METODE RISET BISNIS LANJUT (PMB 707) Kelas DMB4, Jan – Jun 2009 Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Chapter 09 Surveys Prof Dr Ir Bonar M Sinaga, MA Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator)

Characteristics of The Communication Approach We can observe conditions, behavior, events, people, or processes. Or we can communicate with people about various topics. The communication approach involves questioning or surveying people and recording their responses for analysis Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Exhibit 11-1 Selecting Communication Data Collection Method Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Personal Interviewing A personal interview (i.e., face to face communication) is a two way conversation initiated by an interviewer to obtain information from a respondent Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Exhibit 11-2 Data Collection Approach : Impact on The Research Process Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Evaluation of The Personal Interview Costs are parcticularly high if the study covers a wide geographic area or has stringent sampling requirements. An exception to this is the intercept interview that targets respondents in centralized locations such as shoppers in retail malls. Intercept interviews reduce costs associated with the need for several interviewers, training, and travel. Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Exhibit 11-4 Factors Influencing Respondent Motivation Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Interviewing Technique Increasing Respondent’s Receptiveness - The respondent must believe that the experience will be pleasant and satisfying. - The respondent must believe that answering the survey is an important and worth-while use of his or her time - The respondent must dismiss any mental reservations that he or she might have about participation The Introduction The respondent’s first reaction to the request for an interview is at best a guarded one Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Interviewing Technique If The Respondent is Busy or Away Arrange an interview at another time Establishing a Good Relationship Gathering the Data Recording the Interview Selection and Training Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Interview Problems Nonresponse Error In personal interviews, nonresponse error occurs when (1) you cannot locate the person whom you are supposed to study or (2) when you are unsuccesful in encouraging that person to participate - Callbacks - Weighting - Substitution Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Interview Problems Response Error When the data reported differ from the actual data, response error occurs. Respondent initiated error occurs when the respondent fails to answer fully and accurately Interview error is also a major source of response bias - Failure to secure full respondent cooperation - Failure to consistently execute interview procedures - Failure to establish appropriate interview environment - Falsification of individual answer or whole interviews - Inappropiate influecing behavior Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Interview Problems Costs - Failure to record answer accurately and completely - Physical presence bias Costs While professional interviewers’ wage scales are typically not high, interviewing is costly, and these costs continue to rise. Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Telephone Interviewing The telephone interview makes its greatest contribution in survey work as a unique mode of communication to collect information from respondents. Evaluation of the Telephone Interview Computer-assited telephone interviewing (CATI) is used in researches organizations throughout the world Another means of sevuring immediate response data is the computer-administered telephone survey Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Telephone Interviewing There are also disadvantages to using the telephone for research - Inaccessible households (no telephone service). - Inaccurate or nonfunctioning numbers – Limitation on interview length (fewer measurement questions) - Limitation on visual or complex questions - Ease of interview termination - Less respondent involvement Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Self-Administered Surveys The self-administeres questionnaire The mail survey, a self-admistered questionnaire delivered by the U.S.Postal Service, facsimile, or a courier service Other delivery modalities include computer-delivered and intercept studies Mail Surveys The major weakness of the mail survey is nonresponse error. Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA

Improving Returns 1. Questionnaire Length 2. Survey Sponsorship Concurrent Techniques 1. Questionnaire Length 2. Survey Sponsorship 3. Return Envelopes 4. Postage 5. Personalization 6. Cover Letters 7. Anonymity 8. Size 9. Money Incentives 10. Deadline Dates Program Doktor Manajemen dan Bisnis IPB Prof Dr Ir Ujang Sumarwan, MSc (Koordinator) Prof Dr Ir Bonar M Sinaga, MA