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Research Design
Exploratory, Descriptive and Causal Studies
W. Rofianto
6-2
What Is Research Design?
Blueprint
Plan
Guide
Framework
A 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.
Define the Information Needed
Design the Exploratory, Descriptive, and/or Causal
Phases of the Research
Specify the Measurement and Scaling Procedures
Construct a Questionnaire (Optional)
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 Survey
Teknik sampling : convenience sampling
Jumlah sampel : 210, 6 kali jumlah indikator (35 buah)
Teknik analisis data : Structural Equation Model
Example of Research Design Summary
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
[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
[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
[Likert
Scale
1-7]
Operasionalisasi Variabel
Degree of Question Crystallization
Exploratory Study
Loose structure
Expand understanding
Provide insight
Develop hypotheses
Formal Study
Precise procedures
Begins with hypotheses
Answers research
questions
The Topical Scope
Statistical Study
Breadth
Population inferences
Quantitative
Generalizable findings
Case Study
Depth
Detail
Qualitative
Multiple sources of
information
Research Design
Conclusive
Research DesignExploratory
Research Design
Descriptive
Research
Causal Research
Cross-Sectional
Design
Longitudinal
Design
A Classification of Research Designs
Exploratory Conclusive
Objective To provide insights and
understanding.
To test specific hypotheses and
examine relationships.
Characteristics Information needed is defined
only loosely.
Research process is flexible
and unstructured.
Sample is small and non-
representative.
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
Tentative Conclusive
Outcome Generally followed by further
exploratory or conclusive
research
Findings used as input into
decision making
Exploratory vs Conclusive 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
Quotes of Respondents Statement
Exploratory Research Design
Quotes of Respondents Statement
Exploratory Research Design
Exploratory Research Design
Proposed Framework
Exploratory Research Design
Experimental Research Design
Experimental Research Design
Experimental Research Design Common Terms
Descriptive Research Example
Descriptive Research Example
Research Model
Descriptive Research Example
Hypothesis
Hypothesis Development
Descriptive Research Example
Variable Measurements
Indicator
Sample Surveyed
at T1
Sample Surveyed
at T1
Same Sample also
Surveyed at T2
T1 T2
Cross-Sectional
Design
Longitudinal
Design
Time
Data Collection & Time Dimension
Observation Communication