Pertemuan 5 Desain Penelitian Oleh : Rahmad Wijaya Rahmad 2006

A Classification of Marketing Research Designs Exploratory Research Design Conclusive Research Design Descriptive Research Casual Research Cross-Sectional Design Longitudinal Design Single Cross-Sectional Design Multiple Cross-Sectional Design Rahmad 2006 12

Difference between Exploratory and Conclusive Research Objective: Character-istics: Findings /Results: Outcome: To provide insights and understanding. Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and non-representative. Analysis of primary data is qualitative. Tentative. Generally followed by further exploratory or conclusive research. To test specific hypotheses and examine relationships. Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative. Conclusive. Findings used as input into decision making. Rahmad 2006

A Comparison of Basic Research Designs Exploratory Descriptive Causal Objective: Characteristics: Methods: Discovery of ideas and insights Flexible, versatile Often the front end of total research design Expert surveys Pilot surveys Secondary data Qualitative research Describe market characteristics or functions Marked by the prior formulation of specific hypotheses Preplanned and structured design Secondary data Surveys Panels Observation and other data Determine cause and effect relationships Manipulation of one or more independent variables Control of other mediating variables Experiments Rahmad 2006

Potential Sources of Error in Research Designs Total Error Random Sampling Error Non-sampling Error Response Error Non-response Error Researcher Error Interviewer Errors Respondent Error Surrogate Information Error Measurement Error Population Definition Error Sampling Frame Error Data Analysis Error Respondent Selection Error Questioning Error Recording Error Cheating Error Inability Error Unwillingness Error Rahmad 2006 13

Exploratory Research Design: Secondary Data Rahmad 2006

A Comparison of Primary & Secondary Data Primary Data Secondary Data Collection purpose For the problem at hand For other problems Collection process Very involved Rapid & easy Collection cost High Relatively low Collection time Long Short Rahmad 2006

Criteria for Evaluating Secondary Data Criteria Issues Remarks Specifications & methodology Error & Accuracy Currency Objective Nature Dependability Data collection method, response rate, quality & analysis of data, sampling technique & size, questionnaire design, field work. Examine errors in approach, research design, sampling,data collection & analysis, & reporting. Time lag between collection & publication, frequency of updates. Why were the data collected? Definition of key variables, units of measurement, categories used, relationships examined. Expertise, credibility, reputation, & trustworthiness of the source. Data should be reliable, valid, & generalizable to the problem. Assess accuracy by comparing data from different sources. Census data are updated by syndicated firms. The objective determines the relevance of data. Reconfigure the data to increase their usefulness. Data should be obtained from an original source. Rahmad 2006

A Classification of Secondary Data Internal External Ready to Use Requires Further processing Published Materials Computerized Databases Syndicated Services Rahmad 2006

A Classification of Published Secondary Sources Published Secondary Data General Business Sources Government Sources StatisticalData Guides Census Data Other Government Publications Directories Indexes Rahmad 2006

A Classification of Computerized Databases Computerized Databases On-Line Internet Off-Line Bibliographic Databases Numeric Databases Full-Text Databases Directory Databases Special- Purpose Databases Rahmad 2006

A Classification of Syndicated Services Unit of Measurement Households/ Consumers Institutions Rahmad 2006

Syndicated Services: Consumers Households / Consumers Mail Diary Panels Electronic scanner services Purchase Media Volume Tracking Data Scanner Diary Panels Scanner Diary Panels with Cable TV Surveys Psychographic & Lifestyles Advertising Evaluation General Rahmad 2006

Syndicated Services: Institutions Retailers Wholesalers Industrial firms Audits Direct Inquiries Clipping Services Corporate Reports Rahmad 2006

Overview of Syndicated Services Rahmad 2006

Lanjutan… Rahmad 2006

A Classification of International Sources International Secondary Data Domestic Organizations in the United States International Organizations in the United States Organizations in Foreign Countries Government Sources Nongovernment Sources International Organizations Trade Associations Governments Rahmad 2006

Descriptive Research Design : Survey and Observation Rahmad 2006

A Classification of Survey Methods Telephone Personal Mail Electronic In-Home Mall Intercept Computer-Assisted Personal Interviewing E-mail Internet Traditional Telephone Computer-Assisted Telephone Interviewing Mail Interview Mail Panel Rahmad 2006

Some Decisions Related to the Mail Interview Package Outgoing Envelope Outgoing envelope: size, color, return address Postage Method of addressing Cover Letter Sponsorship Type of appeal Postscript Personalization Signature Questionnaire Length Size Layout Format Content Reproduction Color Respondent anonymity Return Envelope Type of envelope Postage Incentives Monetary versus non-monetary Prepaid versus promised amount Rahmad 2006

A Classification of Observation Methods Classifying Observation Methods Observation Methods Personal Observation Mechanical Observation Content Analysis Trace Analysis Audit Rahmad 2006

A Comparative Evaluation of Observation Methods Criteria Personal Mechanical Audit Content Trace Observation Observation Analysis Analysis Analysis Degree of structure Low Low to high High High Medium Degree of disguise Medium Low to high Low High High Ability to observe High Low to high High Medium Low in natural setting Observation bias High Low Low Medium Medium Analysis Bias High Low to Low Low Medium Medium General remarks Most flexible Can be Expensive Limited to Method of intrusive communications last resort Rahmad 2006

A Comparative Evaluation of Survey Methods for International Marketing Research Criteria Telephone Personal Mail Electronic High sample control + + - - Difficulty in locating + - + + respondents at home Inaccessibility of homes + - + + Unavailability of a large + - + + pool of trained interviewers Large population in rural areas - + - - Unavailability of maps + - + + Unavailability of current - + - + telephone directory Unavailability of mailing Lists + + - + Low penetration of telephones - + + - Lack of an efficient postal system + + - + Low level of literacy - + - - Face-to-face communication culture - + - - Poor access to computers and Internet? + ? - Note: A + denotes an advantage, and a - denotes a disadvantage. Rahmad 2006

Causal Research Design: Experimentation Rahmad 2006

A Classification of Experimental Designs True Experimental Quasi Experimental Pre-experimental Statistical One-Shot Case Study One Group Pretest-Posttest Static Group Pretest-Posttest Control Group Posttest: Only Control Group Solomon Four-Group Time Series Multiple Time Series Randomized Blocks Latin Square Factorial Design Rahmad 2006

An Example of a Randomized Block Design Treatment Groups Block Store Commercial Commercial Commercial Number Patronage A B C 1 Heavy 2 Medium 3 Low 4 None Rahmad 2006

An Example of Latin Square Design Interest in the Store Store Patronage High Medium Low Heavy B A C Medium C B A Low and none A C B Rahmad 2006

An Example of a Factorial Design Amount of Humor Amount of Store No Medium High Information Humor Humor Humor Low Medium High Rahmad 2006

Laboratory versus Field Experiments Factor Laboratory Field Environment Artificial Realistic Control High Low Reactive Error High Low Demand Artifacts High Low Internal Validity High Low External Validity Low High Time Short Long Number of Units Small Large Ease of implementation High Low Cost Low High Rahmad 2006

Criteria for the Selection of Test Markets Test Markets should have the following qualities: 1) Be large enough to produce meaningful projections. They should contain at least 2% of the potential actual population. 2) Be representative demographically. 3) Be representative with respect to product consumption behavior. 4) Be representative with respect to media usage. 5) Be representative with respect to competition. 6) Be relatively isolated in terms of media and physical distribution. 7) Have normal historical development in the product class 8) Have marketing research and auditing services available 9) Not be over-tested Rahmad 2006