instructor’s visual index armstrong/ kotler chapter 4 ... · pdf fileinstructor’s...
TRANSCRIPT
Instructor’s Visual Index Armstrong/ KotlerChapter 4: Marketing Research and
Information Systems
© Copyright 2000 Prentice Hall
SESI 1
Riset PemasaranDan
Sistem Informasi Pemasaran
1
Pentingnya Informasi Pemasaran
Mengapa
MarketingEnvironment
CompetitionMengapa Informasi
dibutuhkan ?
StrategicPlanning
Customer Needs
Competition
2
WHAT IS A MARKETING INFORMATION SYSTEM (MIS)?
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..
3
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
4
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
5
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
dari: Accounting, Sales Force, Marketing, Manufacturing
dari: Employees, Suppliers, Customers, Competitors, Marketing Research Companies
Marketing ResearchDesain sistematis, pengumpulan, analisis dan pelaporan data yangRelevan bagi situasi pemasaran tertentu yang dihadapi organisasi
6
Instructor’s Visual Index Armstrong/ KotlerChapter 4: Marketing Research and
Information Systems
© Copyright 2000 Prentice Hall
FUNGSI SIM:MENDISTRIBUSIKAN INFORMASI
Informasi harus didistribusikan kepadaOrang yang tepat pada waktu yang tepat pula
MendistribusikanInformasi Non-rutin
Untuk Situasi Khusus
MendistribusikanInformasi Rutin
Untuk pengambilankeputusan sehari-hari
7
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
8
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:
Typical:Market potential researchMarket share researchImage researchMarket characteristic researchSales analysis researchForecasting researchBusiness trends research
Typical:Segmentation researchProduct researchPricing researchPromotion researchDistribution research
9
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!
11
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!
12
Instructor’s Visual Index Armstrong/ KotlerChapter 4: Marketing Research and
Information Systems
© Copyright 2000 Prentice Hall
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!
13
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!
14
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!
15
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!
16
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.
17
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
18
Instructor’s Visual Index Armstrong/ KotlerChapter 4: Marketing Research and
Information Systems
© Copyright 2000 Prentice Hall
Secondary Information Primary Information
MARKETING RESEARCH PROCESSMENGEMBANGKAN RENCANA RISETMARKETING RESEARCH PROCESSMENGEMBANGKAN RENCANA RISET
Menentukan Kebutuhan akan Informasi Spesifik
Informasi yang dikumpulkanlangsung untuk tujuan
penelitian tersebut
Keduanya harus
RelevanAkurat
Masa KiniImpartial
Informasi yang sebelumnya telah
dikumpulkan u maksud lain
19
PRIMARY DATA COLLECTION PROCESSSTEP A. RESEARCH APPROACHESPRIMARY DATA COLLECTION PROCESSSTEP A. RESEARCH APPROACHES
Observational Research
( p y )
Mengumpulkan data dengan Mengamati orang-orang, tindakan dan
Situasi yang relevan(Exploratory Information)
Survey Research
Experimental Research
Survey ResearchMenanyakan individu2 ttsikap, preferensi atau
perilaku pembelian(Descriptive Information)
Menggunakan sekelompok orangMenggunakan sekelompok oranguntuk menentukan
hubungan sebab-akibat(Causal Information)
20
PRIMARY DATA COLLECTION PROCESSSTEP B. CONTACT METHODS
Strength and Weaknesses of Contact Methods
PRIMARY DATA COLLECTION PROCESSSTEP C. DEVELOPING A SAMPLING PLAN
Who is to be surveyed?
(Sampling Unit)
Probability orNon-probability
sampling?
How many people should be
surveyed?(Sample Size)
How should thesample be chosen?
(SamplingProcedure)
Sample -representative segment of the
population
Sample -representative segment of the
population
22
PRIMARY DATA COLLECTION PROCESSSTEP D. RESEARCH INSTRUMENTS
Mechanical DevicesQuestionnaire
Research Instruments
• People Meters• Grocery Scanners• Galvanometer• Tachistoscope
• What questions to ask?• Form of each question?• Wording of each question?• Ordering of each question?
