BMKT 5403

Business Research Methods

Eko Suhartanto
9th Meeting
Quantitative Research
Measurement and Questionnaire
 Measurement

The Objects: Person, Organization, Thing

The Attributes:
- Objective (e.g.: length, temperature, velocity, price, etc.)
- Subjective (e.g.: perception, quality, innovativeness, etc.)
The Instrument
The Judge
 Measurement
Operationalization

How do you measure Thirst?

 Measurement
Operationalization

Reduction of abstract concepts to render them measurable in a

tangible way.
• The definition of the concept/construct’s  what thirst is?

• The content of the instrument  the drink

• The response format  the drink people use to quench their thirst
 Measurement
Operationalization

What object do you want to investigate? (person, organization, thing)

What attributes of this object do you want to investigate?

How do you measure these attributes? (instrument, judge)

• Use well-established questionnaires available in the literature or develop
new questionnaires?
• Use the object under investigated or observers?
 Questionnaires
Stages to Develop

1. Define the construct/concept/attribute under investigated

2. List the behavioral characteristics (dimensions) that you expect to find in

people/organization having this attribute

3. Describe each characteristic into features (elements) that are measurable

4. Create questions and set a response format to capture these features

Concept/Construct

Characteristics/
Dimensions

Features/Elements
 Questionnaires
Response Format

Closed questions:
• Helps respondent to make quick decisions
• Helps researchers to code

Open questions:
• Complementary to closed question for interpretation purpose
• Unbiased point of view
• Provides additional insights
 Questionnaires
The Wording

• Use of ordinary words

• Avoid double-barreled questions

Do you think there is a good market for the product and that it will sell well?
Do you think there is a good market for the product?
Do you think the product will sell well?

• Avoid ambiguous questions and words

To what extent do you feel happy?
 Questionnaires
The Wording

• Avoid leading questions

According to the escalating living cost, do you agree for the pay rises?
To what extent do you agree for the pay rises?

• Avoid social desirability questions

Do you think that the elderly should be laid off?
There are advantages and disadvantages to retaining senior citizens in the workforce. To
what extent do you think companies should continue to keep the elderly on their payroll?
 Questionnaires
The Wording

• Use positive and negative statements

Bank X delivers high quality banking service
Bank X has poor customer operational support

• Limit the length of the questions

Less than 20 words
Less than one full line in print
 Questionnaires
The Sequence

Personal and sensitive data at the end

 Questionnaires
Cover Letter

• Identification of the researcher

• Motivation for respondents to fill it
• Confidentiality
• Thanking of the respondent
 Questionnaires
Personally-administered vs Web-based

Advantage Disadvantage
• Can motivate respondent
Personally-
• Well clarified • Take time and effort
administered
• Very high response rate
• Very fast delivery • High non-response: rely on
• Very inexpensive respondent’s willingness, people
• Can reach globally tend to consider email invitation
Web-based as a spam
• Easy to administer
• Easy to access specific target group • Non-random sampling issues
• Respondent can conveniently answer • Need gadget literacy
 Questionnaires
Types of Scale: Response format for closed questions
 Questionnaires
The Measurement Fit

1. Reliability: how well a construct represented by some corresponding items

 Cronbach’s Alpha (CA): measure the correlation of the corresponding items
 Less than 0.6 is poor; 0.7 is acceptable; over 0.8 is good

2. Validity
 Convergent validity: high correlation between items representing the same
construct
 Discriminant validity: two distinct different construct should not be highly
correlated
10th Meeting
Quantitative Research
Sampling Design
Let’s Develop and Review Your Questionnaires
 Sampling

The process of selecting a sufficient number of elements from

the population, so that results from analyzing the sample are
generalizable to the population.
 Sampling

Why sampling instead of census?

Efficiency of time, cost, and other human resources
 Sampling Process

1. Define the population

2. Determine the sample frame
sources that provide the characteristics of population

3. Determine the sampling design

4. Determine the appropriate sample size
5. Execute the sampling process
 Sampling Design

Probability Sampling: Nonprobability Sampling

Elements in the population have a known • Convenience Sampling
and non-zero chance of being chosen
• Judgment Sampling
• Simple Random Sampling
• Quota Sampling
• Systematic Sampling

• Stratified Random Sampling

• Cluster Sampling (multistage

Read the Book and describe them!
random sampling)
Slide 13-27
 Precision and Confidence Level

Direktur Eksekutif Y-Publica Rudi Hartono memaparkan tingkat kepuasan masyarakat pada
pemerintahan Jokowi-Jusuf Kalla saat ini sebanyak 72,2 persen. Survei Y-Publica
menunjukkan, ada dua bidang capaian Jokowi yang mendapat apresiasi publik di bawah 50
persen, yakni penciptaan lapangan kerja 45,6 persen, dan pemenuhan kebutuhan dasar
45,8 persen. Jumlah sampel sebanyak 1.200 responden dengan teknik survei multistage
random sampling mewakili 34 provinsi di Indonesia. Margin of Error pada survei tersebut
adalah 2,98% dengan tingkat kepercayaan 95%.
 Precision and Confidence Level

Precision: How close the estimate is to the true population characteristics.

