Rahmad 2006
1
Pertemuan 5
Research Design
Conclusive
Research Design
Descriptive
Research
Research
Casual
Cross-Sectional
Design
Longitudinal
Design
Single
Cross-Sectional Design
Sectional Design
Multiple
Cross-Exploratory
Research Design
Objective
:
Character-istics
:
Findings
/Results
:
Outcome
:
To provide insights and
understanding
.
Information needed is
defined only loosely.
Research process is flexible
and unstructured. Sample
is small and
non-representative. Analysis of
primary data is qualitative.
Tentative.
Generally followed by
further exploratory or
conclusive research.
To test specific hypotheses
and examine relationships.
Information needed is clearly
defined. Research process is
formal and structured. Sample
is large and representative.
Data analysis is quantitative
.
Conclusive.
Findings used as input into
decision making.
Exploratory
Exploratory
Conclusive
Conclusive
Objective
Objective
:
:
Characteristics
Characteristics
:
:
Methods
Methods
:
:
Discovery of
Discovery of
ideas and
ideas and
insights
insights
Flexible,
Flexible,
versatile
versatile
Often the front
Often the front
end of total
end of total
research design
research design
Expert surveys
Expert surveys
Pilot surveys
Pilot surveys
Secondary data
Secondary data
Qualitative
Qualitative
research
research
Describe market
Describe market
characteristics or
characteristics or
functions
functions
Marked by the prior
Marked by the prior
formulation of
formulation of
specific
specific
hypotheses
hypotheses
Preplanned and
Preplanned and
structured design
structured design
Secondary data
Secondary data
Surveys
Surveys
Panels
Panels
Observation and
Observation and
other data
other data
Determine cause
Determine cause
and effect
and effect
relationships
relationships
Manipulation of
Manipulation of
one or more
one or more
independent
independent
variables
variables
Control of other
Control of other
mediating
mediating
variables
variables
Experiments
Experiments
Exploratory
Exploratory
Descriptive
Descriptive
Causal
Causal
A Comparison of Basic Research Designs
Non-sampling
Error
Non-sampling
Error
Non-response
Error
Non-response
Error
Interviewer
Errors
Interviewer
Errors
Respondent
Respondent
Error
Error
Researcher
Error
Researcher
Error
Total Error
Total Error
Random Sampling
Error
Random Sampling
Error
•
Surrogate Information Error
•
Measurement Error
•
Population Definition Error
•
Sampling Frame Error
•
Data Analysis Error
•
Surrogate Information Error
•
Measurement Error
•
Population Definition Error
•
Sampling Frame Error
•
Data Analysis Error
•
Respondent Selection Error
•
Questioning Error
•
Recording Error
•
Cheating Error
•
Respondent Selection Error
•
Questioning Error
•
Recording Error
•
Cheating Error
•
Inability Error
•
Unwillingness Error
•
Inability Error
•
Unwillingness Error
Response
Error
Response
Error
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Exploratory Research Design:
Exploratory Research Design:
Primary Data
Primary Data
Secondary Data
Secondary Data
Collection purpose For the problem at hand
For other problems
Collection process
Very involved
Rapid & easy
Collection cost
High
Relatively low
Collection time
Long
Short
Criteria
Criteria
Issues
Issues
Remarks
Remarks
Specifications
& methodology
Error &
Accuracy
Currency
Objective
Nature
Dependability
Data collection method, response
rate, quality & analysis of data,
sampling technique & size,
questionnaire design, field work.
Examine errors in approach,
research design, sampling,data
collection & analysis, & reporting.
Time lag between collection &
publication, frequency of updates.
Why were the data collected?
Definition of key variables, units of
measurement, categories used,
relationships examined.
Expertise, credibility, reputation, &
trustworthiness of the source.
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.
Data should be obtained
from an original source.
