Exploratory and Qualitative Research Methods

1. Exploratory and Qualitative Research Methods Dr. Michael R. Hyman, NMSU

2. Exploratory Research • Initial research conducted to clarify and define the nature of a problem • Does not provide conclusive evidence • Subsequent research expected

3. Analysis of the Situation Problem Definition Statement of Research Objectives Defining Problem Results inClear Cut Research Objectives Symptom Detection Exploratory Research (Optional)

4. Why Conduct Exploratory Research? Diagnose a situation Screening of alternatives Discover new ideas

5. Categories of Exploratory Research • Experience surveys • Secondary data analysis • Case studies • Pilot studies

6. Experience Surveys Ask knowledgeable individuals about a particular research problem - Most are quite willing to talk

7. Secondary Data Analysis • Data collected for a purpose other than the project at hand • Economical • Quick source for background information

8. Case Study Method • Intensely investigates one or a few situations similar to the problem • Investigate in depth • Careful study • May require cooperation

9. Pilot Study • A collective term • Any small scale exploratory study that uses sampling • But does not apply rigorous standards

10. Qualitative Studies • In-Depth Interviews • Focus Group Interviews • Projective Techniques

11. Qualitative Methods • Less structured • More intensive • Smaller number of respondents, so non-probability sample

12. Some Appropriate Uses for Qualitative Research

13. Qualitative versus Quantitative Research • Purpose • Exploratory (initial understanding) vs descriptive and conclusive (recommend course of action) • Small (non-representative) versus large (representative) samples • Broad range of flexible questioning versus structured questions • Subjective interpretation versus statistical analysis

15. Qualitative vs. Quantitative Research

17. Types of Qualitative Research

18. Depth Interviews

19. Example: Typical descriptive survey with straight-forward, structured questions Example: Survey with open-ended questions to discover “new” answers or focus group interview Example: Survey interview to measure brand A’s image versus competitive brands’ images or brand recall (unaided recall) Example: Projection techniques used mostly for exploratory research Classifying Surveys by Degree of Structure and Degree of Disguise Structured Unstructured Undisguised Disguised

20. Types of Depth Interviews • Non-directive • Maximum flexibility/probing • Requires excellent interviewer • Semi-structured • General interview schedule • Somewhat flexible • Excellent for expert interviews

24. Beginning of a Depth Interview

26. Focus Groups

28. Unstructured Free flowing/relaxed 1 to 3 hour group interview Run by moderator Starts with broad topic and focus in on specific issues Audio/video recorded and observed live via two-way mirror Focus Group Interview

29. 6 to 10 pre-screened people 3 to 4 sessions Relatively homogeneous within each session Similar lifestyles and experiences Group Composition

31. What is Included in a Recruitment Screener?

32. Factors Influencing Participant Contributions in Group Interviews

33. Focuses discussion Has loose control Develops rapport-- helps people relax Interacts Listens to what people have to say Everyone gets a chance to speak Focus Group Moderator

36. Procedure for Planning and Conducting Focus Groups

37. Types Exploratory Clinical Experiencing Purposes Problem definition Hypothesis generation Concept testing Pilot testing Explore subconscious motivation Product/brand usage attitudes and beliefs Focus Groups: Types and Purposes

38. Some Marketing Research Uses of Focus Groups

40. Advantages of Online Focus Groups • Fast • Inexpensive • Bring together many participants from wide-spread geographical areas • Respondent anonymity • Transcript automatically recorded

41. Disadvantages of Online Focus Groups • Less group interaction • Absence of tactile stimulation • Absence of facial expression and body language • Moderator’s job is different

42. Advantages of Focus Groups Over Depth Interviews

44. “A man is least himself when he talks in his own person; when given a mask he will tell the truth.” --Oscar Wilde

45. Projective Techniques • Present ambiguous unstructured object • From motivation research binge of 1950s

46. Types of Projective Techniques • Thematic apperception test (T.A.T.) • Word association test (latency) • Sentence completion • Unfinished scenario completion • Third-person role playing

47. TAT

49. TAT

50. TAT