Introduction to Marketing Research - Rof's Blog · Marketing Research as: The function that links the consumer, the customer, and public to the marketer ... Marketing Research Marketing

Introduction to Marketing Research Week 01

Dr. W. Rofianto

The American Marketing Association (AMA) redefined

Marketing Research as:

The function that links

the consumer, the customer, and public to the marketer

through Information

Redefining Marketing Research

Redefining Marketing Research

Used to identify and define

market opportunities and

problems

Generate, refine, and

evaluate marketing

performance

Improve understanding of

marketing as a process

Monitor marketing

performance

Controllable

Marketing

• Product

• Pricing

• Promotion

• Distribution

Variables

MarketingResearch

Marketing Managers

• Market Segmentation

• Performance & Control

• Target Market Selection

• Marketing Programs

Uncontrollable

Environmental

Factors

• Economy

• Technology

• Laws & Regulations

• Social & Cultural Factors

• Political Factors

• Consumers

• Employees

• Shareholders

• Suppliers

Customer Groups

The Role of Marketing Research

Assessing Information Needs

Providing Information

Marketing Decision Making

Step 1: Problem Definition

Step 2: Development of an Approach to the Problem

Step 3: Research Design Formulation

Step 4: Field Work or Data Collection

Step 5: Data Preparation and Analysis

Step 6: Report Preparation and Presentation

Marketing Research Process

Components of the

Research Questions

Hypotheses

Objective/

Theoretical

Framework

Analytical

Model

Marketing Research Problem

Development of Research Questions and Hypotheses

In verbal models, the variables and their relationships are

stated in prose form. Such models may be mere

restatements of the main tenets of a theory.

An analytical model is a set of variables

and their interrelationships designed to represent,

in whole or in part, some real system or process.

“improvement in service quality can enhance customer loyalty”

Models

Graphical models are visual. They are used to isolate

variables and to suggest directions of relationships but are

not designed to provide numerical results.

SERVQUAL

Graphical Models

Customer

Loyalty

Customer

Satisfaction

=

+=n

iii xaay

10

aa i,

0

Where

y = dependent variable

x = independent variable

= model parameters to be estimated

statistically

Mathematical models explicitly specify the relationships

among variables, usually in equation form.

BAB I PENDAHULUAN

1.1 Latar belakang

1.2 Masalah Penelitian

1.3 Ruang Lingkup Penelitian

1.4 Tujuan Penelitian

1.5 Manfaat Penelitian

1.6 Sistematika Penulisan

BAB II LANDASAN TEORI

2.1 Tinjauan Pustaka

2.2 Rerangka Pemikiran

2.3 Model Penelitian

BAB IV ANALISIS DAN PEMBAHASAN

4.1 Gambaran Umum Objek Penelitian

4.2 Pembahasan Hasil Penelitian

4.3 Implikasi Manajerial

BAB III METODE PENELITIAN

3.1 Tipe dan Objek Penelitian

3.2 Metode Pengumpulan Data

3.3 Operasionalisasi Variabel

3.4 Metode Analisis Data

BAB V PENUTUP

5.1 Kesimpulan

5.2 Saran

Outline Penulisan Ilmiah

5-11

Secondary Searches

Expand understanding of management dilemma

Gather background information

Identify information that should be gathered

Identify sources for and actual questions that might be used

Identify sources for and actual sample frames that might be used

Primary

Sources:

Memos

Letters

Interviews

Speeches

Laws

Internal records

Secondary

Sources:

Encyclopedias

Textbooks

Handbooks

Magazines

Newspapers

Articles

Tertiary

Sources:

Indexes

Bibliographies

Internet

search engines

Levels of Information

5-12

Conducting a Literature Search

Define management dilemma

Consult books for relevant terms

Use terms to search

Locate/review secondary sources

Evaluate value of each source

and content