Exploratory Research Design Week 02

W. Rofianto, ST, MSi

Research Design: DefinitionA research design is a framework or blueprint for

conducting the marketing research project. It details the

procedures necessary for obtaining the information

needed to structure or solve marketing research

problems.

Research Design

Define the Information Needed

Design the Exploratory, Descriptive, and/or Causal

Phases of the Research

Specify the Measurement and Scaling Procedures

Construct a Questionnaire

Specify the Sampling Process and the Sample Size

Develop a Plan of Data Analysis

Tasks Involved In a Research Design

Unit analisis : sampel mahasiswa aktif di JABODETABEK

Tipe penelitian : descriptive research, cross-sectional

Penghimpunan data : online Survei

Teknik sampling : convenience sampling

Jumlah sampel : 210, 6 kali jumlah indikator (35 buah)

Teknik analisis data : Structural Equation Model

Example of Research Design Summary

Operasionalisasi Variabel

Variabel Definisi Alat Ukur (Original) Alat Ukur (adaptasi)

Motivation

(MOT)

Suatu kekuatan yang

mendorong

seseorang untuk

mencapai tujuannya

(Maclnnis & Jaworski,

1989)

1. The topics of discussion in the forum

are generally relevant to me.

2. I am always interested in the issues

being discussed on the forum.

3. Being on the forum energizes me.

(Gruen et al., 2007)

MOT1. Saya merasa perlu menggali

informasi terbaru dari website kampus saya

MOT2. Saya sangat tertarik akan informasi

baru yang disajikan pada website kampus

saya

MOT3. Saya sangat bersemangat untuk

menjelajahi website kampus saya

Ability

(ABI)

Gambaran seberapa

besar seorang pelaku

memiliki sumber daya

untuk merealisasikan

tujuan-tujuannya

(Hoyer & MacInnis,

2008)

1. I generally find it easy to exchange

ideas with other Internet forum

participants.

2. I consider myself very skilled in

using the forum.

3. I am generally good at navigating

within the forum.

(Gruen et al., 2007)

ABI1. Mudah bagi saya untuk mencari

informasi yang saya butuhkan di website

kampus saya

ABI2. Saya cukup mahir untuk

menggunakan seluruh fitur yang disediakan

pada website kampus saya

ABI3. Secara umum saya mahir dalam

menjelajahi website kampus saya

Rofianto, W (2016). Rerangka Moa Dan Website Quality Sebagai Pembentuk Sikap Dan Konsekuensi Behavioral:

Suatu Unifikasi Model. Working Paper at Indonesia Banking School

Variabel Definisi Alat UkurSkala

Pengukuran

Motivation

(MOT)

Suatu kekuatan yang

mendorong seseorang

untuk mencapai

tujuannya (Maclnnis &

Jaworski, 1989)

MOT1. Saya merasa perlu menggali informasi terbaru dari website

kampus saya

MOT2. Saya sangat tertarik akan informasi baru yang disajikan pada

website kampus saya

MOT3. Saya sangat bersemangat untuk menjelajahi website kampus

saya

(Gruen et al., 2007)

Skala

interval

melalui

Likert Scale

1-7

Ability

(ABI)

Gambaran seberapa

besar seorang pelaku

memiliki sumber daya

untuk merealisasikan

tujuan-tujuannya (Hoyer

& MacInnis, 2008)

ABI1. Mudah bagi saya untuk mencari informasi yang saya butuhkan

di website kampus saya

ABI2. Saya cukup mahir untuk menggunakan seluruh fitur yang

disediakan pada website kampus saya

ABI3. Secara umum saya mahir dalam menjelajahi website kampus

saya

(Gruen et al., 2007)

Skala

interval

melalui

Likert Scale

1-7

Technical

Quality

(TEC)

Karakteristik teknis

suatu website, seperti

kemudahan navigasi,

keamanan, fasilitas

pencarian, personalisasi

dan kemudahan akses

(Al-Qeisi et al., 2014)

