SESI 1
Riset Pemasaran Dan
Sistem Informasi Pemasaran
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Pentingnya Informasi Pemasaran Pentingnya Informasi Pemasaran
Marketing
E i t
Mengapa Informasi dibutuhkan ? Environment
Customer Needs
Competition
Strategic Planning
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WHAT IS A MARKETING INFORMATION SYSTEM (MIS)?
´
Terdiri dari orang-orang (SDM), peralatan, dan prosedur untuk mengumpulkan, mengurutkan, menganalisa, mengevaluasi, dan mendistribusikan informasi yang dibutuhkan, tepat waktu dan akurat kepada pengambil keputusan pemasaran (Kotler, 2000).
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Fungsi:
´
Fungsi:
«
« MemperkirakanMemperkirakan kebutuhankebutuhan informasiinformasi manajermanajer..
«
« MengembangkanMengembangkan informasiinformasi yang yang diperlukandiperlukan..
«
« MendistribusikanMendistribusikan informasiinformasi..
Marketing Information System
THE MARKETING INFORMATION SYSTEM
Distributing Assessing Information
Marketing Managers
nications
Developing Information Information
Analysis
Internal Databases
Marketing Marketing
Information Needs
Decisions and Commun
g Research
g Intelligence
Marketing Environment
Marketing
FUNGSI SIM:
MEMPERKIRAKAN KEBUTUHAN INFORMASI
Melakukan wawancara dengan manajer untuk Menentukan informasi apa yang diinginkan, Dibutuhkan, dan dimungkinkan untuk diperoleh
Memeriksa Biaya/Manfaat Dari Informasi yang
Diinginkan Memantau Lingkungan
untuk mencari informasi yang dimiliki manajer
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FUNGSI SIM:
MENGEMBANGKAN INFORMASI FUNGSI SIM:
MENGEMBANGKAN INFORMASI
Mencari informasi yang dibutuhkan oleh manajer pemasaran dari sumber-sumber berikut:
Internal Data
Koleksi informasi dari sumber data di dalam perusahaan.
Marketing Intelligence
Mengumpulkan dan menganalisis informasi yang tersedia di masyarakat dari: Accounting, Sales Force, Marketing, Manufacturing
g p g p g g g p
Tentang pesaing dan perkembangan dalam lingkungan pemasaran dari: Employees, Suppliers, Customers,
Competitors, Marketing Research Companies
Marketing Research
Desain sistematis, pengumpulan, analisis dan pelaporan data yang Relevan bagi situasi pemasaran tertentu yang dihadapi organisasi
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FUNGSI SIM:
MENDISTRIBUSIKAN INFORMASI
Informasi harus didistribusikan kepada Orang yang tepat pada waktu yang tepat pula
Mendistribusikan InformasiNon-rutin Untuk Situasi Khusus Mendistribusikan
InformasiRutin Untuk pengambilan keputusan sehari-hari
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WHAT IS A MARKETING RESEARCH?
´ The systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and
opportunities) in marketing.
Marketing Research
Problem Identification
Research Problem Solving
Research
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PROBLEM IDENTIFICATION RESEARCH VS PROBLEM SOLVING RESEARCH
´ PROBLEM IDENTIFICATION RESEARCH: Research is undertaken t h l id tif bl th t t
´ PROBLEM SOLVING RESEARCH:
Research is undertaken to help l i g ifi k ti g to help identify problems that are not
necessarily apparent on the surface and yet exist or are likely to arise in the future.
´ Typical:
« Market potential research
solving specific marketing problems.
´ Typical:
« Segmentation research
« Product research
« Pricing research
« Market share research
« Image research
« Market characteristic research
« Sales analysis research
« Forecasting research
« Business trends research
« Pricing research
« Promotion research
« Distribution research
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PROBLEM SOLVING RESEARCH
´ SEGMENTATION RESEARCH
« Determine basis of segmentation
« Establish marketing potential and responsiveness for various segments
« Select target markets and create
« Price elasticity of demand
« Initiating and responding to price changes
PROMOTIONAL RESEARCH
« Select target markets and create lifestyle profiles demography, media, and product image characteristics.
´ PRODUCT RESEARCH
« Test concept
« Determine optimal product design
« Package tests
« Product modification
´ PROMOTIONAL RESEARCH
« Optimal promotional budget
« Sales promotion relationship
« Optimal promotional mix
« Copy decision
« Claim substantiation
« Evaluation of advertising effectiveness
« Brand positioning and repositioning
« Test marketing
« Control store tests.
