Kelompok 2

Esty Hayatun Nufus Galih Pambudi Indra Wijaya Marsha Windira

Chapter 3
Contoh aktivitas marketing intelligence dan marketing research Jabarkan tahapan2 marketing research process secara keseluruhan

MARKETING INTELLIGENCE

Pengumpulan sampah-sampah. Seperti yang pernah dilakukan avon. Mereka mempekerjakan orang khusus atau detektif. Mereka mengumpulkan data dengan cara mengambil dari sampah yang dibuang oleh perusahaan. Setiap memo, catatan, laporan dan sampah-sampah kertas yang telah dibuang dalam tempat sampah untuk diteliti.

MARKETING RESEARCH
Riset pemasaran adalah kegiatan penelitian di bidang pemasaran yang dilakukan secara sistematis mulai dari perumusan masalah, perumusan tujuan penelitian, pengumpulan data, pengumpulan data, pengolahan data dan interpretasi hasil penelitian.

Steps in the Marketing Research Process

Step 1: Define the research problem Step 2: Determine the research design Step 3: Choose the method for collecting primary data Step 4: Design the Sample
Step 5: Collect the Data Step 6: Analyze and Interpret the Data Step 7: Prepare the Research Report

Step 1: Define the research problem

Specifying research objectives Identifying consumer population of interest Placing the problem in an environmental context

Step 2: Determine the research design

Determine whether secondary data are available Determine whether primary data are required and if so, what type:
Exploratory research (Consumer interviews, FGD, Productive Techniques, case studies, ethnograpy) Descriptive research riset kuantitatif Causal research sebab akibat

Step 3: Choose the method for collecting primary data

Survey methods are used to interview respondents Questionnaires (mail, phone, face to face, online)
loosely, moderately, or completely structured

Observational research methods Online research

Data quality
Three key considerations include: Validity Reliability Representativeness

Step 4: Design the Sample

Probability sampling:
Each member of the population has some known chance of being included Sample is representative of population, and inferences about population are justified

Types of probability sampling:

Simple random sampling Systematic sampling Stratified sampling

Step 5: Collect the Data

Challenges to gathering data in foreign countries include:
Differences in sophistication of research operations Infrastructure/transportation challenges Lack of phones and/or low literacy rates Local customs and cultural differences Language translation difficulties

Step 6: Analyze and Interpret the Data

Data must be analyzed and interpreted to be meaningful Tabulation:
Arranging data in a table or other summary form to get a broad picture of overall responses

Cross-tabulation:
Examining the data by subgroups to see how results vary between categories

Step 7: Prepare the Research Report

Research reports typically contain the following sections:
Executive summary Description of research methodology Discussion of results including tabulations, crosstabulations Limitations of study Conclusions and recommendations