Exploratory Research Design

Exploratory Research Design:
Qualitative Research
(Chap. 5)

1

Problem Definition
Approach to Problem

Research Design
Field Work and Data Collection
Data Preparation and Analysis
Report Preparation and Presentation
2

Outline
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Primary Data: Qualitative vs. Quantitative
Rationale for Using Qualitative Research
A Classification of Qualitative Research Procedures
Focus Group (FG) Interviews
Depth Interviews
Projective Techniques

3

A Classification of Marketing Research Data
Marketing Research Data
Major data used in exploratory research

Secondary Data

Primary Data

Qualitative Data

Quantitative Data

Descriptive

Survey
Data

Observational and Other Data

Causal
Experimental
Data

Opening Example
• E.g., Estee Lauder – using marketing research to improve packaging

5

Opening Example
• The importance of packaging

6

Why Qualitative Research?
• Gain deeper understanding, discover sensory feelings
• People are unwilling to answer
– E.g., Have you recently purchased drugs for nervous tension? • People are unable to answer
– E.g., Why did you purchase that expensive item?

7

Qualitative Versus Quantitative Research
Qualitative Research

Quantitative Research

Objective

To gain a qualitative understanding of the underlying reasons and motivations To quantify the data and generalize the results from the sample to the population of interest

Sample

Small number of nonrepresentative cases

Large number of representative cases

Data Collection

Unstructured

Structured

Data Analysis

Nonstatistical

Statistical

Outcome

Develop an initial understanding Recommend a final course of action

Similar to the distinction between exploratory and conclusive research

Qualitative Research Methods
Based on whether the true purpose of the research is known to the respondents
• Direct (nondisguised)
– Focus group
– Depth