Instructor’s Visual Index
Armstrong/ Kotler Chapter 4: Marketing Research and Information Systems
Pentingnya Informasi Pemasaran
Marketing Environment
SESI 1
Mengapa Informasi dibutuhkan ?
Customer Needs
Riset Pemasaran Dan Sistem Informasi Pemasaran
Competition
Strategic Planning
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THE MARKETING INFORMATION SYSTEM
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Marketing Decisions a and Communications
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). Fungsi: « « «
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Memperkirakan kebutuhan informasi manajer. manajer. Mengembangkan informasi yang diperlukan diperlukan.. Mendistribusikan informasi. informasi.
Marketing Managers Marketing Information System
Distributing Information
Assessing Information Needs Developing Information
Information Analysis
Internal Databases
Marketing Research
Marketing Intelligence
Marketing Environment 3
FUNGSI SIM: MEMPERKIRAKAN KEBUTUHAN INFORMASI
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FUNGSI SIM: MENGEMBANGKAN INFORMASI Mencari informasi yang dibutuhkan oleh manajer pemasaran dari sumber-sumber berikut:
Melakukan wawancara dengan manajer untuk Menentukan informasi apa yang diinginkan, Dibutuhkan, dan dimungkinkan untuk diperoleh
Internal Data Koleksi informasi dari sumber data di dalam perusahaan.
dari: Accounting, Accounting Sales Force, Force Marketing, Marketing Manufacturing
Marketing Intelligence Mengumpulkan dan menganalisis informasi yang tersedia di masyarakat Tentang g pesaing p g dan perkembangan p g dalam lingkungan g g pemasaran p
Memantau Lingkungan untuk mencari informasi yang dimiliki manajer
dari: Employees, Suppliers, Customers, Competitors, Marketing Research Companies
Memeriksa Biaya/Manfaat Dari Informasi yang Diinginkan
Marketing Research Desain sistematis, pengumpulan, analisis dan pelaporan data yang Relevan bagi situasi pemasaran tertentu yang dihadapi organisasi 5
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Instructor’s Visual Index
Armstrong/ Kotler Chapter 4: Marketing Research and Information Systems
FUNGSI SIM: MENDISTRIBUSIKAN INFORMASI
WHAT IS A MARKETING RESEARCH? ´
Informasi harus didistribusikan kepada Orang yang tepat pada waktu yang tepat pula
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 Mendistribusikan Informasi Rutin Untuk pengambilan keputusan sehari-hari
Mendistribusikan Informasi Non-rutin Untuk Situasi Khusus
Problem Identification Research
Problem Solving Research
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PROBLEM IDENTIFICATION RESEARCH VS PROBLEM SOLVING RESEARCH
PROBLEM SOLVING RESEARCH ´
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PROBLEM IDENTIFICATION RESEARCH: Research is undertaken 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 « Market share research « Image research « Market characteristic research « Sales analysis research « Forecasting research « Business trends research
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PROBLEM SOLVING RESEARCH: Research is undertaken to help solving specific marketing problems. Typical: « Segmentation research « Product research « Pricing research « Promotion research « Distribution research
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WHEN TO UNDERTAKE THE INFORMATION RESEARCH PROCESS? ´ ´
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TYPE OF INFORMATION Can the decision problem and/or opportunity be resolved using only subjective information? (Decision maker’s maker s responsibility)
SEGMENTATION RESEARCH « Determine basis of segmentation « Establish marketing 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 « Control store tests. PRICING RESEARCH « Importance of price in brand selection « Pricing policies « Product line pricing
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Price elasticity of demand Initiating and responding to price changes
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PROMOTIONAL RESEARCH « Optimal promotional budget « Sales promotion relationship « Optimal promotional mix « Copy decision « Claim substantiation « Evaluation of advertising effectiveness
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DISTRIBUTION RESEARCH « Determine type of distribution « Attitudes of channel members « Intensity of wholesale and retail coverage « Channel margins « Location of retail and wholesale outlets.
