Wk 09 Metpen Metode Survei

METODE SURVEI

2

Chapter Outline

1) Overview

2) Primary Data: Qualitative versus Quantitative Research

3) Rationale for Using Qualitative Research Procedures

4) A Classification of Qualitative Research Procedures

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Chapter Outline

5) Focus Group Interviews

i. Characteristics

ii. Planning and Conducting Focus Groups

iii. Telesessions

iv. Other Variations in Focus Groups

v. Advantages and Disadvantages of Focus Groups

vi. Applications of Focus Groups

6) Depth Interviews

i. Characteristics

ii. Techniques

iii. Advantages and Disadvantages of Depth Interviews

iv. Applications of Depth Interviews

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Chapter Outline

7) Projective Techniques

i. Association Techniques

ii. Completion Techniques

a. Sentence Completion

b. Story Completion

iii. Construction Techniques

a. Picture Response

b. Cartoon Tests

iv. Expressive Techniques

a. Role Playing

b. Third-Person Technique

v. Advantages and Disadvantages of Projective

Techniques

vi. Applications of Projective Techniques

5

Chapter Outline

8) International Marketing Research

9) Ethics in Marketing Research

10) Internet and Computer Applications

11) Focus on Burke

12) Summary

13) Key Terms and Concepts

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A Classification of Marketing Research Data

Survey Data

Observational and Other Data

Experimental Data

Qualitative Data Quantitative Data

Descriptive Causal

Marketing Research Data

Secondary Data Primary Data

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Qualitative vs. Quantitative Research

Qualitative Research To gain a qualitative understanding of the underlying reasons and motivations Small number of non-representative cases Unstructured Non-statistical Develop an initial understanding

Objective Sample Data Collection Data Analysis Outcome

Quantitative Research To quantify the data and generalize the results from the sample to the population of interest Large number of representative cases Structured Statistical Recommend a final course of action

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Definitions 8

Survey

A means of collecting quantitative information from a

particular population about a particular topic

Structured and standardised

Questionnaire

A tool frequently used in surveys to collect quantitative

information

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Questionnaires 9

Best used when:

There is a large sample

You want fairly straightforward information

You want standardised data from identical questions

You are more interested in what occurs rather than why or

how

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Sampling Methods

10

Probability (Random) Samples

Simple random sample

Systematic random sample

Stratified random sample

Cluster sample

Non-Probability Samples

Convenience sample

Purposive sample

Quota

Simple random sampling

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Table of random numbers

6 8 4 2 5 7 9 5 4 1 2 5 6 3 2 1 4 0

5 8 2 0 3 2 1 5 4 7 8 5 9 6 2 0 2 4

3 6 2 3 3 3 2 5 4 7 8 9 1 2 0 3 2 5

9 8 5 2 6 3 0 1 7 4 2 4 5 0 3 6 8 6

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Sampling fraction

Ratio between sample size and population size

Systematic sampling

Systematic sampling

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Cluster sampling

Cluster: a group of sampling units close to each

other i.e. crowding together in the same area or

neighborhood

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Cluster sampling

Section 4

Section 5

Section 3

Section 2 Section 1

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Stratified random sampling

Jika kondisi populasi mengandung sejumlah katagori yang berbeda, maka kerangka sampel dapat diorganisasikan dengan menggunakan katagori ini ke dalam strata yang terpisah.

Sampel kemudian dipilih masing-masing stratum secara terpisah untuk membuat stratum berstrata.

Misal: - Manager level atas - Manager level menengah - Manager level bawah

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Purposive Sampling

The researcher chooses the sample based on who they think would be appropriate for the study.

This is used primarily when there is a limited number

of people that have expertise in the area being researched.

For instance, if a researcher is interested in learning more about students at the top of their class, he or she is going to sample those students who fall into the "top of the class" category. They will be purposively selected because they meet a certain characteristic.

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Convenience Sampling

Sometimes known as grab or opportunity sampling or accidental or haphazard sampling.

A type of nonprobability sampling which involves the sample being

drawn from that part of the population which is close to hand. That is, readily available and convenient.

The researcher using such a sample cannot scientifically make

generalizations about the total population from this sample because it would not be representative enough.

For example, if the interviewer was to conduct a survey at a

shopping center early in the morning on a given day, the people that he/she could interview would be limited to those given there at that given time, which would not represent the views of other members of society in such an area, if the survey was to be conducted at different times of day and several times per week.

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Quota sampling

The population is first segmented into mutually exclusive sub-groups, just as in stratified sampling.

Then judgment used to select subjects or units from each segment based on a specified proportion.

For example, an interviewer may be told to sample 200 females and 300 males between the age of 45 and 60.

It is this second step which makes the technique one of non-probability sampling.

In quota sampling the selection of the sample is non-random.

