03_Desain_Riset.ppt 838KB Mar 29 2010 04:55:12 AM
Pertemuan 5
Oleh :
Rahmad 2006
1
A Classification of Marketing Research Designs
Research Design
Exploratory
Conclusive
Research Design
Research Design
Descriptive
Research
Cross-Sectional
Design
Single CrossSectional Design
Casual
Research
Longitudinal
Design
Multiple CrossSectional Design
Difference between Exploratory and Conclusive Research
Objective:
Exploratory
Conclusive
To provide insights and
understanding.
To test specific hypotheses
and examine relationships.
Character- Information needed is
istics:
defined only loosely.
Research process is flexible
and unstructured. Sample
is small and nonrepresentative. Analysis of
primary data is qualitative.
Information needed is clearly
defined. Research process is
formal and structured. Sample
is large and representative.
Data analysis is quantitative.
Findings
/Results:
Conclusive.
Tentative.
Outcome: Generally followed by
further exploratory or
conclusive research.
Findings used as input into
decision making.
A Comparison of Basic Research Designs
Exploratory
Objective:
Discovery of
ideas and
insights
Characteristics: Flexible,
versatile
Methods:
Descriptive
Describe market
characteristics or
functions
Causal
Determine cause
and effect
relationships
Marked by the prior Manipulation of
formulation of
one or more
specific
independent
hypotheses
variables
Often the front
end of total
research design
Preplanned and
structured design
Control of other
mediating
variables
Expert surveys
Pilot surveys
Secondary data
Qualitative
research
Secondary data
Surveys
Panels
Observation and
other data
Experiments
Potential Sources of Error in Research Designs
Total Error
Non-sampling
Error
Random Sampling
Error
Response
Error
Researcher
Error
•Surrogate Information Error
•Measurement Error
•Population Definition Error
•Sampling Frame Error
•Data Analysis Error
Interviewer
Errors
•Respondent Selection Error
•Questioning Error
•Recording Error
•Cheating Error
Non-response
Error
Respondent
Error
•Inability Error
•Unwillingness Error
Exploratory Research Design:
Secondary Data
Rahmad 2006
6
A Comparison of Primary & Secondary Data
Primary Data
Collection purpose
Collection process
Collection cost
Collection time
For the problem at hand
Very involved
High
Long
Secondary Data
For other problems
Rapid & easy
Relatively low
Short
Criteria for Evaluating Secondary Data
Criteria
Issues
Specifications Data collection method, response
& methodology rate, quality & analysis of data,
sampling technique & size,
questionnaire design, field work.
Examine errors in approach,
Error &
research design, sampling,data
Accuracy
collection & analysis, & reporting.
Time lag between collection &
Currency
publication, frequency of updates.
Why were the data collected?
Objective
Nature
Dependability
Remarks
Data should be reliable,
valid, & generalizable to
the problem.
Assess accuracy by
comparing data from
different sources.
Census data are updated
by syndicated firms.
The objective determines
the relevance of data.
Reconfigure the data to
increase their usefulness.
Definition of key variables, units of
measurement, categories used,
relationships examined.
Expertise, credibility, reputation, & Data should be obtained
trustworthiness of the source.
from an original source.
