Definisi Desain Penelitian Jenis-jenis desain penelitian

1. Chapter 3 Business Research Design (DesainPenelitianBisnis) • Definisi Desain Penelitian • Jenis-jenis desain penelitian

2. DefinisiDesainPenelitian • Kerangka (framework)/cetak biru (blueprint) yang berisikan rencana dan prosedur untuk mengarahkan penelitian (mengumpulkan, mengukur, dan analisa data) menjawab masalah penelitian (research questions).

3. Clarifying the Research Question Discover the Management Dilemma Define the Research Questions Refine the Research Questions Exploration Exploration Research Proposal Research Design Strategy (type, purpose, time frame, scope, environment) Data Collection Design Sampling Design Data Analysis and Interpretation Instrument Development And Pilot Testing Data Collection & Preparation Research Reporting Management Decision TAHAPAN PENELITIAN

4. Research Design Research Proposal Research Design Strategy (type, purpose, time frame, scope, environment) Data Collection Design Sampling Design Instrument Development & Pilot Testing Data Collection & Preparation

5. Types of Research Design Research Design Conclusive Research Design Exploratory Research Design Descriptive Research Causal Research Cross-Sectional Design Longitudinal Design Single Cross-Sectional Design Multiple Cross-Sectional Design Sumber: Malhotra, 2004; Zikmund, 2002

6. Menentukan Desain Penelitian Apakah tujuan penelitian spesifik & data yg dibutuhkan sudah jelas? Tidak Ya Penelitian Eksploratori Penelitian Konklusif Analisis Data & Intepretasi Hasil Ya Perlu uji hubungan kausal ? Perlu Penelitian Lanjutan? Tidak Ya Penelitian Deskriptif PenelitianKausal Tidak Analisis Data & Intepretasi Hasil Beri Rekomendasi

7. Exploratory Studies • Bila gagasan/persoalan yang diteliti kurang jelas, lakukan penelitian/studi eksplorasi. • Melalui studi eksplorasi dapat dikembangkan konsep yang lebih jelas, menetapkan prioritas penelitian, mengembangkan definisi operasional, atau memperbaiki desain penelitian.

8. Sumber: Malhotra, 2004; Zikmund, 2002

9. Desain dan Metode Penelitian

10. Studi Eksplorasi: Teknik Kualitatif Studi eksplorasi dapat dilakukan dg teknik kuantitatif maupun kualitatif. Dalam praktek, lebih banyak teknik kualitatif. Teknik Kualitatif yang dapat digunakan antara lain: • Individual Depth Interview • Participant Observation • Film, Photographs, & videotape • Projective techniques & psychological testing • Case studies • Street ethnography • Elite or expert interviewing • Document analysis (to evaluate historical or contemporary confidential) • Proxemics and kinesics (use of space and body motion communication)

11. Studi Eksplorasi: Secondary Data Analysis • Langkah awal studi eksplorasi adalah mencari data sekunder melalui literatur. • Bahan-bahan data sekunder adalah dokumen-dokumen yang telah dipublikasikan berbagai perusahaan/peneliti.

12. Example: Vans Incorporated • Secondary data shows: • Lots of skaters were in trouble with the law for skating around the city. • There were not too many places for skaters go skating safely. • Idea: Opening large skate parks next to shopping malls. • Primary research was conducted to assess consumer preferences & the demand for large skate parks next to malls  research results confirmed this. • Decision: • The park opened in 1998, attendance 250,000 went over target of 100,000 skaters. • In 2002, Vans opened its 11th park in Orlando. • Conclusion: research which started with analysis of secondary data had led to successful expansion strategy.

13. Studi Eksplorasi: Experience Survey • Experience Survey dilakukan dengan menginterview orang-orang secara individual maupun kelompok. • Peneliti harus menggali gagasan-gagasan orang yang diwawancarai tentang isu-isu penting atau aspek-aspek dari subyek dan menemukan apa yang penting.

14. Repositioning Diet Cherry Coke • 2001, sales down more than 8 million cases. • Industry experts consultation  Diet Cherry Coke was not positioned correctly. • Brand image was a key factor influencing soft drink sales. • It was perceived as conventional & old fashioned, inconsistent with Cherry Coke. • Research to measure the image & positioning of Diet Cherry Coke  confirmed the experts’ • Brand then repositioned to align it more closely to the image of Cherry Coke. • Targeted younger drinkers. • Packaging was remade consistent with Cherry Coke. Placed with Cherry Coke in a teen-targeted promotional giveaway. • Sales recovered.

