wk 09 metpen metode survei
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that's the simple metodhs who i knowTRANSCRIPT
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METODE SURVEI
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Chapter Outline
1) Overview
2) Primary Data: Qualitative versus Quantitative Research
3) Rationale for Using Qualitative Research Procedures
4) A Classification of Qualitative Research Procedures
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Chapter Outline
5) Focus Group Interviews
i. Characteristics
ii. Planning and Conducting Focus Groups
iii. Telesessions
iv. Other Variations in Focus Groups
v. Advantages and Disadvantages of Focus Groups
vi. Applications of Focus Groups
6) Depth Interviews
i. Characteristics
ii. Techniques
iii. Advantages and Disadvantages of Depth Interviews
iv. Applications of Depth Interviews
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4
Chapter Outline
7) Projective Techniques
i. Association Techniques
ii. Completion Techniques
a. Sentence Completion
b. Story Completion
iii. Construction Techniques
a. Picture Response
b. Cartoon Tests
iv. Expressive Techniques
a. Role Playing
b. Third-Person Technique
v. Advantages and Disadvantages of Projective
Techniques
vi. Applications of Projective Techniques
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Chapter Outline
8) International Marketing Research
9) Ethics in Marketing Research
10) Internet and Computer Applications
11) Focus on Burke
12) Summary
13) Key Terms and Concepts
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A Classification of Marketing Research Data
Survey Data
Observational and Other Data
Experimental Data
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
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Qualitative vs. Quantitative Research
Qualitative Research To gain a qualitative understanding of the underlying reasons and motivations Small number of non-representative cases Unstructured Non-statistical Develop an initial understanding
Objective Sample Data Collection Data Analysis Outcome
Quantitative Research To quantify the data and generalize the results from the sample to the population of interest Large number of representative cases Structured Statistical Recommend a final course of action
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Definitions 8
Survey
A means of collecting quantitative information from a
particular population about a particular topic
Structured and standardised
Questionnaire
A tool frequently used in surveys to collect quantitative
information
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Questionnaires 9
Best used when:
There is a large sample
You want fairly straightforward information
You want standardised data from identical questions
You are more interested in what occurs rather than why or
how
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Sampling Methods
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Probability (Random) Samples
Simple random sample
Systematic random sample
Stratified random sample
Cluster sample
Non-Probability Samples
Convenience sample
Purposive sample
Quota
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Simple random sampling
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Table of random numbers
6 8 4 2 5 7 9 5 4 1 2 5 6 3 2 1 4 0
5 8 2 0 3 2 1 5 4 7 8 5 9 6 2 0 2 4
3 6 2 3 3 3 2 5 4 7 8 9 1 2 0 3 2 5
9 8 5 2 6 3 0 1 7 4 2 4 5 0 3 6 8 6
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Sampling fraction
Ratio between sample size and population size
Systematic sampling
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Systematic sampling
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Cluster sampling
Cluster: a group of sampling units close to each
other i.e. crowding together in the same area or
neighborhood
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Cluster sampling
Section 4
Section 5
Section 3
Section 2 Section 1
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Stratified random sampling
Jika kondisi populasi mengandung sejumlah katagori yang berbeda, maka kerangka sampel dapat diorganisasikan dengan menggunakan katagori ini ke dalam strata yang terpisah.
Sampel kemudian dipilih masing-masing stratum secara terpisah untuk membuat stratum berstrata.
Misal: - Manager level atas - Manager level menengah - Manager level bawah
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Purposive Sampling
The researcher chooses the sample based on who they think would be appropriate for the study.
This is used primarily when there is a limited number
of people that have expertise in the area being researched.
For instance, if a researcher is interested in learning more about students at the top of their class, he or she is going to sample those students who fall into the "top of the class" category. They will be purposively selected because they meet a certain characteristic.
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Convenience Sampling
Sometimes known as grab or opportunity sampling or accidental or haphazard sampling.
