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Exploring Marketing Research William G. Zikmund

Exploring Marketing Research William G. Zikmund. Chapter 6: Exploratory Research . Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expected. Exploratory Research. What is Exploratory Research?.

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Exploring Marketing Research William G. Zikmund

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  1. Exploring Marketing ResearchWilliam G. Zikmund Chapter 6: Exploratory Research

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

  3. What is Exploratory Research? QUANTITATIVE DATA QUALITATIVE DATA

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

  5. Exploratory research procedure that tests some sort of stimulus as a proxy for an idea about a new, revised, or repositioned product Concept Testing

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

  7. Ask knowledgeable individuals about a particular research problem - most are quite willing Experience Surveys

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

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

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

  11. Pilot Studies Focus Group Interviews Projective Techniques In-Depth Interviews

  12. Unstructured Free-flowing Small group Six to Ten Individuals Moderator leads group Introduces topic Encourages discussion Focus GroupInterviews

  13. Unstructured Free flowing Group interview Start with broad topic and focus in on specific issues Focus Group Interviews

  14. 6 to 10 people Relatively homogeneous Similar lifestyles and experiences Group Composition

  15. Develops rapport - helps people relax Interacts Listens to what people have to say Everyone gets a chance to speak The Moderator

  16. Word association tests Sentence completion method Third-person technique Role playing Thematic Apperception Test (T.A.T) Picture frustration version of T.A.T. Projective Techniques

  17. Subject is presented with a list of words Asked to respond with first word that comes to mind Word Association

  18. GREEN Money Lawn Eggs and Ham Word Association Examples

  19. CHEESE Kraft Cheddar Goat Word Association Examples

  20. Sentence Completion People who drink beer are ______________________ A man who drinks light beer is ___________________ Imported beer is most liked by ___________________ A woman will drink beer when____________________

  21. Thematic Apperception Test T.A.T.

  22. End of Chapter 6

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