Business Research Method 2016

School of Business and Management

Institut Teknologi Bandung

Survey on Satisfaction
of Park Visitor in
Bandung : Case Study
of Taman Lansia
Tutorial Class 3E

Discussion Group 4

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

October 2016

Researchers and Surveyors

Albert Eka Saputra

Vania Ariella Detrisa

Fanniyatul Hayah Suwita

Reza Nur Sidiq

Bagus Surya Murtika

Anyssa Satharina Maulida

Teofilos Bramantio

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Outline

Research objectives

Type of indicators

Content of questions

Format of survey

Survey evaluation

Construct data administration

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Research Objectives
RO1 : Measure aspects that influence park visitors satisfaction
toward public park in Bandung
RO2 : Measure park visitors expectation toward public park in
Bandung
RO3 : Measure visitors perception after visiting the park

Source : Assignment Instructions, Google Classroom

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Outline

Research objectives

Type of indicators

Content of questions

Format of survey

Survey evaluation

Construct data administration

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Type of Indicators : Level of

Measurement

Level of measurement

Single vs. multiple

indicators

Close vs. open minded

indicators

Source : Assignment Instructions on Google Classroom,

teams analysis.

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Nominal

gender
occupation
source of
information

Ordinal

education
preferences

Interval

Ratio

age
time live
frequency

Type of Indicators : Indicators Type

Level of measurement

Single vs. multiple

indicators

Close vs. open minded

indicators

Source : Assignment Instructions on Google Classroom,

teams analysis.

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Multiple indicator on
the indicator of safety
to make sure that the
answers are reliable

Type of Indicators : Questions

Level of measurement

Single vs. multiple

indicators

Close vs. open minded

indicators

Source : Assignment Instructions on Google Classroom,

teams analysis.

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Close minded
indicators for
most questions

Open minded
indicator for
gaining
perspectives and
opinions

Outline

Research objectives

Type of indicators

Content of questions

Format of survey

Survey evaluation

Construct data administration

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Content of Questions are based on the Market

Segmentation and Research Objectives

Market Segmentation

demographic
geographic
behavioral
psychographic

Research Objectives
Source : Assignment Instructions, Google Classroom

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

gender

age

education

city of living

job

usage rates

activities

Content of Questions are based on the Market

Segmentation and Research Objectives

Market Segmentation

demographic
geographic
behavioral
psychographic

Research Objectives

Measure aspects that influence park

visitors satisfaction toward public park

Question for RO1 : Please

define your priority of
criteria in visiting a public
park in Bandung (Rate 1-5)
1. Cleanliness
2. Facilities
3. Road access
4. Availability of parking

Source : teams analysis.

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

5. Safety

Content of Questions are based on the Market

Segmentation and Research Objectives

Market Segmentation

demographic
geographic
behavioral
psychographic

Research Objectives

Measure park visitors expectation toward

public park

Question for RO2 : What is

your expectations toward
Taman Lansia before you
visit that park? (Rate 1-5)
1. Cleanliness
2. Facilities
3. Road access
4. Availability of parking

Source : teams analysis.

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

5. Safety

Content of Questions are based on the Market

Segmentation and Research Objectives

Market Segmentation

demographic
geographic
behavioral
psychographic

Research Objectives

Measure visitors perception after visiting

the park

Please rate between 1-5 about

each of this criteria in Taman
Lansia.
Kebersihan : Rumput, Kebersihan,
Penghauan, Tempat sampah
Fasilitas : Tempat bermain anak,
Area hiburan, Area olahraga,
Tempat duduk
Akses : Jalan masuk, Jalan di
dalam taman
Parkir

Source : teams analysis.

