Chapter 3

Business Research Design

(Desain Penelitian Bisnis)

• Definisi Desain Penelitian

• Jenis-jenis desain penelitian

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Definisi Desain Penelitian

 Kerangka (framework)/cetak biru

(blueprint) yang berisikan rencana dan
prosedur untuk mengarahkan penelitian
(mengumpulkan, mengukur, dan analisa
data) menjawab masalah penelitian
(research questions).
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 Clarifying the Research Question
Exploration Discover the Management Dilemma Exploration
Define the Research Questions T
Refine the Research Questions
A
Research
H
Proposal A
P
Research Design Strategy A
(type, purpose, time frame, scope, environment)
Data Collection Sampling N
Design Design

P
Instrument Development
And Pilot Testing E
N
Data Collection & Preparation E
L
Data Analysis and Interpretation I
T
Research Reporting I
A
Management
Decision N 3
 Research Design
Research
Proposal

Research Design Strategy

(type, purpose, time frame, scope, environment)
Data Collection Sampling
Design Design

Instrument Development
& Pilot Testing

Data Collection & Preparation

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 Types of Research Design

Research Design

Exploratory Conclusive
Research Design Research Design

Descriptive Causal
Research Research

Cross-Sectional Longitudinal
Design Design

Single Cross- Multiple Cross-

Sectional Design Sectional Design

Sumber: Malhotra, 2004; Zikmund, 2002 5

 Menentukan Desain Penelitian
Apakah tujuan penelitian
spesifik & data yg
Tidak dibutuhkan sudah jelas?
Ya
Penelitian
Eksploratori Penelitian
Konklusif
Analisis Data &
Intepretasi Hasil
Ya Perlu uji hubungan
Perlu Penelitian kausal ?
Lanjutan? Tidak
Ya
Penelitian Deskriptif
Penelitian Kausal
Tidak
Analisis Data & Intepretasi Hasil

Beri Rekomendasi
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Exploratory Studies
 Bila gagasan/persoalan yang diteliti
kurang jelas, lakukan penelitian/studi
eksplorasi.
 Melalui studi eksplorasi dapat
dikembangkan konsep yang lebih jelas,
menetapkan prioritas penelitian,
mengembangkan definisi operasional,
atau memperbaiki desain penelitian.

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Faktor Riset Eksploratori Riset Konklusif
Pembeda
Tujuan Umum, untuk menemukan Spesifik, untuk
pandangan awal ttg suatu memperoleh informasi
situasi bagi pengambilan
keputusan
Data yg Samar Jelas
dibutuhkan
Sumber data Kurang terdefinisi Terdefinisi dgn baik
Sampel Umumnya kecil, dipilih secara Relatif besar, dipilih
subjektif, yg dapat memberi secara objektif agar
pandangan (insight) hasil dpt digeneralisasi
Pengumpulan Fleksibel, tidak perlu prosedur Ketat, perlu prosedur
data yg jelas
Analisis data Informal, umumnya tidak Formal, umumnya
kuantitatif kuantitatif
Kesimpulan, Cenderung sementara Cenderung final
rekomendasi
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Sumber: Malhotra, 2004; Zikmund, 2002
 Desain dan Metode Penelitian

DESKRIPTIF
DESIGN EKSPLORATIF Cross Sectional Longitudinal KAUSAL
Design (CSD) Design
Single Multiple
CSD CSD
1. Teknik Kualitatif 1. Survei Eksperimen
2. Analisis Data 2. Observasi Tidak Terstruktur
Sekunder 3. Analisis Data Sekunder
METODE 3. Experience Survey 4. Panel
4. Focus Group 5. Interrelationship Studies
Discussion (FGD) (metode korelasional)
5. Two-Stage Design

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 Studi Eksplorasi: Teknik Kualitatif

Studi eksplorasi dapat dilakukan dg teknik kuantitatif maupun

kualitatif. Dalam praktek, lebih banyak teknik kualitatif.
Teknik Kualitatif yang dapat digunakan antara lain:
• Individual Depth Interview
• Participant Observation
• Film, Photographs, & videotape
• Projective techniques & psychological testing
• Case studies
• Street ethnography
• Elite or expert interviewing
• Document analysis (to evaluate historical or contemporary
confidential)
• Proxemics and kinesics (use of space and body motion
communication)
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Studi Eksplorasi:
Secondary Data Analysis

 Langkah awal studi eksplorasi adalah

mencari data sekunder melalui literatur.

