exploratory and qualitative research methods

Dr. Michael R. Hyman, NMSU

Exploratory and Qualitative Research

Methods

2

Exploratory Research

• Initial research conducted to clarify and define the nature of a problem

• Does not provide conclusive evidence

• Subsequent research expected

3

Statement of Research Objectives

Problem Definition

ExploratoryResearch(Optional)

Analysis of the Situation

Symptom Detection

Defining Problem Results inClear Cut Research Objectives

4

Diagnose a situation

Screening of alternatives

Discover new ideas

Why Conduct Exploratory Research?

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

14

15

Qualitative vs. Quantitative Research

16

17

Types of Qualitative Research

18

Depth Interviews

19

Structured Unstructured

Undisguised

Disguised

Example:

Typical descriptive surveywith straight-forward, structured questions

Example:

Survey with open-endedquestions to discover “new”answers or focus group interview

Example:

Survey interview to measurebrand A’s image versuscompetitive brands’ images or brand recall (unaided recall)

Example:

Projection techniques usedmostly for exploratory research

Classifying Surveys by Degree of Structure and Degree of Disguise

20

Types of Depth Interviews

• Non-directive

– Maximum flexibility/probing

– Requires excellent interviewer

• Semi-structured

– General interview schedule

– Somewhat flexible

– Excellent for expert interviews

21

22

23

24

Beginning of a Depth Interview

25

26

Focus Groups

27

28

Focus Group Interview

• 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

29

Group Composition

• 6 to 10 pre-screened people

• 3 to 4 sessions• Relatively

homogeneous within each session

• Similar lifestyles and experiences

30

31

What is Included in a Recruitment Screener?

32

Factors Influencing Participant Contributions in Group Interviews

33

Focus Group Moderator• Focuses discussion• Has loose control• Develops rapport--

helps people relax• Interacts• Listens to what

people have to say• Everyone gets a

chance to speak

34

35

36

Procedure for Planning and Conducting Focus Groups

37

Focus Groups: Types and Purposes

Types• Exploratory

• Clinical

• Experiencing

Purposes• Problem definition• Hypothesis generation• Concept testing• Pilot testing• Explore subconscious

motivation• Product/brand usage

attitudes and beliefs

38

Some Marketing Research Uses of Focus Groups

39

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

43

44

“A man is least himself when he talksin his own person; when given a maskhe 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

48

49

TAT

50

TAT

51

TAT

52

Would you think Ms. A or Ms. B would drink more milk, or possibly the same amount? (Give reason)

53

TAT

54

TAT

55

TAT

56

TAT

57

58

59

60

61

Word Association

62

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______________________

63

64

Unfinished Scenario

65

Third-person Role Playing