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Exploratory research is initial research conducted to clarify and define the nature of a problem. It does not provide conclusive evidence but aims to discover new ideas and screen alternatives to inform subsequent research. Common methods of exploratory research include secondary data analysis, experience surveys, case studies, and pilot studies which employ techniques like focus groups, projective techniques, and in-depth interviews. The goal is to diagnose situations and concept test ideas in a qualitative way before definitive research is conducted.
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- 1. Exploratory research Secondary data Experience survey Pilot studies
- 2. Exploratory Research Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expected
- 3. What is Exploratory Research? QUANTITATIVE QUALITATIVE DATA DATA
- 4. Why Conduct Exploratory Research? Diagnose a situation Screening of alternatives Discover new ideas
- 5. Concept Testing Exploratory research procedure that tests some sort of stimulus as a proxy for an idea about a new, revised, or repositioned product
- 6. Categories of Exploratory Research Experience surveys Secondary data analysis Case studies Pilot studies
- 7. Experience Surveys Ask knowledgeable individuals about a particular research problem most are quite willing
- 8. If you wish to know the road up the mountain, you must ask the man who goes back and forth on it. - Zenrinkusi
- 9. Secondary Data Analysis Data collected for a purpose other than the project at hand Economical Quick source for background information
- 10. Case Study Method Intensely investigates one or a few situations similar to the problem Investigate in depth Careful study May require cooperation
- 11. Pilot Study A collective term Any small scale exploratory study that uses sampling But does not apply rigorous standards
- 12. Pilot Studies Focus Group Interviews Projective Techniques In-Depth Interviews
- 13. Projective Techniques Word association tests Sentence completion method Third-person technique Role playing T.A.T. Picture frustration version of T.A.T.
- 14. A man is least himself when he talks in his own person; when given a mask he will tell the truth. --Oscar Wilde
- 15. Word Association Subject is presented with a list of words Asked to respond with first word that comes to mind
- 16. Word Association Examples GREEN Money Lawn Eggs and chicken
- 17. Word Association Examples CHEESE Goat Sheep Mouse jerry
- 18. Sentence Completion People who drink beer are ______________________ A man who drinks light beer is ___________________
- 19. Sentence Completion People who never reaches on time are__________ Females are more preferred as boss by__________ People who work late are_________
- 20. Thematic Apperception Test T.A.T.
- 21. Focus Group Interviews Unstructured Free flowing Group interview Start with broad topic and focus in on specific issues
- 22. Group Composition 6 to 10 people Relatively homogeneous Similar lifestyles and experiences
- 23. Outline for a Focus Group Establish a rapport Begin with broad topic Focus in on specific topic Generate discussion and interaction
- 24. The Moderator Develops rapport - helps people relax Interacts Listens to what people have to say Everyone gets a chance to speak
- 25. The Focus Group Moderator Maintains loose control and focuses discussion Stimulates spontaneous responses
- 26. Advantages of focus Group Interview Synergy Snowballing Stimulation Security Spontaneity Specialization Scrutiny Structure speed
- 27. Advantages of Online Focus Groups Fast Inexpensive Bring together many participants from wide-spread geographical areas Respondent anonymity Transcript automatically recorded
- 28. Disadvantages of Online Focus Groups Less group interaction Absence of tactile stimulation Absence of facial expression and body language Moderators job is different
- 29. Streaming Media
- 30. Caution Results of exploratory research are qualitative in nature Sometimes it may give vague results also Results can be ambiguous too