1 Research Design Exploratory, Descriptive and Causal Studies W. Rofianto2 What Is Research Design? 6-2 A research design is a framework or blueprint ...
Research Design Exploratory, Descriptive and Causal Studies W. Rofianto
6-2
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
