CHAPTER III RESEARCH METHODOLOGY. A. Research Type and Design. questions. As stated by Moleong (2006: 6) who makes the synthesis about

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1 30 CHAPTER III RESEARCH METHODOLOGY A. Research Type and Design This research applies descriptive qualitative method. Qualitative research is all about exploring issues, understanding phenomena, and answering questions. As stated by Moleong (2006: 6) who makes the synthesis about definition of qualitative research:...penelitian kualitatif adalah penelitian yang bermaksud untuk memahami fenomena tentang apa yang dialami oleh subjek penelitian misalnya perilaku, persepsi, motivasi, tindakan, dll., secara holistik, dan dengan cara deskripsi dalam bentuk kata-kata dan bahasa,... In line with Moleong, Cresswell (1994) in Mubin (2012: 37) conveys that qualitative research is descriptive in that the researcher is interested in process, meaning, and understanding gained through words or picture. Furthermore, a descriptive method is used to describe the findings and the phenomenon in details. Thus, this research focused on words and phrases of cosmetic terms used in Oriflame Catalogue September The researcher also uses a case study method. It means that the study analyzes a particular phenomenon and cannot be generalized with other text. Yin, in Case Study Research Design and Methods (2003: 13), defines case study research as an empirical inquiry that investigates a contemporary phenomenon within its real-life context, especially when the boundaries between phenomenon and context are not clearly evident. The data were documents, verifier and informants collected by the researcher. They were verified to evaluate the

2 31 cosmetic terms and then analyzed in order to find out the translation techniques used by the translator. In addition, the translation quality in terms of accuracy and acceptability also is identified. B. Data and Source of Data Source of data becomes the material that will be analyzed by the researcher. In conducting this research, the researcher used documents and informants as source of data. The source of data of this research is words and phrases (especially noun phrases) containing cosmetic terms listed in Oriflame Catalogue September 2013 in Indonesian and English version. Moreover in this research, the scores and comments given by the informants are also used as the data. 1. Documents Damayanti (2013: 132) explains that the data in qualitative research mostly derived from human resources, through observation and interviews. Another source is a document that can be used. According to the statement, the researcher used Oriflame Catalogue September 2013 as the document. The content of Oriflame Catalogue is written in some languages, included English and Bahasa Indonesia. The English version was taken from online catalogue in published by Oriflame India. Meanwhile, the Indonesian version was taken from printed catalogue published by Oriflame Indonesia. Oriflame is a beauty product business started from Sweden in 1967 by two brothers Jonas and Robert af Jochnick. Recently, Oriflame is an International beauty company selling direct in more than 60 countries around

3 32 the world included Indonesia. Indonesia becomes one of countries which distribute this product to consumers. Oriflame Indonesia is started in 1986 which is located in Jakarta. In order to increase the sale and customer services, Oriflame distributes catalogue which of course every country has its own version. Oriflame Catalogue September 2013 is one of catalogues of an attractive media campaign to promote Oriflame products for a month. This catalogue is important to be noticed and analyzed since it contains many foreign words or dictions error of cosmetic terms which often make the readers less understand. Meanwhile, most of the consumers need to read the catalogue before buying the products. The catalogue should be read and understood easily. Those reasons become the considerations why this catalogue is chosen. 2. Informants The other data were obtained from scores and comments given by informants who validated the data and assessed the quality of translation in terms of accuracy and acceptability. An informant who verified the data has a big role in this research. He or she was an individual who responsible for conducting data verification activities from the provided data. In this case, the informant was required to verify the data of cosmetic terms. He or she is an expert in beauty or cosmetic field. Beside of an expert of that field, he or she should master both languages; Indonesian and English. It was due to he or she not only assessing the cosmetic terms used in Indonesian, but also in English. The other informants are raters. It consists of three raters who master both languages well, English and Indonesian, and have good knowledge about

