Chapter 3 Research Methodology III. 1. Research Step The problem formulation is spatial complete statement of problems scope which will be checked causing can point and bends the mind to problem which will be checked. Hereinafter is specified intention of research which will be done. Figure III.1 Methodology of Research 19
III.2. Research Objective This research done to know the consumer behavior of Pikiran Rakyat in reading and pays attention to advertisement in the newspaper and Assists Pikiran Rakyat to know what kind of rubric that the readers paid a longest time to and advertisement type that getting attention more by Pikiran Rakyat readers, so it can assist Pikiran Rakyat in fixation of advertisement in Pikiran Rakyat and image from advertisement which there is in every pages. III.3. Literature Study Literature Study is theory s study activity related to research and done to be got bottom the idea theory and method behavior of appropriate to analyze readers behavior when they read Koran. As for theory studied it is of course relates to topic research, between of the consumer behavior theory to advertisement in Koran and the promotion strategy theory. III.4. Identification of Research Variable Variable at this research is variable that relating to behavior of people to an advertisement at Koran Pikiran Rakyat and the role of consumer to the advertisement so that will be drawn explains readers response to every advertisement in Koran. Besides, also readers can assist explains about advertisement which they like. Pikiran Rakyat also admission in research variable because as promotion media they must facilitate the advertiser desires. III.5. Determination of Equipment and Data collecting Technique Determination of equipment and data collecting technique is done by way of questionnaires making, which consist of some phases, what covers III.5.1 Exploratory research In phase exploratory research, purpose of which wish to be reached is to know initial assumption behavior of audience Koran Pikiran Rakyat when reading, opens and pays attention to content from Pikiran Rakyat and the attention to the advertisement which available in Pikiran Rakyat 20
III.5.2 Questionnaire Questionnaire done to sharpen analysis which has been done in exploratory research so that result gotten able to be applied by the side of Pikiran Rakyat III.6. Data collecting Method Research type done is by doing exploratory research that is research done to know trouble-shooting happened till now. The data will be collected by distribution of Questionnaire, depth interview and direct observation to the readers in area Kotamadya Bandung. III.6.1 Observation Observation is direct monitoring to the field. Observation is one of data collecting method that is effective enough to study one symptom or phenomenon (Soeratno,1995). Observation is done with a purpose to know the habit and behavior of newspaper audience when they reading, opens and pays attention to newspaper. This observation will be done in Non-Participative method, where researcher beyond cluster which being monitoring. Except that, observation is also done to see comparison of respondent when reading Pikiran Rakyat and another newspaper. III.6.2 Depth Interview Interview is one of data collecting method done by the way of braiding communication between respondents and researcher to get information wanted ( Soeratno, 1995). Interview is done in Intensive to result FGD which has been obtained done to know exhaustively reaction of newspaper audience. Depth Interview is done to five mans with aim to know requirement they news would in newspaper, and their desire to form of and available newspaper sizes to can give amenity and comfort when reading newspaper Pikiran Rakyat. 21
III.6.3 Focus Group Discussion Focus group is qualitative method comprising a group of individual or target of market and resides in a balmy room and discuses about problems happened. Led by a moderator which understanding the problems but having the character of neutral. Purposes of doing of focus group are: 1. To knows initial hypothesis about problems happened 2. Assists building questionnaire structure 3. Co-signature consumer behavior to problem happened 4. Gets information about advertisement that is on the market III.6.4 Questionnaire Questionnaire is a number of questions are written applied to obtain information from respondent, good in the form of demography, behavior and their attention to advertisement. Questionnaire is mechanism of efficient data collecting when researcher knows surely variable will which be measured and how measuring variable that is accurate. Usage gain of questionnaire is ( Arikunto, 1998): doesn't require presents it researcher, can be allotted at a timely to many respondents, and respondent can fill squarely questionnaire given. Spreading the questionnaire is done by the way of doing direct distribution to respondent subscribing to newspaper Pikiran Rakyat in area Kotamadya Bandung Spreading this questionnaire is done by the Kuota Sampling method that is the way of disseminating respondent direct which has been specified the numbers is 10% from readers of Pikiran Rakyat and to the readers which has understood correct of the rubric in Pikiran Rakyat. The solution has taken steps about structure and purpose of which wish to be searched with the side of Pikiran Rakyat. Number of questionnaires propagated 250 samples as covenant that the questionnaire can be responsible by researcher to answer and with assumption there are 10 % questionnaire errors. 22
III.7. Questionnaire Making Questionnaire method taken is closed questionnaire method, which is the question that has owned answer choice, either in the form of double helix or scale. This thing is done according to requirement searched and problem arising from behavior of newspaper audience Pikiran Rakyat and how big they pay attention to the advertisement in Pikiran Rakyat newspaper. Besides this method can measure readers demographics with readers behavior in reading newspaper, so the result expected will assist gives information to Pikiran Rakyat about behavior of audience to advertisement at newspaper Pikiran Rakyat. III.8. Determination of Sample and Research Object Researcher object is the readers and audience of Pikiran Rakyat newspaper. Sample is taken from data-data of the Pikiran Rakyat and Pikiran Rakyat readers in area Kotamadya Bandung to respondent with age between 20-60 years. III.9. Data Analytical Method Method applied is Quota Sampling which is form of differ from proportionate stratified sampling, which where sample is formed based on proportion of people who has been determined predetermined. III.10. Measurements of Scales Measurement of scale that applied is likert scale, this scale is developed by Rensis Likert (1932) (Sugiyono, 2002). This scale applied by: 1. Easy to be using and applied 2. Existence of freedom in entering question items so long as still be relevant 3. Answers to an item cans be in the form of some alternatives, causing can give clear information to the item. 4. Level of reachable high reliability. 23
Questionnaire data which has been turned into quantitative data need to be tested its validity and reliability. Because only with valid questionnaire and reliable, it will be obtained valid research result and reliable Testing of validity is done by doing calculation correlation between item scores and score factor. Calculation is done with help of software SPSS. At output software SPSS, correlation coefficient value expressed in columns which so called corrected item-total correlation. Then this value compared to critical number at table correlation of value - 1. And to expressed valid, hence value corrected item-total correlation have to be more be big from stall number. Testing of reliability is done with measuring internal of consistency by using cronbach alpha s method. This calculation also is done with method SPSS. Value of cronbach alpha expressed as value alpha. Questionnaire is reliable if the value of alpha bigger than 0.7 Last method applied is tabulation method from questionnaire is in the form of likert disseminated. This method is done to know relation between demographic statement with likert statement so that detectable solution with using this method. III.11. Analysis and Solution Analysis result of data processing is done to answer problem told and answers purpose of research which had been specified since beginning. III.12. Conclusion and Suggestion Last phase from this research is conclusion, it is of course adapted for purpose of research which had been specified since beginning and was result from data processing and analysis done before all. And make perfect result of research, will be given suggestions that is later can be applied by Pikiran Rakyat and give suggestion to advertiser, any time the consumers buys and pays attention to in Koran. 24