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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 PemasaranPentingnya Informasi Pemasaran

MarketingE i t

Mengapa Informasi

dibutuhkan ?

Environment

Customer Needs

Competition

StrategicPlanning

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: Fungsi: MemperkirakanMemperkirakan kebutuhankebutuhan informasiinformasi manajermanajer..MengembangkanMengembangkan informasiinformasi yang yang diperlukandiperlukan..MendistribusikanMendistribusikan informasiinformasi..

3

Marketing Information System

THE MARKETING INFORMATION SYSTEM

Distributing Assessing Information

Marketing Managers

nica

tions

Developing Information

InformationAnalysis

InternalDatabases

Marketing Marketing

Information Needs

Dec

isio

ns a

nd C

omm

un

gResearch

gIntelligence

Marketing Environment

Mar

ketin

g

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Information Systems


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

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FUNGSI SIM:MENGEMBANGKAN INFORMASIFUNGSI SIM:MENGEMBANGKAN INFORMASI

Mencari informasi yang dibutuhkan oleh manajer pemasaran dari sumber-sumber berikut:

Internal DataKoleksi informasi dari sumber data di dalam perusahaan.

Marketing IntelligenceMengumpulkan dan menganalisis informasi yang tersedia di masyarakat

dari: Accounting, Sales Force, Marketing, Manufacturing

g p g p g g g pTentang pesaing dan perkembangan dalam lingkungan pemasarandari: Employees, Suppliers, Customers,

Competitors, Marketing Research Companies

Marketing ResearchDesain sistematis, pengumpulan, analisis dan pelaporan data yangRelevan bagi situasi pemasaran tertentu yang dihadapi organisasi

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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

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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

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Information Systems


PROBLEM IDENTIFICATION RESEARCH VSPROBLEM SOLVING RESEARCH

PROBLEM IDENTIFICATION RESEARCH: Research is undertaken t h l id tif bl th t t

PROBLEM SOLVING RESEARCH: Research is undertaken to help

l i g ifi k ti g to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future.

Typical:Market potential research

solving specific marketing problems.

Typical:Segmentation researchProduct researchPricing researchMarket share research

Image researchMarket characteristic researchSales analysis researchForecasting researchBusiness trends research

Pricing researchPromotion researchDistribution research

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PROBLEM SOLVING RESEARCHSEGMENTATION RESEARCH

Determine basis of segmentationEstablish marketing potential and responsiveness for various segmentsSelect target markets and create

Price elasticity of demandInitiating and responding to price changes

PROMOTIONAL RESEARCHSelect target markets and create lifestyle profiles demography, media, and product image characteristics.

PRODUCT RESEARCHTest conceptDetermine optimal product designPackage testsProduct modification

PROMOTIONAL RESEARCHOptimal promotional budgetSales promotion relationshipOptimal promotional mixCopy decisionClaim substantiationEvaluation of advertising effectiveness

Brand positioning and repositioningTest marketingControl store tests.

PRICING RESEARCHImportance of price in brand selectionPricing policiesProduct line pricing

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

YES!Do notCan the decision problem and/or

opportunity be resolved using only subjective information?(Decision maker’s responsibility)

Do not undertake the information research process

NO!See next questions!

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NATURE OF DECISIONIs the problem/opportunity of strategic

t ti l i t ?

NO!Do not undertake the

or tactical importance?(Decision maker’s responsibility)

information research process

YES!See next questions!

Decision maker should bring in the marketing researcher for advice

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Information Systems



AVAILIBILITY OF DATAIs existing secondary YES!

Do notinformation inadequate for solving the decision problem situation or exploiting the opportunity? (Decision maker’s responsibility with researcher’s advice)


NO!See next questions!

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TIME CONSTRAINTSIs there a sufficient time frame NO!

Do not


available for gathering the information before the final managerial decision must be made?(Decision maker’s responsibility with researcher’s advice)



14

RESOURCE REQUIREMENTSAre there sufficient levels of NO!

Do not


money, staff, and skills to meet the costs and marketing research requirements?(Decision maker’s responsibility with researcher’s advice)



15

BENEFITS VS COSTS NO!Do not


Does the expected value of the information exceed the costs of conducting the research?(Decision maker’s responsibility with researcher’s advice)


YES!

Move on to Phase I of the information reseach process


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Information Systems


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

ExploratoryResearch

D i ti

Mengumpulkan informasi awalyang dapat mendefinisikan masalah

dan membuat hipotesis

Mendeskripsikan sesuatu DescriptiveResearch

CausalResearch

Menguji hipotesis tentanghubungan sebab-akibat

pspt potensi pasar suatu produk

atau sikap dan demografi konsumenyang membeli produk.

