Chapter 3 : Research methodology

Chapter 3 : Research methodology

Exploratory Research

It is an initial research way that is used to clarify and define the nature of a problem. Does not provide final evidence.We still need to continue our research.

Why we conduct exploratory research?

Identify a situation to see what the aspect of the problem is? For example , focus groups may identify purchase of cakes to be an impulse purchase(sudden purchase) , the we need to further examine what creates this impulse (POP, specials, aisle design…).

Selection of alternatives

Deciding which new product concepts are more realistic and thus proceed on to next stage of research and development (Concept Testing).Next, discover and generate new ideas for new products, ad copies, promotion.Also,discover  the  products’ problem or unmet needs.

 Categories of Exploratory Research

1.      Experience Surveys

Ask knowledgeable (expert about a particular research problem, for example

Suppliers, sales people, heavy use customers, retailers, senior executives.

2.      Secondary(historical) data analysis

It is the data collected for a purpose and quick source for background information. It is economical as it saves effort, time and expense. Also, It helps to improve the understanding of the problem. It provides a basis for comparison for the data that is collected by the researcher.

3.      Case study method

Deeply investigates one or a few situations similar to the problem

May be observational or by studying printed materials

Your own test market can also be a case study

E.g. New Company wants to start a new juice bar does case study on Boost Juice Bars.Analysis involves a reverse engineering of its key success factors for further testing and research.

4.      Pilot(guide) study(first time , example study)

A collective term - any small amount exploratory study that uses sampling

but does not apply exact standards. It is used for qualitative analysis rather than quantitative, for example focus group interviews and depth Interviews.

     

Depth interview

Relatively free and open questioning, investigate for in-depth answers and further elaboration. Interviewer must be skilled in questioning without influencing the responses. Can you give me an example of that? Why do you feel that way? Success depends on skill of interviewer. Sometime this technique can be expensive.

Projective technique(how to do a project)

Indirect means of questioning.

1.      Word Association

Subject is presented with a list of words and asked to respond with first word that comes to mind, for example when we talk about blood donation, the first word that comes to mind will be scare, needles and disease.

2.      Sentence completion

It is also based on the principle of free connection, for example People who drink beer are ______________________.

3.       Third-person technique

Direct, undisguised questioning on smoking suggests smokers were not dissatisfied with their smoking.Using third person questioning, responses were vastly different.E.g.   People who never smoke are smart. Teenagers who smoke are crazy.

4.      Role playing

That requires acting out someone else’s behaviour, for example Husband told to pretend to be the wife mentioning to a friend about the new set of golf clubs he just bought.(=wife is the one who acting out husband’s behaviour.)

5.      Thematic Apperception Test(t.a.t)

A projective technique that asks subjects to provide a description or story about a series of pictures. For example, Chain-saw.

6.      Picture dissatisfaction version of T.A.T.

Cartoon drawing with empty “balloons” for which subjects would suggest dialogues the characters are engaged in.

 

Focus group interview

Group includes people who have the same lifestyle and experience. Then start with rapport. Also, use a focus group moderator (the one who monitor the group). He or she help to generate discussion and interactin.Also, listens to what people have to say and make everyone gets a chance to say. They also need to answer unplanned response and focuses discussion.

 

Secondary data research

Someone had gathered and recorded the data previously to and for a purpose other than the current project. It is often historical information and has already pulled together.

Common Research Objectives for Secondary Data Studies

1.      Fact finding : Identifying consumption patterns Tracking trends – demographic, sales,

                                     

2.      Model building : Estimating market potential , forecasting sales and selecting retail sites

3.      Data base marketing : Development of view lists, improvement of Customer, Customer relationship management (CRM).

Internal data

Accounting and Sales information and call reports.Furthermore Service records and Customer complaints.

External Data

Newspaper, journal, government, library and internet.

Commercial (profitable) source

A group of consumer opinion on some items.Consumption and purchase behavior data (Eg. Dun and Bradstreet on Financial Services).Advertising research—distribution and audience data (Eg. Roy Morgan). A group of consumer opinion on some items.