CHAPTER 3 METHODOLOGY

Transcription

1 CHAPTER 3 METHODOLOGY The research will be conducted in several steps below: Figure 3.1 Research Frameworks 3.1 Literature Study Involve conceptual literature from book related to Integrated Marketing Communication, promotion and advertising. Also conceptual literature that would pop up from a search using proquest or from the webs on movie marketing articles. Besides conceptual literature, also published data related to Indonesian movie industries. 3.2 Exploratory Research Exploratory Research to gain insights, ideas and qualitative data. Also exploratory research is frequently used to formulate problem more precisely, develop hypothesis, establish priority for research, eliminate impractical ideas, and clarify concepts. There are three methods that will be used, as follows: 21

2 3.2.1 In-Depth Interview In-depth interview here includes expert interview or key informant survey. Doing interview with people who involve in Indonesian movie promotion such as the Production House (Mr. Abi from Cinervo, Mr. Sunil from RAPI films), Movie Distributors (Mr. Rahmat from 21Cineplex), and Event Organizers (Mr. Tria from Dapur Sembilan) to find out about the market segmentation on Indonesian movies, movie trends, indicator of a successful movies, existing promotion method and communication medias that are being used, also all the information needed related with Indonesian movies Focus Group Discussion An increasingly popular method of conducting exploratory research is through focus group, which are small groups of people brought together and guided by a moderator through unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem. Focus Group Discussion will be conducted once in Ngopi Doeloe café with incentives of free lunch and directed by the author itself. The main purpose is to gain the perception about Indonesian movies in order to develop a broad strategy for movie campaign. Other purposes are to determine the factors that influence opinions, behavior, and motivation in watching Indonesian movies. Also their preferences, group reference, media that often being consumed, and gaining suggestion about Indonesian movies and movie campaign. The question that will be asked and discussed itself can be seen on appendix A. The Composition of the Group The focus group is characterized by homogeneity but with sufficient variation among participants to allow contrasting opinion. By homogeneity, we mean participants have something in common that you are interested in, such as the following: - Occupation as a student of well-known senior high school, and also student of well-known university 22

3 - Age from 16 to 24, due to Indonesian movie market segment which is teenagers. Each age represent by one participant. - Gender are both female and male on the same amount - Following the growth of Indonesian movies and considered as movie goers The participants will be consist of eight persons who meet all the criteria above. 3.3 Descriptive Research Descriptive Research to describe the characteristics of Indonesian movie viewers and to get the quantitative data and measurement method that is used in this research is survey by using questionnaires. It is to estimate the frequencies of appearance and the proportion of the population that has these characteristics and discover association among different variables Questionnaire development The variables that are being asked to the respondents are accumulated by the variables that found from the literature (that is related), from in-depth interview, and Focus Group Discussion Sampling Procedures Probability sample are distinguished by the fact that each population element has a known, nonzero chance of being included in the sample. It is not necessary that the probabilities of selection be equal, only that one can specify the probability with which each element of the population will be included in the sample. It is by simple random sampling since each population element has not only a known but an equal chance of being selected. The sample size is known from statistical data in BPS. In the selection process, sample elements are selected because it is believed that they are representative of the population of interest. 23

4 Respondent are students in senior high school and university whose age between 16 to 24 and watching Indonesian movies. The questionnaires itself will be distributed in certain place in which there will be a targeted respondents such as school and university spot, theatre lobby, café, restaurants, etc. It is with the assumption that the targeted respondents are moving and not only stay in one place. The number of respondent are calculated based on Slovin formula below: Table 3.1 Statistical Data from BPS Bandung Years Old Years Old Male Female Total Population n = N / 1+N(e 2 ) N = Population = = e = percent of errors = 7% n = sample size n = N / 1+N(e 2 ) = / (1 + ( x (0,07)^2)) = / 863,792 = 204 questionnaires Pretest Based on Malhotra, we have to test the ambiguity, reliability and validity by spreading at least 30 units of questionnaire on the target market. After that being analyzed and improved with SPSS. It is to discover ways to increase respondent interest, increasing the likelihood that respondents will remain engaged to the completion of survey, discovering question content, wording, and sequencing problem, and exploring ways to improve the overall quality of questionnaires. 24

5 The Pretest questionnaires are distributed to 50 respondents. The pretest questionnaires consists of three parts, part A with 5 questions to identify Indonesian movie viewer s habit and preferences, part B with 16 questions to identify media consumption habit and part C with 16 questions to identify the perception of Indonesian movies. The whole questionnaires that being used on pretest can be looked up on appendix B. Respondents have no difficulties in filling the questionnaires since the questionnaires itself are using simple words, have no ambiguous statement and question, also have no double barrel statement and question. Based on the input from the respondent, the researcher do several revision and delete item B16 that has similar meaning with item C1 about Indonesian movie quality. Part A and part B are nominal scale and only designed to measure frequencies, so these parts don t require reliability and validity test. The reliability and validity tests are applied only on part C since part C is constructed by likert (ordinal) scale Reliability and Validity By using SPSS 12, the output shows that all the constructed items are reliable and cover Cronbach s Alpha value of 0,660. Indication of good Cronbach s Alpha is achieved if Cronbach s Alpha > 0,60. Reliability confirms stability and consistency of respondent in answering all the items on questionnaire especially items on part C. Table 3.2 Reliability Statistics Cronbach N of 's Alpha Items Validity is term applied to measuring instruments measuring the extent to which differences in scores of the measurement reflect true differences among individuals, groups, or situations in the characteristic that it seeks to measure, or reflect true differences in the individuals, groups, or situation from one occasion to another, rather than constant on random error. 25

6 Item of question is valid if Corrected-Item Total Correlation > r-table. Df (Degree of freedom) = n (total respondents) k (total items) = 50 respondents 16 items = 34 R-table with 5% error = 0,329 (95% confidence level) On this case, each item will be valid if it is greater than 0,329. So, the researcher delete item number C3, C4, C7, C8, C9, C10, and C11. The researcher doesn t delete item number C15 and C16 because these two items are needed to define the perception of Indonesian movies. By deleting 7 items, the final questionnaires will only construct by nine items. The final questionnaires can be checked on appendix. Table 3.3 Item-Total Statistics Scale Scale Mean if Variance if Corrected Cronbach's Item Item Item-Total Alpha if Item Deleted Deleted Correlation Deleted C C C C C C C C C C C C C C C C If seven items on part C are deleted, it will achieve better score on reliability with 0,760 Cronbach s Alpha value. It is greater than last Cronbach s Alpha value of 0,660. All items on part C achieved corrected Item-Total Correlation > 0,301, therefore all items are valid. 26