BUSINESS RESEARCH

METHODS
Presented by:
Ika Diani
Fatma Haulida Rahmah
Nofia Sri Wahyuni
Khairiva Rahmatia Haruminda
Muhammad Hasbi Sidki
Anggara Dwicahya Alamsyah
CHAPTER 10
SURVEYS
IKA DIANI
FATMA HAULIDA RAHMAH
Data Collection Approach
Selecting a Communication
Data Collection Approach
 What is Survey?
• Survey is a measurement process used to
collect information during a highly
structured interview – sometimes with a
human interviewer and other times
without.
Strengths Weaknesses

• Versatility • Error
• Efficiency • Inaccessible
• Geographic populations
coverage
 Sources of Errors

Measurement
Questions &
Interviewer
Survey
Instruments

Participant
 Sources of Errors

Measurement Select or craft inappropriate

Questions & questions
Survey
Instruments Ask them in inappropriate order

Use inappropriate transitions &

instructions to elicit information
 Sources of Errors
Interviewer Failure to secure full participant cooperation
Failure to record answers accurately and completely

Failure to consistently execute interview procedures

Failure to establish appropriate interview environment

Falsification of answers

Inappropriate influencing behavior

Physical presence bias

 Sources of Errors
Participant Willingness to Participation- Occurs when the
respond based errors participants differ
in some
(nonresponse systematic way
error) from the
responses of
nonparticipants

How they Response- Occurs when

respond based errors the participant
(response fails to give a
error) correct or
complete
answer
Participant Motivation
 Response Term

Noncontact The ratio of potential but unreached contacts

rate
to all potential contacts.

Refusal The ratio of contacted participants who decline

rate
the interview to all potential contacts.

Incidence The ratio of contacted people who actually

rate
qualify for the survey to all contacts.
Choosing a Communication
Method
Self-
Telephone
Administered
Survey
Survey

Survey via
Personal
Interview
Advantages of Self-Administered
Survey
• Access inaccessible participants
• Incentives for higher response rates
• Lowest-cost
• Geographic coverage
• Minimal staff needed
• Perceived anonymity
• Reflection time
• Question complexity
• Rapid data collection
• Multiple sampling possible
 Disadvantages of Self-
Administered Survey
• Low response rates in some modes
• No interviewer intervention
• Cannot be too long
• Cannot be too complex
• Requires accurate list
• Participant anxiety possible
• Directions necessary
• Security
 Self-Administered Survey

Costs
Mail

Intercept Drop-off Sample

Anonymity Accessibilit
y
Mode
Systematic
s
Disk-by-
Fax
Mail

Topic Time
CASI Coverage Constraints
 Designing Questionnaires

Easy to read
Offer clear directions
Include personalization
Notify in advance
Encourage response
 Survey via Telephone Interview
Advantages:
• Biaya rendah dan efisien
• Mengurangi bias pada saat melakukan
interview
• Mempercepat proses penelitian
 Survey via Telephone Interview
• Computer-Assisted Telephone Interview
(CATI)
• Computer-Administered Telephone Survey
 Survey via Telephone Interview
Disadvantages:
• Inaccessible households
• Inaccurate or nonfunctional number
• Limitation on interview length
• Limitations on use of visual or complex
questions
• Ease of interview termination
• Less participant involvement
• Distracting physical environment.
 Survey via Personal Interview
• A survey via personal interview is a two-way
conversation between a trained interviewer
and a participant.
• Advantage: depth of information and detail.
• Disadvantage: high cost
• Intercept Interview: target participants in
centralized locations.
• Intercept interview can reduce cost.
 Selecting an Optimal Survey
Method
• Selecting an optimal survey method by
comparing your research objective with the
strengths and weakness of each method.
 CHAPTER 11
MEASUREMENT
Khairiva Rahmatia Haruminda
Nofia Sri Wahyuni
 Tugas peneliti setelah merumuskan masalah
penelitian dan memilih desain penelitian yaitu
memilih teknik pengukuran dan mendesain
instrumen penelitian

● Pengukuran : Terdiri dari angka - angka yang

ditempatkan pada peristiwa empiris, objek atau
properti/atribut, atau aktivitas sesuai dengan
serangkaian aturan.
 Tiga komponen yang dibutuhkan dalam setiap

pengukuran:

1. Kejadian empiris (empirical events)

2. Mengembangkan serangkaian aturan pemetaan

(mapping rules)

3. menerapkan aturan pemetaan untuk setiap

pengamatan dari peristiwa tersebut

 Apa yang Diukur?
• Objek : meliputi konsep pengalaman biasa,
seperti item-item berwujud. ex. perabotan,
mobil, atau orang.
Objek juga meliputi hal - hal yang tidak
konkret, seperti gen, sikap dan tekanan
kelompok.
• Properti/atribut : merupakan karakteristik
dari objek.
 Skala Pengukuran
1. Skala Nominal
Mengumpulkan informasi dari variabel yang
secara alami atau berdasarkan desain dapat
dikelompokkan ke dalam dua atau lebih kategori
yang saling lepas dan lengkap secara kolektif.
1. Skala Ordinal
Merupakan karakteristik dari skala nominal
ditambah indikasi urutan. Diurutkan dari jenjang
yang lebih tinggi sampai yang terendah.
3. Skala Interval
Memiliki karakteristik data nominal dan
ordinal ditambah karakteristik lain, yaitu
berupa adanya interval yang tetap.
4. Skala Rasio
Skala pengukuran rasio memiliki karakteristik
yang dipunyai oleh ketiga skala diatas, degan
kelebihan skala ini memiliki angka nol empiris
absolut
The Situation The
Respondent

Source of
Measurement
Differences

The Data
Collection The Measurer
Instrument
 The Characteristics of Good Measurement

