Exploratory Research Techniques
Exploratory research
• Exploratory research is most commonly unstructured, “informal” research that is undertaken to gain background information about the general nature of the research problem.
• Exploratory research is usually conducted when the researcher does not know much about the problem and needs additional information or desires new or more recent information.
1
When to use Exploratory Research
Exploratory research is used To gain background information To define terms and variables To clarify problems To establish research priorities To understand strategic options
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Techniques for Exploration
Focus Groups Secondary Data Analysis Experience Surveys Projective Techniques
Word association
Sentence Completion Storytelling…etc.
3
Techniques for Exploration
Focus Group
A group of 6-10 people who discuss a subject under the direction of a moderator. Focus group interviews are not a question-and-answer session, rather the group members discuss a topic in some detail in an open and detailed way.
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Techniques for Exploration
Use of Focus Group
• • • • A good source of marketing problem exploration Spark new product ideas Identify new themes A good technique to conduct SWOT
5
Techniques for Exploration
Advantages of Focus Group
- Flexible,
- Brief - Easy to execute
- Quickly analyzed
- Inexpensive - useful insights can be gained which normally wouldn’t come out in a survey
6
Techniques for Exploration
Disadvantages of Focus Group
- Small discussion group is not “representative” - One or a few individuals may dominate the
discussion
- Confusion & unwanted argument may arise
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Techniques for Exploration
Secondary Data Analysis –
Conceptual literature Trade literature Published statistics
Example: Analysis of case Benchmarking
8
Techniques for Exploration
Experience Surveys –
Conversation or interviews with knowledgeable persons and experts, inside or outside the organization,
• Exploratory research is most commonly unstructured, “informal” research that is undertaken to gain background information about the general nature of the research problem.
• Exploratory research is usually conducted when the researcher does not know much about the problem and needs additional information or desires new or more recent information.
1
When to use Exploratory Research
Exploratory research is used To gain background information To define terms and variables To clarify problems To establish research priorities To understand strategic options
2
Techniques for Exploration
Focus Groups Secondary Data Analysis Experience Surveys Projective Techniques
Word association
Sentence Completion Storytelling…etc.
3
Techniques for Exploration
Focus Group
A group of 6-10 people who discuss a subject under the direction of a moderator. Focus group interviews are not a question-and-answer session, rather the group members discuss a topic in some detail in an open and detailed way.
4
Techniques for Exploration
Use of Focus Group
• • • • A good source of marketing problem exploration Spark new product ideas Identify new themes A good technique to conduct SWOT
5
Techniques for Exploration
Advantages of Focus Group
- Flexible,
- Brief - Easy to execute
- Quickly analyzed
- Inexpensive - useful insights can be gained which normally wouldn’t come out in a survey
6
Techniques for Exploration
Disadvantages of Focus Group
- Small discussion group is not “representative” - One or a few individuals may dominate the
discussion
- Confusion & unwanted argument may arise
7
Techniques for Exploration
Secondary Data Analysis –
Conceptual literature Trade literature Published statistics
Example: Analysis of case Benchmarking
8
Techniques for Exploration
Experience Surveys –
Conversation or interviews with knowledgeable persons and experts, inside or outside the organization,