4 33 translation theory. The raters have an important role to assess the accuracy and acceptability of the translation. In measuring the accuracy level, the raters measured about the meaning from ST into TT. Meanwhile in measuring the acceptability level, the raters measured about the naturalness aspect used in TT. C. Sampling Technique Purpose of sampling is one of the most common sampling strategies, groups participants according to preselected criteria relevant to particular research question (Family Health International, 2005: 5). The researcher used purposive sampling technique in doing this research. Purposive sampling is virtually synonymous with qualitative research. Purposive here means the data were selected purposively. The data which would be analyzed has been determined before. The special characteristic of the sampling were the data in the form of words and phrases of cosmetic terms found in English Indonesian Catalogue. The sampling techniques were done by doing assessment from the raters and the respondents. According to United Nations Office on Drugs and Crime (UNODC) which discuss about Focus Assessment Studies: A Qualitative Approach to Data Collection (2004: 11), a purposive sample comprises those who are deliberately targeted because they are thought to have information that will help to achieve the study s aims. There were some criteria belonging to the raters who assessed accuracy and acceptability, as follow:

5 34 a) Mastering both languages well, English and Indonesian. It is due to the data are written in two languages; English and Indonesia. Therefore, mastering both languages was required. b) Having good understanding and knowledge in translation theory. This research is focused on translation techniques and quality, it means that the raters should have knowledge and understand the translation theory as an orientation to assess the data. c) Having practical experience in translation. Having an experience in translation will help the raters in doing similar duty. It will bring impact to the result of assessing the data. d) Having experience in buying and consuming Oriflame products. People who have experience in buying and consuming the products will more understand the weakness of the certain products descriptions. Therefore, it will influence the result of assessing the data. In addition, the respondents can give comments in every data. D. Method of Data Collection In collecting the data, the researcher applied three methods. They were content analysis, questionnaire and in-depth interview. 1. Content Analysis The first method in collecting the data is content analysis. The analysis would help the researcher in finding the translation techniques used in the research. Hsieh and Shannon (2005) define qualitative content analysis as a

6 35 research method for the subjective interpretation of the content of text data through the systematic classification process of coding and identifying themes or patterns. Furthermore, Zhang and Wildemuth (2009) in their article convey that qualitative content analysis goes beyond merely counting words or extracting objective content from texts to examine meanings, themes and patterns that may be manifest or latent in a particular text. They continue that it allows researchers to understand social reality in a subjective but scientific manner. By considering those statements, the researcher applied some steps of research procedures. Firstly, the researcher collected the data from Oriflame Catalogue September 2013, then compared the source and target text, gave numbers for each datum, identified the translation techniques, classified the translation techniques, analyzed the impacts of translation techniques towards translation quality and the last made the conclusions. 2. Questionnaire Questionnaire has a very important role for the researcher. Commonly, questionnaire is a research instrument used to look for some information, knowledge, opinions, or experiences from the informants. Wallace (1998: 124) explains that in questionnaires, the questions are usually set out in a very systematic way, and very often the questionnaire is answered by reading the questions, and then ticking responses, or writing in short answers. In this case, in completing the data of the research, the researcher engaged some informants: persons who validated the data and translation techniques and three raters who assessed the quality of translation. In terms of translation quality,

7 36 the raters were required to give comments related to the translation accuracy and acceptability. While, the persons who validated the data and translation techniques were required to make sure about the data collected of cosmetic terms and the translation techniques analyzed by the researcher. This is an open-ended questionnaire. The National Institute of Health Research (NIHR) Research Design Service for Yorkshire and the Humber (RDS YH) which discuss about An Introduction to Qualitative Research (2009: 20) explains that the open ended questions usually require that responses, which reflect the opinions of the respondents, be written in blank spaces. This form of data may give useful guidance to a researcher planning an interview or focus group study. It means that the informants could write their comments after assessing the data. Nababan, Nuraeni, Sumardiono (2012: 50-52) explained that there are three instruments to measure translation quality, they are (1) measuring instrument for accuracy level, (2) measuring instrument for acceptability level, and (3) measuring instrument for readability level. The measuring instruments used to measure the quality from number 1 to 3. The raters would give 1 for the lowest quality and 3 for the highest.

