1. Pertemuan 5
Desain Penelitian
Oleh :
Rahmad Wijaya
Rahmad 2006

2. 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
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3. 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

4. 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

5. 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
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6. Exploratory Research Design:
Secondary Data
Rahmad 2006

7. 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

8. 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

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

10. 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

11. 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

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

13. 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

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

15. Overview of Syndicated Services
Rahmad 2006

16. Lanjutan…
Rahmad 2006

17. 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

18. Descriptive Research Design : Survey and Observation
Rahmad 2006

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

20. 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

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

22. 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

23. 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

24. Causal Research Design: Experimentation
Rahmad 2006

25. 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

26. An Example of a Randomized Block Design
Treatment Groups Block Store Commercial Commercial Commercial
Number Patronage A B C
Heavy
Medium
Low
None
Rahmad 2006

27. 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

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

29. 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

30. 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 ) Be representative demographically ) Be representative with respect to product consumption behavior ) Be representative with respect to media usage ) Be representative with respect to competition ) Be relatively isolated in terms of media and physical distribution ) Have normal historical development in the product class ) Have marketing research and auditing services available ) Not be over-tested
Rahmad 2006