 Bahan-bahan data sekunder adalah

dokumen-dokumen yang telah dipublikasikan
berbagai perusahaan/peneliti.

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 Example: Vans Incorporated
 Secondary data shows:
• Lots of skaters were in trouble with the law
for skating around the city.
• There were not too many places for
skaters go skating safely.
 Idea: Opening large skate parks next to
shopping malls.
 Primary research was conducted to assess
consumer preferences & the demand for large
skate parks next to malls  research results
confirmed this.
 Decision:
• The park opened in 1998, attendance
250,000 went over target of 100,000
skaters.
• In 2002, Vans opened its 11th park in
Orlando.
 Conclusion: research which started with
analysis of secondary data had led to
successful expansion strategy. 12
Studi Eksplorasi:
Experience Survey
 Experience Survey dilakukan dengan
menginterview orang-orang secara individual
maupun kelompok.

 Peneliti harus menggali gagasan-gagasan

orang yang diwawancarai tentang isu-isu
penting atau aspek-aspek dari subyek dan
menemukan apa yang penting.

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Repositioning Diet Cherry Coke
 2001, sales down more than 8 million cases.
 Industry experts consultation  Diet Cherry Coke
was not positioned correctly.
 Brand image was a key factor influencing soft drink
sales.
 It was perceived as conventional & old fashioned,
inconsistent with Cherry Coke.
 Research to measure the image & positioning of Diet
Cherry Coke  confirmed the experts’
 Brand then repositioned to align it more closely to the
image of Cherry Coke.
 Targeted younger drinkers.
 Packaging was remade consistent with Cherry Coke.
Placed with Cherry Coke in a teen-targeted
promotional giveaway.
 Sales recovered. 14
 Studi Eksplorasi:
Focus Group Discussions (FGD)
 Free flowing (1-3 hours)
 Group interview (8-10 people)
 Guided by moderator
 Start with broad topic & focus in
on specific issues
 Using videocassettes & tapes
 The most common uses are:
• Testing advertising copy or
marketing promotions
• Positioning products or services
• Testing new concepts
• Testing usability of a product
• Generate new ideas
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 When to Avoid Focus Groups

 Focus groups should not be used to make a final decision.

 Results of focus groups are not statistically valid and should be used
more as a thermometer to test the temperature of the market rather
than as a ruler to provide precise measurements.
 Likewise, the following represent good examples of when to avoid
using focus groups  When you need a numerical response to questions
like “what percentage…?” or “how many…?”
 Focus groups do not provide quantitative results.
 When you need to explore issues that are very personal or sensitive
in nature.
 People are not really comfortable discussing personal topics in a
group situation.
 When you want to set prices for your products or your services.
 Again, these results are not quantitative in nature hence it is not
advisable to make final pricing decisions based on small group
responses.

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Studi Deskriptif
Bentuk studi Deskriptif lebih formal dan terstruktur
dibanding eksplorasi, dengan pernyataan (hipotesis)
dan pertanyaan investigatif yang lebih jelas.
Studi deskriptif digunakan menjawab tujuan penelitian,
seperti berikut:
 Deskripsi fenomena atau karakteristik terkait dengan
sebuah populasi (who, what, when, where, and how)
 Estimasi proporsi populasi yang memiliki karakteristik/
perilaku tertentu
 Menentukan persepsi ttg karakteristik produk
 Menemukan asosiasi di antara berbagai variabel
(correlational study)

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 Descriptive Research

Time-frame of research…
 Cross-sectional design
(CSD)
 Longitudinal design

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 Studi Cross-sectional
vs Longitudinal
 Studi cross-sectional dilakukan pada
suatu titik waktu tertentu yg bersamaan
dari berbagai tempat yg berbeda.

