Matakuliah
Tahun
Versi
: MN J0412/ Riset Pemasaran
: 2007
:
Pertemuan Kelima
Collecting Information by
Communication and Observation
1
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• Mahasiswa mampu menghubungkan
metode pengumpulan data dengan
karakteristik data yang diperlukan
2
Outline Materi
• Materi 1: Communication Methods
• Materi 2: Methods of Administering
Questionnaires
• Materi 3: Methods of Observation
3
Collecting Information by
Communication and Observation
1: Communication Methods
Structure : The degree of standardization
imposed on the data collection instrument.
Disguise : The amount of knowledge about
the purpose of a study commnicated to the
respondent. An undisguised questionaire,
for example, is one in which the purpiose
of research is obvious.
4
Collecting Information by
Communication and Observation
• Structured-Undisguised Questionnaires
 Fixed-alternative questions : Questions in which the
responses are limited to stated alternatives.
• Unstructured-Undisguised Questionnaires
 Open-ended question : A question characterized by
the condition that respondents are free to reply in their
own words rather than being limited to choosing from
among a set of alternatives.
 Depth interview : An unstructured personal interview
in which the interviewer attempts to get the subject to
talk freely and to express his or her true feelings.
5
Collecting Information by
Communication and Observation
• Unstructured-Disguised Questionnaires
 Projective Method
 Word Association
 Sentence Completion
 Storytelling
 Thematic Apperception Test (TAT)
• Structured-Disguised Questionnaires
6
Collecting Information by
Communication and Observation
2. Methods of Administering Questionnaires
 Personal interview
 Telephone interview
 Mail questionnaire
 Faxed survey
 Email survey
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Collecting Information by
Communication and Observation
3. Methods of Observation
Basic Choices among Observational Means for
Collecting Data
- Degree of Structure : Structured, Unstructured
- Degree of Disguise : Undisguised, Disguised
- Setting : Natural, Contrived
- Methods of Administration : Human, Electrical/
Mechanical
8