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QUESTIONNAIRES 21

PART ONE : Introduction / Cover Letter

PART TWO : Respondent Profile

PART THREE : Main Questions

PART FOUR : Closing

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Introduction/Cover Letter 22

Introduction should indicate:

who is conducting the survey

the topics to be covered in the survey

an assurance of confidentiality

whether you offer how long it will take depends

on mode, topic, population

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Respondent Profile 23

Used to analyze the result

Depend on the aim of the survey

Examples of profile :

- Profil personal

Umur, Jenis kelamin, Bidang pekerjaan, Pendidikan,

Status Sosial, Jabatan, Status Perkawinan dll

- Profil Organisasi

Bidang usaha, skala usaha, omset, jumlah tenaga kerja,

jumlah fungsi/departemen dll

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Types of surveys 24

Mail

cheapest, wide coverage, standardised, low response rate (?)

E-mail

low cost, wide coverage, (?) low response rate, standardisation

Telephone

medium cost, wide coverage, medium response rate, standardisation depends on interviewer

Face to face

most expensive, coverage depends on personal contact, highest response rate

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Questions 25

1. Type of information

2. Type of questions

3. Type of data

4. Common wording problems

5. Problems with response

6. Validity

7. Reliability

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Type of information 26

Knowledge - what people know

Opinions, attitudes, beliefs, values - what people

think about an issue

Behaviour - what people do

Attributes - what are peoples characteristics

Remember - based on self-report

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Knowledge 27

Seberapa sering laporan X dibutuhkan untuk analisis atau diskusi?

< 1 minggu sekali

2 minggu sekali

1 bulan sekali

> 1 bulan sekali

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Opinions etc 28

Menurut anda, bagaimanakah tampilan website

XYZ?

_______________________________

_______________________________

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Behaviour 29

Apakah anda mengalami kesulitan dalam

menampilkan data yang anda maksudkan pada

software XYZ?

Ya

Tidak

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Attributes 30

Apakah tingkat pendidikan anda?

< SMA

D1 D4

Sarjana Strata 1

> Sarjana Strata 1

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Questions 31


2. Type of data




6. Validity

7. Reliability

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Type of questions 32

Open ended questions

Closed ended questions

Filter questions

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Open-ended questions 33

What? why? how?

No predetermined responses given

Able to answer in own words

Useful exploratory research and to generate ideas

Flexible

Requires skill in asking questions and interpreting results

Answers can lack uniformity and be difficult to analyse

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Open-ended questions 34

Apakah pendapat anda tentang tampilan laporan

tahunan?

_________________________________________

_________________________________________

___________

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Close-ended questions 35

Designed to obtain predetermined responses

(Yes/No; True/False; strongly agree-strongly

disagree, etc..)

Easy to count and analyse

Easy to interpret

May not have catered for all possible answers

Questions may not be relevant or important

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Closed-ended questions 36

The implementation of quantity discounts

would cause an increase in customer

orders Strongly agree Agree Neutral Disagree strongly disagree

Interval scale

(Likert Scale)

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Closed-ended questions 37

Penambahan fitur search pada website

memudahkan saya

Strongly Agree Neutral Disagree Strongly

agree disagree

Interval scale

(Likert Graphic

Scale)

38


Please rate the quality of the sales summaries:

Poor

Fair

Good

Or

Very Poor

Poor

Good

Very Good Even points (eliminate neutral

point)

Odd points

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Rank the following transactions according to the

amount of time you spend processing them:

________ new customer orders

________ order cancellations

________ order modifications

________ payments

Ordinal data

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Filter questions 40

Filter questions useful to ensure respondents only

answer relevant parts of questions

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Filter questions 41

Unfiltered:

If you use a medical software program, which one do

you use?

Filtered:

Do you use a medical software program?

No - jump to next question

Yes - which one?

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Filter questions 42

Skips in questionnaires more easily managed if these are computer-assisted

Consider including not applicable category:

In the past week, how often have you used MEDLINE:

Not at all

At least once

More than once

I do not have access to MEDLINE

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Questions 43



3. Type of data


5. Types of response


7. Validity

8. Reliability

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Type of data 44

Nominal

Ordinal

Interval

Ratio

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Nominal 45

Are classified into discrete categories by name

Implies no value although it is coded in numbers

No numerical relationship between categories

Examples :

Gender

Division of work

Education

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Nominal 46

Aplikasi apakah yang paling sering anda gunakan?

a. Ms Word

b. Ms Powerpoint

c. Ms Exel

d. Ms Visio

47

Ordinal 47

Respondents are asked to put nominal categories in

order

Ranking scales or comparative scales

Too difficult where there are a large number of

items (maximum 10)

Examples :

Frequency of use most used, next most used

Ease of comprehension easiest to most difficult

Perceived price cheapest to most expensive

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Ordinal 48

Tolong urutkan aplikasi berikut ini, dari angka 1

untuk yang paling sering anda gunakan hingga

angka 4 untuk yang paling jarang anda gunakan?

______ Ms Word

______ Ms Powerpoint

______ Ms Exel

______ Ms Visio

49

Interval 49

Provide a rating of each item on scale that has a

numerically equal distance between each point

Scales are used in order to determine the relative

strength of relationships between items ( Score 10

doesnt mean twice as much as score 5, however score 10 is more than score 5)

Usually used to measure attitude

Likert scale, Semantic scale, Stapel scale, Graphic

scale, Pictoral scale

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Interval 50

Menurut anda seberapa efektifkah penggunaan

piranti lunak XYZ dalam membantu pekerjaan

anda?