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Keamanan

Outline

Research objectives

Type of indicators

Content of questions

Format of survey

Survey evaluation

Construct data administration

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Survey is conducted by directly ask the people

visiting the park and spread the online-survey
targeting the people who has visited the park.
Respondents

Random sampling
techniques
74 people in overall
30 people at park
44 people in online
survey

Channels

Time Constraint

10 days in total
1 time pilot survey
(2 days)
2 times direct visit
to park

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Direct visit to park

Social media : LINE
Personal direct
approach

Outline

Research objectives

Type of indicators

Content of questions

Format of survey

Survey evaluation

Construct data administration

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Pilot survey through direct approach shows

inconsistency in the result and less of relevancy
through the research objectives.
Step 1

29-30 September :
planning and
designing the
survey
Source : assignment
instructions
Questions : 25

Step 3

Step 2

1-2 October :
implementation
Sample : 10
respondents
Source : direct
approach

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

3-4 October :
evaluating and
revising
Analysis on the result
of 10 samples
Adding the market
segmentation
Adding questions that
are more relevance to
ROs to 38 questions

The real survey is done directly after evaluating the

pilot survey and revising questions, resulting to better
reliability.
Spreading

7 October
Social media : LINE
Target : Bandung
people, college
students, families,
relatives.

Evaluating

Visiting

6 October (with
qualitative too)
8 October
(quantitative focus)

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

9 October
Compiling
Coding
Pivoting overall
Pivoting in each
proxy
Graphic and report
making

Outline

Research objectives

Type of indicators

Content of questions

Format of survey

Survey evaluation

Construct data administration

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Segmentation of survey respondents

6

<18

9%5%

44

18-25

20%

26-30
65%

31-35

6
5

36-40

57%

43%

D3
S1
SMA
SMP

OUTSIDE
BANDUNG

BANDUNG
ORIGIN

41%

59%

0-1
4
2-5
6-10
1
11-20
2
>20 0
years living in Bandung

41-45

2
2
3

46-50
51-55
>55
0

10

Male
Female

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

30

22
1 2

0
23

20

20

15
Berdagang
Mahasiswa
Pegawai Pemerintahan
Pelajar

40

50

51

4 21 2

30
Ibu rumah tangga
Pedagang
Pegawai Swasta
Pensiunan

45

Habits on survey respondents in visiting parks.

More than once a week

10

Only 3% of people
not from Bandung
visit the park at
least once a week,
while 59% of origin
Bandung people do.

16

Once a week

21

Once per two months

19

Once per six months

Oncer per month

9
5

Once per three months

10
Outside Bandung

20

30

Origin Bandung

15%

40%

30%

40% of male visit park at least once

a week, while only 30% female do.
BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

More than once a week

Once a week
Once a month
Once per two months
Once per three months
Once per six months

34%
22%

9%4%

16%

Once third of respondents only visit once per six months.

People are seeking for facilities at the most, and

parking availability at the least among five criteria.
In answering the research objective 1

Description :
Range from 1.00 to 5.00
1 for highest criteria
5 for lowest criteria

The lower the education level of the respondents (SMP), they tend to seek for higher
facilities on the park, compared to the people with Bachelor degree. (1.4 compared to
2.4, the rating is almost doubled)
The priorities of college students are more varied compared to government officer, the
retired, and high school students, with the deviation almost 4 times bigger. (0.3 to 1.2)

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Actually people put only medium expectation for

public park in Bandung, but they expect the park to
have better facilities than other criteria.
In answering the research objective 2

Description :
Range from 1.00 to 5.00
1 for lowest expectation
5 for highest expectation

People tend to think that access to the park is difficult, as well as the cleanliness level is
low. People from outside Bandung also expect exactly the same thing. *
The longer people stay in Bandung, they tend to have lower expectation (2.90 compared
to 3.25) *
* data based on PIvot on Excel

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Parks green factor is the best criteria in Taman Lansia

with 4.14/5 scored by visitors, while the parking lots
availability is put worst at 20% lower score.
In answering research objective 3

Respondents with age of 18-25 years rates the parking availability lower than others, indicating that they visit
the park by either cars or motorcycles, not by foot.
The safety of the park is questionable, as the score is second to the worst. The younger the respondents,
they feel more unsafe.
The group of 46-50 years give the best score with 4.17 average and no score below 4 for each criteria, yet
the 18-25 years people give the worst score.

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Conclusion and Summary

In overall, respondents think that the park is good

enough, half of them says that it is getting better than
before.
Overall
Satisfaction

50%

Overall Satisfaction
based on Gender

50%

Getting better
Stays the same

56% of people below 30 years old think that the park is getting
better, while only 31% people above 30 think the same thing.

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4

Overall Satisfaction
based on Ages

Thank you.
Questions?

BRM SBM ITB on Quantitative Research 2016 - 3E DG 4