makalah

RISET PEMASARAN

BAB 4
Sisi Kemanusiaan dari Riset Pemasaran:Permasalahan Organisasi dan etika

Kelompok 3

AGUNG PRADANA 1511011035

RINA SYAHRUNI 1511011047

DITHA FITRIA 1611011001

ALDINO RAHARJA P. 1651011015

JURUSAN MANAJEMEN

FAKULTAS EKONOMI DAN BISNIS

UNIVERSITAS LAMPUNG

TAHUN 2018/2019
 DAFTAR ISI

COVER ....................................................................................................................... i
DAFTAR ISI............................................................................................................... ii

BAB I PENDAHULUAN ........................................................................................... 1

1.1 Latar Belakang Masalah ....................................................................................... 1

1.2 Rumusan Masalah ................................................................................................. 1
1.3 Tujuan .................................................................................................................. 1

BAB II PEMBAHASAN ............................................................................................ 2

2.1 Penyedia dan kontraktor riset................................................................................ 2
2.1.1 Perusahaan jasa riset terbatas dan custom research ........................................... 2
2.1.2 Ukuran perusahaan riset pemasaran.................................................................. 2
2.2 Riset yang memicu kecaman ............................................................................... 3
2.2.2 Uang ................................................................................................................... 3
2.2.3 waktu ................................................................................................................. 3
2.2.4 Pembuatan keputusan yang intuitif ................................................................... 4
2.2.5 Keputusan dimasa depan diasarkan pada pengalaman dimasa lalu ................... 4
2.3. Mengurangi konflik antara pihak manajemen dengan peneliti ............................ 4
2.3.1 Tim antar fungsi ................................................................................................. 4
2.4. Permasalahan etika dalam riset pemasaran .......................................................... 5
2.4.1 Hak dan kewajiban pihak-pihak terkait ............................................................. 5
2.4.2 Hak dan kewajiban dari partisipan riset ............................................................. 5
2.4.3 Hak dan kewajiban sponsor klien (pengguna) ................................................... 6
2.5. Objektivitas .......................................................................................................... 7
2.5.1 Penyajian yang keliru dari riset.......................................................................... 7
2.5.2 Jujur dalam melaporkan kesalahan .................................................................... 8
2.5.3 Kerahasian.......................................................................................................... 8
2.5.4 Peneliti dan konflik kepentingan ....................................................................... 8
BAB III PENUTUP .................................................................................................... 9
3.1 Kesimpulan ........................................................................................................... 9
3.2 Saran ..................................................................................................................... 9
DAFTAR PUSTAKA ................................................................................................. iii
 DAFTAR PUSTAKA

1. Zikmund Abidin, 2013. Menjelajahi Riset Pemasaran, Edisi 10. Jakarta:Salemba

Empat.
2. http://kampungsharing.blogspot.com/2012/06/etika-dalam-melakukan-sebuah-
penelitian.html
3. http://sosiologis.com/etika-penelitian