducted through

internet (Chat rooms) - http://www.greenfieldonline.com

Summary of Key Points

Exploratory or qualitative data based research is used to obtain deep insights into the behavior of few consumers, or to gain preliminary information about the market

Common exploratory research methods include depth interviews, projective techniques, and focus groups

The focus group is the most common method of conducting qualitative research

The method consists of five simple steps; care must be taken to implement those steps correctly

Focus group questions

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Projective Techniques

Eliciting deep-seated feelings/opinions by enabling the respondents to project themselves into unstructured situations. Word Association Sentence Completion Role playing Story telling with pictures… and several others

Word Association