KONSEP DASAR RISET
PEMASARAN
MUHAMMAD WADUD
MINGGU KEDUA
POKOK BAHASAN
• TUGAS MANAJER PEMASARAN
• RISET PEMASARAN
• PENELITIAN DASAR DAN TERAPAN
• LANGKAH-LANGKAH DALAM RISET
TUGAS MANAJER
IDENTIFIKASI PROBLEM
DAN MENCARI SOLUSI
BEBERAPA PENDEKATAN
PENGAMBILAN KEPUTUSAN
• Rasional – Analitis
• Intuitif
• Politis – Perilaku
• ???
Langkah Rasional Dalam
pengembilan keputusan
• Identifikasi Masalah
• Mencari Informasi
• Mendapatkan alternatif
• Mengevaluasi dan menilai alternatif
• Memilih alternatif sebagai keputusan
• Tindak lanjut
Informasi
• Relevant
• Accurate
• Reliable
• Valid
• current
Sumber Informasi
• Sistem Informasi.
Jika tidak tersedia ?
- Eksternal
- Khusus/sangat spesifik ?
Riset Bisnis / Pemasaran.
Mengapa Marketing Research?
• Marketing: Alat yang digunakan untuk memuaskan
pelanggan. The AMA defines marketing : “the process of
planning and executing the conception, pricing, promotion,
and distribution of ideas, goods, and services to create
exchanges that satisfy individual and organizational
objectives.”
• Marketing Concept: Management philosophy stating that
to satisfy organizational objectives, the wants and needs of
target markets must be determined so that products can be
created to satisfy those desires better than competitors do.
• Marketing Research: Systematic and objective planning,
gathering, recording, and analyzing of information to
enhance the decision making of marketing managers.
Problem
Identification
Research
•Market Potential Research
•Market Share Research
•Image Research
•Market Characteristics
Research
•Forecasting Research
•Business Trends Research
Marketing
Research
A Classification of Marketing Research
F ig u r e 1 . 3 A C l a ss i f i ca t i o n o f Ma r k e ti n g Re s e a rc h
Problem
Solving
Research
•Segmentation Research
•Product Research
•Pricing Research
•Promotion Research
•Distribution Research
PROBLEM IDENTIFICATION RESEARCH :
1. Membantu mengidentifikasi Problems yang mungkin
tidak tampak di Permukaan atau belum hadir, yang
mungkin saja akan menjadi masalah Di masa datang
2. Memberikan Information Marketing Environment dan
3 Membantu mendiagnosa Problem
EXAMPLES :
PIP Pinting
Sales tidak pernah baik. Dua segments utama :
Rendah – end copy shops.
Lebih Tinggi – more profitable commercial printers
What ‘ s the Problem ?
Image Study mengindikasikan potential problem.
More profitable commercial market.
Repositioning : the world’s largest business printer
Result :
Consumer’s mengira: End Copy Shops,
Tidak tahu PIP dapat melayani pencetakan !
PROBLEM SOLVING RESEARCH
MENEMUKAN SOLUTION
PENEMUAN DIGUNAKAN DALAM PENGAMBILAN
KEPUTUSAN YANG AKAN MENYELESAIKAN
PROBLEMA MARKETING YANG
SPECIFIC
Popular selama the World War II era : a pre-bedtime drink,
Market share hot chocolate mix (1960)
The first response : bring back the popular characters used in the
wartime advertisements.
EXAMPLES :
Ovaltine Wakes Up the Chocolate Drink Mix Market
Result ? Image pre-bedtime drink
Management employed marketing research to help develop their
product. Brand Repositioning Research
Result :
Natural Ingredients = Healthy Food, Target Market : mothers 20-35 years
Demand for instant beverage was increasing.
Low - calorie version is accepted well,
T a b l e 1 . 1 P r o b le m S ol v i n g R e s ea r c h TABLE 1.1
Problem Solving Research
Segmentation Research
- determine basis of segmentation - establish market potential and
responsiveness for various segments
- 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
- brand positioning and repositioning - test marketing
T a b le 1 . 1 P r o bl e m So l v i ng R e se a r c h ( C o nt . ) TABLE 1.1 (Cont.)
Problem Solving Research
Pricing Research
- importance of price in brand selection - pricing policies
- product line pricing
- price elasticity of demand
- initiating and responding to price changes
Promotional Research
- optimal promotional budget
- sales promotion relationship - optimal promotional mix
- copy decisions - media decisions
- creative advertising testing - claim substantiation
Ta b l e 1 . 1 Pr o b l em S o lv i n g R e s e ar c h (C o n t .) TABLE 1.1 (Cont.)
Problem Solving Research
Distribution Research
- determine type of distribution
- attitudes of channel members
- intensity of wholesale and retail coverage - channel margins
Applied versus Basic Research
• Research: Systematic and objective investigation
of a subject or problem to discover relevant
information or principles.
• Basic research: Provides information about a
phenomenon or tests a theory or hypothesis (does
not solve a specific problem).
• Applied research: Problem-specific research that
focuses on helping managers resolve specific
Who Uses Marketing Research?
• Company lacking information about its markets.
• AMA study revealed the average marketing
research budget was $1.9 million for marketing
research departments.
• Consumer and industrial manufacturers,
advertising agencies, and retailers/wholesalers
spend about 1.2% of sales on marketing research.
Financial services, publishers/broadcasters, health
services, and utilities spend about 0.6%.
Uncontrollable
Environmental
Factors
• Economy
• Technology
• Competition
• Laws and
Regulation
• Social and Cultural
Factors
• Political Factors
Assessing
Information
Needs
Customer Groups
• Consumers
• Employees
• Channel Members
• Suppliers
Marketing
Research
Marketing Managers
•Market Segmentation •Marketing Programs
•Target Market Selection •Performance and Control
Controllable
Marketing
Variables
• Product
• Pricing
• Promotion
• Distribution
Marketing
Decision
Making
Providing
Information
The Role of Marketing Research in Marketing Decision Making
F i gu r e 1. 5 T he R o le o f M a r k et i n g R e s e ar c h in M a rk e t i ng D e ci s i o n M a k in g
The Marketing Research Process
F i g u r e 1 . 4 T h e M a r k e t i n g R e s e a r c h P r o c e s sStep 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
MARKETING RESEARCH DI BARAT
2 Para pengambil keputusan mendengarkan suara pelanggan
melalui kuesioner, yang dibuat oleh konsultan yang mungkin
belum pernah mereka kenal dan berbicara dengan pelanggan
yang belum pernah mereka lihat
MARKETING RESEARCH DI TIMUR
1. Teknik yang rumit bukan jawaban yang tepat, yang lebih
tepat adalah dekat dengan pelanggan.
2. Mendengarkan suara pelanggan melalui periset yang
terdiri dari para manajernya sendiri dan dilakukan di
tempat kejadian.
MARKETING RESEARCH DI BARAT
4. Pengendalian
2. Laksanakan
