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Instructor’s Visual Index Armstrong/ KotlerChapter 4: Marketing Research and
Terdiri dari orang-orang (SDM), peralatan, danprosedur untuk mengumpulkan, mengurutkan, menganalisa, mengevaluasi, dan mendistribusikaninformasi yang dibutuhkan, tepat waktu dan akuratkepada pengambil keputusan pemasaran (Kotler, 2000).
Fungsi: MemperkirakanMemperkirakan kebutuhankebutuhan informasiinformasi manajermanajer..MengembangkanMengembangkan informasiinformasi yang yang diperlukandiperlukan..MendistribusikanMendistribusikan informasiinformasi..
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Marketing Information System
Developing Information
THE MARKETING INFORMATION SYSTEM
Information Internal
DistributingInformation
Assessing InformationNeeds
Marketing Managersan
d C
omm
unic
atio
ns
AnalysisInternal
Databases
MarketingResearch
MarketingIntelligence
Marketing Environment
Mar
ketin
g D
ecis
ions
a
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FUNGSI SIM:MEMPERKIRAKAN KEBUTUHAN INFORMASI
Melakukan wawancara dengan manajer untukMenentukan informasi apa yang diinginkan,
Dibutuhkan, dan dimungkinkan untuk diperoleh
Memeriksa Biaya/ManfaatDari Informasi yang
Diinginkan
Memantau Lingkunganuntuk mencari informasi
yang dimiliki manajer
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FUNGSI SIM:MENGEMBANGKAN INFORMASIFUNGSI SIM:MENGEMBANGKAN INFORMASI
Internal DataKoleksi informasi dari sumber data di dalam perusahaan.
dari: Accounting Sales Force Marketing Manufacturing
Mencari informasi yang dibutuhkan oleh manajer pemasaran dari sumber-sumber berikut:
g p g p g g g p
Marketing IntelligenceMengumpulkan dan menganalisis informasi yang tersedia di masyarakat
Tentang pesaing dan perkembangan dalam lingkungan pemasaran
Informasi harus didistribusikan kepadaOrang yang tepat pada waktu yang tepat pula
MendistribusikanInformasi Non-rutin
Untuk Situasi Khusus
MendistribusikanInformasi Rutin
Untuk pengambilankeputusan 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 VSPROBLEM SOLVING RESEARCH
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.
PROBLEM SOLVING RESEARCH: Research is undertaken to help solving specific marketing problems.
Typical:Segmentation researchProduct researchPricing researchPromotion researchDistribution research
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PROBLEM SOLVING RESEARCHSEGMENTATION RESEARCH
Determine basis of segmentationEstablish marketing potential and responsiveness for various segmentsSelect target markets and create lifestyle profiles demography, media, and product image characteristics.
PRODUCT RESEARCH
Price elasticity of demandInitiating and responding to price changes
PROMOTIONAL RESEARCHOptimal promotional budgetSales promotion relationshipOptimal promotional mixCopy decisionPRODUCT RESEARCH
Test conceptDetermine optimal product designPackage testsProduct modificationBrand positioning and repositioningTest marketingControl store tests.
PRICING RESEARCHImportance of price in brand selectionPricing policiesProduct line pricing
Copy decisionClaim substantiationEvaluation of advertising effectiveness
DISTRIBUTION RESEARCHDetermine type of distributionAttitudes of channel membersIntensity of wholesale and retail coverageChannel marginsLocation of retail and wholesale outlets. 10
WHEN TO UNDERTAKE THE INFORMATION RESEARCH PROCESS?
TYPE OF INFORMATIONCan the decision problem and/or opportunity be resolved using only subjective information?(Decision maker’s responsibility)
YES!Do not undertake the information
(Decision maker s responsibility) research process
NO!See next questions!
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WHEN TO UNDERTAKE THE INFORMATION RESEARCH PROCESS?
NATURE OF DECISIONIs the problem/opportunity of strategic or tactical importance?(Decision maker’s responsibility)
NO!Do not undertake the information research process
Decision maker should bring in the marketing researcher for advice
YES!See next questions!
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Instructor’s Visual Index Armstrong/ KotlerChapter 4: Marketing Research and
WHEN TO UNDERTAKE THE INFORMATION RESEARCH PROCESS?
AVAILIBILITY OF DATAIs existing secondary information inadequate for solving the decision problem situation or exploiting the
i ?
YES!Do not undertake the information
opportunity? (Decision maker’s responsibility with researcher’s advice)
research process
NO!See next questions!
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TIME CONSTRAINTSIs there a sufficient time frame available for gathering the information before the final managerial decision must be
d ?
NO!Do not undertake the information
WHEN TO UNDERTAKE THE INFORMATION RESEARCH PROCESS?
made?(Decision maker’s responsibility with researcher’s advice)
research process
YES!See next questions!
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RESOURCE REQUIREMENTSAre there sufficient levels of money, staff, and skills to meet the costs and marketing research requirements?
NO!Do not undertake the information
WHEN TO UNDERTAKE THE INFORMATION RESEARCH PROCESS?
(Decision maker’s responsibility with researcher’s advice)
research process
YES!See next questions!
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BENEFITS VS COSTSDoes the expected value of the information exceed the costs of conducting the research?
NO!Do not undertake the information
WHEN TO UNDERTAKE THE INFORMATION RESEARCH PROCESS?
(Decision maker’s responsibility with researcher’s advice)
Move on to Phase I of the information reseach process
research 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
ExploratoryMengumpulkan informasi awal
yang dapat mendefinisikan masalahExploratoryResearch
DescriptiveResearch
CausalResearch
Menguji hipotesis tentanghubungan sebab-akibat
yang dapat mendefinisikan masalahdan membuat hipotesis
Mendeskripsikan sesuatu spt potensi pasar suatu produk
atau sikap dan demografi konsumenyang 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 questionnaireStep 7: Pretest the questionnaire
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Instructor’s Visual Index Armstrong/ KotlerChapter 4: Marketing Research and