Exploratory Research

Question 1

Different Data Collection Methods

Answer 1

Primary Data

Secondary Data

Question 2

Advantages and Disadvantages of Primary Data

Answer 2

+ Recent
+ Specific for the Purpose
- usually more expensive
- take longer to collect

Question 3

Advantages and Disadvantages of Secondary Data

Answer 3

\+ Tend to be Cheaper
\+ Sample Sizes larger
\+ Quick to Access
- May be outdated
- May not completely fit to the problem
- Maybe errors in data -> difficult to check correctness

Question 4

External Secondary Data: When to Use them? [research]

Answer 4

If research topic requires data e.g. about the market or competitors

Question 5

What means quantitative Data? 2 Methods; How is it presented?

Answer 5

If all possible vales of experiment could be known before;
Methods: surveys, experiments

-> Data is presented in values

Question 6

What means qualitative data? 2 Methods;

How is it presented?

Answer 6

If possible values could not be known before; Methods: focus groups, observational studies

-> May be presented in all other forms than quantitative data

Question 7

Secondary data collection methods

Answer 7

Literature Search
Experience survey
Case analysis

Question 8

Primary data collection methods

Answer 8

Surveys

Observations

Question 9

Different types of surveys

Answer 9

Focus Groups
Personal Interviews
Projective techniques

Question 10

Different types of obervations

Answer 10

Observation studies
Ethnography (participating observations)
Test markets

Question 11

Definition Focus Groups

Answer 11

Simultanous involvement of multiple respondents

-> data collection through group interactions

Question 12

Why using Focus Groups?

Answer 12

Information
Interaction
Efficency

Question 13

Process of group discussion

Answer 13

1. ) Unfamiliarity -> Opening Questions
2. ) Orientation -> Leading Questions
3. ) Alignment -> Reconciliation Questions
4. ) Familiarity -> Key Questions
5. ) Compliance -> Closing Questions
6. ) Subside -> Retrospective Question

Question 14

3 Pros and 2 Cons of online focus groups

Answer 14

\+ convenience for participants
\+ transcripts immediatly available
\+ lower costs
- expressions are completely verbal -> no body language
- conversation is more unnatural

Question 15

Limitations of focus groups at process

Answer 15

• Group members affect each other (uneven participation, aggressive p.)
• Moderator affects group members (unwittingly sending cues
  concerning favorability)

Question 16

Limitations of focus groups at Generalizability of findings

Answer 16

• Most useful to produce new results

- Not generalizable to larger population

Question 17

Definition Personal Interview

Answer 17

Personal and verbal survey using mainly open questions

Question 18

Why using personal interviews?

Answer 18

Individuality
Deeper Understanding
Flexibility

Question 19

Unstructured interview forms

Answer 19

Narrative -> talk about lived experiences
Exploratory -> looking for subjectively relevant opinions and attitudes towards the research problem
Expert interviews -> Form of exploratory

Question 20

Structured interview forms

Answer 20

Focused -> Relates to experienced situation

In-Depth -> Looking for possibly unconscious schematic structures

Question 21

Definition Projective interview techniques

Answer 21

Use an ambiguous stimulous that an individual is asked to describe

Question 22

6 Projective interview techniques

Answer 22

Word association
Sentence completion
Story telling -> pictorial material
Third person technique
Laddering
Critical incident technique

Question 23

What is laddering? (Projective interview technique)

Answer 23

Explores individuals opinion and attitude
Structure of questions:
1. About product attributes
2. About impact of product usage
3. about personal values
-> Focus on „Why“

Question 24

Comparing focus groups and in-depth interviews

-> 2 Characteristics for each and both

Answer 24

Focus Groups:
Group dynamics more creative
Relatively cheap

Both:
Qualitative
Flexible

Interviews:
Not influenced by others
Expensive

Question 25

Definition observational studies

Answer 25

Watching what people do; looking at behavioral patterns and actions

Question 26

Why (not) using observational studies?

Answer 26

Actual data -> but: could be biased
Unconscious behavior
No attitudinal values -> only recording observable behavior

Question 27

Definition Ethnography

Answer 27

Long observation of consumer behavior during their ordinary daily life
-> aims to understand a group of interacting people

Question 28

Why using Ethnography?

Answer 28

Realism
Holistic Approach -> Gives a context for explaining observations
Observe subcultures

Question 29

Definition test markets

Answer 29

Experiment is done in a small section of the market place, with the goal of predicting sales results of some proposed marketing actions

Question 30

How does test markets work?

Answer 30

Works in simulated test market? -> Works in standard test market? -> National Rollout

Question 31

Possibilities of qualitative data evaluation

Answer 31

• free interpretation: Text-?-interpretation
• sequential analysis: analyzing texts afterwards- interpretation
• coding: codes-coded text-analysis-interpretation;
• Qualitative content analysis: Text-Search Grid [Gitter]-Extract of results-
  analysis-interpretation

=> Explanation

Question 32

Coding Steps

Answer 32

1. ) Open Coding
2. ) Axial Coding
3. ) Selective Coding

Question 33

Analytical Triad

Answer 33

Theoretical sample
Coding
Writing of Memos

Question 34

Characteristics is theoretical sampling?

Answer 34

• Let the research guide the data collection
• basis are concepts, not persons
• Continuously evaluate data and decide how to continue
• Try to confirm or falsify the hypothesis
• Continues untill all categories are satuated

Question 35

Purpose and Speciality of theoretical sampling

Answer 35

Purpose: Process for getting theory
Speciality: Sample sizes and structures cannot be predicted