 Studi longitudinal dilakukan pada

berbagai pengulangan sepanjang
rentang waktu tertentu dari suatu tempat
yang sama.

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Cross-Sectional Designs
 The collection of information from any given
sample of population elements only once.
 Single cross-sectional designs: only one
sample of respondents and information is
obtained from this sample only once.
 Multiple cross-sectional designs: two or
more samples of respondents, and
information from each sample is obtained
only once. Often, information from different
samples is obtained at different times.

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Longitudinal Designs
 A fixed sample (or samples) of
population elements is measured
repeatedly on the same variables
 A longitudinal design differs from a
cross-sectional design in that the
sample or samples remain the same
over time

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 Cross-Sectional Data
may not Show Change

Brand Purchased Time Period

Period 1 Period 2
Survey Survey

Brand A 200 200

Brand B 300 300
Brand C 500 500
Total 1000 1000

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 Longitudinal Data may Show
Substantial Change

Brand Brand Purchased in Period 2

Purchased
in Period 1 Brand A Brand B Brand C Total

Brand A 100 50 50 200

Brand B 25 100 175 300
Brand C 75 150 275 500
Total 200 300 500 1000

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Studi Kausalitas
 Studi Kausalitas: jenis penelitian yang
ditujukan untuk menjawab permasalah-
an mengapa.

 Contoh: Mengapa kinerja perusahaan

menurun? Karena dipengaruhi oleh faktor…
(terjadi hubungan kausalitas (sebab-akibat)
 Perhatian:
Jika hanya hubungan korelasi bukan
merupakan hubungan kausalitas

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Studi Kausalitas
Jenis-jenis hubungan (relationship) kausalitas:
1. Symmetrical Relationship. Bentuk hubungan
dimana dua variabel berubah bersama-sama, dg
asumsi perubahan masing-masing variabel
bukan karena perubahan variabel yang lain.
2. Reciprocal Relationship. Terjadi jika dua
variabel saling memengaruhi satu sama lain.
3. Asymmetrical Relationship. Bentuk ini terjadi
jika perubahan satu variabel (variabel
independen) berakibat pada perubahan variabel
lain (variabel dependen)

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Potential Sources of Error in Research Designs
Total Error

Sampling Error Non-sampling

Error

Response Non-response
Error Error

Researcher Interviewer Respondent

Error Error Error

Surrogate Information Error Respondent Selection Error Inability Error

Measurement Error Questioning Error Unwillingness Error
Problem Definition Error Recording Error
Data Analysis Error Cheating/dishonest Error
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Sumber: Malhotra, 2004; Zikmund, 2002
 Errors in Research Design

 Total error is the variation between the true

mean value in the population and the observed
mean value obtained in the research project.
 Sampling error is the variation between the true
mean value for the population and the true mean
value for the original sample.
 Non-sampling errors can be attributed to
sources other than sampling, and they may be
response/no response: including errors in
problem definition, approach, scales, question-
naire design, interviewing methods, and data
preparation and analysis.

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 Errors in Research Design

 Non-response error arises when some of the

respondents included in the sample do not
respond.
 Response error arises when respondents give
inaccurate answers or their answers are
misrecorded or misanalyzed.