Confidence: How certain we are that our estimates will really hold true for
the population.
 Sample Size

µ: population’s mean
X: sample’s mean
S: standard error
𝑆
µ= 𝑋 ± 𝐾 n: sample size
𝑛
K: critical value
K = 1.64 for a 90%
K = 1.96 for a 95%
K = 2.576 for a 99%
11th Meeting
Quantitative Data Analysis
Data Preparation and Descriptive Analysis
Introduction to SPSS
 Research Questions

1. Seberapa besar pengaruh harga, kemudahan pembayaran, dan

kelengkapan produk terhadap kenyamanan belanja secara online?
2. Seberapa besar pengaruh kenyamanan tersebut terhadap intensi
belanja online?
3. Apakah harga, kemudahan pembayaran, dan kelengkapan produk
berpengaruh terhadap intensi belanja online secara tidak
langsung melalui kenyamanan belanja secara online?
Research Model
 Data Entry and Coding
Getting the data ready for analysis

1. Create Variable  Variable View

2. Entry the Data  Data View
3. Anticipate the data entry errors  illegal codes (e.g., ‘666’
for 1-7 Likert scale is an illegal code)
4. Remove the data having blank response.
Transforming Data
 Descriptive Analysis
Getting a feel for the data

1. Frequency (e.g., comparing male vs female respondent)

2. Central Tendency
 Mean : Scale
 Median: Ordinal
 Mode : Nominal

3. Dispersion: Range, Variance, Standard Deviation

4. Correlation
 The Measurement Fit
How good is the instrument (questionnaire)

1. Reliability: how well a construct represented by some corresponding items

 Cronbach’s Alpha (CA): measure the correlation of the corresponding
items
 Less than 0.6 is poor; 0.7 is acceptable; over 0.8 is good

2. Validity
 Convergent validity: high correlation between items representing the same
construct
 Discriminant validity: two distinct different construct should not be highly
correlated
12th Meeting
Quantitative Data Analysis
Hypotheses Testing
 Hypotheses Error Types

• Type I error (): the probability of rejecting the null hypothesis

when it is actually true.

• Type II error (): the probability of failing to reject the null

hypothesis given that the alternative hypothesis is actually true.
 Hypotheses Testing
Univariate Technique

1. One-sample t-test  𝐻0 : mean(harga)=b

2. Paired-samples t-test  𝐻0 : 𝑚𝑒𝑎𝑛𝑠𝑒𝑏𝑒𝑙𝑢𝑚 (harga)=𝑚𝑒𝑎𝑛𝑠𝑒𝑠𝑢𝑑𝑎ℎ (harga)

3. Independent-samples t-test  𝐻0 : 𝑚𝑒𝑎𝑛𝑝𝑟𝑖𝑎 (harga)=𝑚𝑒𝑎𝑛𝑤𝑎𝑛𝑖𝑡𝑎 (harga)

4. One-way ANOVA 𝐻0 : 𝑚𝑒𝑎𝑛1 (harga)=𝑚𝑒𝑎𝑛2 (harga) =𝑚𝑒𝑎𝑛3 (harga)

 Regression Analysis

100

Simple regression analysis is

80

used in a situation where one

metric independent variable is

LKLHD_DATE
60

hypothesized to affect one

metric dependent variable. 40

20

30 40 50 60 70 80 90

PHYS_ATTR
 Regression Analysis
Simple Linear Regression

Yi   0  1  X i   i

̂ 1 ? `0
̂0
1

̂ 0

X
 Regression Analysis
Ordinary Least Square Estimation

Yi
ei
Yˆi
n
Minimize 
i 1
ei2

Xi
 Regression Analysis
Model Validation

1. Face validity: signs and magnitudes make sense

2. Statistical validity:
• Model fit: R2
• Model significance: F-test
• Parameter significance: t-test
• Strength of effects: beta-coefficients
• Discussion of multicollinearity: correlation matrix
 Model Validation
Model Fit

• R2 measures the proportion of the variation in DV that

is explained by the variation in IV.