15. Studi Eksplorasi: Focus Group Discussions (FGD) • Free flowing (1-3 hours) • Group interview (8-10 people) • Guided by moderator • Start with broad topic & focus in on specific issues • Using videocassettes & tapes • The most common uses are: • Testing advertising copy or marketing promotions • Positioning products or services • Testing new concepts • Testing usability of a product • Generate new ideas

16. When to Avoid Focus Groups • Focus groups should not be used to make a final decision. • Results of focus groups are not statistically valid and should be used more as a thermometer to test the temperature of the market rather than as a ruler to provide precise measurements. • Likewise, the following represent good examples of when to avoid using focus groups  When you need a numerical response to questions like “what percentage…?” or “how many…?” • Focus groups do not provide quantitative results. • When you need to explore issues that are very personal or sensitive in nature. • People are not really comfortable discussing personal topics in a group situation. • When you want to set prices for your products or your services. • Again, these results are not quantitative in nature hence it is not advisable to make final pricing decisions based on small group responses.

17. Studi Deskriptif Bentuk studi Deskriptif lebih formal dan terstruktur dibanding eksplorasi, dengan pernyataan (hipotesis) dan pertanyaan investigatif yang lebih jelas. Studi deskriptif digunakan menjawab tujuan penelitian, seperti berikut: • Deskripsi fenomena atau karakteristik terkait dengan sebuah populasi (who, what, when, where, and how) • Estimasi proporsi populasi yang memiliki karakteristik/ perilaku tertentu • Menentukan persepsi ttg karakteristik produk • Menemukan asosiasi di antara berbagai variabel (correlational study)

18. Descriptive Research Time-frame of research… • Cross-sectional design (CSD) • Longitudinal design

19. Studi Cross-sectional vs Longitudinal • Studi cross-sectional dilakukan pada suatu titik waktu tertentu yg bersamaan dari berbagai tempat yg berbeda. • Studi longitudinal dilakukan pada berbagai pengulangan sepanjang rentang waktu tertentu dari suatu tempat yang sama.

20. Cross-Sectional Designs • The collection of information from any given sample of population elements only once. • Single cross-sectional designs:only one sample of respondents and information is obtained from this sample only once. • Multiple cross-sectional designs: two or more samples of respondents, and information from each sample is obtained only once. Often, information from different samples is obtained at different times.

21. Longitudinal Designs • A fixed sample (or samples) of population elements is measured repeatedly on the same variables • A longitudinal design differs from a cross-sectional design in that the sample or samples remain the same over time

22. Cross-Sectional Data may not Show Change Brand Purchased Time Period Period 1 Period 2 Survey Survey Brand A 200 200 Brand B 300 300 Brand C 500500 Total 1000 1000

23. Longitudinal Data may ShowSubstantial Change Brand Purchased in Period 1 Brand Purchased in Period 2 Brand A Brand B Brand C Total Brand A Brand B Brand C Total 100 25 75 200 50 100 150 300 50 175 275 500 200 300 500 1000

24. Studi Kausalitas • Studi Kausalitas: jenis penelitian yang ditujukan untuk menjawab permasalah-an mengapa. • Contoh: Mengapa kinerja perusahaan menurun? Karena dipengaruhi oleh faktor… (terjadi hubungan kausalitas (sebab-akibat) • Perhatian: Jika hanya hubungan korelasi bukan merupakan hubungan kausalitas

25. Studi Kausalitas Jenis-jenishubungan (relationship) kausalitas: 1. Symmetrical Relationship. Bentukhubungandimanaduavariabelberubahbersama-sama, dg asumsiperubahanmasing-masingvariabelbukankarenaperubahanvariabel yang lain. 2. Reciprocal Relationship.Terjadijikaduavariabelsalingmemengaruhisatusama lain. 3. Asymmetrical Relationship. Bentukiniterjadijikaperubahansatuvariabel (variabelindependen) berakibatpadaperubahanvariabel lain (variabeldependen)

26. Total Error Non-sampling Error Sampling Error Response Error Non-response Error Researcher Error Interviewer Error Respondent Error Surrogate Information Error Measurement Error Problem Definition Error Data Analysis Error Respondent Selection Error Questioning Error Recording Error Cheating/dishonest Error Inability Error Unwillingness Error Potential Sources of Error in Research Designs Sumber: Malhotra, 2004; Zikmund, 2002

27. Errors in Research Design • Total error is the variation between the true mean value in the population and the observed mean value obtained in the research project. • Sampling error is the variation between the true mean value for the population and the true mean value for the original sample. • Non-sampling errors can be attributed to sources other than sampling, and they may be response/no response: including errors in problem definition, approach, scales, question-naire design, interviewing methods, and data preparation and analysis.