TEC1. Website kampus saya memiliki sistem navigasi yang baik

TEC2. Website kampus saya memiliki sistem pencarian (search)

yang baik

TEC3. Website kampus saya memiliki banyak fitur interaktif (misalnya

formulir online, customer service chat)

TEC4. Website kampus saya mudah diakses

TEC5. Website kampus saya dapat dimuat (load) secara cepat

(Al-Qeisi et al., 2014)

Skala

interval

melalui

Likert Scale

1-7

Operasionalisasi Variabel

Single Cross-

Sectional Design

Multiple Cross-

Sectional Design

Research Design

Conclusive

Research DesignExploratory

Research Design

Descriptive

Research

Causal Research

Cross-Sectional

Design

Longitudinal

Design

A Classification of Marketing Research Designs

Exploratory Descriptive Causal

Objective Discovery of

ideas and

insights.

Describe market

characteristics

or functions.

Determine

cause and effect

relationships.

Character-

istics

Flexible.

Versatile.

Often the front end

of total research

design.

Marked by the prior

formulation of specific

hypotheses.

Preplanned and

structured design.

Manipulation of one

or more independent

variables.

Control of other

mediating variables.

Method Expert surveys.

Pilot surveys.

Case studies.

Secondary data

(qualitative).

Qualitative

Research.

Secondary data

(quantitative).

Surveys.

Panels.

Observational and

other data.

Experiments.

A Comparison of Basic Research Designs

Exploratory Research Design

Exploratory Research Design

Exploratory Research Design

Exploratory Research Design

Exploratory Research Design

Exploratory Research Design

Experimental Research Design

Experimental Research Design

Descriptive Research Example

Descriptive Research Example

Descriptive Research Example

Descriptive Research Example

7-21

Why Use Qualitative Research?

“Most of what influences what we say and do

occurs below the level of awareness.

That’s why we need new techniques: to get at hidden knowledge –

to get at what people don’t know they know.”

Jerry Zaltman

Theory

Testing

Theory

Building

Qualitative Research Quantitative Research

Objective To gain a qualitative

understanding of the underlying

reasons and motivations

To quantify the data and

generalize the results from the

sample to the population of

interest

Sample Small number of non-

representative cases

Large number of representative

cases

Data

Collection

Unstructured Structured

Data Analysis Non-statistical Statistical

Outcome Develop an initial understanding Recommend a final course of

action

Qualitative Vs. Quantitative Research

7-23

Data Sources

People

Organizations

Texts

Environments

Events and happenings

Artifacts/ media products

Focus Groups

Qualitative Research

Ethnography

ObservationData

CollectionTechniques

IDIs

Case Studies

Action

Research

Grounded

Theory

Focus Groups Discussion

Movie

Action Movie

Action Scene

The Interview Question Hierarchy

Case Studies

A case study is a "published report about a person, group, or situation that

has been studied over time.

Grounded Theory

Sbaraini, A., Carter, S. M. Evans, R., and Blinkhorn, A. (2011). How to Do A Grounded Theory Study: A Worked Example of A

Study of Dental Practices. BMC Medical Research Methodology, 11.

Grounded theory (GT) is a systematic methodology in the social sciences

involving the construction of theory through the analysis of data.

Action Research

is a disciplined process of inquiry conducted by and for those taking the action.

The primary reason for engaging in action research is to assist the “actor” in

improving and/or refining his or her actions.

Ethnography

is the systematic study of people and

cultures.

Observation

7-32

Group Interview Modes

Telephone

Online

Videoconference

Face-to-Face

NonProbability Sampling

Purposive

SamplingSnowball

Sampling

Convenience

Sampling

General sampling rule:

You should keep conducting interviews until no new

insights are gained.

Analysis of Qualitative Data

1) Data reduction – Select which aspects of the data are

to be emphasized, minimized, or set aside for the

project at hand.

2) Data display – Develop a visual interpretation of the

data with the use of such tools as a diagram, chart, or

matrix. The display helps to illuminate patterns and

interrelationships in the data.

3) Conclusion drawing and verification – Considers the

meaning of analyzed data and assess its implications

for the research question at hand.

Qualitative Analysis