EXPLORATORY RESEARCH DESIGN

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Research design

A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems. A master plan that specifies the methods and procedures for collecting and analyzing needed information.

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Exploratory Research

Basic objective of exploratory research is to gather preliminary information that will help define the problem and suggest hypotheses Exploratory or qualitative research is used to obtain deep insights into the behavior of few consumers, or to gain preliminary information about the market Designed to generate basic knowledge, clarify relevant issues uncover variables associated with a problem, uncover information needs, and/or

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Uses of Exploratory Research

Formulate a problem or define a problem more precisely Identify alternative courses of action Develop hypotheses Isolate key variables and relationships for further examination Gain insights for developing an approach to the problem Establish priorities for further research

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Methods of Exploratory Research

Secondary data Depth interviews Qualitative research (Focus groups & Projective techniques) Survey of experts. Case study

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Secondary data

Secondary data are data which have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.

Criteria for evaluating secondary 5/2/12 data

Criteri a Specifica tions & Methodol ogy

Remarks Data should be Data collection method, response rate, quality & reliable, valid, & analysis of data, sampling technique & size, questionnairegeneralizable to the problem. design, fieldwork.
Examine errors in approach,

Issues

Error & research design, sampling, data Assess accuracy by comparing Accuracy collection & analysis, & data from reporting. different sources. Currency
Time lag between collection &

Objective

publication, frequency of updates. Why were the data collected?

Census data are updated by syndicated firms. The objective

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Depth Interviews

It involves interviewing consumers individually for one or two hours about a topic. Theses are used when topic requires individual treatment. The respondents are allowed to freely express their views about the topic being questioned. Here much depends on skills of the interviewer and the ability of researcher/analyst to interpret

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One-on-one interviews that probe and elicit detailed answers to questions, often using nondirective techniques to uncover hidden motivations.

Advantages

No group pressure Respondent is focus of attention and feels important Respondent is highly aware and active Long time period encourages revealing new information Can probe to reveal feelings and motivations Discussion is flexible and can explore tangential issues

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Focus groups
A group of people who discuss a subject under the direction of a moderator.

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

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Advantages of Focus Groups

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.

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Projective Techniques

A projective tech involves an unstructured and indirect form of questioning that encourage the respondents to project their underlying motivations, beliefs, attitude, or feeling regarding the issue of concern. Basically, the respondents are asked to interpret the behavior of others rather than describe their own observation. Eliciting deep-seated feelings/opinions by enabling the respondents to project themselves into unstructured situations.

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Projective techniques

Association Techniques Word association Completion Techniques Sentence Completion Construction Techniques Picture response Expressive Techniques Role play

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Survey of experts

Individuals with ideas on general subject of interest may be found in widely diversified groups. All persons who have any association with the efforts to market the product in question are potential sources of information. (may include top executives, sales managers, sales representatives, wholesalers, retailers and consumers who have used the product.

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Case study

It involves comprehensive study of one or more specific situation. The emphasis is on obtaining a complete description and understanding of the relationships among factors in each instance, regardless of the number involved (one depth interview of a consumer might well be considered as a case study). Case study is of particular value when one is seeking help on problem in which

Exploratory & Conclusive Research Differences

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Explorator Conclusive Objective To provide insights and To test specific y understanding. : hypotheses and examine relationships. Information needed is Characte defined only loosely. r-istics: Research process is flexible and unstructured. Sample is small and nonrepresentative. Analysis of primary Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is

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References

Beri C. G. (2008) Marketing Research 4th edition, Page no.- 62, Tata McGraw Hill Company Ltd, New Delhi. Boyd H. W., Westfall R., Stasch S. F. Marketing Research 7th edition, page no. 90 109, All India traveller book seller, Delhi.