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Introduction to Marketing Research Week 01
Dr. W. Rofianto
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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
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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
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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
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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
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Components of the
Research Questions
Hypotheses
Objective/
Theoretical
Framework
Analytical
Model
Marketing Research Problem
Development of Research Questions and Hypotheses
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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
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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
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=
+=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.
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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
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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
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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
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