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WHEN TO UNDERTAKE THE INFORMATION RESEARCH PROCESS? ´
YES! Do not undertake the information research process
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NATURE OF DECISION Is the problem/opportunity of strategic or tactical importance? (Decision maker’s responsibility)
NO! Do not undertake the information research process
YES! See next questions!
NO! See next questions!
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Decision maker should bring in the marketing researcher for advice
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Instructor’s Visual Index
Armstrong/ Kotler Chapter 4: Marketing Research and Information Systems
WHEN TO UNDERTAKE THE INFORMATION RESEARCH PROCESS?
WHEN TO UNDERTAKE THE INFORMATION RESEARCH PROCESS? ´ ´
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AVAILIBILITY OF DATA Is existing secondary information inadequate for solving the decision problem situation or exploiting the opportunity? i ? (Decision maker’s responsibility with researcher’s advice)
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YES! Do not undertake the information research process
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TIME CONSTRAINTS Is there a sufficient time frame available for gathering the information before the final managerial decision must be made? d ? (Decision maker’s responsibility with researcher’s advice)
NO! See next questions!
NO! Do not undertake the information research process
YES! See next questions! 13
WHEN TO UNDERTAKE THE INFORMATION RESEARCH PROCESS? ´ ´
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RESOURCE REQUIREMENTS Are there sufficient levels of money, staff, and skills to meet the costs and marketing research requirements? (Decision maker’s responsibility with researcher’s advice)
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WHEN TO UNDERTAKE THE INFORMATION RESEARCH PROCESS? NO! Do not undertake the information research process
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BENEFITS VS COSTS Does the expected value of the information exceed the costs of conducting the research? (Decision maker’s responsibility with researcher’s advice)
NO! Do not undertake the information research process
YES! See next questions!
YES! See next questions!
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Move on to Phase I of the information reseach process
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PHASE I: DETERMINING THE RESEARCH PROBLEM
PHASE II: SELECT THE APPROPRIATE RESEARCH DESIGN
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
Descriptive Research
Causal Research
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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
Mengumpulkan informasi awal yang dapat mendefinisikan masalah dan membuat hipotesis
Mendeskripsikan sesuatu spt potensi pasar suatu produk atau sikap dan demografi konsumen yang membeli produk. Menguji hipotesis tentang hubungan sebab-akibat 17
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Instructor’s Visual Index
Armstrong/ Kotler Chapter 4: Marketing Research and Information Systems
MARKETING RESEARCH PROCESS
PRIMARY DATA COLLECTION PROCESS
MENGEMBANGKAN RENCANA RISET
STEP A. RESEARCH APPROACHES Observational Research
Menentukan Kebutuhan akan Informasi Spesifik
Mengumpulkan data dengan Mengamati orang-orang, tindakan dan Situasi yang relevan ((Exploratory p y Information))
Primary Information
Secondary Information
Survey Research
Informasi yang dikumpulkan langsung untuk tujuan penelitian tersebut
Informasi yang sebelumnya telah dikumpulkan u maksud lain
Menanyakan individu2 tt sikap, preferensi atau perilaku pembelian (Descriptive Information)
Keduanya harus Experimental Research
Relevan Akurat Masa Kini Impartial
Menggunakan sekelompok orang untuk menentukan hubungan sebab-akibat (Causal Information)
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PRIMARY DATA COLLECTION PROCESS
PRIMARY DATA COLLECTION PROCESS
STEP B. CONTACT METHODS
STEP C. DEVELOPING A SAMPLING PLAN
Strength and Weaknesses of Contact Methods Who is to be surveyed? (Sampling Unit)
Probability or Non-probability sampling?
Sample representative segment of the population How should the sample be chosen? (Sampling Procedure)
How many people should be surveyed? (Sample Size)
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PRIMARY DATA COLLECTION PROCESS
PHASE III: EXECUTE THE RESEARCH DESIGN
STEP D. RESEARCH INSTRUMENTS
Step 8: Collect and prepare data. Step 9: Analyze data Step 10: Transform data structure into information
Research Instruments
Questionnaire • What questions to ask? • Form of each question? • Wording of each question? • Ordering of each question?
