Prof Dr Ir Ujang Sumarwan, MSc

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1 3 SURVEY Prof Dr Ir Ujang Sumarwan, MSc Graduate Program of Management and Business- IPB Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 1

2 3. Survey Research What s going on? Just Asking Questions Learning: Why, How, and Who Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 2

3 Survey method: A structured questionnaire given to a sample of population and designed to elicit specific information from respondent (Malhotra, 1999 p. 178). Surveys deal with phenomena as they exist, they do not attempt to alter anything experimentally nor do they involve random assignment of subjects or conditions as in experimental research Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 3

4 OBJECTIVE OF SURVEYS 1. Exploration 2. Description 3. Explanation 4. To assess the impact of new programs, procedures, or policies 5. To develop social indicators : well-being of the general population Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 4

5 How to Characterize Survey: 1. Groups Investigated: t a. Survey research that investigates an entire population is called a population survey (census) b. A sample survey deal only with a subset or part of a population 2. Design Type: a. Cross-sectional survey b. Longitudinal surveys 1. Panel studies 2. Trend studies 3. Cohort studies Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 5

6 Overview of Survey Research Methods Main goal of surveys is to provide facts and estimates that can be used by decision makers to: make accurate predictions about relationships between market factors and behaviors. gain insights to understanding the relationships and differences. verify or validate the existing relationships. Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 6

7 Advantages of Survey Methods Ability to Accommodate Large Sample Sizes Ability to Distinguish i Small Differences Ease of Administering and Recording Questions and Answers Capabilities of Using Advanced Statistical Analysis Abilities of Tapping Into Factors and Relationships Not Directly Measurable Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 7

8 Disadvantages of Survey Methods Development of Accurate Survey Instruments Inaccuracies Created in Construct and Scale Measurements of Factors Limits to the In-Depth Detail of Data Structures Lack of Control Over Long Time Frames & Potentially Low Response Rates Difficulties in Determining if Respondents Are Responding Truthfully Misrepresentations of Data Results and Inappropriate Use of Data Analysis Procedures Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 8

9 Why Survey? Get lots of structured information from lots of people. See patterns of similarity and differences. Simplify and standardize data collection. Use statistics to make predictions. Find out about things that can not be observed. Such as? Thoughts, Emotions, Intentions, Attitudes Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 9

10 Potential Problems with Surveys Do you ask the right questions in the right way? Do you ask the right people? Do they tell you the truth, the whole truth, and nothing but the truth? Will they? Can they? Structure causes a loss of data richness. Lack of control causes time and response problems. May see differences that don t really exist. Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 10

11 Improving Response Rates Methods of Improving Response Rates Reducing Refusals Reducing Not-at-Homes Prior Notification Motivating Respondents Incentives Questionnaire Design and Administration i ti Follow Up Other Facilitators Call-backs Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 11

12 A Classification of Survey Methods SURVEY METHODS TELEPHONE FACE TO FACE POST COMPUTER TRADITIONAL TELEPHONE CAT I POSTAL SURVEY POSTAL PANEL IN HOME MALL INTERCEPT CAP I FAX INTERNET DIRECT COMPUTER Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc INTERVIEW12

13 Survey Methods Person-Administered Door-to-Door, D Executive, Mall-Intercept t Telephone-Administered People vs. Machines In-bound vs. Out-bound SlfAd Self-Administered i d How to distribute and get response? One-time vs. Panels Computer-Assisted Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 13

14 Person Administered Types of Survey Research In-Home Interviews Executive Interviews Mall-Intercept Purchase-Intercept Takes place in a respondent s home or within the respondent s work environment. Personal interview of a business executive. Shopping patrons are stopped and asked for feedback during their visit to a shopping mall. Respondent is stopped and asked for feedback at the point of purchase. Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 14

15 Telephone Administered Types of Survey Research Telephone Interview Major source of market information obtained through a question/ answer exchange conducted via the telephone. Plus-One Dialing Systematic Random Digit Dialing Random Digit Dialing Computer Assisted Telephone Interview (CATI) Fully automated system where the respondent listens to an electronic voice and responds by pushing keys on keypad. Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 15

16 Self-Administered Types of Respondent Reads Survey Questions and Records Answers Without Assistance Survey Research Direct Mail Survey Questionnaire is distributed to and returned from respondents via the postal service. Mail Panel Survey Selected group of individuals that have made an advance agreement to participate in a series of direct mail surveys. Drop Off Survey Questionnaires are left with respondent to be completed at a later time and returned to the researcher. Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 16