A type of nonprobability sampling which involves the sample being
drawn from that part of the population which is close to hand. That is, readily available and convenient.
The researcher using such a sample cannot scientifically make
generalizations about the total population from this sample because it would not be representative enough.
For example, if the interviewer was to conduct a survey at a
shopping center early in the morning on a given day, the people that he/she could interview would be limited to those given there at that given time, which would not represent the views of other members of society in such an area, if the survey was to be conducted at different times of day and several times per week.
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Quota sampling
The population is first segmented into mutually exclusive sub-groups, just as in stratified sampling.
Then judgment used to select subjects or units from each segment based on a specified proportion.
For example, an interviewer may be told to sample 200 females and 300 males between the age of 45 and 60.
It is this second step which makes the technique one of non-probability sampling.
In quota sampling the selection of the sample is non-random.
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QUESTIONNAIRES 21
PART ONE : Introduction / Cover Letter
PART TWO : Respondent Profile
PART THREE : Main Questions
PART FOUR : Closing
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Introduction/Cover Letter 22
Introduction should indicate:
who is conducting the survey
the topics to be covered in the survey
an assurance of confidentiality
whether you offer how long it will take depends
on mode, topic, population
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Respondent Profile 23
Used to analyze the result
Depend on the aim of the survey
Examples of profile :
- Profil personal
Umur, Jenis kelamin, Bidang pekerjaan, Pendidikan,
Status Sosial, Jabatan, Status Perkawinan dll
- Profil Organisasi
Bidang usaha, skala usaha, omset, jumlah tenaga kerja,
jumlah fungsi/departemen dll
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Types of surveys 24
Mail
cheapest, wide coverage, standardised, low response rate (?)
E-mail
low cost, wide coverage, (?) low response rate, standardisation
Telephone
medium cost, wide coverage, medium response rate, standardisation depends on interviewer
Face to face
most expensive, coverage depends on personal contact, highest response rate
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Questions 25
1. Type of information
2. Type of questions
3. Type of data
4. Common wording problems
5. Problems with response
6. Validity
7. Reliability
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Type of information 26
Knowledge - what people know
Opinions, attitudes, beliefs, values - what people
think about an issue
Behaviour - what people do
Attributes - what are peoples characteristics
Remember - based on self-report
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Knowledge 27
Seberapa sering laporan X dibutuhkan untuk analisis atau diskusi?
< 1 minggu sekali
2 minggu sekali
1 bulan sekali
> 1 bulan sekali
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Opinions etc 28
Menurut anda, bagaimanakah tampilan website
XYZ?
_______________________________
_______________________________
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Behaviour 29
Apakah anda mengalami kesulitan dalam
menampilkan data yang anda maksudkan pada
software XYZ?
Ya
Tidak
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Attributes 30
Apakah tingkat pendidikan anda?
< SMA
D1 D4
Sarjana Strata 1
> Sarjana Strata 1
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Questions 31
1. Type of information
2. Type of data
3. Type of questions
4. Common wording problems
5. Problems with response
6. Validity
7. Reliability
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Type of questions 32
Open ended questions
Closed ended questions
Filter questions
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Open-ended questions 33
What? why? how?
No predetermined responses given
Able to answer in own words
Useful exploratory research and to generate ideas
Flexible
Requires skill in asking questions and interpreting results
Answers can lack uniformity and be difficult to analyse
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Open-ended questions 34
Apakah pendapat anda tentang tampilan laporan
tahunan?
_________________________________________
_________________________________________
___________
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Close-ended questions 35
Designed to obtain predetermined responses
(Yes/No; True/False; strongly agree-strongly
disagree, etc..)