1. Validity
⁻ Content Validity
✓ Judgmental
✓ Panel evaluation
⁻ Criterion Related Validity
✓ Concurrent
✓ Predictive
Relevance, freedom from bias, reability and
availability
⁻ Construct Validity
2. Reliability
⁻ Stability
✓ Time delay between measurement
✓ Insufficient time between measurement
✓ Respondent’s decernment of a study’s
disguised purpose
✓ Topic sensitivity
⁻ Equivalence
✓ Interrater reliability
✓ Parallel forms
✓ Delayed equivalent forms
⁻ Internal Consistency
3. Practicality
⁻ Economy
⁻ Convenience
⁻ Interpretability
✓ Norms for appropiate reference group
✓ Scoring key and administrative
✓ Guides for test use
 CHAPTER 12
MEASUREMENT
SCALES
Muhammad Hasbi Sidki
Anggara Dwicahya Alamsyah
Help you to understand measurement
scales so that you might select or design
measures that are appropriate for your
research
 The Nature of Attitudes
I think oatmeal is
Cognitive based healthier
attitudes than corn flakes for
breakfast.
Affective based
attitudes I hate corn flakes.
I intend to eat more
Behavioral based
oatmeal
attitudes
for breakfast.
The Relationship between Attitudes
and Behavior

Specific

Multiple
Strong
measures
Factor
s
Referenc
Direct
e groups

Basis
 Selecting a Measurement Scale

• Research objectives
To measure characteristics of the participants who participate in the study.

To use participants as judges of the objects or indicants presented to

them.

• Response types

Rating scale Categorization

Ranking scale Sorting

 Cont.
• Data properties
Nominal Ordinal

Interval Ratio

• Number of dimensions
multidimensional
unidimensional scale
scale
 Cont.
• Balanced or unbalanced.
❑ Very bad ❑Poor
❑ Bad
❑Fair
❑ Neither good nor
bad ❑Good
❑ Good
❑ Very good ❑Very good
❑Excellent

• Forced or unforced choices.

❑Very bad ❑ Very bad

❑Bad ❑ Bad
❑ Neither good nor bad
❑Good
❑ Good
❑Very good
❑ Very good
❑ No opinion
 Cont.
• Number of scale points.
 Cont.
• Rater errors. •Adjust strength of descriptive adjectives
Error of •Space intermediate descriptive phrases farther apart
central
tendency •Provide smaller differences in meaning between steps near
the
Error of ends of the scale
leniency •Use more scale points

Primacy
Effect
•Reverse order of alternatives periodically
Recency
Effect

• Rate one trait at a time

Halo • Reveal one trait per page
Effects
• Reverse anchors periodically
 A. Rating Scales
• Simple Category Scale
I plan to purchase a MindWriter laptop in the
12 months.
❑ Yes
❑ No

• Multiple-Choice, Single-Response Scale

What newspaper do you read most often for financial
news?
❑ East City Gazette
❑ West City Tribune
❑ Regional newspaper
❑ National newspaper
❑ Other (specify:_____________)
• Multiple-Choice, Multiple-Response Scale
What sources did you use when designing your new
home? Please check all that apply.
❑ Online planning services
❑ Magazines
❑ Independent contractor/builder
❑ Designer
❑ Architect
❑ Other (specify:_____________)

• Likert Scale
The Internet is superior to traditional libraries for
comprehensive searches.
❑ Strongly disagree
❑ Disagree
❑ Neither agree nor disagree
❑ Agree
❑ Strongly agree
 Skala Diferensial Semantik
(semantic differential)
Mengukur pengertian suatu obyek atau konsep oleh
seseorang dengan kata bipolar. Responden diminta untuk
menilai suatu obyek atau konsep. Respon Semantik Diferensial
terdiri dari 3 Dimensi:
Mengadaptasi Skala Diferensial
Semantik
 B. Skala Daftar Penilaian
Numerik/Beganda
1. Skala Numerik
Skala numeri/angka sering kali adalah skala 5
titik, tetapi juga dapat memiliki 7 atau 10 titik.
2. Skala daftar penilaian berganda
Hampir sama dengan skala numerik, tetapi
berbeda dalam dua hal yaitu: respon dilingkari
oleh penilai dan tata letak mempermudah
visualisasi hasil.
3. Skala Stapel
Digunakan sebagai alternatif untuk
diferensial semantic (modifikasi), terutama
ketika sulit untuk menemukan kata sifat bipolar
yang sesuai dengan pertanyaan penyidikan.
4. Skala Jumlah Konstan (Constans-Sum Scale)
Skalai ini merupakan skala untuk
menemukan proporsi.
5. Skala Penilaian Grafik (Graphic Rating Scale)
Skala ini merupakan skala yang
memungkinkan peneliti memahami perbedaan
yang tipis.
 C. Ranking Scales

Secara langsung
membandingkan dua atau
lebih objek dan membuat
pilihan di antara objek
tersebut.
• Skala perbandingan
berpasangan
• Skala peringkat yang
dipaksakan
• Skala komparatif
 D. Sorting
Responden diminta untuk memberikan peringkat pada
suatu objek/produk. Responden diminta untuk membagi kartu
menjadi tumpukan yang berebeda. Hingga menghasilkan satu
tumpukan berisi produk-produk dengan feature yang paling
diinginkan dan satu tumpukan lain berisi produk yang paling
tidak diinginkan. Sementara tumpukan lainnya berisi produk-
produk dengan yang bervariasi (cukup diinginkan sampai yang
kurang diinginkan).
 E. Cumulative Scales
• Total skor pada skala kumulatif dapat digunakan
sebagai estimasi item dijawab secara positif atau
negatif.