• R2 = total variation – unexplained variation

total variation

• R2 takes on any value between zero and one:

• R2 = 1: Perfect match between the line and the data points.
• R2 = 0: There is no linear relationship between x and y.
 Model Validation
Model Significant

• H0: 0 = 1 = ... = m = 0 (all parameters are zero)

H1: Not H0

SSReg = explained variation by regression

SSe = unexplained variation by regression

 Model Validation
Parameter Significant

• Testing that a specific parameter is significant

• H0: j = 0
H1: j  0

• Test-statistic: t = bj/SEj ~ tn-k-1

with bj = the estimated coefficient for j
SEj = the standard error of bj
 Moderator

• Moderator is qualitative (e.g., gender, race, class) or quantitative

(e.g., level of reward) that affects the direction and/or strength
of the relation between dependent and independent variable

• Analytical representation
Y = ß0 + ß1X1 + ß2X2 + ß3X1X2

Y = DV
X1 = IV
X2 = Moderator
13th Meeting
Alpha Testing
 Alpha test & Beta Test

• Customer Validation methodologies (Acceptance Testing types) that

help in building confidence to launch the product, and thereby results
in the success of the product in the market.

• Both these testing techniques have saved thousands of dollars to

large-scale software releases for companies like Apple, Google,
Microsoft etc.
 Alpha Testing

the question that arises in Alpha Testing is “Does the Product Work?”

• Alpha testing is the process of simulating customer

use within the firm

• A methodology to assess the quality and stability of a

product under test in the testing environment.

• Also known as “in-house testing”, “product test”

 Alpha Testing: When and Who

When is Alpha Testing Done?

This testing usually when a product is 70% – 90% complete

Who is the participant in Alpha Testing?

• Subject Matter Expertise in the area of domain.
• One who knows the Product well.
• From different related technical environments (Technical experts)
• Sometimes, customers or identified end-users may participate in
testing the Alpha version of the product.
 Alpha Testing: How
Some sequences that can be followed:
 Gather and review the Functional Requirements
 Clear ambiguities questions
 Design Alpha Test Plan and review it (time, place, to do list, etc)

Internal Benefit of Alpha Testing

 An organization is exposed to the product much early to experience and
leverage it.
 It helps to gain confidence in the product and leads to the launch of Beta
version of it.
 Costly mistakes and disasters can be avoided before reaching wider
audience
 Helps to understand the factors that impact the successful release of a
product.
13th Meeting
Alpha Testing
 Beta Testing

the question that arises in Beta Testing is “Do Customers like the Product?”

• to evaluate the level of customer satisfaction with the product by

letting it to be validated by the end users, who actually use it, for
over a period of time.

• Product experience gained by the end users are asked for

feedback on design, functionality, and usability and this helps in
assessing the quality of the product.

Real People, Real Environment, Real Product are the three R’s of Beta
Testing
 Beta Testing: When and Who

When is Beta Testing Done?

always performed right after the completion of Alpha Testing, but before the
product is released to the market.

This testing usually when a product is 90-95% complete (stable enough, all features
either almost or fully complete)

Who is the participant in Beta Testing?

• End users/Real users who actually want to use the product

Product Management, Quality Management, and User Experience teams are

the Stakeholders in Beta Testing and they closely monitor each and every
move of the phase.
 Beta Testing: How
Some sequences that can be followed:
 Identify Business objectives for the product.
 Create Schedule – Entire phase, cycles, duration of each cycle etc.
 Beta Test Plan:
 Testing approach to be followed by the participants.
 Tools used to collect feedback – either through surveys or ratings.
 Rewards and Incentives to the participants.
 When and How to end this testing phase.

Some challenges, A Beta Testing Fail, when:

• No proper plan to execute. Poor test management. Ineffective tools.
• Tight deadlines due to delays in previous phases.
• Released unstable product.
• An improper number of participants – too few or too many.
• Too short or too long test periods.
• No effective feedback management.
• Poor Incentives.
 Beta Testing Purposes
A commonly useful practice is to extend the
test beyond the product itself to support
elements and the marketing policies for the
introduction.

Data from a beta test can also help a firm

determine the optimal positioning, target
market selection, and pricing for the
introductory phases.

These marketing benefits cannot be obtained

in-house.

Dolan & Matthews, 1993

 Effective Beta Testing Purposes

Beta testing is most valuable when:

• users are heterogeneous;
• potential applications of the product are not fully understood;
• alpha testing is unable to guarantee a "bug-free" product;

The point worth reiterating: proper beta testing is not a

"one size fits all" situation.

