MKTG 460 Chapter Notes - Chapter 4: Data Mining, Focus Group, The Open Group
Document Summary
Purpose of exploratory research gain insights and ideas so that problems and opportunities can be more clearly defined. Not designed to come up with conclusive answer. Formal outcome is one or more hypotheses about the key asects of a situation. Quite flexible (in terms of methods for research) Hypothesis: a statement that specifies how two or more measurable variables are related. Educated guess about how two or more variables are related. Literature search: a search of statistics, trade journal articles, other articles, magazines, newspapers, books, and/or online sources for data or insight into the problem at hand. Depth interviews: interviews with people knowledgeable about the general subject being investigated. Not the same as personal interviews used to collect descriptive data. Focus groups: an interview conducted among a small number of individuals simultaneously; the interview relies more on group discussion than on directed questions to generate data.
