Exploratory(Qualitative) Research Research techniques that generate insights for future, more rigorous studies >In-depth interview: one-on-one discussions with consumers Focus group: a product-oriented discussion among a small group of consumers Projective techniques: participants respond to some object Case study: comprehensive examination of a particular firm Ethnography: Marketers visit homes or participate in consumer activities to learn how products are used O Copy rights reserved, Zou Deqiang17 17 © Copy rights reserved, Zou Deqiang Exploratory (Qualitative) Research • Research techniques that generate insights for future, more rigorous studies ¾ In-depth interview: one-on-one discussions with consumers ¾ Focus group: a product-oriented discussion among a small group of consumers ¾ Projective techniques: participants respond to some object ¾ Case study: comprehensive examination of a particular firm ¾ Ethnography: Marketers visit homes or participate in consumer activities to learn how products are used