Bahan Asistensi MRB

Asistensi MRB 3
Experiments

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ka

Research Design

Exploratory

Conclusive

Descriptive

CrossSectional

Single Cross
Sectional

Longitudinal

Multiple Cross
Sectional

Causal

Research Design:
Exploratory
• Purpose: provide insights, provide a
better understanding, form a basic
model for further research  theory
building
• The design is unstructured, it depends
on the problem that we face.
• The primary data is qualitative data
• The sample is small and non
representative

Research Design:
Conclusive
• Purpose: to test a phenomena, to

verify the insight gained from
qualitative research, to quantify the
data  theory testing
• the design is formal and structured
• The primary data is quantitative
data
• The sample is large and representative

Marketing Research Data

Secondary Data

Primary Data

Quantitative
Data

Descriptive

Survey Data

Observatio
nal and
other data

Qualitative
Data

Causal

Experiment
al Data

Quantitative: Experiment
• Main reason of conducting the
experiment: to test the causality
effect
• Concept of causality: when the
occurrence of X increases the
occurrence of Y

Experiment Cont’d
• Definition and concept in experiment:
– Independent variables: variables that are
manipulated by the researcher. Also known
as treatment
– Test units: respondents whose response to
the independent variables is being examined
– Dependent variables: variable that measure
the effect of independent variables on the
test units
– Extraneous variable: variable other than
independent variable that can alter the effect

Experiment Cont’d
• Definitions of the symbol
– X = the exposure of a group to an
independent variable, treatment or
event
– O = the process of observation or

measurement of the dependent variable
on the test units
– R = the random assignment of test units
to separate treatment

Experiment Cont’d
• Validity in instrument
– Internal validity: whether the effect in
experiment is purely caused by the
treatment or not
– External validity: is the result of the
experiment can be implemented on
other case? Can it be generalized?

Experiment: Cont’d
• Extraneous variable:
– History
– Maturation
– Testing effect
– Instrumentation

• How to minimize extraneous variable:?
– Randomization
– Matching

Experiment: Cont’d
• Experiment design:
– One shot case study
X
O
– One group pre test-post test design
O1

X

O2

– Static Group Design
EG: X
CG:

O1
O2

Experiment: Cont’d
• Experiment design:
– Pretest-posttest control group design
EG: R
CG: R

O1
O3

X
X

O2
O4

treatment effect = (O2 – O1) – (O4 – O3)

– Posttest only control group design
EG: R
CG: R

X

O1
O2