Research Design Exploratory, Descriptive and Causal Studies. W. Rofianto

Research Design Exploratory, Descriptive and Causal Studies W. Rofianto

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What Is Research Design?

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

Blueprint Plan Guide Framework

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 (Optional) 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 Survey  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

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

Skala Pengukuran

Motivation Suatu kekuatan yang mendorong seseorang [MOT]

Skala interval [Likert Scale 1-7]

Ability [ABI]

Skala interval [Likert Scale 1-7]

Technical Quality [TEC]

Skala interval [Likert Scale 1-7]

Degree of Question Crystallization Exploratory Study  Loose structure  Expand understanding  Provide insight  Develop hypotheses

Formal Study  Precise procedures  Begins with hypotheses  Answers research questions

The Topical Scope Case Study  Depth  Detail  Qualitative  Multiple sources of information

Statistical Study  Breadth  Population inferences  Quantitative  Generalizable findings

A Classification of Research Designs Research Design

Conclusive Research Design

Exploratory Research Design

Descriptive Research Cross-Sectional Design

Causal Research

Longitudinal Design

Exploratory vs Conclusive Research Designs

Objective

Exploratory

Conclusive

To provide insights and understanding.

To test specific hypotheses and examine relationships.

Characteristics  Information needed is defined only loosely.  Research process is flexible and unstructured.  Sample is small and nonrepresentative.  Analysis of primary data is qualitative.

 Information needed is clearly defined.  Research process is formal and structured.  Sample is large and representative.  Data analysis is quantitative

Findings/ Results

 Tentative

 Conclusive

Outcome

 Generally followed by further exploratory or conclusive research

 Findings used as input into decision making

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.

Exploratory Research Design

Exploratory Research Design

Quotes of Respondents Statement

Exploratory Research Design

Quotes of Respondents Statement

Exploratory Research Design

Exploratory Research Design

Proposed Framework

Exploratory Research Design

Experimental Research Design

Experimental Research Design

Experimental Research Design Common Terms

Descriptive Research Example

Descriptive Research Example Research Model

Descriptive Research Example Hypothesis Development

Hypothesis

Descriptive Research Example Variable

Measurements

Indicator

Data Collection & Time Dimension

Observation

Communication

Cross-Sectional Design

Sample Surveyed at T1

Longitudinal Design

Sample Surveyed at T1

Same Sample also Surveyed at T2

Time T1

T2