8 37 Table 3.1 Instrumen Penilai Keakuratan Terjemahan (Nababan et al, 2012) Kategori Terjemahan Skor Parameter Kualitatif Akurat 3 Makna kata, istilah teknis, frasa, klausa, kalimat atau teks bahasa sumber dialihkan secara akurat ke dalam bahasa sasaran; sama sekali tidak terjadi distorsi makna. Kurang Akurat 2 Sebagian besar makna kata, istilah teknis, frasa, klausa, kalimat atau teks bahasa sumber sudah dialihkan secara akurat ke dalam bahasa sasaran. Namun, masih terdapat distorsi makna atau terjemahan makna ganda (taksa) atau ada makna yang dihilangkan, yang mengganggu keutuhan pesan. Tidak Akurat 1 Makna kata, istilah teknis, frasa, klausa, kalimat atau teks bahasa sumber dialihkan secara tidak akurat ke dalam bahasa sasaran atau dihilangkan. Table 3.2 Instrumen Penilai Tingkat Keberterimaan Terjemahan (Nababan et al, 2012) Kategori Terjemahan Skor Parameter Kualitatif Berterima 3 Terjemahan terasa alamiah; istilah teknis yang digunakan lazim digunakan dan akrab bagi pembaca; frasa, klausa dan kalimat yang digunakan sudah sesuai dengan kaidah-kaidah bahasa Indonesia. Kurang Berterima 2 Pada umumnya terjemahan sudah terasa alamiah; namun ada sedikit masalah pada penggunaan istilah teknis atau terjadi sedikit kesalahan gramatikal. Tidak Berterima 1 Terjemahan tidak alamiah atau terasa seperti karya terjemahan; istilah teknis yang digunakan tidak lazim digunakan dan tidak akrab bagi pembaca; frasa, klausa dan kalimat yang digunakan tidak sesuai dengan kaidah-kaidah bahasa Indonesia.

9 38 Table 3.3 Instrumen Penilai Tingkat Keterbacaan Terjemahan (Nababan et al, 2012) Kategori Terjemahan Skor Parameter Kualitatif Tingkat 3 Kata, istilah teknis, frasa, klausa, kalimat atau Keterbacaan Tinggi teks terjemahan dapat dipahami dengan mudah oleh pembaca. Tingkat 2 Pada umumnya terjemahan dapat dipahami oleh Keterbacaan Sedang pembaca; namun ada bagian tertentu yang harus dibaca lebih dari satu kali untuk memahami terjemahan. Tingkat 1 Terjemahan sulit dipahami oleh pembaca. Keterbacaan Rendah There were three types of tables used by the researcher as the main questionnaires. The first table was given to the raters to assess the accuracy and acceptability of translations. The second table was given to the informant who validates the the cosmetic terms data. Below are format examples of the table given to raters and informant. Table 3.4 Questionnaire for raters No. Source Language Target Language 01 Comment: Comment: Accuracy Acceptability

10 39 Raters were given both of source and target language text to analyze and assess the accuracy and acceptability of the translation. They gave score of 1, 2 or 3 based on the accuracy and acceptability level. In comment row, raters gave an explanation or reason regarding the accuracy and acceptability score they provide. In addition, they also can provide an alternative translation if required. Table 3.5 Questionnaire for informant No. Teks Bahasa Sumber Teks Bahasa Sasaran Istilah Kecantikan Ya Tidak Komentar: The informant was given both of source and target language text. The texts will be focused on the words and phrases of cosmetic terms in the researcher s view. The required informant is an expert in the field of beauty or cosmetic. He or she gave a check mark () in the column ya or tidak according to the words and phrases of cosmetic terms in every number. Then in the comment row, the informant can also provide additional information or alternative cosmetic terms which more appropriate used in the target language. Table 3.6 Questionnaire for validating translation techniques No. Source Text Target Text TranslationTechnique Reason

11 40 Similar with the data which had to be verified, the translation techniques analyzed by the researcher also had to be validated. The informant of translation technique was he/she who has good knowledge in translation, pasrticularly in the theory of tranaslation technique. The informant analyzed every numbers and confirmed that the technique applied was correct. More, the informant also gave alternative techniques and comments if the researcher determined the less proper technique. 3. In-depth Interview The third data came from interviewing. In-depth interviewing is a qualitative research technique that involves conducting intensive individual interviews with a small number of respondents to explore their perspectives on a particular idea, program, or situation (Boyce & Neale, 2006). In this case, indepth interview was aimed to provide questions or clarifications related to the comments of questionnaire given by the informants. Boyce & Neale continue that in-depth interviews are useful when you want detailed information about a person s thoughts and behaviors or want to explore new issues in depth. Indepth interview also brought an important role in collecting the data. According to Wallace (1998: 130), he explains that: The great advantage of the interview is its flexibility. If the respondent has problems with the questions, they can be explained. If the respondent says something intriguing, follow-up questions can be asked... Based on that argument, it can be said that the interview could be done flexibly. If the questionnaire result requires clearer information, then follow-up and clarification are possible. Researcher also made a tabulation of the result

