Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB Bab 2 Proses Riset Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB

BUSINESS MARKET RESEARCH ZIKMUND BABIN CARR GRIFFIN BUSINESS MARKET RESEARCH EIGHTH EDITION

LEARNING OUTCOMES After studying this chapter, you should Define decision making and understand the role research plays in making decisions Classify business research as either exploratory research, descriptive research, or causal research List the major phases of the research process and the steps within each Explain the difference between a research project and a research program © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

Introduction Key ways in which researchers contribute to decision making: Helping to better define the current situation Defining the firm—determining how consumers, competitors, and employees view the firm Providing ideas for enhancing current business practices Identifying new strategic directions Testing ideas that will assist in implementing business strategies for the firm Examining how correct a certain business theory is in a given situation © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

Decision Making Terms Business opportunity Business problem Symptoms A situation that makes some potential competitive advantage possible. Business problem A situation that makes some significant negative consequence more likely. Symptoms Observable cues that serve as a signal of a problem because they are caused by that problem. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

Decision Making Decision making defined The process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities. Research’s role in the decision making process Recognizing the nature of the problem or opportunity. Identifying how much information is currently available and how reliable it is. Determining what information is needed to better deal with the situation. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

Conditions Affecting Decision Making Certainty The decision maker has all information needed to make an optimal decision. Uncertainty The manager grasps the general nature of desired objectives, but the information about alternatives is incomplete. Ambiguity The nature of the problem itself is unclear such that objectives are vague and decision alternatives are difficult to define. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

EXHIBIT 4.1 Describing Decision-Making Situations © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

EXHIBIT 4.7 Example Decision Statements, Research Objectives, and Research Hypotheses © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

Stages in the Research Process Process stages: Defining the research objectives Planning a research design Planning a sample Collecting the data Analyzing the data Formulating the conclusions and preparing the report Forward linkage—earlier stages influence later stages. Backward linkage—later stages influence earlier stages. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

EXHIBIT 4.5 Stages of the Research Process © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

EXHIBIT 4.6 Flowchart of the Business Research Process Note: Diamond-shaped boxes indicate stages in the research process in which a choice of one or more techniques must be made. The dotted line indicates an alternative path that skips exploratory research. © 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part.

Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB

Mendefinisikan Masalah Secara Luas dan Rinci 1 3 Masalah Rinci: proses produksi pengecatan aksesoris body part R4 Masalah Luas: Produk Cacat dalam sebuah proses produksi 2 Faktor-faktor apa saja yang menjadi akar masalah penyebab terjadinya cacat produk pada proses produksi painting accessories R4? Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB

Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB Tujuan Penelitian Mengetahui aktivitas pengendalian kualitas produksi pengecatan aksesoris body part R4 yang dilakukan saat ini di PT. Astra Otoparts Tbk Divisi Adiwira Plastik. Menemukan jenis-jenis cacat produk (defect) yang ditimbulkan dari hasil proses produksi pengecatan aksesoris body part R4. Menganalisis faktor-faktor penyebab terjadinya cacat produk (defect) yang ditimbulkan dari hasil proses produksi pengecatan aksesoris body part R4. Merumuskan rekomendasi kepada perusahaan untuk mengurangi tingkat kecacatan produk pengecatan aksesoris body part R4 Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB

Mengidentifikasi Masalah 3 1 Diskusi dengan Narasumber Diskusi dengan Top Management. 2 Literature Review yang menghasilkan Research Gap Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB

Kerangka Teori dan Pengembangan Hipotesis Teori. Setelah menuliskan latar belakang, rumusan masalah, pertanyaan penelitian dan tujuan penelitian, maka dilanjutkan menuliskan bab kedua yaitu teori atau kerangka teori yang menjadi landasan penelitian anda. Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB

Kajian Peneltian Terdahulu Kajian Penelitian Terdahulu. Proses berikutnya, yaitu mendokumentasikan literatur dapat membantu mengetahuiapa yang terjadi pada penelitian terdahulu, akan membuat riset menjadi tidak spesifik kepada sebuah perusahaan tertentu. Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB

Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB Tinjauan Pustaka Penelitian Terdahulu Penelitian implementasi strategi (1980-2011) memiliki tiga tipe pendekatan: Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB

Variabel dalam Penelitian Independent Variable Dependent Variable Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB

Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB Variabel Intervening Variable 1 Moderating Variable 2 3 Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB

Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB Hipotesis Setelah literature review langkah berikutnya adalah memunculkan sebuah hipotesis berupa pernyataan yang merupakan dugaan awal yang dapat kita diuji coba. Hipotesis yang baik memiliki arah yang jelas, misalnya A berpengaruh positif terhadap Y, B berpengaruh secara negatif terhadap Z. Hipotesis dibangun dengan menggunakan kajian terhadap penelitian terdahulu, dan berdasarkanlogical reasoning dari judgement peneliti. Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB

Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB Pada Gambar 2.4, variabel kualitas layanan berpengaruh terhadap perpindahan konsumen. Terdapat variabel biaya perpindahan, tentukan apakah variable biaya perpindahan termasuk variabel intervening atau moderating? Servicequality Customer switching Switching cost Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB

Customer satisfaction Customer switching Servicequality Customer satisfaction Customer switching Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB

Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB Konseptual Model Konseptual Model. Setelah literature review,pada umumnya akan diakhiri dengan membuat sebuah konseptual model atau theoritical framework. Konseptual model atau kerangka teori menggambarkan variabel utama yang ada dalam penelitian, yang kedua menggambarkan hubungan antara variabel didalam penelitian. Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB

Metode Riset Bisnis Lanjut- Program Studi DMB MB IPB