To get a better understanding about this, please start reading from the first post of the series.
THESIS: The Marketing Communication Strategy of Blue Bird Taxi To Maintain Market Leader Position After Using The Highest Tariff:
- Introduction & Book Cover : Part 1
- Research Originality Statement and Acknowledgement : Part 2
- Abstract : Part 3
- Table of Contents : Part 4
- Chapter I : part 5, part 6, part 7
- Chapter II : part 8, part 9, part 10, part 11, part 12, part 13, part 14, part 15, part 16, part 17, part 18,
- Chapter III : part 19, part 20
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(Chapter III continued)
3.2 Data
Generation Procedure
The author uses the triangulation of
method; consist of in-depth interview, observation and document review as the
source of information in this research.
In this research, a combination of
more than one perspective is often used to coordinate the data because,
traditionally, it is claimed that triangulations comes in different forms which
is defines as: data triangulation, where you use multiple data sources, such as
collecting data from different groups, settings or at different times.
3.2.1 Depth
Interview
Interview is a conversation between
a researcher (someone who wishes to gain information about a subject) and an
informant (someone who wishes to gain information about a subject). The
objective is to grasp the subject’s (informant) perspective: understanding the
person’s mental categories, interpretations, perception, feelings and the
motives underlying his actions (Corbetta, 2003)
Several value of holding personal
interview are the researcher can control whom they want to interview, the
personal interview provides the greatest degree of control to the researcher. A
personal interview is one of the most effective ways to capture in-depth
attitude or opinion information. The interviewer has the greatest flexibility
in survey length and structure, the interviewer can remove the interviewee from
a social situation in which she might be influenced in their answers, in
personal interview, and the interviewer can see the behavior of the respondent
(Hester, 2000:186).
The interview is one-to-one,
semi-structured interviews, and the conversation is recorded. The interview is
located in several different locations, flexible the interviewer and informant’s
situation. The structure also will depend on the flow of the interview.
Semi–structure or focused interviews
are often used in qualitative researcher. The questions are contained in an
interview guide with a focus on the issues or topic areas to be covered and the
lines of inquiry to be followed. The sequencing of questions is not the same
for every participant as it depends on the process of each interview and the
responses of each individual (Daymon and Holloway, 2002)
The following are those who are
directly involved in this study as sources of information, namely:
1. Corporate Image Manager of Blue Bird Group
Responsible for managing Blue Bird Group overall
communications internally and externally including the marcom planning, advertising,
design, dealing and choosing advertising agency, production house, print
production, etc.
2. Blue Bird Group Marketing Communication Staff
Responsible for the communication of Blue Bird product
and services including advertising, social media, company visit, etc
3. Public Relations Manager of Blue Bird Group
Responsible for brand advocacy and media relations
including press release, spokesperson, crisis management and Blue Bird Group
in-house publication, Mutiara Biru.
4. Blue Bird Group Taxi Driver
As the front liners in
providing services to taxi customers
5. Taxi user
As the customers that uses
the taxi services of Blue Bird and other taxi companies.
3.2.2 Observation
Participant-observation is the
immersing of yourself in the study of people you’re not too different from. It
is almost always done covertly, with the researcher never revealing their true
purpose or identity.
Gold
(1958) proposed four ‘master roles’ for the researcher.
- Complete participation – the researcher participates in deviant or illegal activities and goes on to actively influence the direction of the group.
- Participant as observer – the researcher participates in deviant or illegal activities but does not try to influence the direction of the group.
- Observer as participant – the researcher participates in a onetime deviant or illegal activity but then takes a back seat to any further activities.
- Complete observation – the researcher is a number of the group but does not participate in any deviant or illegal activities
Observation
of human action provides researchers with data about consumer behavior and
social processes as they are enacted within the realms of the social reality of
participants (Daymon and Holloway, 2002:203). The strength of observations is
that it can be less disruptive and more unobtrusive then other methods.
Therefore you are less likely to influence the data you are collecting.
The
researcher did the observation type as a complete participation. Researcher participated
in a marketing communication activity in creating a video profile for Blue Bird
taxi new batik uniform, and make notes for information that could be material
for this research.
The
observation took place at Blue Bird Group Headquarters in Jl. Mampang Prapatan
Raya. It was conducted in order to support data gathered by researcher and
these data help researcher to have a deep analysis.
After
all the data has been already gathered, the researcher sorted and made the
analysis. Based on the analysis, the researcher could deliberate the conclusion.
3.2.3 Document
Review
Document consists of words and images
that have been recorded without the intervention of a researcher. They are in
written, printed, sound, visual and digital forms. According to Hester (2000),
documentary sources is important in qualitative research because, on the whole,
access to them is low cost and often easy, the information provided in them may
differ from or may not be available in spoken form, and because documents
endure over time, therefore providing historical insights.
The researcher gathered the
documents from the literature, and media. The survey interview was located in
several locations, flexible to the interviewer and respondent situation.
Secondary data were obtained from Blue Bird, media, library, etc.
Both primary and secondary data
obtained were analyzed to generate conclusion.