12 41 from raters. The tabulation helps the researcher to obtain the final result of translation quality. In addition, the tabulation is also required when dissenting opinion occurred among the raters. However, if the result of the questionnaire is quite understandable, then the researcher can proceed to the stage of drawing conclusions. E. Technique of Data Analysis In analyzing the data, this research applied interactive model stated by Miles and Huberman (1994:10-12). The analysis consisted of four activities, they are (1) data reduction, (2) data display, and (3) conclusion and verification. 1. Data Reduction Data reduction refers to the selecting, focusing, simplifying, abstracting, and transforming the data that appear in written-up field notes or transcriptions. In addition, Moleong (2006: 247) in his book Metodologi Penelitian Kualitatif has a notion about abstraction or abstracting the data that Abstraksi merupakan usaha membuat rangkuman yang inti, proses, dan pernyataan-pernyataan yang perlu dijaga sehingga tetap berada di dalamnya. Based on those statements, data reduction was done to classify the data into the unit which can be analyzed and simplify it to be in line with the phenomenon or the problem statements. In this case, the required texts as data are words and phrases of cosmetic terms. After classifying, the data was coded in order to make easier in analyzing the data.

13 42 2. Data Display The second activity is data display which provides an organized, compressed assembly of information that permits conclusion drawing and action. A display for qualitative data can be an extended text, diagram, matrix, graph, chart, table or list, and network. The data which has been reduced, systematically displayed in the form of diagram, graph, chart or table. Typically, the chart, diagram, table or graph was used to make comparisons between the cases. This certainly easier to read and understand the core of the data. 3. Conclusion and verification The last activity is drawing conclusion and verification. Drawing conclusion was done after obtaining the result of the analysis. However, that is not a final conclusion because the conclusion needs to be verified in order to be adjusted with the problem statements. In this case, the problem statements belong to the translation techniques of cosmetic terms used by the translator and how the techniques influence toward translation quality of Oriflame catalogue from English into Indonesian version.

14 43 F. Research Procedures This research was conducted by using several steps as follows: 1. Selecting the text The researcher selected the required text from Oriflame Catalogue September 2013 in Indonesian printed catalogue published by Oriflame Indonesia and English online catalogue was published by Oriflame India. 2. Determining and collecting the data Generally, the data collection was to obtain the required facts in order to achieve the research objectives. In this case, researcher determined the data in the form of words and phrases of cosmetic terms listed in Oriflame Catalogue September The researcher also collected the data in a table. 3. Numbering the data After collecting the data, they were numbered in order to make easier in the analysis and discussion. The researcher only gave numbers by 01, 02, 03, and so on in every data. 4. Making data validation Data validation was required to evaluate data in certain field. In this case, the data are focused on cosmetic terms. In order to make sure the cosmetic terms in the researcher s view, then the researcher made data validation questionnaire to be given to verifier who is an expert of beauty or cosmetic field. 5. Analyzing the translation techniques The researcher analyzed the translation techniques applied by the translator in translating cosmetic terms from the data which has been collected. In analyzing the translation techniques, the researcher used the theories proposed by Molina

15 44 and Albir (2002: 509), and Newmark (1988: 88). More, the researcher gave the data of translation techniques to the verifier to make sure and validate the techniques determined by the researcher has been proper. 6. Making and distributing questionnaire to the informants The researcher made the questionnaire and then distributed it to the raters to assess the level of accuracy and acceptability. Meanwhile, the respondents were given the questionnaire to assess the readability level. 7. Interviewing the informants The interview was done to clarify and obtain more information about the comments given by the raters and respondents. It can be done flexibly. Flexibly here means that the result of questionnaire given to the informants need more explanations, the researcher would clarify it to them. Meanwhile, if the questionnaire result is comprehensible, then the researcher could make tabulation. 8. Measuring and analyzing translation quality After having result of the questionnaires distributed to the informants, the researcher calculated the data and then put it into the tables. After that, the researcher classified the data into several categories. 9. Drawing conclusion and providing suggestion The conclusion was made after finishing all of the analysis. The conclusion should be appropriate with the problem statements. Furthermore, providing some suggestions were required to be written in the end of the thesis. Some suggestions would be worthy for the next researchers who are going to analyze the similar topic.