Rahmad 2006 1

Pertemuan 5

Oleh :

Research Design

Conclusive Research Design

Descriptive Research

Casual Research

Cross-Sectional Design

Longitudinal Design

Single Cross-Sectional Design

Multiple Cross-Sectional Design

Exploratory

Research Design

A Classification of Marketing Research Designs

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.

ExploratoryExploratory ConclusiveConclusive

Difference between Exploratory and Conclusive Research

ObjectiveObjective::

CharacteristicsCharacteristics::

MethodsMethods::

Discovery of Discovery of ideas and ideas and insightsinsights

Flexible, Flexible, versatileversatile

Often the front Often the front end of total end of total research designresearch design

Expert surveysExpert surveysPilot surveysPilot surveysSecondary dataSecondary dataQualitative Qualitative researchresearch

Describe market Describe market characteristics or characteristics or functionsfunctions

Marked by the prior Marked by the prior formulation of formulation of specific specific hypotheseshypotheses

Preplanned and Preplanned and structured designstructured design

Secondary dataSecondary dataSurveysSurveysPanelsPanelsObservation and Observation and other dataother data

Determine cause Determine cause and effect and effect relationshipsrelationships

Manipulation of Manipulation of one or more one or more independent independent variablesvariables

Control of other Control of other mediating mediating variablesvariables

ExperimentsExperiments

ExploratoryExploratory DescriptiveDescriptive CausalCausal

A Comparison of Basic Research DesignsA Comparison of Basic Research Designs

Non-sampling Error

Non-sampling Error

Non-response Error

Non-response Error

Interviewer Errors

Interviewer Errors

Respondent Error

Respondent Error

Researcher Error

Researcher Error

Total ErrorTotal 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

Potential Sources of Error in Research DesignsPotential Sources of Error in Research Designs

Rahmad 2006 6

Exploratory Research Design:Exploratory Research Design:Secondary DataSecondary Data

Primary DataPrimary Data Secondary DataSecondary Data

Collection purpose For the problem at hand For other problemsCollection process Very involved Rapid & easyCollection cost High Relatively lowCollection time Long Short

A Comparison of Primary & Secondary DataA Comparison of Primary & Secondary Data

CriteriaCriteria 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,datacollection & 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 DataCriteria for Evaluating Secondary Data

A Classification of Secondary Data A Classification of Secondary Data

Secondary Data

Internal External

Readyto Use

RequiresFurther

processing

PublishedMaterials

ComputerizedDatabases

Syndicated Services

StatisticalData

Published Secondary Data

General Business Sources

Government Sources

Guides Directories Indexes Census Data

Other Government Publications

A Classification of Published Secondary SourcesA Classification of Published Secondary Sources

Bibliographic DatabasesBibliographic Databases

Computerized Databases

On-Line Off-Line

NumericDatabases

Full-Text DatabasesFull-Text Databases

DirectoryDatabasesDirectoryDatabases

Special-Purpose

Databases

Special-Purpose

Databases

A Classification of Computerized DatabasesA Classification of Computerized Databases

Internet

Unit of Measurement

A Classification of Syndicated ServicesA Classification of Syndicated Services

Households/Consumers

Institutions

Syndicated Services: ConsumersSyndicated Services: Consumers

Households / Consumers

Surveys

Mail Diary Panels

Electronic scanner servicesPurchase Media

Psychographic& Lifestyles

GeneralAdvertisingEvaluation

Volume Tracking Data

Scanner Diary Panels

Scanner Diary Panels with Cable TV

Syndicated Services: InstitutionsSyndicated Services: Institutions

Institutions

Retailers Wholesalers Industrial firms

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Corporate Reports

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

Overview of Syndicated ServicesOverview of Syndicated Services

Type Characteristics Advantages Disadvantages UsesScannerVolumeTrackingData

Householdpurchases arerecorded throughelectronic scannersin supermarkets

Data reflects actualpurchases; timelydata, less expensive

Data may not berepresentative;errors in recordingpurchases; difficultto link purchases toelements ofmarketing mix otherthan price

