Exploratory Research Design

Transkripsi

1 Exploratory Research Design Week 02 W. Rofianto, ST, MSi

2 Research Design A research design is a framework or blueprint for conducting Research the Design: marketing Definitionresearch project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.

3 Tasks Involved In a Research Design Define the Information Needed Design the Exploratory, Descriptive, and/or Causal Phases of the Research Specify the Measurement and Scaling Procedures Construct a Questionnaire Specify the Sampling Process and the Sample Size Develop a Plan of Data Analysis

4 Example of Research Design Summary Unit analisis : sampel mahasiswa aktif di JABODETABEK Tipe penelitian : descriptive research, cross-sectional Penghimpunan data : online Survei Teknik sampling : convenience sampling Jumlah sampel : 210, 6 kali jumlah indikator (35 buah) Teknik analisis data : Structural Equation Model

5 Operasionalisasi Variabel Variabel Definisi Alat Ukur (Original) Alat Ukur (adaptasi) Motivation (MOT) Suatu kekuatan yang mendorong seseorang untuk mencapai tujuannya (Maclnnis & Jaworski, 1989) 1. The topics of discussion in the forum are generally relevant to me. 2. I am always interested in the issues being discussed on the forum. 3. Being on the forum energizes me. (Gruen et al., 2007) MOT1. Saya merasa perlu menggali informasi terbaru dari website kampus saya MOT2. Saya sangat tertarik akan informasi baru yang disajikan pada website kampus saya MOT3. Saya sangat bersemangat untuk menjelajahi website kampus saya Ability (ABI) Gambaran seberapa besar seorang pelaku memiliki sumber daya untuk merealisasikan tujuan-tujuannya (Hoyer & MacInnis, 2008) 1. I generally find it easy to exchange ideas with other Internet forum participants. 2. I consider myself very skilled in using the forum. 3. I am generally good at navigating within the forum. (Gruen et al., 2007) ABI1. Mudah bagi saya untuk mencari informasi yang saya butuhkan di website kampus saya ABI2. Saya cukup mahir untuk menggunakan seluruh fitur yang disediakan pada website kampus saya ABI3. Secara umum saya mahir dalam menjelajahi website kampus saya Rofianto, W (2016). Rerangka Moa Dan Website Quality Sebagai Pembentuk Sikap Dan Konsekuensi Behavioral: Suatu Unifikasi Model. Working Paper at Indonesia Banking School

6 Operasionalisasi Variabel Variabel Definisi Alat Ukur Motivation (MOT) Ability (ABI) Technical Quality (TEC) Suatu kekuatan yang mendorong seseorang untuk mencapai tujuannya (Maclnnis & Jaworski, 1989) Gambaran seberapa besar seorang pelaku memiliki sumber daya untuk merealisasikan tujuan-tujuannya (Hoyer & MacInnis, 2008) Karakteristik teknis suatu website, seperti kemudahan navigasi, keamanan, fasilitas pencarian, personalisasi dan kemudahan akses (Al-Qeisi et al., 2014) MOT1. Saya merasa perlu menggali informasi terbaru dari website kampus saya MOT2. Saya sangat tertarik akan informasi baru yang disajikan pada website kampus saya MOT3. Saya sangat bersemangat untuk menjelajahi website kampus saya (Gruen et al., 2007) ABI1. Mudah bagi saya untuk mencari informasi yang saya butuhkan di website kampus saya ABI2. Saya cukup mahir untuk menggunakan seluruh fitur yang disediakan pada website kampus saya ABI3. Secara umum saya mahir dalam menjelajahi website kampus saya (Gruen et al., 2007) TEC1. Website kampus saya memiliki sistem navigasi yang baik TEC2. Website kampus saya memiliki sistem pencarian (search) yang baik TEC3. Website kampus saya memiliki banyak fitur interaktif (misalnya formulir online, customer service chat) TEC4. Website kampus saya mudah diakses TEC5. Website kampus saya dapat dimuat (load) secara cepat (Al-Qeisi et al., 2014) Skala Pengukuran Skala interval melalui Likert Scale 1-7 Skala interval melalui Likert Scale 1-7 Skala interval melalui Likert Scale 1-7

7 A Classification of Marketing Research Designs Research Design Exploratory Research Design Conclusive Research Design Descriptive Research Causal Research Cross-Sectional Design Longitudinal Design Single Cross- Sectional Design Multiple Cross- Sectional Design

8 A Comparison of Basic Research Designs Objective Characteristics Method Exploratory Descriptive Causal Discovery of ideas and insights. Flexible. Versatile. Often the front end of total research design. Expert surveys. Pilot surveys. Case studies. Secondary data (qualitative). Qualitative Research. Describe market characteristics or functions. Marked by the prior formulation of specific hypotheses. Preplanned and structured design. Secondary data (quantitative). Surveys. Panels. Observational and other data. Determine cause and effect relationships. Manipulation of one or more independent variables. Control of other mediating variables. Experiments.

9 Exploratory Research Design

10 Exploratory Research Design

11 Exploratory Research Design

12 Exploratory Research Design

13 Exploratory Research Design

14 Exploratory Research Design

15 Experimental Research Design

16 Experimental Research Design

17 Descriptive Research Example

18 Descriptive Research Example

19 Descriptive Research Example

20 Descriptive Research Example

21 Why Use Qualitative Research? 7-21 Most of what influences what we say and do occurs below the level of awareness. That s why we need new techniques: to get at hidden knowledge to get at what people don t know they know. Jerry Zaltman Theory Building Theory Testing

22 Qualitative Vs. Quantitative Research Objective Sample Qualitative Research To gain a qualitative understanding of the underlying reasons and motivations Small number of nonrepresentative cases Quantitative Research To quantify the data and generalize the results from the sample to the population of interest Large number of representative cases Data Collection Unstructured Structured Data Analysis Non-statistical Statistical Outcome Develop an initial understanding Recommend a final course of action

23 Data Sources 7-23 People Organizations Texts Environments Artifacts/ media products Events and happenings

24 Qualitative Research Focus Groups Observation Ethnography Data Collection Techniques IDIs Case Studies Action Research Grounded Theory

25 Focus Groups Discussion

26 The Interview Question Hierarchy Movie Action Movie Action Scene

27 Case Studies A case study is a "published report about a person, group, or situation that has been studied over time.

28 Grounded Theory Grounded theory (GT) is a systematic methodology in the social sciences involving the construction of theory through the analysis of data. Sbaraini, A., Carter, S. M. Evans, R., and Blinkhorn, A. (2011). How to Do A Grounded Theory Study: A Worked Example of A Study of Dental Practices. BMC Medical Research Methodology, 11.

29 Action Research is a disciplined process of inquiry conducted by and for those taking the action. The primary reason for engaging in action research is to assist the actor in improving and/or refining his or her actions.

30 Ethnography is the systematic study of people and cultures.

31 Observation

32 Group Interview Modes 7-32 Face-to-Face Telephone Online Videoconference

33 NonProbability Sampling Purposive Sampling Snowball Sampling Convenience Sampling General sampling rule: You should keep conducting interviews until no new insights are gained.

34 Qualitative Analysis Analysis of Qualitative Data 1) Data reduction Select which aspects of the data are to be emphasized, minimized, or set aside for the project at hand. 2) Data display Develop a visual interpretation of the data with the use of such tools as a diagram, chart, or matrix. The display helps to illuminate patterns and interrelationships in the data. 3) Conclusion drawing and verification Considers the meaning of analyzed data and assess its implications for the research question at hand.

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