Dr.

Paurav Shukla

Session Objective

Exploratory Research I Research Design: Definition and Classification

Types of Research Designs
Types of Exploratory Research

Dr. Paurav Shukla 2

A Classification of MR Designs
Exploratory Conclusive
Research Design Objective: To provide insights and To test specific hypotheses and
understanding. examine relationships.
Exploratory Conclusive Research
Character- Information needed is Information needed is clearly
Research Design Design
istics: defined only loosely. defined. Research process is
Research process is flexible formal and structured. Sample
Descriptive Causal and unstructured. Sample is is large and representative.
Research Research small and non- Data analysis is quantitative.
representative. Analysis of
Cross-Sectional Longitudinal primary data is qualitative.
Findings
Design Design
/Results: Tentative. Conclusive.

Single Cross- Multiple Cross- Outcome: Generally followed by further Findings used as input into
Sectional Sectional exploratory or conclusive decision making.
Design Design 3 research. 4

Relative Adv & Disadv of Longitudinal &

Cross-Sectional Designs
Exploratory Descriptive Causal
Objective: Discovery of Describe market Determine cause
ideas and insights characteristics or and effect Evaluation Cross-Sectional Longitudinal
functions relationships Criteria Design Design

Characteristics: Flexible, versatile Marked by the prior Manipulation of Detecting Change - +

formulation of one or more Large amount of data collection - +
specific hypotheses independent
Accuracy - +
variables
Often the front Preplanned and Representative Sampling + -
end of total structured design Control of other Response bias + -
research design mediating
variables Note: A + indicates a relative advantage over the other
Expert surveys Secondary data
design, whereas a - indicates a relative disadvantage.
Methods: Pilot surveys Surveys Experiments
Secondary data Panels
Qualitative Observation and
research other data 5 6

Marketing Research 1
Dr. Paurav Shukla

A Classification of Qualitative
Research Procedures
Type Characteristics Advantages Disadvantages Uses
Scanner Household purchases Data reflects actual Data may not be Price tracking,
Volume are recorded through purchases; timely data, representative; errors modeling, Qualitative Research
Tracking electronic scanners in less expensive in recording effectiveness of in-
Data supermarkets purchases; difficult to store promotions Procedures
link purchases to
elements of marketing
mix other than price
Scanner Scanner panels of Data reflect actual Data may not be Promotional mix
Diary households that purchases; sample representative; quality analyses, copy testing, Direct (Non Indirect
Panels with subscribe to cable TV control; ability to link of data limited new product testing, disguised)
Cable TV panel data to positioning (Disguised)
household
characteristics
Audit Verification of product Relatively precise Coverage may be Measurement of
services movement by information at the retail incomplete; matching consumer sales and Projective
examining physical and wholesale levels of data on competitive market share,
Depth Interviews Techniques
records or performing activity may be difficult competitive activity, Focus Groups
inventory analysis analyzing distribution
patterns: tracking of
new products
Industrial Data banks on Important source of Data are lacking in Determining market
Product industrial information on terms of content, potential by geographic Association Completion Construction Expressive
Syndicated establishments industrial firms, quantity, and quality area, defining sales Techniques Techniques Techniques Techniques
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Key Qualifications of Focus Group

Characteristics of Focus Groups Moderators
Group Size 8-12 1. Kindness with firmness
2. Permissiveness
Group Composition Homogeneous, respondents, 3. Involvement
prescreened 4. Incomplete understanding
5. Encouragement
Physical Setting Relaxed, informal atmosphere 6. Flexibility
7. Sensitivity
Time Duration 1-3 hours

Recording Use of audiocassettes and

videotapes

Moderator Observational, interpersonal, and

communication skills of the moderator
9 10

Procedure for Planning and Conducting

Focus Depth Projective
Focus Groups Criteria Groups Interviews Techniques
Determine the Objectives of the Marketing Research Project and Define the Problem
1. Degree of Structure Relatively high Relatively medium Relatively low
2 Probing of individual Low High Medium
Specify the Objectives of Qualitative Research respondents
3. Moderator bias Relatively medium Relatively high Low to high
State the Objectives/Questions to be Answered by Focus Groups 4. Interpretation bias Relatively low Relatively medium Relatively high
5. Uncovering Low Medium to high High
subconscious
Write a Screening Questionnaire
information
6. Discovering innovative High Medium Low
Develop a Moderators Outline information
7. Obtaining sensitive Low Medium High
Conduct the Focus Group Interviews information
8. Involve unusual No To a limited extent Yes
behavior or questioning
Review Tapes and Analyze the Data
9. Overall usefulness Highly useful Useful Somewhat useful

Summarize the Findings and Plan Follow-Up Research or Action

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Marketing Research 2
Dr. Paurav Shukla

A Cartoon Test

13

Marketing Research 3