Exploratory Research Design

Exploratory Research Design

Week 02

W. Rofianto, ST, MSi

Research Design A research design is a framework or blueprint for Research the Design: Definitionresearch project. It details the conducting marketing procedures necessary for obtaining the information needed to structure or solve marketing research problems.

Tasks Involved In a Research Design Define the Information Needed Design the Exploratory, Descriptive, and/or Causal Phases of the Research Specify the Measurement and Scaling Procedures Construct a Questionnaire Specify the Sampling Process and the Sample Size Develop a Plan of Data Analysis

Example of Research Design Summary  Unit analisis

: sampel mahasiswa aktif di JABODETABEK

 Tipe penelitian

: descriptive research, cross-sectional

 Penghimpunan data : online Survei  Teknik sampling

: convenience sampling

 Jumlah sampel

: 210, 6 kali jumlah indikator (35 buah)

 Teknik analisis data

: Structural Equation Model

Operasionalisasi Variabel

Variabel

Definisi

Alat Ukur (Original)

Alat Ukur (adaptasi)

Motivation (MOT)

Suatu kekuatan yang mendorong seseorang untuk mencapai tujuannya (Maclnnis & Jaworski, 1989)

1. The topics of discussion in the forum are generally relevant to me. 2. I am always interested in the issues being discussed on the forum. 3. Being on the forum energizes me. (Gruen et al., 2007)

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

Ability (ABI)

Gambaran seberapa besar seorang pelaku memiliki sumber daya untuk merealisasikan tujuan-tujuannya (Hoyer & MacInnis, 2008)

1. I generally find it easy to exchange ideas with other Internet forum participants. 2. I consider myself very skilled in using the forum. 3. I am generally good at navigating within the forum. (Gruen et al., 2007)

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

Rofianto, W (2016). Rerangka Moa Dan Website Quality Sebagai Pembentuk Sikap Dan Konsekuensi Behavioral: Suatu Unifikasi Model. Working Paper at Indonesia Banking School

Operasionalisasi Variabel Variabel

Definisi

Technical Quality (TEC)

Skala Pengukuran

MOT1. Saya merasa perlu menggali informasi terbaru dari website Skala kampus saya interval MOT2. Saya sangat tertarik akan informasi baru yang disajikan pada untuk mencapai melalui website kampus saya tujuannya (Maclnnis & Likert Scale MOT3. Saya sangat bersemangat untuk menjelajahi website kampus Jaworski, 1989) 1-7 saya (Gruen et al., 2007) ABI1. Mudah bagi saya untuk mencari informasi yang saya butuhkan Gambaran seberapa Skala di website kampus saya besar seorang pelaku interval ABI2. Saya cukup mahir untuk menggunakan seluruh fitur yang memiliki sumber daya melalui disediakan pada website kampus saya untuk merealisasikan Likert Scale ABI3. Secara umum saya mahir dalam menjelajahi website kampus tujuan-tujuannya (Hoyer 1-7 saya & MacInnis, 2008) (Gruen et al., 2007) TEC1. Website kampus saya memiliki sistem navigasi yang baik Karakteristik teknis Skala TEC2. Website kampus saya memiliki sistem pencarian (search) suatu website, seperti interval yang baik kemudahan navigasi, melalui TEC3. Website kampus saya memiliki banyak fitur interaktif (misalnya keamanan, fasilitas Likert Scale formulir online, customer service chat) pencarian, personalisasi 1-7 TEC4. Website kampus saya mudah diakses dan kemudahan akses TEC5. Website kampus saya dapat dimuat (load) secara cepat (Al-Qeisi et al., 2014) (Al-Qeisi et al., 2014)

Motivation Suatu kekuatan yang mendorong seseorang (MOT)

Ability (ABI)

Alat Ukur

A Classification of Marketing Research Designs Research Design

Conclusive Research Design


Descriptive Research Cross-Sectional Design Single CrossSectional Design

Causal Research

Longitudinal Design

Multiple CrossSectional Design

A Comparison of Basic Research Designs Exploratory

Descriptive

Causal

Objective

Discovery of ideas and insights.

Describe market characteristics or functions.

Determine cause and effect relationships.

Characteristics

 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.







Experimental Research Design

Experimental Research Design

Descriptive Research Example




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Why Use Qualitative Research?

“Most of what influences what we say and do occurs below the level of awareness. That’s why we need new techniques: to get at hidden knowledge – to get at what people don’t know they know.” Jerry Zaltman

Theory Building

Theory Testing

Qualitative Vs. Quantitative Research Qualitative Research

Quantitative Research

Objective

To gain a qualitative understanding of the underlying reasons and motivations

To quantify the data and generalize the results from the sample to the population of interest

Sample

Small number of nonrepresentative cases

Large number of representative cases

Data Collection

Unstructured

Structured

Data Analysis

Non-statistical

Statistical

Outcome

Develop an initial understanding

Recommend a final course of action

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Data Sources People

Organizations Texts Environments Artifacts/ media products Events and happenings

Qualitative Research Focus Groups

Observation

Ethnography

Data Collection Techniques

Action Research

Grounded Theory

IDIs

Case Studies

Focus Groups Discussion

The Interview Question Hierarchy

Movie

Action Movie

Action Scene

Case Studies A case study is a "published report about a person, group, or situation that has been studied over time.

Grounded Theory Grounded theory (GT) is a systematic methodology in the social sciences involving the construction of theory through the analysis of data.

Sbaraini, A., Carter, S. M. Evans, R., and Blinkhorn, A. (2011). How to Do A Grounded Theory Study: A Worked Example of A Study of Dental Practices. BMC Medical Research Methodology, 11.

Action Research is a disciplined process of inquiry conducted by and for those taking the action. The primary reason for engaging in action research is to assist the “actor” in improving and/or refining his or her actions.

Ethnography is the systematic study of people and cultures.

Observation

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Group Interview Modes

Face-to-Face Telephone Online

Videoconference

NonProbability Sampling

Purposive Sampling

Snowball Sampling

Convenience Sampling

General sampling rule: You should keep conducting interviews until no new insights are gained.

Qualitative Analysis Analysis of Qualitative Data

1) Data reduction – Select which aspects of the data are to be emphasized, minimized, or set aside for the project at hand. 2) Data display – Develop a visual interpretation of the data with the use of such tools as a diagram, chart, or matrix. The display helps to illuminate patterns and interrelationships in the data. 3) Conclusion drawing and verification – Considers the meaning of analyzed data and assess its implications for the research question at hand.

Exploratory Research Design

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