CHAPTER III METHODOLOGY

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Eugene Noah Robinson
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1 CHAPTER III METHODOLOGY Research Methodology is used for acquire data in order to get result from this research and accomplish the objective that have stated on chapter I. 3.1 Research Scope In order to clarify the constraint about this research, the framework of the research should be stated. This research only discuss about two soap brands which are Lux and Dove and will be concerned on the advertisement media from both products to identify about inner beauty theme based on consumers perception. 3.2 Collecting Data Study Literature Study literature is used in order to clarify the basic concept for this research and develop hypotheses. Study literature is used by studying the theories which related to this research such as about brand s image, perception, advertising tools and also the method to process the data Secondary Data Secondary data is used as the basic data to do this research. Secondary data is get by searching in internet, reading article in magazine and also collecting some example of advertising tools from Lux and Dove products. Secondary data is important to gain the knowledge about the products itself for example about the target market, the message content in both advertising, and information concerning on marketing activities from both products Defining The Research Sample Respondents for this research are women who are still study at university in Bandung City since they are include as Lux and Dove s target market (NOVA, October 2006 and Mix magazine, Maret 2007). Target market for both products are women who are attain the 11

2 age of years old. Then, the economy condition from target respondents to consume the products has judgment are equal. So, in the questionnaire there is no question about income of respondents. To measure the sample in this research, Slovin Formula will be used as shown as below (Simamora, 2004;37): n = N / (1+ Ne 2 ) n = Total Sample N = Population e = Margin of error So, to obtain the total sample using the formula above the result can be seen as follow: N = 43,648 people (BPS, 2006) E = 0,1 n = 43,648 / (1+(43,648*0,1 2 )) = 100 In order to get confidence level in this research at 90% so, based on the calculation by using thus formula, the sample amount is 100 respondents. But to prevent if there is questionnaire not valid so the researcher add the total sample become 135 respondents. The technique to acquire the sample is by using probability sampling. 3.3 Focus Group Discussion Focus Group Discussion is one of the most popular tools in marketing research, and the most frequently used qualitative technique (Churchill Jr and Iacobucci, 2005: 81). In order to obtain more information about this research, Focus Group Discussion (FGD) is held by invite 7 female respondents to do a discussion and gain some opinion or insights about the topic of this research. The results from FGD will be used as consideration to define the variable on the research tool which is a questionnaire. 12

3 3.4 Questionnaire In this research, there are two steps on questionnaire distribution such as follow: 1. Pre Test Testing the properness items on the questionnaire in order to represent variables will be tested to 30 respondents who get into research sample. 2. Final Questionnaire After pre test and doing validity and reliability test so questionnaire will be distributed to the respondents with the certain number that decided before. All questionnaires have distributed at mall and some food area in Bandung by considering all target respondents are mobile people. 3.5 Validity and Reliability Test Validity Uji validitas digunakan untuk mengetahui kelayakan item-item dalam suatu daftar pertanyaan untuk mendefinisikan suatu variable (Bhuono Agung Nugroho, 2005: 67). Calculation in this validity test is using degree of freedom value that get from formula as below: df = n - k df = degree of freedom n = Total respondent k = Total question for each variable Reliability Reliabilitas merupakan ukuran suatu kestabilan dan konsistensi responden dalam menjawab hal yang berkaitan dengan konstrukkonstruk pertanyaan yang merupakan dimensi suatu variable dan disusun dalam suatu bentuk kuesioner (Bhuono Agung Nugroho, 2005:72). Classifying items on questionnaire based on the variables do this reliability test. Reliability from one variable will be said well if on 13

4 calculation, Cronbach s Alpha value > 0,60 (Bhuono Agung Nugroho, 2005:72). 3.6 Analysis The results from the processing data will be analyzed then based on the theoretical foundations that have stated in Chapter II. The analysis will be developed from the output on using software. 3.7 Conclusions and Recommendation The conclusion is defined based on the output from processing data, analysis and also the interpretation that have made before. The recommendation is used for completing this research and possibly can be used by the brand manager to turn into a consideration to make some decision about the marketing strategy especially about the brand s image and the correlation with the advertising based on the consumer s perception. The diagram that can illustrate flow of those steps above can be shown as below: 14

5 LUX DOVE Advertisement Inner beauty? Collecting Data : Defining the research sample Study Literature Secondary Data about Lux and Dove Qualitative Research Focus Group Discussion Quantitative Research Questionnaire Validity and Reliability Test Analysis Conclusion and Recommendation Figure 3.1 Research Methodology Diagram Note: research scope 15

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