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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
Marketing research is the systematic and objective
identification
collection
analysis of
dissemination
use
For the purpose of improving decision making related to:
identification and
solution of problems and opportunities in marketing.
Definition of Marketing Research
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
Marketing Research
A Classification of Marketing Research
Segmentation Research
Product Research
Pricing Research
Promotion Research
Distribution Research
Market Potential Research
Market Share Research
Market Characteristics Research
Sales Analysis Research
Forecasting Research
Business Trends Research
Problem
Identification Research
Problem-Solving
Research
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
Brand
Loyalty
Customer
Satisfaction
=
+=n
iii xaay
10
aa i,
0
Where
y = degree of preference
= model parameters to be estimated
statistically
Mathematical models explicitly specify the relationships
among variables, usually in equation form.
Research questions (RQs) are refined statements of the
specific components of the problem.
A hypothesis (H) is an unproven statement or
proposition about a factor or phenomenon that is of
interest to the researcher. Often, a hypothesis is a
possible answer to the research question.
Research Questions and Hypotheses
RQ1 Does Service performance has a positive impact toward customer
satisfaction?
H1 Service performance positively related toward satisfaction
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