1. Structured
S vs UnS
Interviewer kembangkan pertanyaan sendiri
Unstructured
Menggunakan one-way mirror, hidden cameras,
inconspicuous mechanical devices (cctv)
Disguised D vs UnD
Characteristic of OM
Respondent are aware that they are under observation
Undisguised
A structured questionnaire given
Observing behavior as it takes places in the environment Survey Method (SM) Designed to elicit specific information
Natural
N vs C
People
Disetting situasi dan kondisinya Descriptive Research
Contrived Recording of behavioral pattern of.. Objects
Observation Method (OM) Systematic manner
Orangnya yang melakukan observasi
Personal Observation To obtain information about the phenomenon of interest
Ex.: AC Nielsen audimeter, on-site
cameras, optical scanners
Not required direct participation
Traditional
Ex.: Eye-tracking monitors, pupilometers, voice pitch Mechanical Observation Telephone CATI (Computer Aided Telephone Interview)
analyzer, devices measuring response latency
Require respondent involvement Classification of OM Observation Methods (OM) DESCRIPTIVE RESEARCH DESIGN:
SURVEY & OBSERVATION In Home
Ex.: researcher mengatakan "ingin melihat merk apa saja yang ada di kamar" Mall Intercept
Audit Personal
Ex.: application questioner di ipad
CAPI (Computer Aided Personal Interview)
Biasa dilakukan oleh orang PR: perusahan dibicarakan positif / negatif oleh media mana saja
Content Analysis Mall Interview
Classification of SM Diambil data beberapa kali untuk orang yang sama
Melihat "rekam jejak radio yang biasa didengar" pada mobil mereka Mail Panel
Trace Analysis
Incentives
Comparative evaluation of OM Mail
Survey Method (SM) Return envelope
Mail package, related with: Questionnaire
Actual behavior
Cover letter
No reporting bias and potential bias
Advantage of OM Outgoing envelope
Certain types of data can be collected only by observation
If occurs frequently or in short duration, OM can be cheaper and faster E-mail
Electronic Internet
Little is known about underlying motives, beliefs, attitudes, and preferences
Bias in researcher's perception can bias data
Criteria for evaluating
Often time consuming and expensive, and difficult to observe certain forms of behavior Disadvantage of OM
Evaluating SM
It may be unethical as in observing people without their knowledge or consent Comparative evaluation of SM
week 3 descriptive research design.mmap - 07/04/2011 - Mindjet