1 Sangat efektif

2 Efektif

3 Biasa saja

4 Kurang efektif

5 Tidak efektif sama sekali Likert Scale

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Interval 51

Menurut anda seberapa efektifkah penggunaan

piranti lunak XYZ dalam membantu pekerjaan

anda?

Sangat efektif 1 2 3 4 5 Tidak efektif sama sekali

Sangat efektif Tidak efektif sama sekali

Semantic Scale

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Ratio 52

Distance between each point is constant

The ratio between any two scores also has a

meaning

Examples : Age 50 years old is as twice as 25

years old

Usually open ended question

If the response is presented in categories, the length

should be equal

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Ratio 53

Berapa tahun anda bekerja di bidang ini?

_________ tahun

Menurut anda, berapakah harga yang pantas untuk

produk ini?

a. 10.000 20.000

b. 20.000 30.000

c. 30.000 40.000

54

Questions 54



3. Type of data



6. Validity

7. Reliability

55

Getting the question right 55

Question wording

Questions need to be clear, simple and precise

Poorly written questions lead to ambiguity and

misunderstandings and can be wasteful

Responses

open, closed, what type of response set will you use?

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Leading questions 56

Apakah sebaiknya yang memasukkan data dalam software XYZ adalah masing-masing pihak?

a. Ya

b. Tidak

Siapakah yang sebaiknya memasukkan data ke dalam software XYZ:

Staf masing-masing departemen Staf SIM Supervisor masing-masing departemen

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Vague questions 57

Secara umum, bagaimana kemudahan

penggunaan software XYZ?

Secara umum, bagaimana anda

mendeskripsikan penggunaan software XYZ?

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Vague questions 58

Apakah anda pernah menggunakan fitur XYZ?

Dalam 6 bulan terakhir, apakah anda menggunakan fitur XYZ?

Kapan anda terakhir menggunakan fitur XYZ?

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Biased or value-laden questions 59

Menurut anda, apakah fitur XYZ tidak banyak

digunakan?

Menurut anda, bagaimana penggunaan fitur XYZ?

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Threatening questions 60

How often do you smack your child?

Do you know enough about treating patients

at risk of stroke?

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Threatening questions 61

Apakah anda sering menggunakan software bajakan?

Cara-cara manakah dibawah ini yang anda gunakan untuk

mendapatkan software yang anda butuhkan?

Apakah anda memiliki pengetahuan yang cukup untuk

mengoperasikan OS XYZ?

Berilah rangking atas tingkat pengetahuan anda dalam

mengoperasikan OS XYZ.

Bagaimanakah pengetahuan anda dalam mengoperasikan OS

XYZ?

62

Double-barrelled questions 62

Two concepts in one question

Apakah anda pernah menggunakan Operating System

XX atau Operating System YY?

Operating system apakah yang pernah anda gunakan dalam

5 tahun terakhir?

Windows

Linux

Mac OS

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Negative questions 63

Avoid using negative wording not, rarely,

never, or words with negative prefixes

in-, im-, un-.

Hindari menggunakan kata negatif dua kali

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Negative questions 64

Sebaiknya staf tidak bisa mengakses data XYZ:

setuju/tidak setuju

Sebaiknya staf bisa mengakses data XYZ :

Setuju/tidak setuju

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Complex questions 65

On a scale of 1 to 10, please rate for each of the 12

categories listed below, your level of knowledge,

confidence and experience.

66

Questions 66



3. Type of data



6. Validity

7. Reliability

67

Effort required to answer questions 67

During your last consultation with your doctor, did the doctor discuss medications to help lower your blood pressure?

What is meant by discuss?; relies on recall of discussion

Many respondents will tick a response that is satisfactory; that is, to just tick a box.

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Problems with responses 68

Fatigue/boredom/disinterest

agree with everything

just say dont know

always choose first response

randomly respond without considering the question

Social desirability

Aversion to extreme ends of the scale

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Minimising fatigue/boredom 69

Keep task simple

Eg easier to recall more recent events

Keep words short and easy to understand

Maintain motivation of participants

ensure task is relevant

Ask people to justify their responses

70

Aversion to extreme ends of scale 70

Avoid absolutes never, always

Expand number of categories by including throw

away categories at the end:

never, almost never, infrequently, sometimes, usually,

almost always, always

71

Problems with responses 71

Ceiling effects

Halo effects

Framing effects

72

Minimising ceiling effects 72

Average response doesnt have to be middle

response

Unsatisfactory Average Above Very Outstanding

average much

above average

73

Halo effects 73

often occur when evaluating individuals

judgements made on aspects of a persons performance

influenced by overall impression of the person

a global summary just as informative

74

Order effects 74

Randomise order of response sets between individuals

Randomise order of items within questions

May be possible to randomise order of questions

Dont always present positive or negative sounding response first

Easier to randomise in computer-assisted interviews than paper & pen questionnaires

Documents

Wk 09 Metpen Metode Survei