Post on 19-Jul-2016
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Ch. 8OBSERVATION STUDIES
Zulfa Fitri Ikatrinasari
The Uses of Observation Worker reaction, the
sounds of assembly, the smell of perfume, the taste of office coffee, etc
A basis for knowledge Processes are often
haphazard
Scientific inquiry: Conducted specifically
to answer research question
Systematically planned & executed
Uses proper control Provides a reliable &
valid account of what happened
Observation
Available for studying records, mechanical process, lower animal, small children & complex interactive processes
Data as the events occurs & can come closer to capturing the whole event than with investigation
Type of Observation Non Behavioral Observation
Record analysis Physical condition analysis Physical process analysis
Behavioral Observation Nonverbal analysis Linguistic analysis Extra linguistic analysis Spatial analysis
Evaluation of The Observation Method
Strength
Memperoleh info ttg org atau aktivitasnya yag tdk dapt diperoleh mll eksperimen atau survey
Menghindari penolakan partisipan
Memperoleh informasi lingkungan
Mengoptimalkan settin penelitian sealamiah mungkin
Kurang memperlihatkan diri
Limitation
Memerlukan waktu lama utk mendapatkan fenomena yg sesuai
Biaya observer dan perlengkapan tinggi
Kepercayaan kesimpulan rendah krn diambil dari indikator permukaan
Permasalan menghitung dan pencatatan yang besar
Keterbatasan dalam menampilkan aktivitas dan kesimpulan proses teori
The Observer-Participant Relationship
Directness of observation Direct observation: physically present Indirect observation: mechanical, photographic
Concealment Known observer’s present Unknown observer’s present
Participation Participant observer Non participant observer
Conducting an Observation Study The type of observation
Research class Environment Purpose Research tool
1. Completely unstructured
Natural setting Generate hypotheses
2. Unstructured Laboratory
3. Structured Natural setting Observation checklist
4. Completely structured
Laboratory Test hypoteses Observation checklist
Conducting an Observation Study Content specification
Factual InferentialIntroduction/identification of salesperson and customer
Credibility of salesperson. Qualified status of customer
Time and day of week Convenience for the customer.Welcoming attitude of the customer
Product present Customer interest in product
Selling points present per product Customer acceptance of selling points per product
Number of customer objections raised per product Customer concerns about features and benefits
Salesperson’s rebuttal of objection Effectiveness of salesperson’s rebuttal attempt
Salesperson’s attempt to restore control Effectiveness of salesperson’s control attempt.Consequences for customer who prefer interaction.
Length of interview Customer/salesperson’s degree of enthusiasm for the interview
Environmental factors interfering with the interview Level of distraction for customer
Customer purchase decision General evaluation of sales presentation skill
Conducting an Observation Study
Observer training Concentration, detail oriented, unobtrusive,
experience level Data collection
Who, what, when, how, where
Unobtrusive Measure
Tindakan rendah hati adl pendekatan yang umum & kreatif utk menurunkan reaksi pada observasi
Tindakan2 mengikis & manambahkan utk mengkonfirmasikan penemuan dari bbrp metoda dg sumber data singular
Ch.9SURVEYS
Zulfa Fitri Ikatrinasari
Characteristics of The Communication Approach
Communication approach involves surveying or interviewing people & recording their responses for analysis
A survey is a measurement process used to collect info during a highly structured interview
Error in communication research
Interviewer error Sampling error Data entry error Inconsistently execute interview procedure Inappropriate interview environment Inappropriate influencing behavior Physical presence bias
Participant error Participant possess the information Participant understand role & be motivated
Comparison of communication method
Self-Administered Survey Telephone Survey Survey via Personal Interview
Kuesioner melalui:-Pos surat, fax, kurir (a)-Komputer (b)-Menemui lgs di suatu lokasi (c)
Wawacara mll telp oleh pewawancara terlatih
Wawancara langsung oleh pewawancara terlatih
-Bisa kontak ke partisipan yg sulit ditemui-Utk meningkatkan respon diperlukan insentif-Biaya rendah-Bisa menjangkau lokasi jauh-Staf minimal (a)-Diisi oleh partisipan tdk dikenal (a)-Ada waktu yg cukup bg partisipan (a)-Instrumen kompleks bs digunakan (b)-Pengumpulan data cepat (b,c)-Menjangkau partisipan yg tdk terjangkau mll telp-Bs menggunakan visual (b,c)
-Biaya lbh rendah dari personal interview-Menjangkau lokasi sulit tanpa biaya tinggi-Tdk memerlukan pewawancara sangat terlatih-Mengurangi bias wawancara-Waktu penyelesaian cpt-Bs telp random mll komputer-CATI-computer assisted telephone interviewing: Respon lgs disimpan di komputer shg menurunkan biaya & error
-Kerjasama baik dr partisipan-Pewawancara dpt menerangkan survey, kemungknan jwbn, meneruskan pertanyaan & menggali info dg observasi-Bantuan visual & scoring dpt digunakan-Menjangkau partisipan yg tepat-Pewawancara dpt menilai apk partisipan sesuai dg populasi yg ditetapkan-CAPI-computer assisted personal interviewing. Respon disimpan di komputer.
Comparison of communication methodSelf-Administered Survey Telephone Survey Survey via Personal Interview
-Laju respon rendah-Tidak ada intervensi pewawancara-Tidak bisa panjang dan kompleks-Memerlukan mailing lists yang akurat-Adanya kecemasan beberapa partisipan-Petunjuk diperlukan-Keamanan komputer-Diperlukan lingkungan yg tdk membingungkan
-Laju respons lebih rendah dari personal inteview-Biaya tinggi untuk sampel yg berlokasi jauh-Lama wawancara terbatas-Banyak no telp yag tdk berfungsi-No telp bbrp target tidak tersedia-Respon sedikit krg lengkap-Tidak bs meggunakan ilustrasi
-Biaya tinggi-Perlu pewawancara terlatih-Memerlukan waktu lama mengumpulkan data- Lokasi yang luas-Tidak semua partisipan bersedia atau bisa ditemui-Bbrp partisipan tdk mau berbicara dg org asing di rmhnya-Bbrp rmh sulit utk dikunjungi-Pertanyaan dibimbing oleh pewawancara
Outsourcing survey services Staf peneliti yg terlatih & profesional Proses wawancara terpusat Fasilitas focus group Fasilitas berbasis software & komputer Perush khusus menawarkan wawancara mll telepon
& personal berbasis komputer sebaik mll surat dan cara2 kombinasi
Panel dpt mghasilkan data utk studi longitudinal dg bbg variasi