Exploring Marketing Research(英文版)(ppt 24页).pptVIP

* * * * * * * * * * * * * * * * Statement of Research Objectives Problem Definition Defining Problem Results in Clear Cut Research Objectives Exploratory Research (Optional) Analysis of the Situation Symptom Detection EXPLORATORY RESEARCH Secondary Data Experience Survey Pilot Studies Exploratory Research Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expected What is Exploratory Research? QUANTITATIVE DATA QUALITATIVE DATA Why Conduct Exploratory Research? Diagnose a situation Screening of alternatives Discover new ideas Concept Testing Exploratory research procedure that tests some sort of stimulus as a proxy for an idea about a new, revised, or repositioned product Categories of Exploratory Research Experience surveys Secondary data analysis Case studies Pilot studies Experience Surveys Ask knowledgeable individuals about a particular research problem - most are quite willing “If you wish to know the road up the mountain, you must ask the man who goes back and forth on it.” -- Zenrinkusi Secondary Data Analysis Data collected for a purpose other than the project at hand Economical Quick source for background information Case Study Method Intensely investigates one or a few situations similar to the problem Investigate in depth Careful study May require cooperation Pilot Study A collective term Any small scale exploratory study that uses sampling But does not apply rigorous standards Pilot Studies Focus Group Interviews Projective Techniques In-Depth Interviews Projective Techniques Word association tests Sentence completion method Third-person technique Role playing T.A.T. Picture frustration version of T.A.T. “A man is least himself when he talks in his own person; when given a mask he will tell the truth.” --Oscar Wilde Word Association Subject is presented with a list of words Asked to respond with first word that comes to mind Word Association Examples G