23
PHASE III: EXECUTE THE RESEARCH DESIGN
Step 8: Collect and prepare data.Step 9: Analyze dataStep 10: Transform data structure into information
Collection of Data
Processing of Data
Analyzing theData
Research Plan
24
Instructor’s Visual Index Armstrong/ KotlerChapter 4: Marketing Research and
Information Systems
© Copyright 2000 Prentice Hall
PHASE IV: COMMUNICATE THE RESULTS
Step 11: Prepare and present report to management
Interpret the Findings
Draw Conclusions
Report to Management
25
DUA PULUH LANGKAH PROSEDUR PENELITIAN
A. Rumusan Permasalahan:1. Latar belakang penelitian.2. Pokok permasalahan.3. Formulasi research questions.4. Tujuan Penelitian.
7. Definisi variabel dan indikatora. Menentukan definisi operasional
variabelb. Menentukan indikator2 variabel
8. Menjelaskan Kerangka Pemikirana. Menjelaskan Alur pikiran
li i5. Manfaat penelitian.
B. Rumusan Kerangka Pemikiran:6. Mengkaji kepustakaan
a. Menentukan topik kajianb. Mengidentifikasi sumber2 awalc. Menemukan kepustakaand. Menganalisis kepustakaan
penelitianb. Menjelaskan/menggambarkan
Pola hubungan antar variabelc. Menjelaskan Asumsid. Memformulasikan Hipotesis
atau Pertanyaan OperasionalPenelitian
26
DUA PULUH LANGKAH PROSEDUR PENELITIAN
C. Penentuan Metodologi:9. Menentukan metode penelitian
a. Kaji kembali pokok permasalahandan kerangka pemikiran
b. Menentukan beberapa alternatifmetode penelitian
c Mempertimbangkan nt ng r gi
11. Membuat tabel operasionalisasikonsepa. Isi kolom permasalahan
penelitianb. Isi kolom variabelc. Isi kolom indikatord. Isi kolom sumber datae. Isi kolom instrumen
c. Mempertimbangkan untung-rugisetiap pilihan metode.
d. Menetapkan metode penelitian
10. Menentukan populasi dan sampela. Menentukan obyek penelitianb. Menentukan populasi penelitianc. Menentukan ukuran & teknik
sampling
12. Membuat rancanganpengembangan instrumena. Mengelompokkan indikator2b. Mengidentifikasi pointers
instrumen13. Membuat instrumen
a. Merakit instrumenb. Melakukan pretest, c. Ukur validitas&reliabilitasd. Revisi kuesioner, pretest lagi/turlap 27
DUA PULUH LANGKAH PROSEDUR PENELITIAN
D. Analisis Data:14.Mengumpulkan data
a. Mempersiapkan instrumenb. Mempersiapkan sumber datac. Mempersiapkan operator instrumend. Melaksanakan pengumpulan data
15. Olah data
17. Menganalisis dataa. Penggunaan rumus harus penuhi
syarat-syaratnyab. Perlu cek ulang bila ada temuan
“contra common sense”c. Kaji ulang data mentah bila ada
kejanggalan.18 Menafsirkan data pertimbangkan
a. Penataan data mentahb. Editing datac. Koding datad. Tabulasi data
16.Membuat Rencana Analisis Dataa. Kaji kembali pertanyaan/hipotesisb. Kaji karakteristik datac. Tentukan alat analisisd. Buat Rencana Analisis Data
18. Menafsirkan data, pertimbangkana. Koherensi dengan pokok
permasalahan penelitianb. Konsistensi dengan analisis datac. Perspektif yang sistemik dan
holistik
28
DUA PULUH LANGKAH PROSEDUR PENELITIAN
E. Kesimpulan dan Laporan:
19.Menarik Kesimpulana. Kaji ulang
pertanyaan/hipotesis
20. Menyusun Laporana. Menyusun outline laporanb. Menyiapkan data atau
tem an ang akanp y / p
b. Kaji ulang analisis daninterpretasi data
c. Menarik kesimpuland. Mengajukan saran
temuan yang akandilaporkan.
c. Menulis laporand. Mempresentasikan laporan
29
OTHER MARKETING RESEARCH CONSIDERATIONS
MarketingResearch in
Small Businesses InternationalMarketing
Public Policyand
Ethics iand
NonprofitOrganizations
MarketingResearch in
MarketingResearch
30