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4 – Exploratory Research (Research Designs) – Flashcards

Christine Brunetti

8 July 2022

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Research Design:

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a plan for a study, used as a guide in collecting and analyzing data.

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Why do we create Research Design? (2 benefits)

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-Ensures the study is relevant to the problem. -Helps to limit time and project costs.

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3 Types of Research Design:

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1) Exploratory Research 2) Descriptive Research 3) Causal Research

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Descriptive Research:

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Provides an accurate snapshot (or describes) some aspect of the market environment. Eg. How do the drivers of customer satisfaction vary by region and age of customers?

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Causal Research:

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Concerned with cause-and-effect relationships, most often through experiments. Eg. How will customer satisfaction change if we change a satisfaction driver.

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Exploratory Research: (+ benefits & cons)

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The discovery/exploration of insights and ideas. -Results in 'soft' information. -Can provide deep, rich insights, but lacks representativeness, reliability, and quantitative insights. Eg. What are the most important drivers of customer satisfaction?

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Purpose of Exploratory Research:

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-Eliminate impractical ideas -Establish priorities for future research -Refine a problem -Clarify concepts -Increase familiarity with the problem -Generate hypotheses

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6 Types of Exploratory Research:

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1) Literature Search 2) Experience Survey 3) Focus Groups 4) Depth interviews 5) Observation 6) Projective Techniques

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Literature Search:

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The review of trade journals, professional/academic journals, market research publications, or statistical publications.

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Experience survey:

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Interview people that have special knowledge and/or experience with the problem at hand.

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Focus groups:

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Interactive and structured discussion on a topic with a moderator and a group of participants.

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Depth Interviews:

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One-on-one discussion on a topic.

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Observation:

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Gaining close and intimate familiarity with a given group of individuals by observing their behaviours.

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Benefit of Observation techniques (over focus groups):

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Observation techniques eliminate potential bias effects in focus groups. Eg. Participants in a focus group may respond with answers that they believe the marketer wants to know. Also, participants may be subject to 'groupthink' in focus groups. Lastly, observations may reveal data/facts that the researcher wouldn't have otherwise discovered (eg. Doctor & screen)

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Cons of Observation techniques:

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From observing what consumers do, we may not know exactly WHY they are doing certain things since we are not interacting with them. Therefore, we may be making ASSUMPTIONS.

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Projective Techniques:

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When participants respond to ambiguous stimuli (eg. Sentence-completion, story construction exercises)

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Focus Groups: Definition:

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Formalized process of bringing a small group of people together for an interactive and spontaneous discussion of one particular topic/concept.

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Objectives of Focus Groups:

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1) Collect information to (re)define marketing problems 2) Reveal consumer's hidden needs, wants, attitudes, etc. regarding a product or brand. 3) Generate information used for further testing 4) Generate new ideas about products (eg. Usage)

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Pros + Cons of using Focus Groups:

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Pros: 1) Richer insight 2) Less intimidating than 1-to-1 interviews 3) Individuals and ideas can build on eachother Cons: 1) Potential groupthink 2) Small sample (maybe not representative) 3) Potential biases 4) Time and cost 5) People act differently in front of others vs. alone (in observations)

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3 Steps to Conducting Focus Group Discussions:

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1) Planning 2) Execution 3) Reporting

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Planning a Focus Group: (information required)

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We require information regarding: -background information -number of groups/participants -recruiting participants

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Executing a Focus Group Discussion: (itinerary)

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-Create comfort, administration, & briefing -Address main topics -Express closing final ideas & summarize

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Role of the Moderator (in Focus Groups):

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-must understand the problem -must have friendly/adaptive personality -ability to create positive group dynamics for spontaneous and interactive discussion -communicative, listening, and interpretive skills -ability to get discussion back on track (if veering)

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Reporting after a Focus Group Discussion:

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-Debriefing with management -Content analysis (categorize responses with broader themes) -Write formal report

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Focus Groups vs. Depth Interviews (6 factors):

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1) Group interactions 2) Respondent competition 3) Influence 4) Topic sensitivity 5) Stimuli 6) Amount of information

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4 Examples of Projective Techniques:

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1) Ask respondent about what others think (eg. How much $$$ do people in your profession typically make per year? 2) Word associations (eg. What do you think of when you hear ___?) 3) Sentence Completion 4) Story-telling

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3 Observational Techniques:

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1) In the field 2) In the lab 3) Hi-tech measures

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Observation in the Field: (examples)

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-Direct observation -Ethnography -Netnography

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Ethnography:

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The study and recording of human cultures.

