Pertemuan 5

Oleh :

Rahmad 2006

A Classification of Marketing Research Designs

Research Design Exploratory Research Design Conclusive Research Design Descriptive Research Cross-Sectional Design Single CrossSectional Design Casual Research

Longitudinal Design

Multiple CrossSectional Design

Difference between Exploratory and Conclusive Research

Exploratory
Objective: To provide insights and understanding.

Conclusive
To test specific hypotheses and examine relationships.

Characteristics:

Information needed is defined Information needed is clearly only loosely. Research process is defined. Research process is formal flexible and unstructured. Sample and structured. Sample is large and is small and non-representative. representative. Data analysis is Analysis of primary data is quantitative. qualitative. Tentative.

Findings /Results:

Conclusive. Generally followed by further exploratory or conclusive research.

Outcome:

Findings used as input into decision making.

A Comparison of Basic Research Designs

Exploratory
Objective: Discovery of ideas and insights Flexible, versatile Characteristics:

Descriptive
Describe market characteristics or functions

Causal
Determine cause and effect relationships

Often the front end of total research design

Manipulation of one Marked by the prior or more independent formulation of specific variables hypotheses Control of other Preplanned and mediating variables structured design Experiments

Methods:

Expert surveys Pilot surveys Secondary data Secondary data Surveys Qualitative research Panels Observation and other data

Potential Sources of Error in Research Designs

Total Error

Random Sampling Error

Non-sampling Error

Response Error

Non-response Error

Researcher Error
Surrogate Information Error Measurement Error Population Definition Error Sampling Frame Error Data Analysis Error

Interviewer Errors
Respondent Selection Error Questioning Error Recording Error Cheating Error

Respondent Error
Inability Error Unwillingness Error

Exploratory Research Design: Secondary Data

Rahmad 2006

% Comparison o& Primary ! Secondary Data

Primary Data Collection purpose problems Collection process Collection cost Collection time For the problem at hand Very in ol ed "igh $ong Secondary Data For other Rapid ! easy Relati ely lo# Short

Criteria &or E aluating Secondary Data

Criteria 'ssues Remar(s
Data should be reliable+ alid+ ! generali-able to the problem. %ssess accuracy by comparing data &rom di&&erent sources. Census data are updated by syndicated &irms. /he ob)ecti e determines the rele ance o& data. Recon&igure the data to increase their use&ulness. Data should be obtained &rom an original source. Speci&ications Data collection method+ response ! methodology rate+ ,uality ! analysis o& data+ sampling techni,ue ! si-e+ ,uestionnaire design+ &ield #or(. Examine errors in approach+ Error ! research design+ sampling+data %ccuracy collection ! analysis+ ! reporting. /ime lag bet#een collection ! Currency publication+ &re,uency o& updates. 0hy #ere the data collected1 Ob)ecti e *ature Dependability De&inition o& (ey ariables+ units o& measurement+ categories used+ relationships examined. Expertise+ credibility+ reputation+ ! trust#orthiness o& the source.

% Classi&ication o& Secondary Data

Secondary Data

'nternal

External

Ready to 2se

Re,uires Published Further 3aterials processing

Computeri-ed Syndicated Databases Ser ices

% Classi&ication o& Published Secondary Sources

Published Secondary Data 4eneral 5usiness Sources 4uides Directories 'ndexes Statistical Data 4o ernment Sources Census Other Data 4o ernment Publications

% Classi&ication o& Computeri-ed Databases

Computeri-ed Databases

On6$ine

'nternet

O&&6$ine

5ibliographic Databases

*umeric Databases

Full6/ext Databases

Directory Databases

Special6 Purpose Databases

% Classi&ication o& Syndicated Ser ices

2nit o& 3easurement

"ouseholds7 Consumers

'nstitutions

Syndicated Ser ices: Consumers

"ouseholds 7 Consumers

3ail Diary Panels Purchase Sur eys 3edia Electronic scanner ser ices
$canner #iary Panels %ith &a'le !

olume !rac"ing #ata Advertising Evaluation

$canner #iary Panels

Psychographic & Lifestyles

General

Syndicated Ser ices: 'nstitutions

'nstitutions

Retailers

0holesalers

'ndustrial &irms

%udits

Direct 'n,uiries

Clipping Ser ices

Corporate Reports

O er ie# o& Syndicated Ser ices

Type
Surveys

Characteristics Advantages
Surveys conducted at regular intervals

Disadvantages

Uses
Market segmentation, advertising theme selection and advertising effectiveness Forecasting sales, market share and trends; establishing consumer profiles, brand loyalty and switching; evaluating test markets, advertising, and distribution Establishing advertising rates; selecting media program or air time; establishing viewer profiles

Most flexible way of Interviewer errors; obtaining data; respondent errors information on underlying motives

Diary Households provide Purchase specific information Panels regularly over an extended period of time; respondent asked to record specific behaviors as they occur Diary Media Panels Electronic devices automatically recording behavior, supplemented by a diary

Recorded purchase behavior can be linked to the demographic / psychographic characteristics

Lack of representativeness; response bias; maturation

Same as diary purchase panel

Same as diary purchase panel

$an)utan8

/ype
$canner olume !rac"ing #ata

Characteristics %d antages
(ousehold purchases are recorded through electronic scanners in supermar"ets #ata reflects actual purchases) timely data* less e+pensive

Disad antages
#ata may not 'e representative) errors in recording purchases) difficult to lin" purchases to elements of mar"eting mi+ other than price #ata may not 'e representative) -uality of data limited &overage may 'e incomplete) matching of data on competitive activity may 'e difficult

