Riset

Pemasaran
Nisfu Laili (144222031)
Definisi
Badan organisasi dunia American Marketing Association
(AMA), menyampaikan definisi riset pemasaran adalah fungsi
yang menghubungkan pelanggan, konsumen, atau masyarakat
umum dengan pemasar melalui informasi yang digunakan untuk
mengidentifikasi masalah maupun peluang pemasaran.

Tujuan
Riset pemasaran dilakukan dengan tujuan agar tantangan serta
peluang dalam proses pemasaran dapat teridentifikasi dengan
baik.
 Desain Penelitian Pemasaran
Adalah kerangka kerja atau rencana untuk melakukan studi yang akan digunakan sebagai pedoman
dalam mengumpulkan dan menganalisis data

Eksplorasi Deskriptif Causal

Pengumpulan ide atau wawasan Menentukan hubungan sebab

Tujuan dan gagan
Menjelaskan karakteristik atau fungsi
akibat
Luwes, rumit, menghasilakan, Didahului oleh perumusan hipotesis
Karakter rancangan riset akhir dan rancangan riset terstruktur
Manipulasi satu atau lebih peubah

Penjajangan ahli, percobaan, riset

Metode kualitatif, data sekunder
Data sekunder, survey, observasi Eksperimen
 Metode Penelitian Pemasaran
Kuesioner
Menggunakan formulir
Survei
dengan sejumlah daftar Umumnya bersifat acak,
pertanyaan yang tidak terpaku pada satu
dibutuhkan. komunitas atau kelompok
terentu

Riset Group
Berupa diskusi Observasi
kelompok yang Bersifat deskriptif,
memiliki ketertarikan mengamati suatu kejadian
yang sama atas dasar sebab-akibat
Menyusun Rencana Penelitian Pemasaran
Merumuskan Masalah
Poin ini sangat krusial agar
kita mengetahui tujuan apa
yang hendak dicari maupun
digapai setelah riset
pemasaran selesai. Rumusan
masalah ini juga nantinya
dapat menjadi patokan kita
untuk terfokus pada masalah
yang ada dan tidak terkecoh
pada hal lain yang mungkin
kita temui saat melakukan
riset.
Menentukan Desain Merancang Metode
Pengumpulan Data
Riset Pemasaran
Adanya desain riset Terdapat 2 jenis data yang
bertujuan untuk mengetahui digunakan dalam penelitian
prosedur apa saja yang akan yaitu data primer dan data
dilakukan nantinya sekunder. Data primer adalah
data yang diambil langsung
sekaligus menjadi parameter
dari lapangan.Sedangkan
saat menarik kesimpulan.
untuk data sekunder
Prosedur yang ada antara sumbernya diambil dari buku,
lain meliputi pengumpulan blog, serta referensi lainnya
data, pengujian hipotesis, yang relevan. Setelah data
melakukan kuesioner atau diperoleh, selanjutnya Anda
pengumpulan data, dan akan mengolah data yang ada
masih banyak lagi. menjadi database 
Menyusun Rencana Penelitian Pemasaran
Mengambil Sampel dan Melakukan Analisis Penyusunan
Mengumpulkan Data dan Interpretasi Data Laporan Riset

