Konsep Dasar Riset

Singgih Santoso
(disarikan dari buku William G. Zikmund)
Business Research Defined

Business research is defined as

the systematic and objective
process of generating
information for aid in making
business decisions.
 I dont know
if we
Information should
offer on-site
Reduces child care?

Uncertainty
Business Research Types

Basic research

Applied research
 Research Types
Basic Research
Attempts to expand the limits of
knowledge.
Not directly involved in the solution to
a pragmatic problem.
Applied Research
Conducted when a decision must be
made about a specific real-life problem
 Basic Research Example
Is executive success correlated with
high need for achievement?
Are members of highly cohesive work
groups more satisfied than members
of less cohesive work groups?
Do consumers experience cognitive
dissonance in low-involvement
situations?
Applied Research Examples
Should McDonalds add Italian pasta
dinners to its menu?
Business research told McDonalds it
should not?
Should Procter & Gamble add a high-
priced home teeth bleaching kit to its
product line?
Research showed Crest Whitestrips
would sell well at a retail price of $44
 Scientific Method
The analysis and interpretation of
empirical evidence (facts from
observation or experimentation) to
confirm or disprove prior
conceptions.
 Determining When to Conduct
Business Research
Time constraints
Availability of data
Nature of the decision
Benefits versus costs
 Determining When to
Conduct Business Research
Availability of Benefits
Time Constraints Data Nature of the Decision vs. Costs
Is the infor- Does the value
Is sufficient time Is the decision Conducting
Yes mation already Yes Yes of the research Yes
available before of considerable
a managerial
on hand
strategic
information Business
inadequate exceed the cost
decision
for making
or tactical
of conducting Research
must be made? importance?
the decision? research?

No No No No

Do Not Conduct Business Research

 Value versus Costs
Potential Value of a Business
Research Effort Should Exceed Its
Estimated Costs
 Value Should Exceed
Estimated Costs
Costs
Value Research
expenditures
Decreased certainty Delay of business
Increased likelihood
decision and
of a correct decision
possible disclosure
Improved business
of information to
performance and
rivals
resulting higher Possible erroneous
profits
research results
 Major Topics for Research in
Business
General Business Conditions and
Corporate Research
Financial and Accounting Research
Management and Organizational Behavior
Research
Sales and Marketing Research
Information Systems Research
Corporate Responsibility Research
 Types Of Research
Exploratory
Descriptive
Causal
 Uncertainty Influences
The Type Of Research

CAUSAL OR COMPLETELY ABSOLUTE EXPLORATORY

DESCRIPTIVE CERTAIN AMBIGUITY
 Degree of Problem
Definition
Exploratory Research Descriptive Research Causal Research
(Unaware of Problem)(Aware of Problem) (Problem Clearly Defined)

Our sales are declining and What kind of people are buying Will buyers purchase more of
possible situation

we dont know why.our product? Who buys our our products in a new package?
competitors product?
Would people be interested Which of two advertising
in our new product idea? What features do buyers prefer campaigns is more effective?
in our product?
Exploratory Research

Secondary data

Experience survey

Pilot studies

17
 Exploratory Research
Initial research conducted to clarify
and define the nature of a problem
Does not provide conclusive
evidence
Subsequent research expected
 Descriptive Research
Describes characteristics of a
population or phenomenon
Some understanding of the nature of
the problem
 Descriptive Research
Example
Weight Watchers average customer
Woman about 40 years old
Household income of about $50,000
At least some college education
Trying to juggle children and a job
 Descriptive Research
Example
Mens fragrance market
1/3 size of womens fragrance
market
But growing at a faster pace
Women buy 80 % of mens
fragrances
 Causal Research
Conducted to identify cause and
effect relationships
 Identifying Causality
A causal relationship is impossible to
prove.
Evidence of causality:
1. The appropriate causal order of
events
2. Concomitant variation--two
phenomena vary together
3. An absence of alternative plausible
explanations
Stages of the Research Process
Problem Discovery Discovery and
and Definition Definition

Research and so on
Design Conclusions and
Report

Sampling
Data Processing
and Analysis
Data
Gathering
 Research Stages
Cyclical process - conclusions
generate new ideas
Stages can overlap chronologically
Stages are functionally interrelated
Forward linkages
Backward linkages
The Business Research Process

Problem Selection of
Discovery Sample Design

Exploratory Collectionofthe
Research Data

Selection of the
Basic Research
Method
The Research Process (cont.)

Editing and Report

Coding

Data Processing

Interpretation of
the Findings
 Problem Discovery And
Definition
First step
Problem, opportunity, or monitor
operations
Discovery before definition
Problem means management
problem
 Basic Research Methods
Surveys
Experiments
Secondary data
Observation
 Selecting a Sample

Sample: subset SAMPLE

of a larger population.

POPULATION
 Sampling
Who is to be sampled?
How large a sample?
How will sample units be selected?
 Research Proposal
A written statement of the research
design that includes a statement
explaining the purpose of the study.
Detailed outline of procedures
associated with a particular
methodology
Research Program Strategy