Rather, the firm must adapt the beta test to the specific
product and market characteristics.
 Alpha test vs Beta Test
Alpha Test Beta Test

First phase of testing in Customer Second phase of testing in Customer

Validation Validation
Helps to identify the different views of Helps to understand the possible success
product usage as different business rate of the product based on real user’s
streams are involved feedback / suggestions.

Features are almost freezed and no scope Features are freezed and no
for major enhancements enhancements accepted
Many test cycles conducted Only 1 or 2 test cycles conducted

No specific rewards or prizes for Participants are rewarded

participants

https://www.softwaretestinghelp.com/what-is-alpha-testing-beta-testing
Practice Alpha & Beta Test
plan
Source from Business Project
Uji
S1 BisnisKelayakan
2013 usaha
workshop musik
Angelica Laras – Erwin -- Maria Gabriela S. – Rezky -- Theresia Santika

“perspektif”
Business Project
Perspektif
• Sebuah pendidikan nonformal di bidang seni musik.
• Berbentuk workshop/seminar
• Materi yang dibawakan bersifat unik, praktikal, aplikatif
FGD/IDI “Perspektif”
• Menggali ekspektasi konsumen tentang workshop musik, dengan
temuan:
• Faktor-faktor seseorang mengikuti workshop:
• Fasilitator
• Tema / topik workshop
• Harga
• Waktu pelaksanaan
• Jarak tempuh
• Kelengkapan fasilitas
• Keikutsertaan teman dalam workshop
Riset Kuantitatif “Perspektif”
• Temuan Mayor:
• Durasi pelaksanaan 2-3 jam
• Waktu pelaksanaan Jumat/Sabtu
• Tema Workshop: penulisan lagu, aransemen lagu
• Keputusan pembelian: Tema, Konten, Fasilitator
Alpha Test “Perspektif”
• Diadakan sebuah Workshop bertema ‘Songwriting’
• Fasilitator - Music Director Teater Koma, Music
Arranger Twilite Orchestra
• Peserta workshop – 7 orang
• Diadakan di Gerai kopi di Gading Serpong

Metode pengumpulan data Alpha Test:

Kuesioner diberikan pada peserta sebelum dan
sesudah workshop
IDI kepada fasilitator di akhir workshop
Alpha Test “Perspektif”
Hasil Temuan Alpha Test:
• Durasi workshop diperpanjang
• Ada perbedaan tipe harga: Basic-Intermediate-Advance
• Tema Workshop harus lebih spesifik
• Tempat workshop kurang mendukung
• Perlu latar belakang peserta workshop bagi fasilitator
Beta Test “Perspektif”
• Kre(aksi): How to Monetize your Music.
• 2 Fasilitator 1 Moderator
• 38 peserta (20 berbayar, 18 dari komunitas)
• Proses Kreasi diganti sesi diskusi intensif
• Temuan Beta Test (tidak banyak berubah)
• Konten, Tema, Fasilitator menjadi faktor utama purchase intention konsumen
• Sesi kreasi dalam workshop harus tetap diadakan
Analisis
S1 Bisnis 2013 pengembangan
bisnis restoran tenda Korea
Agnes Calista – Hendy Juan – Lisa Arianti – Melody Bonita – Vinsensius
Kristian

"DAKCIGO" di Tangerang
Selatan Business Project
Dakcigo
• Restoran tenda korea menyajikan fast food chicken
• Berlokasi di Pasar Modern buka di malam hari
• Melayani pesan antar
Riset kualitatif dan kuantitatif “DAKCIGO”
• Mengetahui faktor-faktor yang mempengaruhi pembelian makan di
warung tenda,
• Temuan:
• Konsep Korean street food
• Menu Fried Chicken
• Tampilan dan dekorasi tenda
• Rekomendasi by word of mouth
• Range harga makanan
Alpha Test “DAKCIGO”
• 2 sesi FGD dengan 4 menu dan profil desain warung tenda dalam
bentuk gambar 2D.

• Temuan:
• Desain logo dan spanduk diperbaiki
• Waktu penyajian dipercepat
• Tampilan produk perlu diperbaiki
• Rasa saus diperbaiki
Beta Test “DAKCIGO”
• Diadakan di warung tenda selama 2 hari
• Responden mengisi kuesioner dipilih secara acak dari pengunjung
warung tenda
• Temuan (range nilai >3.5 skala 5)
• Desain logo, dekorasi
• Waktu pelayanan
• Variasi menu
• Rasa