1、Exploring Marketing ResearchWilliam G. ZikmundChapter 6: Exploratory Research Copyright 2000 by Harcourt, Inc. All rights reservedStatement of Research ObjectivesProblem DefinitionDefining Problem Results inClear Cut Research ObjectivesExploratoryResearch(Optional)Analysis of the SituationSymptom De

2、tectionCopyright 2000 by Harcourt, Inc. All rights reservedEXPLORATORY RESEARCHSecondary DataExperience SurveyPilot StudiesCopyright 2000 by Harcourt, Inc. All rights reservedExploratory Research Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evi

3、dence Subsequent research expectedCopyright 2000 by Harcourt, Inc. All rights reservedWhat is Exploratory Research?Copyright 2000 by Harcourt, Inc. All rights reservedWhy Conduct Exploratory Research?Diagnose a situationScreening of alternativesDiscover new ideasCopyright 2000 by Harcourt, Inc. All

4、rights reservedConcept Testing Exploratory research procedure that tests some sort of stimulus as a proxy for an idea about a new, revised, or repositioned productCopyright 2000 by Harcourt, Inc. All rights reservedCategories of Exploratory Research Experience surveys Secondary data analysis Case st

5、udies Pilot studiesCopyright 2000 by Harcourt, Inc. All rights reservedExperience Surveys Ask knowledgeable individuals about a particular research problem - most are quite willingCopyright 2000 by Harcourt, Inc. All rights reserved“If you wish to know the road up themountain, you must ask the man w

6、ho goes back and forth on it.”- ZenrinkusiCopyright 2000 by Harcourt, Inc. All rights reservedSecondary Data Analysis Data collected for a purpose other than the project at hand Economical Quick source for background informationCopyright 2000 by Harcourt, Inc. All rights reservedCase Study Method In

7、tensely investigates one or a few situations similar to the problem Investigate in depth Careful study May require cooperationCopyright 2000 by Harcourt, Inc. All rights reservedPilot Study A collective term Any small scale exploratory study that uses sampling But does not apply rigorous standardsCo

8、pyright 2000 by Harcourt, Inc. All rights reservedPilot StudiesFocus Group InterviewsProjective Techniques In-Depth InterviewsCopyright 2000 by Harcourt, Inc. All rights reservedProjective Techniques Word association tests Sentence completion method Third-person technique Role playing T.A.T. Picture

9、 frustration version of T.A.T.Copyright 2000 by Harcourt, Inc. All rights reserved“A man is least himself when he talksin his own person; when given a maskhe will tell the truth.”-Oscar WildeCopyright 2000 by Harcourt, Inc. All rights reservedWord Association Subject is presented with a list of word

10、s Asked to respond with first word that comes to mindCopyright 2000 by Harcourt, Inc. All rights reservedWord Association Examples GREEN Money Lawn Eggs and HamCopyright 2000 by Harcourt, Inc. All rights reservedWord Association Examples CHEESE Kraft Cheddar GoatCopyright 2000 by Harcourt, Inc. All

11、rights reservedSentence CompletionPeople who drink beer are _A man who drinks light beer is _Imported beer is most liked by _A woman will drink beer when_Copyright 2000 by Harcourt, Inc. All rights reservedThematic Apperception TestT.A.T.Copyright 2000 by Harcourt, Inc. All rights reservedFocus Group Interviews Unstructured Free flowing Group interview Start with broad topic and focus in on specific issuesCopyright 2000 by Harcourt, Inc. All rights reservedGroup Composition 6 to 10 people Relatively homogeneous Similar lifestyles and exper