Research Design Exploratory, Descriptive and Causal Studies. W. Rofianto

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1 Research Design Exploratory, Descriptive and Causal Studies W. Rofianto

2 What Is Research Design? 6-2 A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems. Blueprint Plan Guide Framework

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 (Optional) 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 Survey 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 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 [Likert Scale 1-7] Skala interval [Likert Scale 1-7] Skala interval [Likert Scale 1-7]

6 Degree of Question Crystallization Exploratory Study Loose structure Expand understanding Provide insight Develop hypotheses Formal Study Precise procedures Begins with hypotheses Answers research questions The Topical Scope Case Study Depth Detail Qualitative Multiple sources of information Statistical Study Breadth Population inferences Quantitative Generalizable findings

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

8 Exploratory vs Conclusive Research Designs Objective Exploratory To provide insights and understanding. Characteristics Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and nonrepresentative. Analysis of primary data is qualitative. Findings/ Results Outcome Tentative Generally followed by further exploratory or conclusive research Conclusive 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

A Comparison of Basic Research Designs Objective Characteristics Method Exploratory Descriptive Causal Discovery of ideas and insights. Flexible. Versatile.

9 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.

10 Exploratory Research Design

11 Exploratory Research Design Quotes of Respondents Statement

12 Exploratory Research Design Quotes of Respondents Statement

13 Exploratory Research Design

14 Exploratory Research Design Proposed Framework

15 Exploratory Research Design

16 Experimental Research Design

17 Experimental Research Design Experimental Research Design Common Terms

18 Descriptive Research Example

19 Descriptive Research Example Research Model

20 Descriptive Research Example Hypothesis Development Hypothesis

21 Descriptive Research Example Variable Measurements Indicator

22 Data Collection & Time Dimension Observation Communication Cross-Sectional Design Sample Surveyed at T 1 Longitudinal Design Time Sample Surveyed at T 1 Same Sample also Surveyed at T 2 T 1 T 2

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