A Classification of Secondary Data
Secondary Data
Internal
Ready
to Use
Requires
Further
processing
External
Published
Materials
Computerized Syndicated
Databases
Services
A Classification of Published Secondary Sources
Published
Secondary Data
General Business
Sources
Guides
Directories Indexes Statistical
Data
Government
Sources
Census
Other
Data Government
Publications
A Classification of Computerized Databases
Computerized
Databases
On-Line
Bibliographic
Databases
Numeric
Databases
Internet
Full-Text
Databases
Off-Line
Directory
Databases
SpecialPurpose
Databases
A Classification of Syndicated Services
Unit of
Measurement
Households/
Consumers
Institutions
Syndicated Services: Consumers
Households /
Consumers
Mail Diary
Panels
Purchase
Volume
Tracking Data
Surveys
Psychographic
& Lifestyles
Media
General
Advertising
Evaluation
Electronic
scanner services
Scanner Diary
Panels
Scanner Diary
Panels with
Cable TV
Syndicated Services: Institutions
Institutions
Retailers
Wholesalers
Industrial firms
Audits
Direct
Inquiries
Clipping
Services
Corporate
Reports
Overview of Syndicated Services
Type
Surveys
Characteristics Advantages
Surveys conducted
at regular intervals
Disadvantages
Most flexible way of Interviewer errors;
obtaining data;
respondent errors
information on
underlying motives
Diary
Households provide
Purchase specific information
Panels
regularly over an
extended period of
time; respondent
asked to record
specific behaviors as
they occur
Recorded purchase
behavior can be
linked to the
demographic /
psychographic
characteristics
Lack of
representativeness;
response bias;
maturation
Diary
Media
Panels
Same as diary
purchase panel
Same as diary
purchase panel
Electronic devices
automatically
recording behavior,
supplemented by a
diary
Uses
Market
segmentation,
advertising theme
selection and
advertising
effectiveness
Forecasting sales,
market share and
trends; establishing
consumer profiles,
brand loyalty and
switching;
evaluating test
markets, advertising,
and distribution
Establishing
advertising rates;
selecting media
program or air time;
establishing viewer
profiles
Lanjutan…
Type
Characteristics Advantages
Disadvantages
Uses
Scanner
Volume
Tracking
Data
Household
purchases are
recorded through
electronic scanners
in supermarkets
Data reflects actual
purchases; timely
data, less expensive
Price tracking,
modeling,
effectiveness of instore promotions
Scanner
Diary
Panels
with Cable
TV
Scanner panels of
households that
subscribe to cable
TV
Audit
services
Verification of
product movement
by examining
physical records or
performing
inventory analysis
Data reflect actual
purchases; sample
control; ability to
link panel data to
household
characteristics
Relatively precise
information at the
retail and wholesale
levels
Data may not be
representative;
errors in recording
purchases; difficult
to link purchases to
elements of
marketing mix other
than price
Data may not be
representative;
quality of data
limited
Coverage may be
incomplete;
matching of data on
competitive activity
may be difficult
Industrial
Product
Syndicated
Services
Data banks on
industrial
establishments
created through
direct inquiries of
companies, clipping
services, and
corporate reports
Measurement of
consumer sales and
market share,
competitive activity,
analyzing
distribution patterns:
tracking of new
products
Determining market
potential by
geographic area,
defining sales
territories, allocating
advertising budget
Important source of Data are lacking in
information on
terms of content,
industrial firms,
quantity, and quality
particularly useful in
initial phases of the
projects
Promotional mix
analyses, copy
testing, new product
testing, positioning
A Classification of International Sources
International Secondary Data
Domestic
Organizations in
the United States
Government
Sources
International
Organizations in
the United States
Nongovernment
Sources
Governments
Organizations in
Foreign Countries
International
Organizations
Trade
Associations
Descriptive Research Design :
Survey and Observation
Rahmad 2006
18
A Classification of Survey Methods
Survey
Methods
Telephone
Personal
In-Home
Traditional
Telephone
Mall
Intercept
Computer-Assisted
Telephone
Interviewing
Mail
Computer-Assisted
Personal
Interviewing
Mail
Interview
Electronic
E-mail
Mail
Panel
Internet
Some Decisions Related to the
Mail Interview Package
Outgoing Envelope
Outgoing envelope: size, color, return address
Postage
Method of addressing
Cover Letter
Sponsorship
Type of appeal
Postscript
Personalization Signature
Questionnaire
Length
Size
Layout
Format
Content
Reproduction
Color
Respondent anonymity
Return Envelope
Type of envelope Postage
Incentives
Monetary versus non-monetary Prepaid versus promised amount
A Classification of Observation Methods
Classifying
Observation
Methods
Observation Methods
Personal
Mechanical
Observation Observation
Audit
Content
Analysis
Trace
Analysis
A Comparative Evaluation of Observation Methods
Criteria
Degree of structure
Degree of disguise
Ability to observe
in natural setting
Observation bias
Analysis Bias
Personal
Mechanical
Observation Observation
Content
Analysis
Trace
Analysis
Low
Medium
High
Low to high
Low to high
Low to high
High
Low
High
High
High
Medium
Medium
High
Low
High
High
Low
Low to
Medium
Can be
intrusive
Low
Low
Medium
Low
Medium
Medium
General remarks Most flexible
resort
Audit
Analysis
Expensive
Limited to
Method of
communications last
A Comparative Evaluation of Survey Methods for
International Marketing Research
Criteria
Telephone
Personal
Mail
High sample control
+
+
Difficulty in locating
+
+
respondents at home
Inaccessibility of homes
+
+
Unavailability of a large
+
+
pool of trained interviewers
Large population in rural areas
+
Unavailability of maps
+
+
Unavailability of current
+
telephone directory
Unavailability of mailing Lists
+
+
Low penetration of telephones
+
+
Lack of an efficient postal system
+
+
Low level of literacy
+
Face-to-face communication culture +
Poor access to computers and Internet?