2ses
Price trac"ing* modeling* effectiveness of in, store promotions

$canner #iary Panels %ith &a'le ! Audit services

$canner panels of households that su'scri'e to ca'le ! erification of product movement 'y e+amining physical records or performing inventory analysis #ata 'an"s on industrial esta'lishments created through direct in-uiries of companies* clipping services* and corporate reports

#ata reflect actual purchases) sample control) a'ility to lin" panel data to household characteristics Relatively precise information at the retail and %holesale levels

Promotional mi+ analyses* copy testing* ne% product testing* positioning .easurement of consumer sales and mar"et share* competitive activity* analy/ing distri'ution patterns0 trac"ing of ne% products #etermining mar"et potential 'y geographic area* defining sales territories* allocating advertising 'udget

1ndustrial Product $yndicated $ervices

1mportant source of #ata are lac"ing in information on terms of content* industrial firms* -uantity* and -uality particularly useful in initial phases of the pro2ects

% Classi&ication o& 'nternational Sources

'nternational Secondary Data

Domestic Organi-ations in the 2nited States

'nternational Organi-ations in the 2nited States

Organi-ations in Foreign Countries

4o ernment Sources

*ongo ernment Sources

4o ernments

'nternational Organi-ations

/rade %ssociations

Descriptive Research Design : Survey and Observation

Rahmad 2006

13

A Classification of Survey Methods

Sur ey 3ethods

/elephone

Personal

3ail Computer6%ssisted Personal 'nter ie#ing 3ail 'nter ie#

Electronic

'n6"ome

3all 'ntercept

E6mail

'nternet

/raditional /elephone

Computer6%ssisted /elephone 'nter ie#ing

3ail Panel

Some Decisions Related to the Mail Interview Package

Outgoing Envelope 4utgoing envelope0 si/e* color* return address Postage .ethod of addressing Cover Letter $ponsorship !ype of appeal Postscript Personali/ation $ignature Questionnaire Length $i/e Layout 5ormat &ontent Reproduction &olor Respondent anonymity Return Envelope !ype of envelope Postage Incentives .onetary versus non,monetary Prepaid versus promised amount

A &lassification of 4'servation .ethods

&lassifying 4'servation .ethods

Obser ation 3ethods

Personal 3echanical Obser ation Obser ation

%udit

Content %nalysis

/race %nalysis

A Comparative Evaluation of Observation Methods

Criteria Personal 3echanical Obser ation Obser ation $o# to high $o# to high $o# to high $o# $o# to 3edium Can be intrusi e %udit %nalysis "igh $o# "igh $o# $o# Expensi e Content %nalysis "igh "igh 3edium 3edium $o# /race %nalysis 3edium "igh $o# 3edium 3edium

Degree o& structure $o# Degree o& disguise 3edium %bility to obser e "igh in natural setting Obser ation bias "igh %nalysis 5ias "igh 4eneral remar(s 3ost &lexible resort

$imited to 3ethod o& communications last

A Comparative Evaluation of Survey Methods for International Marketing Research

&riteria !elephone Personal .ail (igh sample control 6 6 , #ifficulty in locating 6 , 6 respondents at home 1naccessi'ility of homes 6 , 6 7navaila'ility of a large 6 , 6 pool of trained intervie%ers Large population in rural areas , 6 , 7navaila'ility of maps 6 , 6 7navaila'ility of current , 6 , telephone directory 7navaila'ility of mailing Lists 6 6 , Lo% penetration of telephones , 6 6 Lac" of an efficient postal system 6 6 , Lo% level of literacy , 6 , 5ace,to,face communication culture , 6 , Poor access to computers and 1nternet8 6 8 9ote0 A 6 denotes an advantage* and a , denotes a disadvantage: Electronic , 6 6 6 , 6 6 6 , 6 , , ,

Causal Research Design: Experimentation

Rahmad 2006

2;

% Classi&ication o& Experimental Designs

Experimental Designs

Pre6experimental One6Shot Case Study One 4roup Pretest6Posttest Static 4roup

/rue Experimental Pretest6Posttest Control 4roup Posttest: Only Control 4roup Solomon Four6 4roup

9uasi Experimental /ime Series 3ultiple /ime Series

Statistical Randomi-ed 5loc(s $atin S,uare Factorial Design

%n Example o& a Randomi-ed 5loc( Design

Treatment Groups
Block Store Commercial Commercial Number Patronage A C 1 2 ! $ Heavy Me ium "o# None Commercial B

%n Example o& $atin S,uare Design

%nterest in t&e Store Store Patronage Hig& "o# B C Me ium A "o# an none B A C C B A

Me ium Heavy

%n Example o& a Factorial Design

Amount o' Store Hig& %n'ormation Humor "o# Me ium Hig&

Amount o' Humor No Me ium Humor Humor

$aboratory ersus Field Experiments

(actor (iel
En ironment Control Reacti e Error Demand %rti&acts 'nternal Validity External Validity /ime *umber o& 2nits Ease o& implementation Cost %rti&icial "igh "igh "igh "igh $o# Short Small "igh $o#

"aboratory
Realistic $o# $o# $o# $o# "igh $ong $arge $o# "igh

Criteria &or the Selection o& /est 3ar(ets

/est 3ar(ets should ha e the &ollo#ing ,ualities:
1< =e large enough to produce meaningful pro2ections: !hey should contain at least 2> of the potential actual population: 2< =e representative demographically: ?< =e representative %ith respect to product consumption 'ehavior: ;< =e representative %ith respect to media usage: @< =e representative %ith respect to competition: 6< =e relatively isolated in terms of media and physical distri'ution: A< (ave normal historical development in the product class 3< (ave