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Observations using Hi-Tech Measures: (examples)

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-eye-tracking studies -Response latency -Net-nography -fMRI

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Netnography:

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The study of online communities and cultures. -An adaptation of ethnography

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question

Research Design:

answer

a plan for a study, used as a guide in collecting and analyzing data.

question

Why do we create Research Design? (2 benefits)

answer

-Ensures the study is relevant to the problem. -Helps to limit time and project costs.

question

3 Types of Research Design:

answer

1) Exploratory Research 2) Descriptive Research 3) Causal Research

question

Descriptive Research:

answer

Provides an accurate snapshot (or describes) some aspect of the market environment. Eg. How do the drivers of customer satisfaction vary by region and age of customers?

question

Causal Research:

answer

Concerned with cause-and-effect relationships, most often through experiments. Eg. How will customer satisfaction change if we change a satisfaction driver.

question

Exploratory Research: (+ benefits & cons)

answer

question

Purpose of Exploratory Research:

answer

-Eliminate impractical ideas -Establish priorities for future research -Refine a problem -Clarify concepts -Increase familiarity with the problem -Generate hypotheses

question

6 Types of Exploratory Research:

answer

1) Literature Search 2) Experience Survey 3) Focus Groups 4) Depth interviews 5) Observation 6) Projective Techniques

question

Literature Search:

answer

The review of trade journals, professional/academic journals, market research publications, or statistical publications.

question

Experience survey:

answer

Interview people that have special knowledge and/or experience with the problem at hand.

question

Focus groups:

answer

Interactive and structured discussion on a topic with a moderator and a group of participants.

question

Depth Interviews:

answer

One-on-one discussion on a topic.

question

Observation:

answer

Gaining close and intimate familiarity with a given group of individuals by observing their behaviours.

question

Benefit of Observation techniques (over focus groups):

answer

question

Cons of Observation techniques:

answer

From observing what consumers do, we may not know exactly WHY they are doing certain things since we are not interacting with them. Therefore, we may be making ASSUMPTIONS.

question

Projective Techniques:

answer

When participants respond to ambiguous stimuli (eg. Sentence-completion, story construction exercises)

question

Focus Groups: Definition:

answer

Formalized process of bringing a small group of people together for an interactive and spontaneous discussion of one particular topic/concept.

question

Objectives of Focus Groups:

answer

question

Pros + Cons of using Focus Groups:

answer

question

3 Steps to Conducting Focus Group Discussions:

answer

1) Planning 2) Execution 3) Reporting

question

Planning a Focus Group: (information required)

answer

We require information regarding: -background information -number of groups/participants -recruiting participants

question

Executing a Focus Group Discussion: (itinerary)

answer

-Create comfort, administration, & briefing -Address main topics -Express closing final ideas & summarize

question

Role of the Moderator (in Focus Groups):

answer

question

Reporting after a Focus Group Discussion:

answer

-Debriefing with management -Content analysis (categorize responses with broader themes) -Write formal report

question

Focus Groups vs. Depth Interviews (6 factors):

answer

1) Group interactions 2) Respondent competition 3) Influence 4) Topic sensitivity 5) Stimuli 6) Amount of information

question

4 Examples of Projective Techniques:

answer

question

3 Observational Techniques:

answer

1) In the field 2) In the lab 3) Hi-tech measures

question

Observation in the Field: (examples)

answer

-Direct observation -Ethnography -Netnography

question

Ethnography:

answer

The study and recording of human cultures.

question

Observations using Hi-Tech Measures: (examples)

answer

-eye-tracking studies -Response latency -Net-nography -fMRI

question

Netnography:

answer

The study of online communities and cultures. -An adaptation of ethnography

4 – Exploratory Research (Research Designs) – Flashcards

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