´ PRICING RESEARCH
« Importance of price in brand selection
« Pricing policies
« Product line pricing
´ DISTRIBUTION RESEARCH
« Determine type of distribution
« Attitudes of channel members
« Intensity of wholesale and retail coverage
« Channel margins
« Location of retail and wholesale
outlets. 10
WHEN TO UNDERTAKE THE INFORMATION RESEARCH PROCESS?
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TYPE OF INFORMATION
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Can the decision problem and/or
YES!
Do not
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Can the decision problem and/or opportunity be resolved using only subjective information?
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(Decision maker’s responsibility)
Do not undertake the
information research process
NO!
See next questions!
WHEN TO UNDERTAKE THE
INFORMATION RESEARCH PROCESS?
´ NATURE OF DECISION
´ Is the problem/opportunity of strategic t ti l i t ?
NO!
Do not undertake the
or tactical importance?´ (Decision maker’s responsibility)
information research process
YES!
See next questions!
´ Decision maker should bring in the marketing researcher for advice
WHEN TO UNDERTAKE THE
INFORMATION RESEARCH PROCESS?
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AVAILIBILITY OF DATA
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Is existing secondary YES!
Do not information inadequate for
solving the decision problem situation or exploiting the opportunity?
´
(Decision maker’s responsibility with researcher’s advice)
Do not undertake the
information research process
NO!
See next questions!
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´
TIME CONSTRAINTS
´
Is there a sufficient time frame NO!
Do not
WHEN TO UNDERTAKE THE
INFORMATION RESEARCH PROCESS?
available for gathering the information before the final managerial decision must be made?
´
(Decision maker’s responsibility with researcher’s advice)
Do not undertake the
information research process
YES!
See next questions!
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RESOURCE REQUIREMENTS
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Are there sufficient levels of NO!
Do not
WHEN TO UNDERTAKE THE
INFORMATION RESEARCH PROCESS?
money, staff, and skills to meet the costs and marketing research requirements?
´
(Decision maker’s responsibility with researcher’s advice)
Do not undertake the
information research process
YES!
See next questions!
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BENEFITS VS COSTS NO!
Do not
WHEN TO UNDERTAKE THE
INFORMATION RESEARCH PROCESS?
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Does the expected value of the information exceed the costs of conducting the research?
´
(Decision maker’s responsibility with researcher’s advice)
Do not undertake the
information research process YES!
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Move on to Phase I of the information reseach process
YES!
See next questions!
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PHASE I: DETERMINING THE RESEARCH PROBLEM
Step 1: Identify and clarify management information needs.
Step 2: Specify the research questions and define the research problems.
Step 3: Confirm research objectives and assess the value of the information
Exploratory Research
D i ti
Mengumpulkan informasi awal yang dapat mendefinisikan masalah
dan membuat hipotesis
Mendeskripsikan sesuatu
Descriptive Research
Causal Research
Menguji hipotesis tentang hubungan sebab-akibat
p
spt potensi pasar suatu produk atau sikap dan demografi konsumen
yang membeli produk.
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PHASE II: SELECT THE APPROPRIATE RESEARCH DESIGN
Step 4: Determine the research design and data sources.
Step 5: Develop the sampling design and sample size.
Step 6: Assess measurement issues and scales.
Step 7: Pretest the questionnaire
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MARKETING RESEARCH PROCESS MENGEMBANGKAN RENCANA RISET MARKETING RESEARCH PROCESS MENGEMBANGKAN RENCANA RISET
Menentukan Kebutuhan akan Informasi Spesifik
Secondary Information Primary Information
Informasi yang dikumpulkan langsung untuk tujuan
penelitian tersebut Informasi yang
sebelumnya telah dikumpulkan u maksud lain
Keduanya harus Relevan
Akurat Masa Kini
PRIMARY DATA COLLECTION PROCESS
STEP A. RESEARCH APPROACHES
PRIMARY DATA COLLECTION PROCESS
STEP A. RESEARCH APPROACHES
Observational Research
Mengumpulkan data dengan Mengamati orang-orang, tindakan dan
( p y )
Mengamati orang orang, tindakan dan Situasi yang relevan (Exploratory Information)
Survey Research
Menanyakan individu2 tt sikap, preferensi atau
perilaku pembelian (Descriptive Information)
Experimental Research
(Descriptive Information)
Menggunakan sekelompok orang Menggunakan sekelompok orang
untuk menentukan hubungan sebab-akibat
PRIMARY DATA COLLECTION PROCESS
STEP B. CONTACT METHODS
Strength and Weaknesses of Contact Methods
PRIMARY DATA COLLECTION PROCESS
STEP C. DEVELOPING A SAMPLING PLAN
Who is to be
P b bilit Who is to be
surveyed?
(Sampling Unit) Probability or
Non-probability sampling?
Sample - representative segment of the
population Sample - representative segment of the
population
How many people should be
surveyed?
