Kinds of Data Kind of Data and Data Collection Method

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2. Data Collection Method

Data used in this study are primary data. Primary data is data obtained directly from the source first. Data collection is done by: a. Questionnaire primary data Questionnaire is a plan for observing behavior or recording data Cooper, 2006:86 Questioner is a formalized set of questions for obtaining information for respondents. It has three specific objectives Malhotra, 2009:330. Three specific objectives Malhotra, 2009:330 1 The overriding objective is to translate the researcher’s information needs into a set of specific questions that respondents are willing and able to answer. 2 A questionnaire should be written to minimize demands imposed on respondents. It should encourage them to participate in the entire interview, without biasing their responses. 3 A questionnaire should minimize response error. These errors can arise from respondents who give inaccurate answers or from researchers incorrectly recording or analyzing their answers. The questionnaire for this research will be filled out by respondents and will include questions about the variable Celebrity Athlete Endorsement, Brand Awareness, Brand Association, and Brand Personality of consumer isotonic drink of Pocari Sweat to determine the extent to which it affects the purchase intention of Pocari Sweat. 47 In this questionnaire there are two parts, namely: 1 Part I: Concerning the respondent data those are name, gender, age, jobs and monthly income. 2 Part II: On the list of questions that will be filled by the respondent. Figure 3.1 Questionnaire Design Process PRETEST THE QUESTIONNAIRE ARRANGE THE QUESTIONS IN PROPER ORDER REPRODUCE THE QUESTIONNAIRE DETERMINE THE QUESTION WORDING DECIDE ON THE QUESTION STRUCTURE DESIGN THE QUESTIONS TO OVERCOME THE RESPONDENTS INABILITY AND UNWILLINGNESS TO ANSWER SPECIFY THE INFORMATION NEEDED SPECIFY THE TYPE OF INTERVIEWING METHOD DETERMINE THE CONTENT OF INDIVIDUAL QUESTIONS Source: Malhotra, 2009:331