Price tracking,modeling,effectiveness of in-store promotions

ScannerDiaryPanelswith CableTV

Scanner panels ofhouseholds thatsubscribe to cableTV

Data reflect actualpurchases; samplecontrol; ability tolink panel data tohouseholdcharacteristics

Data may not berepresentative;quality of datalimited

Promotional mixanalyses, copytesting, new producttesting, positioning

Auditservices

Verification ofproduct movementby examiningphysical records orperforminginventory analysis

Relatively preciseinformation at theretail and wholesalelevels

Coverage may beincomplete;matching of data oncompetitive activitymay be difficult

Measurement ofconsumer sales andmarket share,competitive activity,analyzingdistribution patterns:tracking of newproducts

IndustrialProductSyndicatedServices

Data banks onindustrialestablishmentscreated throughdirect inquiries ofcompanies, clippingservices, andcorporate reports

Important source ofinformation onindustrial firms,particularly useful ininitial phases of theprojects

Data are lacking interms of content,quantity, and quality

Determining marketpotential bygeographic area,defining salesterritories, allocatingadvertising budget

Lanjutan…Lanjutan…

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

GovernmentsTrade

Associations

A Classification of International SourcesA Classification of International Sources

Rahmad 2006 18

Descriptive Research Design : Descriptive Research Design : Survey and ObservationSurvey and Observation

Survey Survey MethodsMethodsSurvey Survey

MethodsMethods

TelephoneTelephone PersonalPersonal MailMail

In-HomeIn-Home Mall Mall InterceptIntercept

Computer-Assisted Computer-Assisted Personal Personal

InterviewingInterviewing

Traditional Traditional TelephoneTelephone

Computer-Assisted Computer-Assisted Telephone Telephone InterviewingInterviewing

Mail Mail InterviewInterview

Mail Mail PanelPanel

A Classification of Survey MethodsA Classification of Survey Methods

ElectronicElectronic

E-mailE-mail InternetInternet

Outgoing Envelope Outgoing envelope: size, color, return addressPostage Method of addressingCover LetterSponsorship Type of appeal PostscriptPersonalization SignatureQuestionnaireLength Size Layout FormatContent Reproduction Color Respondent anonymityReturn EnvelopeType of envelope PostageIncentivesMonetary versus non-monetary Prepaid versus promised amount

Some Decisions Related to theSome Decisions Related to theMail Interview PackageMail Interview Package

A Classification of Observation Methods

Observation Methods

Personal Observation

Mechanical Observation

Audit Content Analysis

Trace Analysis

Classifying

Observation

Methods

Criteria Personal Mechanical Audit Content Trace Observation Observation Analysis Analysis Analysis

Degree of structure Low Low to high High High MediumDegree 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 MediumAnalysis 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 MethodsA Comparative Evaluation of Observation Methods

Criteria Telephone Personal Mail ElectronicHigh sample control + + - -Difficulty in locating + - + + respondents at homeInaccessibility of homes + - + +Unavailability of a large + - + +pool of trained interviewersLarge population in rural areas - + - -Unavailability of maps + - + +Unavailability of current - + - +telephone directoryUnavailability 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 International Marketing ResearchInternational Marketing Research

Rahmad 2006 24

Causal Research Design: Causal Research Design: ExperimentationExperimentation

A Classification of Experimental DesignsA 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

Factorial Design

Treatment Groups Block Store Commercial Commercial Commercial Number Patronage A B C 1 Heavy 2 Medium 3 Low 4 None

An Example of a Randomized Block Design

Interest in the Store Store Patronage High

Medium Low

Heavy B A C Medium C B A Low and none A C B

An Example of Latin Square DesignAn Example of Latin Square Design

Amount of Humor Amount of Store No Medium High Information Humor Humor Humor Low Medium High

An Example of a Factorial DesignAn Example of a Factorial Design

Factor Laboratory Field

Environment Artificial RealisticControl High Low Reactive Error High Low Demand Artifacts High Low Internal Validity High LowExternal Validity Low HighTime Short LongNumber of Units Small LargeEase of implementation High Low Cost Low High

Laboratory versus Field ExperimentsLaboratory versus Field Experiments

Criteria for the Selection of Test MarketsCriteria 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

marketing research and auditing services available 9) Not

be over-tested