Term 3
1
EXPLORATORY
RESEARCH TECHNIQUES
EXPLORATORY RESEARCH
Definition: Initial research conducted to clarify and define the nature of a problem.
• Useful when there is limited amount of knowledge about or experience with the research issue
• It provides greater understanding of a concept or crystallizes a problem rather than providing precise measurement or quantification (1) Diagnosing a situation,
(2) Screening alternatives,
(3) Discovering new ideas
2
• Researchers conduct exploratory research for 3 inter related purposes: EXPLORATORY RESEARCH CATEGORIES
Secondary data analysis
Case studies PILOT STUDIES
Focus group interviews
PROJECTIVE
TECHNIQUES
WORD
ASSOCIATION
TESTS
Depth interviews SENTENCE
COMPLETION
METHODS
3
Experience surveys WORD ASSOCIATION
Responses are analysed by calculating: 4
Respondents are presented with a list of words, one at a time and asked to respond to each with the first word that comes to mind
The words of interest, called TEST WORDS, are interspersed throughout the list which also contains same neutral or “filler” words to disguise the purpose of the study
• the frequency with which any word is given as a response;
• the amount of time that elapses before a response is given;
• the number of respondents who do not respond at all to a test word within a reasonable period of time. ADVERTISING INDUSTRY – WORD
ASSOCIATION
Imagine you need to wash your clothes
What is the first thing that comes to your mind?
5
laundry - washing powder - «the name of the powder» - removes the spots - pure white - without labor, easily
WORD ASSOCIATION
Convenient to gather data from sufficiently large samples relatively quickly To conduct exploratory research about social representations employing word association techniques is very convenient, as those tasks are fast and simple
The nature of association tasks also
EXPLORATORY
RESEARCH TECHNIQUES
EXPLORATORY RESEARCH
Definition: Initial research conducted to clarify and define the nature of a problem.
• Useful when there is limited amount of knowledge about or experience with the research issue
• It provides greater understanding of a concept or crystallizes a problem rather than providing precise measurement or quantification (1) Diagnosing a situation,
(2) Screening alternatives,
(3) Discovering new ideas
2
• Researchers conduct exploratory research for 3 inter related purposes: EXPLORATORY RESEARCH CATEGORIES
Secondary data analysis
Case studies PILOT STUDIES
Focus group interviews
PROJECTIVE
TECHNIQUES
WORD
ASSOCIATION
TESTS
Depth interviews SENTENCE
COMPLETION
METHODS
3
Experience surveys WORD ASSOCIATION
Responses are analysed by calculating: 4
Respondents are presented with a list of words, one at a time and asked to respond to each with the first word that comes to mind
The words of interest, called TEST WORDS, are interspersed throughout the list which also contains same neutral or “filler” words to disguise the purpose of the study
• the frequency with which any word is given as a response;
• the amount of time that elapses before a response is given;
• the number of respondents who do not respond at all to a test word within a reasonable period of time. ADVERTISING INDUSTRY – WORD
ASSOCIATION
Imagine you need to wash your clothes
What is the first thing that comes to your mind?
5
laundry - washing powder - «the name of the powder» - removes the spots - pure white - without labor, easily
WORD ASSOCIATION
Convenient to gather data from sufficiently large samples relatively quickly To conduct exploratory research about social representations employing word association techniques is very convenient, as those tasks are fast and simple
The nature of association tasks also