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 Qualitative vs. Quantitative Research
Qualitative Quantitative
Focus of research Understand and interpret  Describe, Explain, and
predict

Researcher  High  researcher is  Limited ; controlled to

Involvement participant or catalyst prevent bias

Research purpose  In-depth understanding;  Describe, or predict ; build

theory building and test theory

Sample design Non probability; purposive Probability

Sample size Small Large

Research design  May evolve or adjust during  Determined before

the course of the project
 Often uses multiple methods
simultaneously or
sequentially
 Consistency is not expected
 Involves longitudinal
approach.
commencing the project
 Uses single method or
mixed methods
 Consistency is critical
 Involves either a cross-
sectional or a longitudinal
approach

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 Qualitative vs Quantitative Research

Qualitative Quantitative
Participant  Pre-tasking is common  No preparation desired to
Preparation avoid biasing the
participant

Data type and  Verbal or pictorial descriptions  Verbal descriptions

preparation  Reduced to verbal codes
(sometimes with computer
assistance)
Data Analysis  Human analysis following
computer or human coding;
primarily non-quantitative
 Forces researcher to see the
contextual framework of the
phenomenon being measured—
distinction between facts and
judgments less clear
 Always ongoing during the
project.
 Reduced to numerical
codes for computerized
analysis
 Computerized analysis –
statistical and
mathematical methods
dominate.
 Analysis may be ongoing
during the project
 Maintains clear distinction
between facts and
judgment.

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 Features of Qualitative & Quantitative Research
Qualitative
"All research ultimately has
a qualitative grounding"
- Donald Campbell
The aim is a complete, detailed description.
Researcher may only know roughly in advance
what he/she is looking for.
Recommended during earlier phases of research
projects.
The design emerges as the study unfolds.
Researcher is the data gathering instrument.
Data is in the form of words, pictures or objects.
Subjective - individuals’ interpretation of events is
important ,e.g., uses participant observation,
in-depth interviews etc.
Qualitative data is more 'rich', time consuming, and
less able to be generalized.
Researcher tends to become subjectively immersed
in the subject matter.
Quantitative
"There's no such thing as qualitative data.
Everything is either 1 or 0"
- Fred Kerlinger
The aim is to classify features, count them, and
construct statistical models in an attempt to
explain what is observed.
Researcher knows clearly in advance what he/she is
looking for.
Recommended during latter phases of research
projects.
All aspects of the study are carefully designed
before data is collected.
Researcher uses tools, such as questionnaires or
equipment to collect numerical data.
Data is in the form of numbers and statistics.
Objective – seeks precise measurement & analysis
of target concepts, e.g., uses surveys,
questionnaires etc.
Quantitative data is more efficient, able to test
hypotheses, but may miss contextual detail.
Researcher tends to remain objectively separated
from the subject matter.
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 Research with Informants (Qualitative) Research with Subjects (Quantitative)

1. What do I know about a problem that

1. What do my informants know about
will allow me to formulate and test a
their culture that I can discover?
hypothesis?

2. What concepts do my informants use 2. What concepts can I use to test this
to classify their experiences? hypothesis?

3. How do my informants define these 3. How can I operationally define these

concepts? concepts?

4. What folk theory do my informants 4. What scientific theory can explain the
use to explain their experience? data?

5. How can I translate the cultural 5. How can I interpret the results and
knowledge of my informants into a report them in the language of my
cultural description my colleagues colleagues?
will understand?

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 Teknik-teknik Kualitatif

Teknik Kualitatif yang bisa digunakan al:

• Individual Depth Interview
• Participant Observation
• Film, Photographs and videotape
• Projective techniques and psychological testing
• Case studies
• Street ethnography
• Elite or expert interviewing
• Document analysis (to evaluate historical or contemporary
confidential)
• Proxemics and kinesics (use of space and body motion
communication)

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 Individual Depth Interview and Group Interviews

Individual Interview Group Interview

 Research Objective :  Research Objective:
 Explore life of individual in depth  Orient the researcher to a field of inquiry and the
 Create case histories through repeated interview s language of the field
over time  Explore a range of attitudes, opinions, and
 Test a survey behaviors
 Observe a process of consensus and
disagreement
 Add contextual detail to quantitative findings
 Topic Concerns :  Topic Concerns :
 Detailed individual experiences, choices,  Issues of public interest or common concern
biographies.  Issues where little is known or of a hypothetical
 Sensitive issues that might provoke anxiety nature

 Participants:
 Time pressed participant or those difficult to recruit
(e.g., elite or high-status participants)
 Participants with sufficient language skill (e.g.,
those older than seven)
 Participants whose distinction would inhibit
participation
 Participants :
 Participants whose backgrounds are similar or
not so dissimilar as to generate conflict or
discomfort.
 Participants who offer a range of positions on
issues.