Criteria for Evaluating Secondary Data
A Classification of Secondary Data
A Classification of Secondary Data
Secondary Data
Internal
External
Ready
to Use
Requires
Further
processing
Published
Materials
Computerized
Databases
Statistical
Data
Published
Secondary Data
General Business
Sources
Government
Sources
Guides
Directories Indexes
Census
Data
Other
Government
Publications
A Classification of Published Secondary Sources
Bibliographic
Databases
Bibliographic
Databases
Computerized
Databases
On-Line
Off-Line
Numeric
Databases
Full-Text
Databases
Full-Text
Databases
Directory
Databases
Directory
Databases
Special-Purpose
Databases
Special-Purpose
Databases
A Classification of Computerized Databases
A Classification of Computerized Databases
Unit of
Measurement
A Classification of Syndicated Services
A Classification of Syndicated Services
Households/
Consumers
Syndicated Services: Consumers
Syndicated Services: Consumers
Households /
Consumers
Surveys
Mail Diary
Panels
Electronic
scanner services
Purchase
Media
Psychographic
& Lifestyles
General
Advertising
Evaluation
Volume
Tracking Data
Scanner Diary
Panels
Scanner Diary
Panels with
Syndicated Services: Institutions
Syndicated Services: Institutions
Institutions
Retailers
Wholesalers
Industrial firms
Audits
Direct
Inquiries
Clipping
Type Characteristics Advantages
Disadvantages Uses
Surveys Surveys conducted
at regular intervals
Most flexible way of
obtaining data;
information on
underlying motives
Interviewer errors;
respondent errors
Market
segmentation,
advertising theme
selection and
advertising
effectiveness
Diary
Purchase
Panels
Households provide
specific information
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
Forecasting sales,
market share and
trends; establishing
consumer profiles,
brand loyalty and
switching;
evaluating test
markets, advertising,
and distribution
Diary
Media
Panels
Electronic devices
automatically
recording behavior,
supplemented by a
diary
Same as diary
purchase panel
Same as diary
purchase panel
Establishing
advertising rates;
selecting media
program or air time;
establishing viewer
profiles
Type
Characteristics Advantages
Disadvantages
Uses
Scanner Volume Tracking Data Household purchases are recorded through electronic scanners in supermarketsData reflects actual purchases; timely data, less expensive
Data may not be representative; errors in recording purchases; difficult to link purchases to elements of
marketing mix other than price
Price tracking, modeling,
effectiveness of in-store promotions Scanner Diary Panels with Cable TV
Scanner panels of households that subscribe to cable TV
Data reflect actual purchases; sample control; ability to link panel data to household
characteristics
Data may not be representative; quality of data limited
Promotional mix analyses, copy
testing, new product testing, positioning
Audit services
Verification of product movement by examining
physical records or performing
inventory analysis
Relatively precise information at the retail and wholesale levels
Coverage may be incomplete;
matching of data on competitive activity may be difficult
Measurement of consumer sales and market share,
competitive activity, analyzing
distribution patterns: tracking of new products
Industrial Product Syndicated Services
Data banks on industrial
establishments created through direct inquiries of companies, clipping services, and
corporate reports
Important source of information on industrial firms, particularly useful in initial phases of the projects
Data are lacking in terms of content, quantity, and quality
International
Organizations
Domestic
Organizations in
the United States
Domestic
Organizations in
the United States
International Secondary Data
International
Organizations in
the United States
Organizations in
Foreign Countries
Government
Sources
Nongovernment
Sources
Governments
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Descriptive Research Design :
Descriptive Research Design :
Survey and Observation
Survey
Survey
Methods
Methods
Survey
Survey
Methods
Methods
Telephone
Telephone
Personal
Personal
In-Home
In-Home
Mall
Mall
Intercept
Intercept
Computer-Assisted
Computer-Assisted
Personal
Personal
Interviewing
Interviewing
Traditional
Traditional
Telephone
Telephone
Computer-Assisted
Telephone
Computer-Assisted
Telephone
Interviewing
Interviewing
Interview
Interview
Panel
Panel
A Classification of Survey Methods
A Classification of Survey Methods
Electronic
Electronic
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
Some Decisions Related to the
Some Decisions Related to the
Mail Interview Package
A Classification of Observation Methods
Observation Methods
Personal
Observation
Mechanical
Observation
Audit
Content
Analysis
Trace
Analysis
Criteria
Personal Mechanical Audit Content Trace
Observation Observation Analysis Analysis Analysis
Degree of structure Low Low to high High High Medium
Degree of disguise Medium Low to high Low High High
Ability to observe High Low to high High Medium Low
in natural setting
Observation bias High Low Low Medium Medium
Analysis Bias
High Low to
Low Low Medium
Medium
General remarks Most flexible Can be Expensive Limited to Method of
intrusive communications last
resort
A Comparative Evaluation of Observation Methods
Criteria
Telephone Personal Mail Electronic
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.
A Comparative Evaluation of Survey Methods for
A Comparative Evaluation of Survey Methods for
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Causal Research Design:
Causal Research Design:
A Classification of Experimental Designs
A Classification of Experimental Designs
Experimental Designs
Pre-experimental
True
Experimental
Quasi
Experimental
Statistical
One-Shot Case
Study
One Group
Pretest-Posttest
Static Group
Pretest-Posttest
Control Group
Posttest: Only
Control Group
Solomon
Four-Group
Time Series
Multiple Time
Series
Randomized
Blocks
Latin Square
Treatment Groups
Block Store Commercial
Commercial Commercial
Number Patronage A B
C
1
Heavy
2
Medium
3
Low
4
None
Interest in the
Store
Store Patronage
High
Medium
Low
Heavy B A
C
Medium C B
A
Low and none A C
B
Amount of Humor
Amount of Store No
Medium
High
Information Humor
Humor
Humor
Low
Medium
High
Factor
Laboratory
Field
Environment
Artificial
Realistic
Control
High
Low
Reactive Error
High
Low
Demand Artifacts
High
Low
Internal Validity
High
Low
External Validity
Low
High
Time
Short
Long
Number of Units
Small
Large
Ease of implementation
High
Low
Cost
Low
High
Criteria for the Selection of Test Markets
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