+
?
Note: A + denotes an advantage, and a - denotes a disadvantage.
Electronic
+
+
+
+
+
+
+
-
Causal Research Design:
Experimentation
Rahmad 2006
24
A Classification of Experimental Designs
Experimental Designs
Pre-experimental
True
Experimental
Quasi
Experimental
One-Shot Case
Study
Pretest-Posttest
Control Group
Time Series
Randomized
Blocks
One Group
Pretest-Posttest
Posttest: Only
Control Group
Multiple Time
Series
Latin Square
Static Group
Solomon FourGroup
Statistical
Factorial
Design
An Example of a Randomized Block Design
Treatment Groups
Block
Store
Commercial
Commercial
Number Patronage
A
C
1
2
3
4
Heavy
Medium
Low
None
Commercial
B
An Example of Latin Square Design
Interest in the Store
Store Patronage
High
Low
Medium
Heavy
B
A
C
Medium
A
Low and none
B
C
A
B
C
An Example of a Factorial Design
Amount of Store
High
Information
Humor
Low
Medium
High
Amount of Humor
No
Medium
Humor
Humor
Laboratory versus Field Experiments
Factor
Field
Environment
Control
Reactive Error
Demand Artifacts
Internal Validity
External Validity
Time
Number of Units
Ease of implementation
Cost
Laboratory
Artificial
High
High
High
High
Low
Short
Small
High
Low
Realistic
Low
Low
Low
Low
High
Long
Large
Low
High
Criteria for the Selection of Test Markets
Test Markets should have the following qualities:
1) Be large enough to produce meaningful projections. They
should contain at least 2% of the potential actual
population.
2) Be representative demographically.
3) Be representative with respect to product
consumption behavior.
4) Be representative with respect to media usage.
5) Be representative with respect to competition.
6) Be relatively isolated in terms of media and physical distribution.
7) Have normal
historical development in the product class
8) Have
Oleh :
Rahmad 2006
1
A Classification of Marketing Research Designs
Research Design
Exploratory
Conclusive
Research Design
Research Design
Descriptive
Research
Cross-Sectional
Design
Single CrossSectional Design
Casual
Research
Longitudinal
Design
Multiple CrossSectional Design
Difference between Exploratory and Conclusive Research
Objective:
Exploratory
Conclusive
To provide insights and
understanding.
To test specific hypotheses
and examine relationships.
Character- Information needed is
istics:
defined only loosely.
Research process is flexible
and unstructured. Sample
is small and nonrepresentative. Analysis of
primary data is qualitative.
Information needed is clearly
defined. Research process is
formal and structured. Sample
is large and representative.
Data analysis is quantitative.
Findings
/Results:
Conclusive.
Tentative.
Outcome: Generally followed by
further exploratory or
conclusive research.
Findings used as input into
decision making.
A Comparison of Basic Research Designs
Exploratory
Objective:
Discovery of
ideas and
insights
Characteristics: Flexible,
versatile
Methods:
Descriptive
Describe market
characteristics or
functions
Causal
Determine cause
and effect
relationships
Marked by the prior Manipulation of
formulation of
one or more
specific
independent
hypotheses
variables
Often the front
end of total
research design
Preplanned and
structured design
Control of other
mediating
variables
Expert surveys
Pilot surveys
Secondary data
Qualitative
research
Secondary data
Surveys
Panels
Observation and
other data
Experiments
Potential Sources of Error in Research Designs
Total Error
Non-sampling
Error
Random Sampling
Error
Response
Error
Researcher
Error
•Surrogate Information Error
•Measurement Error
•Population Definition Error
•Sampling Frame Error
•Data Analysis Error
Interviewer
Errors
•Respondent Selection Error
•Questioning Error
•Recording Error
•Cheating Error
Non-response
Error
Respondent
Error
•Inability Error
•Unwillingness Error
Exploratory Research Design:
Secondary Data
Rahmad 2006
6
A Comparison of Primary & Secondary Data
Primary Data
Collection purpose
Collection process
Collection cost
Collection time
For the problem at hand
Very involved
High
Long
Secondary Data
For other problems
Rapid & easy
Relatively low
Short
Criteria for Evaluating Secondary Data
Criteria
Issues
Specifications Data collection method, response
& methodology rate, quality & analysis of data,
sampling technique & size,
questionnaire design, field work.
