Exploratory Research

Design
Primary Vs. Secondary Data
• Primary data are originated by a researcher for the specific purpose
of addressing the problem at hand.

• Secondary data are data that have already been collected for
purposes other than the problem at hand. These data can be located
quickly and inexpensively.
A Comparison of Primary & Secondary Data

Blank Primary Data Secondary Data

Collection purpose For the problem at hand For other problems
Collection process
Very involved Rapid and easy
Collection cost High
Collection time
A Comparison of Primary & Secondary Data

Blank Primary Data Secondary Data

Collection purpose For the problem at hand For other problems
Collection process
Very involved Rapid and easy
Collection cost High Relatively low
Collection time Long Short
Secondary Data
Uses of Secondary Data
• Identify the problem
• Better define the problem
• Develop an approach to the problem
• Formulate an appropriate research design (for example, by identifying
the key variables)
• Answer certain research questions and test some hypotheses
• Interpret primary data more insightfully
Criteria for Evaluating Secondary Data
• Specifications: Methodology Used to Collect the Data
• Error: Accuracy of the Data
• Currency: When the Data Were Collected
• Objective(s): The Purpose for Which the Data Were Collected
• Nature: The Content of the Data
• Dependability: Overall, How Dependable Are the Data?
 Criteria for Evaluating Secondary Data
Criteria Issues Remarks
1. Specifications/ Data collection method Data should be reliable, valid,
methodology Quality of data and generalizable to the
Sample size problem at hand.

6
201 $684.24 bn
US Census Bureau
To forecast the US
Statista
Federal Reserve Bank of St. Louis US Department of Commerce
e-commerce
Y charts
retail sales for the
year 2020 Grady Maguire $1661.36 bn

INTERNET SEARCH: to find out the US retail ecommerce sales for 2016 $97.25bn
Criteria for Evaluating Secondary Data
Criteria Issues Remarks
2. Error/ Determine if the data is accurate Assess accuracy by comparing
accuracy enough for the purposes of the data from different sources.
current study.

3. Currency: Time lag between collection and Census data are periodically
when the data publication updated by syndicated firms.
was collected Frequency of updates
 Criteria for Evaluating Secondary Data
Criteria Issues Remarks
4. Objective Why were the data collected? The objective will determine the
relevance of the data.

5. Nature Definition of key variables Check the applicability in the

Relationships examined given context for
Categories used generalization

6. Dependability Expertise, credibility, reputation, Data should be obtained from

and trustworthiness of the an original rather than an
source acquired source.
Classification of Secondary Data
Syndicated Sources
• Refers to the companies that collect and sell common pools of data of known
commercial value, designed to serve information needs shared by a number of
clients
• These data are not collected for the purpose of marketing research problems
specific to individual clients, but the data and reports supplied to client
companies that can be personalised to fit particular needs

• Using syndicated services is relatively less expensive than collecting primary data

• e.g. Reports could be organised based on the clients’ sales territories

Type of Individual/Household Level Data
Available from Syndicated Firms (1 of 2)
• Demographic Data
• Identification (name, address, email, telephone)
• Gender
• Marital status
• Names of family members
• Age (including ages of family members)
• Income
• Occupation
• Number of children present
• Home ownership
• Length of residence
• Number and make of cars owned
Type of Individual/Household Level Data
Available from Syndicated Firms (2 of 2)
• Psychographic Lifestyle Data
• Interest in golf
• Interest in snow skiing
• Interest in book reading
• Interest in running
• Interest in bicycling
• Interest in pets
• Interest in fishing
• Interest in electronics
• Interest in cable television
A Classification of Marketing Research Data
Qualitative Vs. Quantitative Research
Blank Qualitative Research Quantitative Research
Objective To gain a qualitative To quantify the data and
understanding of the generalize the results from
underlying reasons and the sample to the population
motivations of interest

Sample Small number of non- Large number of

representative cases representative cases

Data collection Unstructured Structured

Data analysis Non-statistical Statistical
Outcome Develop an initial Recommend a final course of
understanding action
 Characteristics of Focus Groups
Group size 8 to 12
Group composition Homogeneous; respondents prescreened
Physical setting Relaxed, informal atmosphere
Time duration 1 to 3 hours
Recording Use of audiocassettes and videotapes
Moderator Observational, interpersonal, and communication skills of the moderator
Viewing Room Looking into the Focus Group
Room Through One-Way Mirror
 Key Qualifications of Focus Group
Moderators
1. Kindness with firmness: The moderator must combine a disciplined detachment with
understanding empathy so as to generate the necessary interaction.
2. Permissiveness: The moderator must be permissive yet alert to signs that the group’s
cordiality or purpose is disintegrating.
3. Involvement: The moderator must encourage and stimulate intense personal
involvement.
4. Incomplete understanding: The moderator must encourage respondents to be more
specific about generalized comments by exhibiting incomplete understanding.
5. Flexibility: The moderator must be able to improvise and alter the planned outline
amid the distractions of the group process.
6. Sensitivity: The moderator must be sensitive enough to guide the group discussion at
an intellectual as well as emotional level.
 “Show & Tell” Focus Groups Tell “Baby Boomer” Values