Laporan riset adalah hasil akhir

Data yang telah Anda
dari proses riset yang Anda
kumpulkan selanjutnya perlu
lakukan. Laporan riset ini dapat
Anda analisis dan
berupa hasil penelitian,
diinterpretasikan untuk bisa
kesimpulan, ataupun
Ada 2 metode pengambilan memperoleh kesimpulan.
rekomendasi rekomendasi
Mulailah dari editing, coding,
sampel yang dapat penelitian. Nantinya, laporan
tabulasi, analisa statistik, dan
digunakan. Diantaranya riset akan digunakan sebagai
interpretasi data. Hasil analisis
yaitu probability dan non- bahan pertimbangan dalam
dan interpretasi data inilah
probability sampling. mengambil keputusan ataupun
yang nantinya menjadi dasar
menyelesaikan masalah
Anda dalam menyusun laporan
tertentu. Maka, ini langkah
riset. Ini adalah langkah kelima
terakhir untuk menjalankan
dalam melakukan riset
riset pemasaran.
pemasaran.
 Metode Pengambilan Sampel
Probability
Probability sampling adalah metode
pengambilan sampel dengan
mengasumsikan seluruh sampel memiliki
kesempatan yang setara untuk menjadi
objek penelitian. Teknik ini
merupakan teknik pengambilan sampel
penelitian kuantitatif.
Non-probaability
Non-probability sampling adalah lawan dari
probability sampling, jadi pengambilan
sampel dilakukan tidak secara acak.
Maksudnya adalah pengambilan sampel
tidak memberikan kesempatan yang sama
kepada setiap sampel yang dipilih. Teknik
ini biasanya dipilih ketika populasi belum
atau tidak dapat ditentukan secara pasti. 
 Metode Pengambilan Sampel

• Probability
Sampel Acak Sederhana (Simple Random Sampling), yaitu Non-probaability
bila setiap.unit dalam populasi diberi peluang sama untuk
terpilih. Metode ini merupakan metode yang cukup mudah
dan biasa digunakan pada populasi yang memuat
karakteristik unit (unit) bersifat relatif homogen.
Non-probability sampling adalah lawan dari
probability sampling, jadi pengambilan
• Sistimatik Sampling (Systematic Sampling), yaitu suatu
metode pengambilan sampel secara random untuk unit
sampel dilakukan tidak secara acak.
sampel yang pertama dan unit-unit sampel selanjutnya Maksudnya adalah pengambilan sampel
dipilih secara sistematik.
tidak memberikan kesempatan yang sama
• Sampel Acak Berlapis (Stratified Random Sampling), yaitu kepada setiap sampel yang dipilih. Teknik
metode pemilihan sampel dimana berdasarkan suatu
informasi (data) unit-unit di dalam populasi dibuat
ini biasanya dipilih ketika populasi belum
stratifikasi. Diusahakan nilai-nilai unit di dalam suatu atau tidak dapat ditentukan secara pasti. 
kelompok cukup homogen, sedangkan antar lapisan
heterogen. Kemudian dari setiap lapisan yang dibentuk,
dipilih sejumlah sampel secara random.

• Sampel Acak Berkelompok (Cluster Sampling), yaitu

prosedur sampling di mana unit terkecil dalam populasi
merupakan kumpulan dari elemen-elemen. Di dalam
cluster biasanya heterogen namun antar
cluster homogen. Kemudian kita memilih sebuah sampel
yang
anggotanya adalah cluster-cluster sehingga bukan lagi
 Do you need longer text?
Mercury is the closest planet to the
Sun and the smallest one in the entire
Solar System. This planet's name has
nothing to do with the liquid metal,
since Mercury was named after the
Roman messenger god. Despite being
closer to the Sun than Venus, its
temperatures aren't as terribly hot as
that planet’s. Its surface is quite
similar to that of Earth’s Moon, which
means there are a lot of craters and
plains
Speaking of craters, many of them
were named after artists or authors
who made significant contributions to
their respective fields. Mercury takes
a little more than 58 days to complete
its rotation, so try to imagine how
long days must be there! Since the
temperatures are so extreme, albeit
not as extreme as on Venus, and the
solar radiation is so high, Mercury has
been deemed to be non-habitable for
humans
“Pemasaran yang baik membuat perusahaan terlihat
pintar. Pemasaran yang hebat membuat pelanggan
merasa pintar”

Sekian Terimakasih
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 Table of contents
01 02
Name of the section Name of the section
You can describe the topic of the section You can describe the topic of the section
here here

