1. 1 Pertemuan Kelima Collecting Information by Communication and Observation Matakuliah: MN J0412/ Riset Pemasaran Tahun: 2007 Versi:

2. 2 Learning Outcomes Pada akhir pertemuan ini, diharapkan mahasiswa akan mampu : Mahasiswa mampu menghubungkan metode pengumpulan data dengan karakteristik data yang diperlukan

3. 3 Outline Materi Materi 1: Communication Methods Materi 2: Methods of Administering Questionnaires Materi 3: Methods of Observation

4. 4 Collecting Information by Communication and Observation 1: Communication Methods Structure : The degree of standardization imposed on the data collection instrument. Disguise : The amount of knowledge about the purpose of a study commnicated to the respondent. An undisguised questionaire, for example, is one in which the purpiose of research is obvious.

5. 5 Collecting Information by Communication and Observation Structured-Undisguised Questionnaires  Fixed-alternative questions : Questions in which the responses are limited to stated alternatives. Unstructured-Undisguised Questionnaires  Open-ended question : A question characterized by the condition that respondents are free to reply in their own words rather than being limited to choosing from among a set of alternatives.  Depth interview : An unstructured personal interview in which the interviewer attempts to get the subject to talk freely and to express his or her true feelings.

6. 6 Collecting Information by Communication and Observation Unstructured-Disguised Questionnaires  Projective Method  Word Association  Sentence Completion  Storytelling  Thematic Apperception Test (TAT) Structured-Disguised Questionnaires

7. 7 Collecting Information by Communication and Observation 2. Methods of Administering Questionnaires  Personal interview  Telephone interview  Mail questionnaire  Faxed survey  Email survey

8. 8 Collecting Information by Communication and Observation 3. Methods of Observation Basic Choices among Observational Means for Collecting Data - Degree of Structure : Structured, Unstructured - Degree of Disguise : Undisguised, Disguised - Setting : Natural, Contrived - Methods of Administration : Human, Electrical/ Mechanical