28. Errors in Research Design • Non-response error arises when some of the respondents included in the sample do not respond. • Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed.

29. Qualitative vs. Quantitative Research

30. Qualitative vs Quantitative Research

31. Features of Qualitative & Quantitative Research

33. Teknik-teknik Kualitatif Teknik Kualitatif yang bisa digunakan al: • Individual Depth Interview • Participant Observation • Film, Photographs and videotape • Projective techniques and psychological testing • Case studies • Street ethnography • Elite or expert interviewing • Document analysis (to evaluate historical or contemporary confidential) • Proxemics and kinesics (use of space and body motion communication)

34. Individual Depth Interview and Group Interviews

35. Jenis Interviews Wawancara tidak terstruktur /Unstructured Interview Interviews Wawancara semi terstruktur /Semi-structured Interview Wawancara terstruktur /Structured Interview

36. Statistical studies vs. Case Studies • Studi secara statistikal dirancang lebih untuk mengungkapkan keluasan cakupan daripada kedalamannya. Studi ini mencoba mengungkapkan karakteristik suatu populasi dengan melakukan inferensi karakteristik suatu sampel. Hipotesis-hipotesis diuji secara kuantitatif. Generalisasi atas temuannya disajikan berdasarkan keterwakilan sampel dan validitas dari rancangannya. • Studi kasus lebih menekankan pada sebuah analisis kontekstual yang menyeluruh atas kejadian-kejadian atau kondisi-kondisi yang lebih sempit dan menekankan interrelasinya.

37. Teknik Kualitatif: Teknik-Teknik Projektif Word association: Participants are asked to match images, experiences, emotions, products and services, even people and places, to whatever is being studied. Contoh: “Apa yang Anda pikirkan bila mendengar kata KEJU……” Sentence completion: Participants are asked to complete a sentence Contoh: “Lengkapi kalimat berikut ini: Restoran yang menawarkan diskon kartu kredit berarti… ….. “ Cartoons or empty balloons Participants are asked to write the dialog for a cartoon-like picture

38. Giant Let’s see if we can pick up some house wares at Giant ………. ……… ……… A Cartoon Test

39. Teknik Kualitatif: Teknik-teknik Projektif Component sorts: Participants are presented with a flash cards containing component features and asked to create new combinations Sensory sorts: Participants are presented with scents, textures, and sound, usually verbalized on cards, and asked to arrange them by one or more criteria Laddering or benefit chain: Participants are asked to link functional features to their physical and psychological benefits, both real and ideal Thematic Apperception Test: Participants are confronted with a picture (usually a photograph or drawing) and asked to describe how the person in the picture feels and thinks

40. Thematic Apperception Test(TAT)

41. Teknik Kualitatif: Teknik-teknik Projektif • Imagination exercises: Participants are asked to relate the properties of one thing/person/brand to another. • Imaginary universe: Participants are asked to assume that the brand and its users populate an entire universe; then they describe the features of this new world • Visitor from another planet: Participant are asked to assume that they are aliens and are confronting the product for the first time; they then describe their reactions, questions, and attitudes about purchase or retrial. • Personification. Participants are asked to imagine inanimate objects with the traits, characteristics, and features, and personalities of humans. “if brand X were a person, what type of person would brand X be ?

42. TeknikKualitatif: Teknik-teknikProjektif • Authority figure. Participants are asked to imagine that the brand or product is an authority figure and to describe the attribute of the figure. • Ambiguities and paradoxes. Participants are asked to imagine a brand as something else (e.g., a Tide dog Food or Marlboro cereal), describing its attributes and position • Semantic mapping. Participants are presented with a four-quadrant map where different variables anchor the two different axes; they then spatially place brands, product components, or organizations within the four quadrants • Brand mapping. Participants are presented with different brands and asked to talk about their perceptions, usually in relation to several criteria. They may also be asked to spatially place each brand on one or more semantic map.

43. High moisturizing 7 Dove Zest 4 Lever 2000 Biore 2 5 Safeguard Coast Lux 8 Nondeodorant Deodorant 3 1 Giv Lifebuoy Medicare 6 low moisturizing Contoh Brand Mapping