Professional Documents
Culture Documents
William G. Zikmund
Small versus large samples Broad range of questioning versus structured questions Subjective interpretation versus statistical analysis
Exploratory Research
Initial research conducted to clarify and define the nature of a problem Subsequent research expected
QUANTITATIVE DATA
QUALITATIVE DATA Does not involve mathematical analysis Focus on words rather than numbers
Experience Surveys
Ask knowledgeable individuals about a particular research problem
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
Group Composition
Moderator 6 to 10 people Relatively homogeneous Similar lifestyles and experiences
The Moderator
Develop rapport- helps people to relax Interacts Listen to what people have to say Everyone get a chance to speak Maintains loose control and focuses discussion
Projective Techniques
Word association tests Sentence completion method Third-person technique Role playing T.A.T. Picture frustration version of T.A.T.
Examples
GREEN Money Lawn Eggs and Ham
Sentence Completion
In this technique, respondents are required to complete a no. of partial sentences with the first word or phrase that comes to mind. People who work late are ___________________ A female manger is most liked by ____________________
Example
CHEESE Chedder Kraft Goat
Role playing
In this technique, ,it requires the subject to act out someone elses behavior in a particular activity.
In Depth interviews
A relatively unstructured extensive interview used in the primary stages of research process.