Instructor s Visual Index

Instructor’s Visual Index

Armstrong/ Kotler Chapter 4: Marketing Research and Information Systems

Pentingnya Informasi Pemasaran

Marketing Environment E i t

SESI 1

Mengapa Informasi dibutuhkan ?

Customer Needs

Riset Pemasaran Dan Sistem Informasi Pemasaran

Competition

Strategic Planning

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THE MARKETING INFORMATION SYSTEM

WHAT IS A MARKETING INFORMATION SYSTEM (MIS)?

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Marketing Decisions and Commun nications

Marketing Managers ´

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: « « «

Memperkirakan kebutuhan informasi manajer manajer.. Mengembangkan informasi yang diperlukan. diperlukan. Mendistribusikan informasi informasi..

Marketing Information System

Distributing Information

Assessing Information Needs Developing Information

Information Analysis

Internal Databases

Marketing g Research

Marketing g Intelligence

Marketing Environment 3

© Copyright 2000 Prentice Hall

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FUNGSI SIM: MEMPERKIRAKAN KEBUTUHAN INFORMASI

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, Sales Force, 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

FUNGSI SIM: MENDISTRIBUSIKAN INFORMASI

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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

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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 t help to h l identify id tif problems bl th thatt are nott 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 l i g specific ifi marketing k ti g 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 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 t ti l importance? i t ? (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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Armstrong/ Kotler Chapter 4: Marketing Research and Information Systems 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? (Decision maker’s responsibility with researcher’s advice)

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YES! Do not undertake the information research process

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NO! See next questions!

TIME CONSTRAINTS Is there a sufficient time frame available for gathering the information before the final managerial decision must be made? (Decision maker’s responsibility with researcher’s advice)


YES! See next questions! 13


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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)




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Move on to Phase I of the information reseach process 16



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

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

Exploratory Research

Mendeskripsikan p sesuatu spt potensi pasar suatu produk atau sikap dan demografi konsumen yang membeli produk.

Descriptive D i ti Research

Menguji hipotesis tentang hubungan sebab-akibat

Causal Research

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MARKETING RESEARCH PROCESS

PRIMARY DATA COLLECTION PROCESS

MENGEMBANGKAN RENCANA RISET

STEP A. RESEARCH APPROACHES Observational Research

Menentukan Kebutuhan akan Informasi Spesifik Primary Information

Secondary Information Informasi yang sebelumnya telah dikumpulkan u maksud lain

Mengumpulkan data dengan Mengamati orang orang-orang, orang, tindakan dan Situasi yang relevan ((Exploratory p y Information))

Survey Research

Informasi yang dikumpulkan langsung untuk tujuan penelitian tersebut

Menanyakan individu2 tt sikap, preferensi atau perilaku pembelian (Descriptive Information)

Keduanya harus Experimental Research

Relevan Akurat Masa Kini Impartial 19


Menggunakan sekelompok orang untuk menentukan hubungan sebab-akibat (Causal Information) 20





STEP B. CONTACT METHODS

STEP C. DEVELOPING A SAMPLING PLAN

Strength and Weaknesses of Contact Methods Who is to be surveyed? (Sampling Unit)

P b bilit or Probability 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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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 g of each question? q

Mechanical Devices

Collection of Data

• People Meters • Grocery Scanners • Galvanometer • Tachistoscope

Processing of D t Data

R Research h Pl Plan

Analyzing the Data 23


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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 6. M k ji k kepustakaan t k a. Menentukan topik kajian b. Mengidentifikasi sumber2 awal c. Menemukan kepustakaan d. Menganalisis kepustakaan

Report to Management

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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. Kajij kembali p pokok p permasalahan b Isi kolom variabel b. ariabel dan kerangka pemikiran c. Isi kolom indikator b. Menentukan beberapa alternatif d. Isi kolom sumber data metode penelitian e. Isi kolom instrumen c. Mempertimbangkan untung-rugi 12. Membuat rancangan setiap pilihan metode. pengembangan instrumen d. Menetapkan metode penelitian a. Mengelompokkan indikator2 b Mengidentifikasi pointers b. 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

7. Definisi variabel dan indikator a. Menentukan definisi operasional variabel b. Menentukan indikator2 variabel 8. Menjelaskan Kerangka Pemikiran a. Menjelaskan Alur pikiran penelitian 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 D. Analisis Data: 17. Menganalisis data 14.Mengumpulkan data a. Penggunaan rumus harus penuhi syarat-syaratnya a. Mempersiapkan instrumen b. b Perlu cek ulang bila ada temuan b Mempersiapkan sumber data b. “contra common sense” c. Mempersiapkan operator instrumen c. Kaji ulang data mentah bila ada d. Melaksanakan pengumpulan data kejanggalan. 15. Olah data 18. Menafsirkan 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 pertanyaan/hipotesis 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 yang akan dilaporkan. c. Menulis laporan p laporan p d. Mempresentasikan

Marketing Research in Small Businesses and Nonprofit Organizations

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International Marketing Research

Public Policy and Ethics in Marketing Research

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Instructor s Visual Index

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