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DESCRIPTIVE RESEARCH DESIGN:SURVEY & OBSERVATION
Descriptive Research
Survey Method (SM)
A structured questionnaire given
Designed to elicit specific information
Observation Method (OM)
Recording of behavioral pattern of..
People
Objects
Systematic manner
To obtain information about the phenomenon of interest
Survey Method (SM)
Classification of SM
Telephone
Traditional
CATI (Computer Aided Telephone Interview)
Personal
In Home
Mall Intercept
CAPI (Computer Aided Personal Interview) Ex.: application questioner di ipad
Mall Interview
Mail Panel Diambil data beberapa kali untuk orang yang sama
Mail package, related with:
Incentives
Return envelope
Questionnaire
Cover letter
Outgoing envelope
Electronic
Internet
Evaluating SM
Criteria for evaluating
Comparative evaluation of SM
Observation Methods (OM)
Characteristic of OM
S vs UnSStructured
UnstructuredInterviewer kembangkan pertanyaan sendiri
D vs UnDDisguised
Menggunakan one-way mirror, hidden cameras,inconspicuous mechanical devices (cctv)
UndisguisedRespondent are aware that they are under observation
N vs CNatural
Observing behavior as it takes places in the environment
ContrivedDisetting situasi dan kondisinya
Classification of OM
Personal ObservationOrangnya yang melakukan observasi
Mechanical Observation
Not required direct participation
Ex.: AC Nielsen audimeter, on-sitecameras, optical scanners
Require respondent involvement
Ex.: Eye-tracking monitors, pupilometers, voice pitchanalyzer, devices measuring response latency
AuditEx.: researcher mengatakan "ingin melihat merk apa saja yang ada di kamar"
Content AnalysisBiasa dilakukan oleh orang PR: perusahan dibicarakan positif / negatif oleh media mana saja
Trace AnalysisMelihat "rekam jejak radio yang biasa didengar" pada mobil mereka
Comparative evaluation of OM
Advantage of OM
Actual behavior
No reporting bias and potential bias
Certain types of data can be collected only by observation
If occurs frequently or in short duration, OM can be cheaper and faster
Disadvantage of OM
Little is known about underlying motives, beliefs, attitudes, and preferences
Bias in researcher's perception can bias data
Often time consuming and expensive, and difficult to observe certain forms of behavior
It may be unethical as in observing people without their knowledge or consent
week 3 descriptive research design.mmap - 07/04/2011 - Mindjet
