Instructor’s Visual Index Armstrong/ Kotler Chapter 4 ... · PDF fileInstructor’s Visual Index Armstrong/ Kotler Chapter 4: Marketing Research and Information Systems ... Marketing

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


Information Systems


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


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


Information Systems



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


made?(Decision maker’s responsibility with researcher’s advice)

research process


14

RESOURCE REQUIREMENTSAre there sufficient levels of money, staff, and skills to meet the costs and marketing research requirements?



(Decision maker’s responsibility with researcher’s advice)

research process


15

BENEFITS VS COSTSDoes the expected value of the information exceed the costs of conducting the research?



(Decision maker’s responsibility with researcher’s advice)

Move on to Phase I of the information reseach process

research process


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

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Information Systems


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


Information Systems


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


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


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


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

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Instructor’s Visual Index Armstrong/ Kotler Chapter 4 ... · PDF fileInstructor’s Visual Index Armstrong/ Kotler Chapter 4: Marketing Research and Information Systems ... Marketing