Inductive and deductive

9. Inductive and deductive

First is by getting ideas from collecting and analyzing data. Then test these ideas out through theory, literature review, further data collection and analysis as the guide.

4.1 Informant

In this study, the informants will be the head of education and marketing, because it will be focused on the startegy and she is the one who are ability to give the information. She will be directly as the key informant.

4.2. Field research

The researcher will conduct a field research, known as a research in which “the impulse was to get away from the desk or the academic library and go out into the field to do something

more than simply conduct interviews” (Thorpe, 2008: 99). This research will be conducted using the “participant observation”, with its four criteria as

defined by Thorpe.

1. The complete participant, who operates covertly, concealing any intention to observe the setting.

2. The participants-as-observer, who is forms relationships and participates in activities but makes no secret of an intention to observe events.

3. The observer-as-participants, who maintains only superficial contacts with the

people being studied (for example, by asking them occasional questions).

4. The complete observer, who merely stands back and ‘eavesdrops’ on the proceedings” (Thorpe, 2008: 150)

Beside the participant observation, this research will also use interview as the data generating procedures. The interview will be conducted person-to-person.

“Interview research is conducted in an array of modes and can be used upon a variety of epistemological and ontological premises. Standard overviews of different types of interview often stress the degree of structuring (structured, semi-structured,

unstructured), the number of people involved (individual or group) and the media of communication (face-to-face conversation, telephone, e- mail).” (Thorpe, 2008: 118)

4.3. In-depth interview

The interview session was conducted on the agreed appointment between the respondents and researcher. The informants become “conversational partners “(Daymon,et al., 2002).

The questions in the interview focus on the issues or topic areas to be covered and the lines of inquiry to be followed.

The instruments used during the interview are tape recording, note during and after the interview and transcribing the interview record. The goal of interview is to deeply explore the respondent’s point of views, feelings and perspective.

An in-depth interview is an open-ended, discovery-oriented method that is well suited for describing both program processes and outcome from the perspective of the target audience. The goal of the interview is to deeply explore the respondents’ point of view,

feeling and perspective. In this sense, in depth interviews yield information. Some key characteristic of in-depth interview includes:

 Open ended questions Questions should be worded so that respondents cannot simply answer yes or no but must expound the topic.

 Semi-structure format Although having some pre-planned questions to ask during the interview, it must be allowed by the questions that comes naturally or development the questions based on the information that provided by respondents.

 Recording responses The responses are recorded, typically with audiotape and written notes.

4.4. Electronic Data Collection

The second type of data generating procedure is from Electronic Data Collection. Michael Bloor and Fiona Wood defined it as “data collection through the medium of the internet or the telephone” (Bloor, 2006: 63). The researcher will use Google as the search engine.

4.5. Data Analysis Procedure

In analyzing the data collected, researches follow the process of qualitative data stages that can be stressed here. The stages are organizing the data, synthesizing the data, verification the data, conclusion or verification. Briefly, the stages of data analysis can be classified as follows: In analyzing the data collected, researches follow the process of qualitative data stages that can be stressed here. The stages are organizing the data, synthesizing the data, verification the data, conclusion or verification. Briefly, the stages of data analysis can be classified as follows:

b. Data coding: coding starts after reading the data and information that identified as the primary and secondary data. This action is aimed to give label or shorthand devices which enable to tag statements in the data. It will give the benefit in the process of data interpretation. Categorization: the evidence will be categorized based on codes and themes related to the concepts developed in this research. Classification can be done also according to the definition used by informants and respondents.

c. Interpreting and Analysis: Interpreting the data gathered by triangulation process is the meaning of the data in relations with the theoretical framework chosen in this research. This research seeks only to be descriptive in order to illustrate or challenge a specific theory or model. Interpretation and analyzing the data is the important process before giving the conclusion and recommendation of this research. Interpretation of data will be supported by the concept or theories used in Chapter II.

d. Conclusion is the end process where the researcher concludes everything found during the research. Good conclusion will coming from the good problem statement and the objective of the research. Then, suggestion or recommendation is the practical things that can be expressed by the researcher in two aspects: academic and practical aspect.

e. 5.Result and discussion

The result after having interview , there will be three classification that will be discussed on this research :

A. Discovery Cicle the process of interview begin with market review , that is analysis to the market condition and the trend change in market situation. This school of toursm and hospitality has stable market; there are high school student who are nowdays close to gadget. The informan said that her business will be influenced by the Education Ministry such as education regualtion.