Easy to count and analyse
Easy to interpret
May not have catered for all possible answers
Questions may not be relevant or important
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Closed-ended questions 36
The implementation of quantity discounts
would cause an increase in customer
orders Strongly agree Agree Neutral Disagree strongly disagree
Interval scale
(Likert Scale)
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Closed-ended questions 37
Penambahan fitur search pada website
memudahkan saya
Strongly Agree Neutral Disagree Strongly
agree disagree
Interval scale
(Likert Graphic
Scale)
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Close-ended questions 38
Please rate the quality of the sales summaries:
Poor
Fair
Good
Or
Very Poor
Poor
Good
Very Good Even points (eliminate neutral
point)
Odd points
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Close-ended questions 39
Rank the following transactions according to the
amount of time you spend processing them:
________ new customer orders
________ order cancellations
________ order modifications
________ payments
Ordinal data
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Filter questions 40
Filter questions useful to ensure respondents only
answer relevant parts of questions
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Filter questions 41
Unfiltered:
If you use a medical software program, which one do
you use?
Filtered:
Do you use a medical software program?
No - jump to next question
Yes - which one?
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Filter questions 42
Skips in questionnaires more easily managed if these are computer-assisted
Consider including not applicable category:
In the past week, how often have you used MEDLINE:
Not at all
At least once
More than once
I do not have access to MEDLINE
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Questions 43
1. Type of information
2. Type of questions
3. Type of data
4. Common wording problems
5. Types of response
6. Problems with response
7. Validity
8. Reliability
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Type of data 44
Nominal
Ordinal
Interval
Ratio
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Nominal 45
Are classified into discrete categories by name
Implies no value although it is coded in numbers
No numerical relationship between categories
Examples :
Gender
Division of work
Education
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Nominal 46
Aplikasi apakah yang paling sering anda gunakan?
a. Ms Word
b. Ms Powerpoint
c. Ms Exel
d. Ms Visio
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Ordinal 47
Respondents are asked to put nominal categories in
order
Ranking scales or comparative scales
Too difficult where there are a large number of
items (maximum 10)
Examples :
Frequency of use most used, next most used
Ease of comprehension easiest to most difficult
Perceived price cheapest to most expensive
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Ordinal 48
Tolong urutkan aplikasi berikut ini, dari angka 1
untuk yang paling sering anda gunakan hingga
angka 4 untuk yang paling jarang anda gunakan?
______ Ms Word
______ Ms Powerpoint
______ Ms Exel
______ Ms Visio
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Interval 49
Provide a rating of each item on scale that has a
numerically equal distance between each point
Scales are used in order to determine the relative
strength of relationships between items ( Score 10
doesnt mean twice as much as score 5, however score 10 is more than score 5)
Usually used to measure attitude
Likert scale, Semantic scale, Stapel scale, Graphic
scale, Pictoral scale
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Interval 50
Menurut anda seberapa efektifkah penggunaan
piranti lunak XYZ dalam membantu pekerjaan
anda?
1 Sangat efektif
2 Efektif
3 Biasa saja
4 Kurang efektif
5 Tidak efektif sama sekali Likert Scale
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Interval 51
Menurut anda seberapa efektifkah penggunaan
piranti lunak XYZ dalam membantu pekerjaan
anda?
Sangat efektif 1 2 3 4 5 Tidak efektif sama sekali
Sangat efektif Tidak efektif sama sekali
Semantic Scale
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Ratio 52
Distance between each point is constant
The ratio between any two scores also has a
meaning
Examples : Age 50 years old is as twice as 25
years old
Usually open ended question
If the response is presented in categories, the length
should be equal
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Ratio 53
Berapa tahun anda bekerja di bidang ini?
_________ tahun
Menurut anda, berapakah harga yang pantas untuk
produk ini?
a. 10.000 20.000
b. 20.000 30.000
c. 30.000 40.000
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Questions 54
1. Type of information
2. Type of questions
3. Type of data
4. Common wording problems
5. Problems with response
6. Validity
7. Reliability
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Getting the question right 55
Question wording
Questions need to be clear, simple and precise
Poorly written questions lead to ambiguity and
misunderstandings and can be wasteful
Responses
open, closed, what type of response set will you use?