17 Computer Assisted Types of Fax Survey Survey is distributed to and returned from respondents via fax machine. Survey Research Survey Survey is distributed to and returned from respondents via electronic mail. Internet Survey Internet is used to ask questions and record Metode Riset: 3 SURVEY Prof. Dr. Ir. responses Ujang Sumarwan, from respondents. MSc 17

18 In - home Interviews Benefits Highest response rates Target specific persons Flexible question (naive) design Sophisticated sequencing Probing answers Clarifying ambiguity Use visual stimuli Record non-verbal reactions Limitations Clustering of respondents Day time not - at - homes Supervision i difficult Costs of re - visits Interviewer safety Slow to complete Interviewer bias Very expensive Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 18

19 Mall Intercept Interviews Benefits Many advantages of in - homes Less expensive Less time consuming Ease of supervision Limitations Short questionnaires Sample representativeness Length and frequency bias Respondent co-operation operation Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 19

20 Telephone Surveys Benefits Low cost Dispersed samples Speed Sophisticated routing systems Direct data entry Editing and validation by machine Limitations Domestic samples unrepresentative Unlisted numbers Call screening No visual aids Short questionnaires Simple scales Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 20

21 Postal Surveys Benefits Anonymity of responses Sensitive & personal questions Complete at own pace No interviewer bias Dispersed samples Targeting specialist populations Inexpensive Limitations Lack of control over respondent Cannot control speed of response Cannot probe / clarify response Sequence bias Simple question (naive) design Low response rates Follow - ups & incentives Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 21

22 Computer Surveys Benefits Target special groups Use visual aids No interviewer costs Speed of analysis Limitations Ownership of technology Cost of technology Variable response rates Response bias Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 22

23 Which Survey Method? SAMPLING CONTROL the researchers ability to direct the enquiry to a designated d respondent and secure the desired co-operation from the respondent. INFORMATION CONTROL the kinds of questions that can be asked and the amount and accuracy of information that can be obtained from respondents ADMINISTRATIVE CONTROL the speed and cost and the control of replies afforded by the method of administration. (Churchill, 1996) Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 23

24 Which Survey Method? Researcher s Resources Time horizons Budgets Quality of Data Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 24

25 Which Survey Method? Respondent Characteristics Incident Rate Willingness to Participate Ability to Participate Diversity Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 25

26 Which Survey Method? Question Characteristics Complexity of Task Amount of Information Required Topic Sensitivity Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 26

27 Situational Characteristics Relating to Selecting a Survey Method Length of Survey Budget of Available Resources What are the total dollars and man power hours available ab for committing to the research project? Completion Time Frame How quickly does the data gathering, analysis and information generation activities iti have to be completed? Quality Requirement of the Data Focus on completeness, generalizability and precision. Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 27

28 Respondent Characteristics Relating to Survey Methods Diversity Degree that respondents share some similarities Incidence of Respondent Percent of the general population p that is the subject of the market research. Degree of Survey Participation Ability to Participate? Willingness to Participate? Knowledge Level? Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 28

29 Task Characteristics Relating to Selecting a Survey Method Difficulty of Task > How hard does a respondent need to work to respond to a question? Stimuli Needed d to Elicit it a Response > Do respondents need to be exposed to stimuli to obtain a response? Research Topic Sensitivity >To what degree does a question lead a respondent to give a socially expected response? Amount of Information Needed from Respondents > How detailed does the respondent s s answer have to be? Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 29

30 DISKUSI ARTIKEL..\..\..\2KULIAH DMB\PADPPK\PADPPK DMB3\CONSUMER RESEARCH ARTICLES\4WEB VS CAMPUS STORE.pdf..\..\..\2KULIAH \ \2KULIAH DMB\PADPPK\PADPPK DMB3\CONSUMER RESEARCH ARTICLES\9AMEASURE OF RETAIL.pdf..\..\..\2KULIAH DMB\PADPPK\PADPPK DMB3\CONSUMER RESEARCH ARTICLES\3INFORMATION SEARCH.pdf..\..\..\2KULIAH DMB\PADPPK\PADPPK DMB3\CONSUMER RESEARCH ARTICLES\2FASHION INNOVATIVENESS.pdf Metode Riset: 3 SURVEY Prof. Dr. Ir. Ujang Sumarwan, MSc 30

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