B. Intent Circle The informan said that the problem comes from influencer sphares of the potential target market. When the target market said about passion in hospitality industry, there will be iput from the parents who still have negative paradigm about working in hospitality industry that make them not support their pupils to continue their study by taking hospitality major.

C. Stategy Circle By having the information about discovery and intent circle it will be continued to the startegy circle. Based on the interview , the responden says that there is a change in target market. This company expand their target market. Fisrtly, it grabbed only for senior high school student but starting in the year of 2014 there expand to open profesional class because base on the bechmarking to the hospitality industries, the informan got the information that there are still numbers of employee who have no university grade because accepting after SMK and having career on the workplaces. This situation make the school coordinator decided to explore their target market. The next point on the research in the way to make brand soul and selling idea. According to (Watono and Watono, 2011:129-130) , in creating brand soul, the company must understand their own and focus to get unique selling. It becomes “ Reason for beeing” , becoming spirit in consumer mind so this company choose the brand soul as the school of hositality and toursim , the graduate will be able at least more that one languages and updating to the industry that meas make a shorter GAP of knowledge while learning, practising and sending the pupils to the workplace. After the brand soul has been finished it will be this company’s positioning and continue transfering into selling idea . Selling idea

describing the inheren advantage and the shape of formulation from brand soul that has been mentioned or the other hand , brand soul must be translated into selling idea. The selling idea will be “ the process to success in this passionate industryl”

Based on informan explalation , the selling idea will be communicated to the audience. The selli ng idea will be the same as “ What to say “ or Content but the context or “ How To Say” can be in variety approach depending on the contact points. To meet the audience ,

this company used :

1. Billboard : The mereasuament will be the number of peole who interact with the brochure

2. On Campus Event : the measurement will be the number of people who attend to the event

3. You tube : The measurament will be the number of viewer

4. Twitter : the measurement will be the number of follower

5. Facebook : The measurement will be the number of friend.

6. School Visiting : The measurement will be the number of people who attend the presentation

7. Website : The measurement will be the number of visitor.

There are six contact point that used by this institution but it will be centralized in to twitter to shared the information. In print advertsiment , the twitter metioned as the biggest as mandatory . While in campus event, the audience directed to follow the twitter through

the contest like “selfie” contest which is there are two advantageous : there are the audience will share the information with their own time line and the twitter that belong to the instition will be noticed by their follower. The secon advantageus is in institution time line

will also appear the message from the audience. In facebook also ask the friends to follow the twitter and make some “ Quiz”. While shool visiting also the same , from the data

based, the isntitution also follow the target audience and the target audience will follow back with the pleasure becasue they are basically love is somebody follow them. The link of website and youtube also shared in the twitter and in other contact point there always mention about the existence of twitter ( See figure below )

Figure 4.1 THE SOCIAL MEDIA CENTERED

The marketing communication mix that used by this institution are :

1. Advertising

: this instition used print media

2. Sales Promotion : This institution used grading system the message used. The audiece can get the discount based on the score.

3. Personal selling : there are people that pushed people to enggage with the insttution, to give them knowledge more deeply to audience

4. Public Relations : Communcation about achievement to build good brand image

5. Direct Marketing : Sending information by email to target market All the marketing mixed used connected to the twitter even though it is a link or other infomations.

So in this research both of contact point used and marketing commnication program used twitter to share widely to the follower.

T he informan said that there was a must for marketers to push audiece to follow the institution’s twitter.

6.Conclusion In conclusion this institution realized that to run their ogranitation must follow the technoligical

infomation that nowdays influencing the target market. All the strategy describes as mention in the figure below

Figure 6.1 Marketing Communication stategy In the institution

As the figure shows that the instittion do the market analysis and there is an analysis to fid the problem and advantage. The problem and opportuniyu done by benchmarking to the hospitality and toursim industries. By having benchmarking to the industry this institution find also the advantage. After the problem and advantage appreared, the instition can make the unque selling preposition by creating brand soul and then translated into the selling idea. The selling idea can be

shared in many massage “ How To Say “ but “What to Say” must be consistent. The mesage share into the marketing mix as advertising , sales promo, direct marketing , PR and Personal Selling

with every single contact point. At the end the message in every contact point and marketing mix will be shared mutuallt with social media and contact point also direct to audience to join the social media.