1. Identifying Problems and Opportunities
Research can be done to address the problem and find a solution, or to define new opportunities
Anthony Miles (BCG) formulated three key questions that must be answered at the stage of defining the problem or opportunity:
Why is the information it requested?
Was the information provided?
Can the question was really answered?
Capturing background
We must understand what the need to do some background research
Background information will determine the direction of the course of a research
There are three (3) general background researching links:
Want to make or modify products or services
Want to understand or predict behavior or market conditions
Want to affect some groups of customers => for example, along with the promotion or marketing communication program
Exploratory Research for Defining the Problem / Opportunity
Exploratory research is usually a small-scale research conducted to define the precise nature of the problem and to obtain a better understanding of the environment in which the problem occurred.
Methods commonly performed:
Focus Group Discussion
In-depth interviews (depth interview) or brainstorming with the experts
Analysis of secondary data
Case study
2. Determining Benefits and Interest Research
The end point of the process of formulation of the problem / opportunity is a statement of research objectives
Formulation good goal to act as a road map to develop research, and as a parameter in evaluating the quality of research
Objectives must be specific and clear
The purpose of research should avoid the syndrome of "nice to have"
3. Identifies Data Needs and Sources
Need to be identified first, whether to achieve the objectives of this research simply by using secondary data or should the primary data
Primary data: The results of the direct recording of the results of research, for example from interviews or questionnaires
Secondary Data: Data collected by the person or institution
Next specify the data source
Secondary Data
advantages:
Readily Available
Time, Cost, Power Less
Large scale
Some Information Only Available In Secondary Data
weaknesses:
May be less relevant
Data accuracy
Secondary Data Sources
Internal Data:
Sales Data
Data fees
Data Production
External Data:
Data Government Agencies
Data Syndication
Data Industry Association / Trade
The results of the study, the Internet, etc.
4. Choosing the type & Research Methods
Some research designs that can be selected are: surveys, observations, experiments
Selection of a research design was also influenced by the constraints of time and budget
Researchers must provide the best information to management by taking into account a variety of limitations
More detailed explanation of the research design will be discussed in the next module
5. Creating a Data Collection Instrument
For survey research, data collection instruments used were a questionnaire, interview or questionnaire. Structured questionnaire should be made to facilitate the interviewer to collect data from respondents.
For research observations and experiments, a tool used in general machinery observer (camera) and forms of observation / experiment
6. Designing Samples
Samples are elements that will be observed (respondent) which is a part of the population. Therefore, there are two questions that must be answered before selecting the sampling procedures, namely:
Who population?
Sample population: all people who use the aircraft through Soekarno Hatta airport in the last 1 year at least 3 times
Samples probabilistic or non-probabilistic?
Probabilistic Sampling Method
Simple Random Sampling
Suitable for the population as follows:
The number of members of the population is not too large
All members of the population has been registered
The condition is relatively homogeneous population
Stratified Random Sampling
Done by placing members of the population into several sub-populations or strata, then the sample drawn from each stratum separately so between strata being free stochastic.
Probabilistic Sampling Method
Systematic Random Sampling
Done by selecting a random sample and attract more examples at every distance k of sample units drawn previously.
K = N / n, where n = population size and n = number of samples to be taken
Cluster / Multi Stage Random Sampling
The elements of the population are grouped according to the location of the adjacent, then from the cluster randomly selected examples.
Sampling Method Non-Probabilistic
Purposive / Convenience Sampling
Based on the ease to obtain a sample is viewed from the side of the interviewer. Commonly used in exploratory research and customer intercept
judgment Sampling
The interviewer is testing its decision or experience in taking an example, with the intent of the results obtained will describe the target population
Sampling Method Non-Probabilistic
quota Sampling
This method is most excellent in the group nonprobability sampling.
Researchers conducted a strict control on the selection of examples which are based on one or more characteristics of the population, such as sex, age, education level, etc.
Objective: to get a proportional sample so as to describe the condition of the target population.
7. Collecting data
The main activity in the research activities is the collection of data
The data collection can be done by the existing units within the company or use a third party service (marketing research consultant)
Data is the raw material that will be processed in the research, so the quality must be good (valid, accurate) because "Garbage in, Garbage Out"
Primary Data Collection Methods
For research surveys, in general there are two methods of data collection, the method of quantitative and qualitative methods
Quantitative Methods:
Personal Interview
House to House Interview
Office to Office Interview
Customer / Mall Intercept
Central Location Test
telephone Interview
Questionnaire by mail, email, mass media or at some point service
Qualitative methods
In-depth interviews (depth interview)
Focus Group Discussion (FGD)
For observational research, there is a quantitative method of data collection is often conducted primarily to assess the quality of services, namely Mystery Shopping
Mysteri Shopping
Is an observation that is commonly used to assess a service (banks, restaurants, hotels, airports, etc.)
Observer is a person who is not recognized by the parties that are observed, and behaves as a customer
Things were observed poured in a checklist form
These aspects are assessed generally consists of three aspects, namely the people, process, and tangible
Observer recruited by:
Experience conducting transactions on the object of observation
The ability of memory
Willing to make observations consistently
Observer attend training led by Project Manager / Field Coord.
Observer does not make a judgment on the observed object but only reveal the fact
Observer implement using observation agreed form (not filled at the place of observation)
Data Quality Control
Before the data is inputted and processed, first performed quality control activities to ensure that the data to be processed are valid
Activities quality control can be done in stages as follows:
Each questionnaire has been filled by officers will be checked by a Team Leader
Each questionnaire has been examined by the Team Leader will be examined by the Field Coordinator
Questionnaires that had escaped from the Field Coordinator then submitted to the Quality Controller
Quality Controller leading the back-check activities (revisit / recall) of 30% of the questionnaires at random
If the interviewer / observer cheating the whole questionnaire from the interviewer / observer will be dropped
8. Rework, Analyzing / Interpreting Data
Once the data is collected, the next step in the research process is to process and analyze the data. The purpose of this analysis is to interpret and draw conclusions from a number of data collected
The analysis technique used depends on the purpose of research, data collection methods, and the depth of analysis required
9. Delivering Reports
After processing and data analysis is complete, researchers must submit a report and submit conclusions and recommendations to management. This is a key step in the research process because the researcher must be able to ensure that research results can be trusted so that it can be input in the decision-making process
Follow-up Results of Research
After the company issued a number of energy and large sums of money to do the research, it is important to ensure that research findings can be used, followed up and used as a decision-making.
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