DAFTAR ISI

KATA PENGANTAR................................................................................................................ i
DAFTAR ISI.................................................................................................................................. ii
BAB 1 PENDAHULUAN
1.1 Latar Belakang...................................................................................................................... 1
1.2 Rumusan Masalah................................................................................................................. 1
1.3 Tujuan Penulisan................................................................................................................. 1
BAB II PEMBAHASAN
2.1 Pengertian Riset Pemasaran........................................................................................... 2
2.2 Fungsi Riset Pemasaran........................................................................................................ 2
2.3 Jenis-Jenis Riset Pemasaran................................................................................................... 3
2.4 Sistem Riset Pemasaran......................................................................................................... 4
2.5 Proses Riset Pemasaran......................................................................................................... 4
a) Mendefinisikan masalah, Alternatif keputusan, dan Tujuan riset. ...................................... 4
b) Menyusun Rencana Riset.................................................................................................. 5
c) Mengumpulkan Informasi................................................................................................. 5
d) Menganalisis Informasi.......................................................................................................... 5
e) Menyajikan Hasil Temuan................................................................................................... 5
f) Mengambil Keputusan.............................................................................................. 7
2.6 Mengatasi Hambatan Penggunaan Riset Pemasaran............................................................... 7
2.7 Mengukur Produktivitas......................................................................................................... 7
2.8 Peramalan Dan Pengukuran Permintaan................................................................................ 8
BAB III PENUTUP
3.1 KESIMPULAN...................................................................................................................... 11
3.2 SARAN..................................................................................................................................... 11
DAFTAR PUSTAKA.................................................................................................................... 12

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