Research Design - Rof's Blog · A research design is a framework or blueprint for conducting ... Teknik sampling : convenience sampling Jumlah sampel : 210, 6 kali jumlah indikator

Research Design

Exploratory, Descriptive and Causal Studies

W. Rofianto

6-2

What Is Research Design?

Blueprint

Plan

Guide

Framework

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.

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

Tasks Involved In a Research Design

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

Example of Research Design Summary

Variabel Definisi Alat UkurSkala

Pengukuran

Motivation

[MOT]

Suatu kekuatan yang

mendorong seseorang

untuk mencapai

tujuannya (Maclnnis &

Jaworski, 1989)

[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

(Gruen et al., 2007)

Skala

interval

[Likert

Scale

1-7]

Ability

[ABI]

Gambaran seberapa

besar seorang pelaku

memiliki sumber daya

untuk merealisasikan

tujuan-tujuannya (Hoyer

& MacInnis, 2008)

[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

(Gruen et al., 2007)

Skala

interval

[Likert

Scale

1-7]

Technical

Quality

[TEC]

Karakteristik teknis

suatu website, seperti

kemudahan navigasi,

keamanan, fasilitas

pencarian, personalisasi

dan kemudahan akses

(Al-Qeisi et al., 2014)

[TEC1] Website kampus saya memiliki sistem navigasi yang baik

[TEC2] Website kampus saya memiliki sistem pencarian (search)

yang baik

[TEC3] Website kampus saya memiliki banyak fitur interaktif

(misalnya formulir online, customer service chat)

[TEC4] Website kampus saya mudah diakses

[TEC5] Website kampus saya dapat dimuat (load) secara cepat

(Al-Qeisi et al., 2014)

Skala

interval

[Likert

Scale

1-7]

Operasionalisasi Variabel

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

Statistical Study

Breadth

Population inferences

Quantitative

Generalizable findings

Case Study

Depth

Detail

Qualitative

Multiple sources of

information

Research Design

Conclusive

Research DesignExploratory

Research Design

Descriptive

Research

Causal Research

Cross-Sectional

Design

Longitudinal

Design

A Classification of Research Designs

Exploratory Conclusive

Objective 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 non-

representative.

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

Exploratory vs Conclusive Research Designs

Exploratory Descriptive Causal

Objective Discovery of

ideas and

insights.

Describe market

characteristics

or functions.

Determine

cause and effect

relationships.

Character-

istics

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.

A Comparison of Basic Research Designs

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

Hypothesis Development

Descriptive Research Example

Variable Measurements

Indicator

Sample Surveyed

at T1

Sample Surveyed

at T1

Same Sample also

Surveyed at T2

T1 T2

Cross-Sectional

Design

Longitudinal

Design

Time

Data Collection & Time Dimension

Observation Communication