Collection of Data
Mechanical Devices • People Meters • Grocery Scanners • Galvanometer • Tachistoscope
Processing of Data
Research Plan
Analyzing the Data 23
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Instructor’s Visual Index
Armstrong/ Kotler Chapter 4: Marketing Research and Information Systems
PHASE IV: COMMUNICATE THE RESULTS
DUA PULUH LANGKAH PROSEDUR PENELITIAN
Step 11: Prepare and present report to management
A. 1. 2. 3. 4. 5.
Interpret the Findings
Draw Conclusions
Rumusan Permasalahan: Latar belakang penelitian. Pokok permasalahan. Formulasi research questions. Tujuan Penelitian. Manfaat penelitian.
B. Rumusan Kerangka Pemikiran: 6. Mengkaji kepustakaan a. Menentukan topik kajian b. Mengidentifikasi sumber2 awal c. Menemukan kepustakaan d. Menganalisis kepustakaan
Report to Management
7. Definisi variabel dan indikator a. Menentukan definisi operasional variabel b. Menentukan indikator2 variabel 8. Menjelaskan Kerangka Pemikiran a. Menjelaskan Alur pikiran penelitian li i b. Menjelaskan/menggambarkan Pola hubungan antar variabel c. Menjelaskan Asumsi d. Memformulasikan Hipotesis atau Pertanyaan Operasional Penelitian
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DUA PULUH LANGKAH PROSEDUR PENELITIAN
11. Membuat tabel operasionalisasi konsep C. Penentuan Metodologi: a. Isi kolom permasalahan 9. Menentukan metode penelitian penelitian a. Kaji kembali pokok permasalahan b. Isi kolom variabel dan kerangka pemikiran c. Isi kolom indikator b. Menentukan beberapa alternatif d. Isi kolom sumber data metode penelitian e. Isi kolom instrumen c. c Mempertimbangkan untung-rugi nt ng r gi 12. Membuat rancangan setiap pilihan metode. pengembangan instrumen d. Menetapkan metode penelitian a. Mengelompokkan indikator2 b. Mengidentifikasi pointers instrumen 10. Menentukan populasi dan sampel 13. Membuat instrumen a. Menentukan obyek penelitian a. Merakit instrumen b. Menentukan populasi penelitian b. Melakukan pretest, c. Menentukan ukuran & teknik c. Ukur validitas&reliabilitas sampling d. Revisi kuesioner, pretest lagi/turlap
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DUA PULUH LANGKAH PROSEDUR PENELITIAN D. Analisis Data: 17. Menganalisis data 14.Mengumpulkan data a. Penggunaan rumus harus penuhi syarat-syaratnya a. Mempersiapkan instrumen b. Perlu cek ulang bila ada temuan b. Mempersiapkan sumber data “contra common sense” c. Mempersiapkan operator instrumen c. Kaji ulang data mentah bila ada d. Melaksanakan pengumpulan data kejanggalan. 15. Olah data 18. 18 Menafsirkan data, data pertimbangkan a. Penataan data mentah a. Koherensi dengan pokok b. Editing data permasalahan penelitian c. Koding data b. Konsistensi dengan analisis data c. Perspektif yang sistemik dan d. Tabulasi data holistik 16.Membuat Rencana Analisis Data a. Kaji kembali pertanyaan/hipotesis b. Kaji karakteristik data c. Tentukan alat analisis d. Buat Rencana Analisis Data 27
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OTHER MARKETING RESEARCH CONSIDERATIONS
DUA PULUH LANGKAH PROSEDUR PENELITIAN E. Kesimpulan dan Laporan: 19.Menarik Kesimpulan a. Kaji ulang p pertanyaan/hipotesis y / p b. Kaji ulang analisis dan interpretasi data c. Menarik kesimpulan d. Mengajukan saran
20. Menyusun Laporan a. Menyusun outline laporan b. Menyiapkan data atau temuan tem an yang ang akan dilaporkan. c. Menulis laporan d. Mempresentasikan laporan
Marketing Research in Small Businesses and Nonprofit Organizations
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International Marketing Research
Public Policy and Ethics in i Marketing Research
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