EXPLORATORY

RESEARCH
EXPLORATORY RESEARCH DESIGN

SECONDARY DATA
SOURCES OF
SECONDARY DATA
SECONDARY DATA
ADVANTAGES DISADVANTAGES

Identify the problem Outdated information

Better define the problem Data may not be
For identifying key variables relevant to the
problem
Answer certain research
questions and test some Accuracy of data can
hypotheses not be verified

Interpret primary data more

insightfully
QUALITATIVE RESEARCH PROCEDURES

FOCUS GROUPS

An interview conducted by a
trained moderator
Data are Non-structured
Gain insights by listening to a
group of people
Participants should be
homogeneous
ADVANTAGES OF FOCUS GROUP

Synergism: Wider range of information

Snowballing: One person’s comments may trigger a
response from another person.
Security: Participants feel comfortable to answer in a
group with similar interests.
Speed: Many participants at one time.
Serendipity: New ideas may arise.
 DISADVANTAGES OF FOCUS GROUP

Misjudge: Respondents and researchers may misinterpret

information.
Moderation: Trained moderator is required.
Messy: Qualitative data originates. Difficult to code, interpret and
analyze.
Non-representative: Not representative of the general population
CHARACTERISTICS OF DEPTH INTERVIEW
 Provides qualitative data
 Are unstructured
 Conducts on one-on-one
basis
 Generally lasts for 30
minutes
DEPTH INTERVIEW
ADVANTAGES OF IN-DEPTH INTERVIEW

 No group pressure, so respondents give more honest answers

than in focus groups.
 Interviewers can establish rapport with the interviewees.
 Deeper feelings may be uncovered.
 Gesture and posture can also be identified.
DISADVANTAGES OF IN-DEPTH INTERVIEW

 Time consuming
 Researchers may misinterpret the information
 Highly experienced researcher is required
DATA ANALYSIS
Software packages are available to analyze qualitative data.
Some software are: Xsight and Nvivo, ATLAS.ti, CATPACII
and Ethnograph.
THANK YOU