Exploratory Research Design
Exploratory Research Design:
Qualitative Research
(Chap. 5)
1
Problem Definition
Approach to Problem
Research Design
Field Work and Data Collection
Data Preparation and Analysis
Report Preparation and Presentation
2
Outline
•
•
•
•
•
•
Primary Data: Qualitative vs. Quantitative
Rationale for Using Qualitative Research
A Classification of Qualitative Research Procedures
Focus Group (FG) Interviews
Depth Interviews
Projective Techniques
3
A Classification of Marketing Research Data
Marketing Research Data
Major data used in exploratory research
Secondary Data
Primary Data
Qualitative Data
Quantitative Data
Descriptive
Survey
Data
Observational and Other Data
Causal
Experimental
Data
Opening Example
• E.g., Estee Lauder – using marketing research to improve packaging
5
Opening Example
• The importance of packaging
6
Why Qualitative Research?
• Gain deeper understanding, discover sensory feelings
• People are unwilling to answer
– E.g., Have you recently purchased drugs for nervous tension? • People are unable to answer
– E.g., Why did you purchase that expensive item?
7
Qualitative Versus Quantitative Research
Qualitative Research
Quantitative Research
Objective
To gain a qualitative understanding of the underlying reasons and motivations To quantify the data and generalize the results from the sample to the population of interest
Sample
Small number of nonrepresentative cases
Large number of representative cases
Data Collection
Unstructured
Structured
Data Analysis
Nonstatistical
Statistical
Outcome
Develop an initial understanding Recommend a final course of action
Similar to the distinction between exploratory and conclusive research
Qualitative Research Methods
Based on whether the true purpose of the research is known to the respondents
• Direct (nondisguised)
– Focus group
– Depth
Qualitative Research
(Chap. 5)
1
Problem Definition
Approach to Problem
Research Design
Field Work and Data Collection
Data Preparation and Analysis
Report Preparation and Presentation
2
Outline
•
•
•
•
•
•
Primary Data: Qualitative vs. Quantitative
Rationale for Using Qualitative Research
A Classification of Qualitative Research Procedures
Focus Group (FG) Interviews
Depth Interviews
Projective Techniques
3
A Classification of Marketing Research Data
Marketing Research Data
Major data used in exploratory research
Secondary Data
Primary Data
Qualitative Data
Quantitative Data
Descriptive
Survey
Data
Observational and Other Data
Causal
Experimental
Data
Opening Example
• E.g., Estee Lauder – using marketing research to improve packaging
5
Opening Example
• The importance of packaging
6
Why Qualitative Research?
• Gain deeper understanding, discover sensory feelings
• People are unwilling to answer
– E.g., Have you recently purchased drugs for nervous tension? • People are unable to answer
– E.g., Why did you purchase that expensive item?
7
Qualitative Versus Quantitative Research
Qualitative Research
Quantitative Research
Objective
To gain a qualitative understanding of the underlying reasons and motivations To quantify the data and generalize the results from the sample to the population of interest
Sample
Small number of nonrepresentative cases
Large number of representative cases
Data Collection
Unstructured
Structured
Data Analysis
Nonstatistical
Statistical
Outcome
Develop an initial understanding Recommend a final course of action
Similar to the distinction between exploratory and conclusive research
Qualitative Research Methods
Based on whether the true purpose of the research is known to the respondents
• Direct (nondisguised)
– Focus group
– Depth