Examine errors in approach,
Error &
research design, sampling,data
Accuracy
collection & analysis, & reporting.
Time lag between collection &
Currency
publication, frequency of updates.
Why were the data collected?
Objective
Nature
Dependability
Remarks
Data should be reliable,
valid, & generalizable to
the problem.
Assess accuracy by
comparing data from
different sources.
Census data are updated
by syndicated firms.
The objective determines
the relevance of data.
Reconfigure the data to
increase their usefulness.
Definition of key variables, units of
measurement, categories used,
relationships examined.
Expertise, credibility, reputation, & Data should be obtained
trustworthiness of the source.
from an original source.
A Classification of Secondary Data
Secondary Data
Internal
Ready
to Use
Requires
Further
processing
External
Published
Materials
Computerized Syndicated
Databases
Services
A Classification of Published Secondary Sources
Published
Secondary Data
General Business
Sources
Guides
Directories Indexes Statistical
Data
Government
Sources
Census
Other
Data Government
Publications
A Classification of Computerized Databases
Computerized
Databases
On-Line
Bibliographic
Databases
Numeric
Databases
Internet
Full-Text
Databases
Off-Line
Directory
Databases
SpecialPurpose
Databases
A Classification of Syndicated Services
Unit of
Measurement
Households/
Consumers
Institutions
Syndicated Services: Consumers
Households /
Consumers
Mail Diary
Panels
Purchase
Volume
Tracking Data
Surveys
Psychographic
& Lifestyles
Media
General
Advertising
Evaluation
Electronic
scanner services
Scanner Diary
Panels
Scanner Diary
Panels with
Cable TV
Syndicated Services: Institutions
Institutions
Retailers
Wholesalers
Industrial firms
Audits
Direct
Inquiries
Clipping
Services
Corporate
Reports
Overview of Syndicated Services
Type
Surveys
Characteristics Advantages
Surveys conducted
at regular intervals
Disadvantages
Most flexible way of Interviewer errors;
obtaining data;
respondent errors
information on
underlying motives
Diary
Households provide
Purchase specific information
Panels
regularly over an
extended period of
time; respondent
asked to record
specific behaviors as
they occur
Recorded purchase
behavior can be
linked to the
demographic /
psychographic
characteristics
Lack of
representativeness;
response bias;
maturation
Diary
Media
Panels
Same as diary
purchase panel
Same as diary
purchase panel
Electronic devices
automatically
recording behavior,
supplemented by a
diary
Uses
Market
segmentation,
advertising theme
selection and
advertising
effectiveness
Forecasting sales,
market share and
trends; establishing
consumer profiles,
brand loyalty and
switching;
evaluating test
markets, advertising,
and distribution
Establishing
advertising rates;
selecting media
program or air time;
establishing viewer
profiles
Lanjutan…
Type
Characteristics Advantages
Disadvantages
Uses
Scanner
Volume
Tracking
Data
Household
purchases are
recorded through
electronic scanners
in supermarkets
Data reflects actual
purchases; timely
data, less expensive
Price tracking,
modeling,
effectiveness of instore promotions
Scanner
Diary
Panels
with Cable
TV
Scanner panels of
households that
subscribe to cable
TV
Audit
services
Verification of
product movement
by examining
physical records or
performing
inventory analysis
Data reflect actual
purchases; sample
control; ability to
link panel data to
household
characteristics
Relatively precise
information at the
retail and wholesale
levels
Data may not be
representative;
errors in recording
purchases; difficult
to link purchases to
elements of
marketing mix other
than price
Data may not be
representative;
quality of data
limited
Coverage may be
incomplete;
matching of data on
competitive activity
may be difficult
Industrial
Product
Syndicated
Services
Data banks on
industrial
establishments
created through
direct inquiries of
companies, clipping
services, and
corporate reports
Measurement of
consumer sales and
market share,
competitive activity,
analyzing
distribution patterns:
tracking of new
products
Determining market
potential by
geographic area,
defining sales
territories, allocating
advertising budget
Important source of Data are lacking in
information on