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 01
Name of the section
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Do you know what helps you make your point

crystal clear? Lists like this one:
● They’re simple
● You can organize your ideas clearly
● You’ll never forget to buy milk!
And the most important thing: the audience won’t
miss the point of your presentation
 Here are three important ideas

Mercury Venus Mars

Mercury is the closest Venus has a beautiful name Despite being red, Mars is
planet to the Sun and the and is the second planet actually a cold place. It’s
smallest of them all from the Sun full of iron oxide dust
Divide the content into four ideas

Mars Venus
Mars is actually a very Venus has extremely
cold place high temperatures

Jupiter Saturn
Jupiter is the biggest Saturn is a gas giant and
planet of them all has several rings
 Reviewing concepts is a good idea

Mars Venus Neptune

Despite being red, Mars Venus has extremely Neptune is the farthest
is a cold place high temperatures planet from the Sun

Mercury Saturn Jupiter

Mercury is the closest Saturn is a gas giant Jupiter is the biggest
planet to the Sun with several rings planet of them all
Awesome
words
A picture is worth a
thousand words
A picture always
reinforces
the concept
Images reveal large amounts of data, so
remember: use an image instead of a long
text. Your audience will appreciate it
4,498,300,000
Big numbers catch your audience’s attention
 Let’s use some percentages
25% 50% 75%
Mercury Venus Mars
Mercury is the closest Venus has a beautiful name Despite being red, Mars is
planet to the Sun and the and is the second planet actually a cold place. It’s
smallest of them all from the Sun full of iron oxide dust
 9h 55m 23s
Jupiter’s rotation period

333,000
The Sun’s mass compared to Earth’s

386,000 km
Distance between Earth and the Moon
Computer
mockup
You can replace the image on the screen
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 Tablet mockup
You can replace the image on the screen
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This is a map
Venus
Venus is the second
planet from the Sun

Mercury
Mercury is the closest
planet to the Sun

Mars
Despite being red, Mars
is a very cold place
 A timeline always works well
XXXX XXXX XXXX

Venus Mercury Mars

Venus is the second Mercury is the closest Despite being red, Mars
planet from the Sun planet to the Sun is a very cold place
 Infographics make your idea
understandable

Venus Neptune
Venus is the second Neptune is the farthest
planet from the Sun planet from the Sun

Mercury Mars
Mercury is the closest Despite being red, Mars
planet to the Sun is a very cold place
Tables represent data in a clear way

Mass Diameter Surface gravity

(Earths) (Earths) (Earths)
Mercury 0.06 0.38 0.38

Mars 0.11 0.53 0.38

Saturn 95.2 9.4 1.16

 You can use this graph
Mercury
Mercury is the
smallest planet

Jupiter
Jupiter is the
biggest planet

Follow the link in the graph to modify its data and then
paste the new one here. For more info, click here
 Our teaching team

Sofia Hill John Doe

You can speak a bit about this You can speak a bit about this
person here person here
 Discover the formula

What is the formula for the

volume of each prism?

Write the answer here Write the answer here Write the answer here
 Tell us about it
Can you do this?

True or false True False

Venus is the second planet from the Sun ✔

Mercury is the closest planet to the Sun ✘

Despite being red, Mars is very cold ✔

Neptune is the farthest planet from the Sun ✘

The development of mathematical
reasoning

Multiplicative Proportional Functional

reasoning reasoning reasoning
Venus is the second Mercury is the closest Despite being red,
planet from the Sun planet to the Sun Mars is very cold
 Our learning process
Complete the phases of a learning process

Phase 1 Phase 2 Phase 3

Write here Write here Write here

Venus is the second Mercury is the closest Despite being red, Mars
planet from the Sun planet to the Sun is a very cold place
 Logic connectivity
Connective Meanings Symbols Called
Negation not ～ Tilde

Conjunction and ∧ Hat

Disjunction or ∨ Vel

Conditional If … then … → Arrow

Biconditional If and only if ↔ Double arrow

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