(Sample Size) How should the
sample be chosen?
(Sampling Procedure)
population population
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PRIMARY DATA COLLECTION PROCESS
STEP D. RESEARCH INSTRUMENTS
Research Instruments
Mechanical Devices
• People Meters
• Grocery Scanners
• Galvanometer
• Tachistoscope Questionnaire
•What questions to ask?
• Form of each question?
• Wording of each question?
• Ordering of each question?g q • Tachistoscope
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PHASE III:
EXECUTE THE RESEARCH DESIGN
Step 8: Collect and prepare data.
Step 9: Analyze data
Step 10: Transform data structure into information Collection of
Data
Processing of
D t R h Pl
Data
Analyzing the Data
Research Plan
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PHASE IV:
COMMUNICATE THE RESULTS
Step 11: Prepare and present report to management
Interpret the Findings
Draw Conclusions
Report to Management
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DUA PULUH LANGKAH PROSEDUR PENELITIAN
A. Rumusan Permasalahan:
1. Latar belakang penelitian.
7. Definisi variabel dan indikator a. Menentukan definisi operasional
variabel 2. Pokok permasalahan.
3. Formulasi research questions.
4. Tujuan Penelitian.
5. Manfaat penelitian.
B. Rumusan Kerangka Pemikiran:
6 M k ji k t k
variabel
b. Menentukan indikator2 variabel 8. Menjelaskan Kerangka Pemikiran
a. Menjelaskan Alur pikiran penelitian
b. Menjelaskan/menggambarkan Pola hubungan antar variabel c. Menjelaskan Asumsi 6. Mengkaji kepustakaan
a. Menentukan topik kajian b. Mengidentifikasi sumber2 awal c. Menemukan kepustakaan d. Menganalisis kepustakaan
d. Memformulasikan Hipotesis atau Pertanyaan Operasional Penelitian
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DUA PULUH LANGKAH PROSEDUR PENELITIAN
C. Penentuan Metodologi:
9. Menentukan metode penelitian a. Kaji kembali pokok permasalahan
11. Membuat tabel operasionalisasi konsep
a. Isi kolom permasalahan penelitian
b Isi kolom ariabel
j p p
dan kerangka pemikiran b. Menentukan beberapa alternatif
metode penelitian
c. Mempertimbangkan untung-rugi setiap pilihan metode.
d. Menetapkan metode penelitian
b. Isi kolom variabel c. Isi kolom indikator d. Isi kolom sumber data e. Isi kolom instrumen 12. Membuat rancangan
pengembangan instrumen a. Mengelompokkan indikator2 b Mengidentifikasi pointers 10. Menentukan populasi dan sampel
a. Menentukan obyek penelitian b. Menentukan populasi penelitian c. Menentukan ukuran & teknik
sampling
b. Mengidentifikasi pointers instrumen
13. Membuat instrumen a. Merakit instrumen b. Melakukan pretest, c. Ukur validitas&reliabilitas
DUA PULUH LANGKAH PROSEDUR PENELITIAN
D. Analisis Data:
14.Mengumpulkan data a. Mempersiapkan instrumen b Mempersiapkan sumber data
17. Menganalisis data
a. Penggunaan rumus harus penuhi syarat-syaratnya
b Perlu cek ulang bila ada temuan b. Mempersiapkan sumber data
c. Mempersiapkan operator instrumen d. Melaksanakan pengumpulan data 15. Olah data
a. Penataan data mentah b. Editing data
c. Koding data
b. Perlu cek ulang bila ada temuan
“contra common sense”
c. Kaji ulang data mentah bila ada kejanggalan.
18. Menafsirkan data, pertimbangkan a. Koherensi dengan pokok
permasalahan penelitian b. Konsistensi dengan analisis data d. Tabulasi data
16.Membuat Rencana Analisis Data a. Kaji kembali pertanyaan/hipotesis b. Kaji karakteristik data
c. Tentukan alat analisis
c. Perspektif yang sistemik dan holistik
DUA PULUH LANGKAH PROSEDUR PENELITIAN
E. Kesimpulan dan Laporan:
19.Menarik Kesimpulan a. Kaji ulang
pertanyaan/hipotesis b. Kaji ulang analisis dan
interpretasi data c. Menarik kesimpulan
20. Menyusun Laporan a. Menyusun outline laporan b. Menyiapkan data atau
temuan yang akan dilaporkan.
c. Menulis laporan
d. Mempresentasikan laporan
d. Mengajukan saran p p
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OTHER MARKETING RESEARCH CONSIDERATIONS
Marketing Research in Small Businesses
and Nonprofit Organizations
International Marketing
Research
Public Policy and Ethics
in Marketing Research
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