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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 questionnaire

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MARKETING RESEARCH PROCESSMENGEMBANGKAN RENCANA RISETMARKETING RESEARCH PROCESSMENGEMBANGKAN RENCANA RISET

Menentukan Kebutuhan akan Informasi Spesifik

Secondary Information Primary Information

Informasi yang dikumpulkanlangsung untuk tujuan

penelitian tersebut

Informasi yang sebelumnya telah

dikumpulkan u maksud lain

Keduanya harus

RelevanAkurat

Masa KiniImpartial

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PRIMARY DATA COLLECTION PROCESSSTEP A. RESEARCH APPROACHESPRIMARY DATA COLLECTION PROCESSSTEP A. RESEARCH APPROACHES

Observational ResearchMengumpulkan data dengan

Mengamati orang-orang, tindakan dan

( p y )

Mengamati orang orang, tindakan danSituasi yang relevan

(Exploratory Information)

Survey ResearchMenanyakan individu2 ttsikap, preferensi atau

perilaku pembelian(Descriptive Information)

Experimental Research

(Descriptive Information)

Menggunakan sekelompok orangMenggunakan sekelompok oranguntuk menentukan

hubungan sebab-akibat(Causal Information)

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Information Systems


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 beP b bilit Who is to be surveyed?

(Sampling Unit)

Probability orNon-probability

sampling?

Sample -representative segment of the

population

Sample -representative segment of the

populationHow many

people should besurveyed?

(Sample Size)

How should thesample be chosen?

(SamplingProcedure)

population population

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PRIMARY DATA COLLECTION PROCESSSTEP D. RESEARCH INSTRUMENTS

Research Instruments

Mechanical Devices

• People Meters• Grocery Scanners• Galvanometer• Tachistoscope

Questionnaire

• What questions to ask?• Form of each question?• Wording of each question?• Ordering of each question? • Tachistoscopeg q

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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 D t R h PlData

Analyzing theData

Research Plan

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Information Systems


PHASE IV: COMMUNICATE THE RESULTS

Step 11: Prepare and present report to management

Interpret the Findings

Draw Conclusions

Report to Management

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DUA PULUH LANGKAH PROSEDUR PENELITIAN

A. Rumusan Permasalahan:1. Latar belakang penelitian.

7. Definisi variabel dan indikatora. Menentukan definisi operasional

variabel2. Pokok permasalahan.3. Formulasi research questions.4. Tujuan Penelitian.5. Manfaat penelitian.

B. Rumusan Kerangka Pemikiran:6 M k ji k t k

variabelb. Menentukan indikator2 variabel

8. Menjelaskan Kerangka Pemikirana. Menjelaskan Alur pikiran

penelitianb. Menjelaskan/menggambarkan

Pola hubungan antar variabelc. Menjelaskan Asumsi

6. Mengkaji kepustakaana. Menentukan topik kajianb. Mengidentifikasi sumber2 awalc. Menemukan kepustakaand. Menganalisis kepustakaan

d. Memformulasikan Hipotesisatau Pertanyaan OperasionalPenelitian

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C. Penentuan Metodologi:9. Menentukan metode penelitian

a. Kaji kembali pokok permasalahan

11. Membuat tabel operasionalisasikonsepa. Isi kolom permasalahan

penelitianb Isi kolom ariabel

j p pdan kerangka pemikiran

b. Menentukan beberapa alternatifmetode penelitian

c. Mempertimbangkan untung-rugisetiap pilihan metode.

d. Menetapkan metode penelitian

b. Isi kolom variabelc. Isi kolom indikatord. Isi kolom sumber datae. Isi kolom instrumen

12. Membuat rancanganpengembangan instrumena. Mengelompokkan indikator2b Mengidentifikasi pointers

10. Menentukan populasi dan sampela. Menentukan obyek penelitianb. Menentukan populasi penelitianc. Menentukan ukuran & teknik

sampling

b. Mengidentifikasi pointers instrumen

13. Membuat instrumena. 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 data

17. Menganalisis dataa. Penggunaan rumus harus penuhi

syarat-syaratnyab Perlu cek ulang bila ada temuanb. Mempersiapkan sumber data

c. Mempersiapkan operator instrumend. Melaksanakan pengumpulan data

15. Olah dataa. Penataan data mentahb. Editing datac. Koding data

b. Perlu cek ulang bila ada temuan“contra common sense”

c. Kaji ulang data mentah bila adakejanggalan.

18. Menafsirkan data, pertimbangkana. Koherensi dengan pokok

permasalahan penelitianb. Konsistensi dengan analisis data

d. Tabulasi data16.Membuat Rencana Analisis Data

a. Kaji kembali pertanyaan/hipotesisb. Kaji karakteristik datac. Tentukan alat analisisd. Buat Rencana Analisis Data

c. Perspektif yang sistemik danholistik

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Information Systems



E. Kesimpulan dan Laporan:

19.Menarik Kesimpulana. Kaji ulang

pertanyaan/hipotesisb. Kaji ulang analisis dan

interpretasi datac. Menarik kesimpulan

20. Menyusun Laporana. Menyusun outline laporanb. Menyiapkan data atau

temuan yang akandilaporkan.

c. Menulis laporand. Mempresentasikan laporan

d. Mengajukan saranp p

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OTHER MARKETING RESEARCH CONSIDERATIONS

MarketingResearch in

Small Businessesand

NonprofitOrganizations

InternationalMarketingResearch

Public Policyand

Ethics in

MarketingResearch

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Documents

Pentingnya Informasi Pemasaran - staff.ui.ac.idstaff.ui.ac.id/.../mktgrisbang01mktgresearchandinformationsystem.pdfChapter 4: Marketing Research and ... • Form of each question?