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Leading questions 56
Apakah sebaiknya yang memasukkan data dalam software XYZ adalah masing-masing pihak?
a. Ya
b. Tidak
Siapakah yang sebaiknya memasukkan data ke dalam software XYZ:
Staf masing-masing departemen Staf SIM Supervisor masing-masing departemen
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Vague questions 57
Secara umum, bagaimana kemudahan
penggunaan software XYZ?
Secara umum, bagaimana anda
mendeskripsikan penggunaan software XYZ?
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Vague questions 58
Apakah anda pernah menggunakan fitur XYZ?
Dalam 6 bulan terakhir, apakah anda menggunakan fitur XYZ?
Kapan anda terakhir menggunakan fitur XYZ?
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Biased or value-laden questions 59
Menurut anda, apakah fitur XYZ tidak banyak
digunakan?
Menurut anda, bagaimana penggunaan fitur XYZ?
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Threatening questions 60
How often do you smack your child?
Do you know enough about treating patients
at risk of stroke?
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Threatening questions 61
Apakah anda sering menggunakan software bajakan?
Cara-cara manakah dibawah ini yang anda gunakan untuk
mendapatkan software yang anda butuhkan?
Apakah anda memiliki pengetahuan yang cukup untuk
mengoperasikan OS XYZ?
Berilah rangking atas tingkat pengetahuan anda dalam
mengoperasikan OS XYZ.
Bagaimanakah pengetahuan anda dalam mengoperasikan OS
XYZ?
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Double-barrelled questions 62
Two concepts in one question
Apakah anda pernah menggunakan Operating System
XX atau Operating System YY?
Operating system apakah yang pernah anda gunakan dalam
5 tahun terakhir?
Windows
Linux
Mac OS
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Negative questions 63
Avoid using negative wording not, rarely,
never, or words with negative prefixes
in-, im-, un-.
Hindari menggunakan kata negatif dua kali
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Negative questions 64
Sebaiknya staf tidak bisa mengakses data XYZ:
setuju/tidak setuju
Sebaiknya staf bisa mengakses data XYZ :
Setuju/tidak setuju
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Complex questions 65
On a scale of 1 to 10, please rate for each of the 12
categories listed below, your level of knowledge,
confidence and experience.
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Questions 66
1. Type of information
2. Type of questions
3. Type of data
4. Common wording problems
5. Problems with response
6. Validity
7. Reliability
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Effort required to answer questions 67
During your last consultation with your doctor, did the doctor discuss medications to help lower your blood pressure?
What is meant by discuss?; relies on recall of discussion
Many respondents will tick a response that is satisfactory; that is, to just tick a box.
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Problems with responses 68
Fatigue/boredom/disinterest
agree with everything
just say dont know
always choose first response
randomly respond without considering the question
Social desirability
Aversion to extreme ends of the scale
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Minimising fatigue/boredom 69
Keep task simple
Eg easier to recall more recent events
Keep words short and easy to understand
Maintain motivation of participants
ensure task is relevant
Ask people to justify their responses
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Aversion to extreme ends of scale 70
Avoid absolutes never, always
Expand number of categories by including throw
away categories at the end:
never, almost never, infrequently, sometimes, usually,
almost always, always
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Problems with responses 71
Ceiling effects
Halo effects
Framing effects
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Minimising ceiling effects 72
Average response doesnt have to be middle
response
Unsatisfactory Average Above Very Outstanding
average much
above average
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Halo effects 73
often occur when evaluating individuals
judgements made on aspects of a persons performance
influenced by overall impression of the person
a global summary just as informative
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Order effects 74
Randomise order of response sets between individuals
Randomise order of items within questions
May be possible to randomise order of questions
Dont always present positive or negative sounding response first
Easier to randomise in computer-assisted interviews than paper & pen questionnaires