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Jenis Interviews

Wawancara tidak terstruktur

/Unstructured Interview

Interviews Wawancara semi terstruktur

/Semi-structured Interview

Wawancara terstruktur
/Structured Interview

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Statistical studies vs. Case Studies
 Studi secara statistikal dirancang lebih untuk
mengungkapkan keluasan cakupan daripada
kedalamannya. Studi ini mencoba mengungkapkan
karakteristik suatu populasi dengan melakukan inferensi
karakteristik suatu sampel. Hipotesis-hipotesis diuji
secara kuantitatif. Generalisasi atas temuannya disajikan
berdasarkan keterwakilan sampel dan validitas dari
rancangannya.

 Studi kasus lebih menekankan pada sebuah analisis

kontekstual yang menyeluruh atas kejadian-kejadian
atau kondisi-kondisi yang lebih sempit dan menekankan
interrelasinya.

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 Teknik Kualitatif: Teknik-Teknik Projektif

Word association: Participants are asked to match images,

experiences, emotions, products and services, even people and
places, to whatever is being studied.
Contoh: “Apa yang Anda pikirkan bila mendengar kata KEJU……”
Sentence completion: Participants are asked to complete a
sentence
Contoh: “Lengkapi kalimat berikut ini: Restoran yang menawarkan
diskon kartu kredit berarti… ….. “
Cartoons or empty balloons
Participants are asked to write the dialog for a cartoon-like picture

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 A Cartoon Test Giant

Let’s see if we can pick

………. up some house wares
at Giant
………
………

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 Teknik Kualitatif: Teknik-teknik Projektif

Component sorts: Participants are presented with a flash

cards containing component features and asked to create new
combinations
Sensory sorts: Participants are presented with scents,
textures, and sound, usually verbalized on cards, and asked to
arrange them by one or more criteria
Laddering or benefit chain: Participants are asked to
link functional features to their physical and psychological benefits,
both real and ideal
Thematic Apperception Test: Participants are confronted
with a picture (usually a photograph or drawing) and asked to
describe how the person in the picture feels and thinks

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Thematic Apperception Test
(TAT)

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 Teknik Kualitatif:
Teknik-teknik Projektif
 Imagination exercises: Participants are asked to
relate the properties of one thing/person/brand to another.
 Imaginary universe: Participants are asked to assume that
the brand and its users populate an entire universe; then they describe
the features of this new world
 Visitor from another planet: Participant are asked to
assume that they are aliens and are confronting the product for the
first time; they then describe their reactions, questions, and attitudes
about purchase or retrial.
 Personification. Participants are asked to imagine inanimate
objects with the traits, characteristics, and features, and personalities
of humans. “if brand X were a person, what type of person would
brand X be ?
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 Teknik Kualitatif: Teknik-teknik Projektif

 Authority figure. Participants are asked to imagine that the

brand or product is an authority figure and to describe the attribute of the
figure.
 Ambiguities and paradoxes. Participants are asked to
imagine a brand as something else (e.g., a Tide dog Food or Marlboro
cereal), describing its attributes and position
 Semantic mapping. Participants are presented with a four-
quadrant map where different variables anchor the two different axes; they
then spatially place brands, product components, or organizations within
the four quadrants
 Brand mapping. Participants are presented with different brands
and asked to talk about their perceptions, usually in relation to several
criteria. They may also be asked to spatially place each brand on one or
more semantic map.

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 Contoh Brand Mapping
High moisturizing

Dove 7
Zest
4
Biore Lever 2000
5 2
Safeguard
Coast
Lux 8
Nondeodorant 3 Deodorant

1
Giv
Lifebuoy
Medicare
6

low moisturizing

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