Data Analysis Technique Research Procedure

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E. Data Analysis Technique

This research, which uses content analysis as the methodology, will employ qualitative and quantitative data. The data analysis technique is a combination of both types. Krippendorff 2004 states that quantitative data numbers is needed in content analysis but not a definite criteria, while qualitative data verbal is the text itself and the basic measurement for the research findings p.87. The qualitative data are the categories of language features, while the quantitative data are the frequency of appearance of each features in all advertisements that will be presented in percentage numbers. This research categorizes the primary data, namely the transcripts of Kopiko advertisements, into groups that have various characteristics of language features as stated in the previous chapter. This categorization is conducted to help the researcher analyze the data, especially to find the unique features of the language in Kopiko advertisements. The categories that are used for this identification are the language features based on lexical cohesion, grammatical cohesion, and information structure. The researcher identifies the language features in each advertisement that are compatible with the characteristics of each category. After the features found in the advertisement language are identified and put in their categories, they are analyzed further to find the similarities and differences that distinguish the English versions of Indonesia and the Philippines. After identifying and analyzing the language features of the advertisements, the researcher uses the reviews of related theories and studies to conduct further analysis. The reviews will support the research findings to answer the research questions. 34

F. Research Procedure

This section summarizes the procedure of this research. First, the researcher finds the issue of the research topic and formulates the problems. This step includes finding the topic which is an analysis on the language features of Kopiko advertisements and formulating the two research questions. Second, the researcher works on the library study to find the theories and studies related to this research. Third, the researcher decides the methodology for conducting this research which is content analysis that includes both qualitative and quantitative data. Fourth, the researcher collects the sources of the primary data which are several versions of Kopiko commercial videos that are broadcasted in Indonesia and the Philippines. Fifth, the researcher transcribes the utterances from the commercial videos into written texts as the primary data. Sixth, the researcher classifies the primary data into three categories to identify the language features of the advertisements. Seventh, the researcher begins to analyze the categorized primary data to find the answers to the research questions. Eighth, the researcher uses the reviews of related theories and studies to support the data analysis in order to answer the research questions. Finally, the research findings and the conclusions of the analysis are presented in descriptive data. 35

CHAPTER IV RESEARCH FINDINGS AND DISCUSSION