Bahan Asistensi MRB

Asistensi MRB 3

Experiments

Research Design

Exploratory Conclusive

Descriptive

Cross-Sectional

Single Cross

Sectional Multiple Cross Sectional

Longitudinal

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

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

Marketing Research Data

Secondary Data Primary Data

Quantitative Data

Descriptive

Survey Data Observational and other data

Causal

Experiment al Data

Quantitative: Experiment

•

Main reason of conducting the

experiment: to test the causality

effect

•

Concept of causality: when the

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}

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}

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: Cont’d

•

Extraneous variable:

– History

– Maturation

– Testing effect

– Instrumentation

•

How to minimize extraneous variable:?

– Randomization

Experiment: Cont’d

•

Experiment design:

– _{One shot case study}

– _{One group pre test-post test design}

– _{Static Group Design}

X O

O1 X O2

Experiment: Cont’d

•

Experiment design:

– _{Pretest-posttest control group design}

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

– _{Posttest only control group design} EG: R O1 X O2

CG: R O3 X O4