terms of content,
industrial firms,
quantity, and quality
particularly useful in
initial phases of the
projects
Promotional mix
analyses, copy
testing, new product
testing, positioning
A Classification of International Sources
International Secondary Data
Domestic
Organizations in
the United States
Government
Sources
International
Organizations in
the United States
Nongovernment
Sources
Governments
Organizations in
Foreign Countries
International
Organizations
Trade
Associations
Descriptive Research Design :
Survey and Observation
Rahmad 2006
18
A Classification of Survey Methods
Survey
Methods
Telephone
Personal
In-Home
Traditional
Telephone
Mall
Intercept
Computer-Assisted
Telephone
Interviewing
Computer-Assisted
Personal
Interviewing
Interview
Electronic
Panel
Internet
Some Decisions Related to the
Mail Interview Package
Outgoing Envelope
Outgoing envelope: size, color, return address
Postage
Method of addressing
Cover Letter
Sponsorship
Type of appeal
Postscript
Personalization Signature
Questionnaire
Length
Size
Layout
Format
Content
Reproduction
Color
Respondent anonymity
Return Envelope
Type of envelope Postage
Incentives
Monetary versus non-monetary Prepaid versus promised amount
A Classification of Observation Methods
Classifying
Observation
Methods
Observation Methods
Personal
Mechanical
Observation Observation
Audit
Content
Analysis
Trace
Analysis
A Comparative Evaluation of Observation Methods
Criteria
Degree of structure
Degree of disguise
Ability to observe
in natural setting
Observation bias
Analysis Bias
Personal
Mechanical
Observation Observation
Content
Analysis
Trace
Analysis
Low
Medium
High
Low to high
Low to high
Low to high
High
Low
High
High
High
Medium
Medium
High
Low
High
High
Low
Low to
Medium
Can be
intrusive
Low
Low
Medium
Low
Medium
Medium
General remarks Most flexible
resort
Audit
Analysis
Expensive
Limited to
Method of
communications last
A Comparative Evaluation of Survey Methods for
International Marketing Research
Criteria
Telephone
Personal
High sample control
+
+
Difficulty in locating
+
+
respondents at home
Inaccessibility of homes
+
+
Unavailability of a large
+
+
pool of trained interviewers
Large population in rural areas
+
Unavailability of maps
+
+
Unavailability of current
+
telephone directory
Unavailability of mailing Lists
+
+
Low penetration of telephones
+
+
Lack of an efficient postal system
+
+
Low level of literacy
+
Face-to-face communication culture +
Poor access to computers and Internet?
+
?
Note: A + denotes an advantage, and a - denotes a disadvantage.
Electronic
+
+
+
+
+
+
+
-
Causal Research Design:
Experimentation
Rahmad 2006
24
A Classification of Experimental Designs
Experimental Designs
Pre-experimental
True
Experimental
Quasi
Experimental
One-Shot Case
Study
Pretest-Posttest
Control Group
Time Series
Randomized
Blocks
One Group
Pretest-Posttest
Posttest: Only
Control Group
Multiple Time
Series
Latin Square
Static Group
Solomon FourGroup
Statistical
Factorial
Design
An Example of a Randomized Block Design
Treatment Groups
Block
Store
Commercial
Commercial
Number Patronage
A
C
1
2
3
4
Heavy
Medium
Low
None
Commercial
B
An Example of Latin Square Design
Interest in the Store
Store Patronage
High
Low
Medium
Heavy
B
A
C
Medium
A
Low and none
B
C
A
B
C
An Example of a Factorial Design
Amount of Store
High
Information
Humor
Low
Medium
High
Amount of Humor
No
Medium
Humor
Humor
Laboratory versus Field Experiments
Factor
Field
Environment
Control
Reactive Error
Demand Artifacts
Internal Validity
External Validity
Time
Number of Units
Ease of implementation
Cost
Laboratory
Artificial
High
High
High
High
Low
Short
Small
High
Low
Realistic
Low
Low
Low
Low
High
Long
Large
Low
High
Criteria for the Selection of Test Markets
Test Markets should have the following qualities:
1) Be large enough to produce meaningful projections. They
should contain at least 2% of the potential actual
population.
2) Be representative demographically.
3) Be representative with respect to product
consumption behavior.
4) Be representative with respect to media usage.
5) Be representative with respect to competition.
6) Be relatively isolated in terms of media and physical distribution.
7) Have normal
historical development in the product class
8) Have