Bring 3-4 items

representing your
ideal environment

n 1. Quality family life

r
e ” 2. Long term friendships
d
o V
e M SU 3. Getaway vacations with
Th ily family and friends
“ am 4. Spiritual & physical fitness
F 5. No “mid-life crisis” concept
Proce
dure
for
Planni
ng
and
Cond
ucting
Focus
Group
s
Variations in Focus Groups (1 of 2)
• Two-way focus group. This allows one target group to listen to and
learn from a related group. For example, a focus group of physicians
viewed a focus group of arthritis patients discussing the treatment
they desired.
• Dual-moderator group. A focus group conducted by two moderators:
One moderator is responsible for the smooth flow of the session, and
the other ensures that specific issues are discussed.
• Dueling-moderator group. There are two moderators, but they
deliberately take opposite positions on the issues to be discussed.
Allows the researcher to explore both sides of controversial issues
Variations in Focus Groups (2 of 2)
• Respondent-moderator group. The moderator asks selected participants
to play the role of moderator temporarily to improve group dynamics.
• Client-participant groups. Client personnel are identified and made part
of the discussion group. Their primary role is to offer clarifications that
will make the group process more effective.
• Mini groups. These groups consist of a moderator and only 4 or 5
respondents. More sensitive topic – where detailed probing is required.
• Telesession groups. Focus group sessions by phone using the conference
call technique.
• Online focus groups. Focus groups conducted online over the Internet.
 Online Versus Traditional Focus Groups
Characteristic Online Focus Groups
Group size 4 to 6 participants
Group composition Anywhere in the world
Time duration 1 to 1.5 hours
Physical setting Researcher has little control
Respondent identity Difficult to verify
Respondent attentiveness Respondents can engage in other
tasks
Respondent recruiting Easier. Can be recruited online, by
email, by panel, or by traditional
means
Group dynamics Limited
Traditional Focus Groups
8 to 12 participants
Drawn from the local area
1 to 3 hours
Under the control of the researcher
Can be easily verified
Attentiveness can be monitored
Recruited by traditional means
(telephone, mail, mail panel)
Synergistic, snowballing
(bandwagon) effect
 Online Versus Traditional Focus Groups
Characteristic Online Focus Groups Traditional Focus Groups
Openness of respondents Respondents are more candid due Respondents are candid, except for
to lack of face-to-face contact sensitive topics

Nonverbal communication Body language cannot be
observed
Emotions expressed by using
symbols
Use of physical stimuli Limited to those that can be
displayed on the Internet
Transcripts Available immediately
Observers’ communication Observers can communicate with
with moderator the moderator on a split-screen
Easy to observe body language and
emotions
A variety of stimuli (products,
advertising, demonstrations, and so
on) can be used
Time-consuming and expensive to
obtain
Observers can manually send notes
to the focus-group room
 Online Versus Traditional Focus Groups
Characteristic Online Focus Groups Traditional Focus Groups

Unique moderator skills Typing, computer usage, Observational

familiarity with chat-room
slang
Turnaround time Can be set up and completed Takes many days for setup and
in a few days completion

Client travel costs None Can be expensive

Client involvement Limited High

Basic focus-group costs Much less expensive More expensive due to facility
rental, food, video/audio taping,
and transcript preparation
Advantages of Online Focus Groups
• Geographical constraints are removed and time constraints are
lessened.
• Unique opportunity to re-contact group participants at a later date.
• Can recruit people not interested in traditional focus groups: doctors,
lawyers, etc.
• Moderators can carry on side conversations with individual
respondents.
• There is no travel, videotaping, or facilities to arrange so the cost is
much lower.
Disadvantages of Online Focus Groups
• Only people that have access to the Internet can participate.
• Verifying that a respondent is a member of a target group is difficult.
• There is lack of general control over the respondent's environment.
• Only audio and visual stimuli can be tested. Products can not be
touched (e.g., clothing) or smelled (e.g., perfumes).
 Depth Interview Techniques: Laddering
In laddering, the line of questioning proceeds from product characteristics to user
characteristics. This technique allows the researcher to tap into the consumer's
network of meanings.

Wide body aircrafts (product characteristic)

↓
I can get more work done
↓
I accomplish more
↓
I feel good about myself (user characteristic)

Advertising theme: You will feel good about yourself when flying our airline.
“You're The Boss.”