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4-1
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter
Chapter
44
Marketing Research
and
Information Systems
The
The Importance
Importance of
of Information
Information
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4-2

Marketing
Environment

Why
Information Competiti
Is on
Customer
Needs Needed

Strategic
Planning
What
What is
is aa Marketing
Marketing
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4-3

Information
Information System
System (MIS)?
(MIS)?
• Terdiri dari orang, peralatan, dan
prosedur untuk mengumpulkan,
menyortir, menganalisis, mengevaluasi
dan mendistribusikan diperlukan,
informasi yang tepat waktu, dan akurat
kepada pengambil keputusan pemasaran.

• Function: Assess, Develop and

Distribute Information.
The
The Marketing
Marketing Information
Information System
System
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Marketing Managers
Marketing Decisions and Communications

Marketing Information System

Distributing Assessing Information

Information Needs
Developing Information

Information Internal
Analysis Data

Marketing Marketing
Research Intelligence

Marketing
MarketingEnvironment
Environment
Functions
Functions of
of aa MIS:
MIS:
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Assessing
Assessing Information
Information Needs
Needs

Melakukan Wawancara dan Tentukan

Informasi Apa yang
Diinginkan, Dibutuhkan, dan Layak didapatkan.

Periksa
Periksa Biaya
Biaya // Manfaat
Manfaat
Monitor
Monitor Lingkungan
Lingkungan untuk
untuk untuk
untuk informasi
informasi yang
yang
Manajer
Manajer Informasi
Informasi diinginkan
diinginkan
Functions
Functions of
of aa MIS:
MIS:
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Developing
Developing Information
Information
Memperoleh
Memperoleh Informasi
Informasi yang
yang Dibutuhkan
Dibutuhkan untuk
untuk
Manajer
Manajer Pemasaran
Pemasaran Dari
Dari Sumber
Sumber Berikut
Berikut

Internal
Internal Data
Data
Pengumpulan
PengumpulanInformasi
Informasidari
dariSumber
SumberData
DataDalam
DalamPerusahaan
Perusahaan
From:
From:Accounting,
Accounting,Sales
SalesForce,
Force,Marketing,
Marketing,Manufacturing,
Manufacturing,Sales
Sales

Marketing
MarketingIntelligence
Intelligence
Pengumpulan
Pengumpulandan
danAnalisis
AnalisisInformasi
InformasiPublik
Publikyang
yangTersedia
Tersediatentang
tentang
Lingkungan
LingkunganPesaing
Pesaingdan
danPemasaran
Pemasaran
From:
From:Employees,
Employees,Suppliers,
Suppliers,Customers,
Customers,
Competitors,
Competitors,Marketing
MarketingResearch
ResearchCompanies
Companies

Marketing
MarketingResearch
Research
Design,
Design,Collection,
Collection,Analysis,
Analysis,and
andReporting
Reportingof
ofData
Dataabout
aboutaa Situation
Situation
Functions
Functions of
of aa MIS:
MIS:
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Distributing
Distributing Information
Information

Information Must be Distributed

to the Right Managers at the Right Time.

Distributes
Distributes Routine
Routine Distributes
Distributes Nonroutine
Nonroutine
Information
Information for
for Information
Information for
for Special
Special
Decision
Decision Making
Making Situations
Situations
The
The Marketing
Marketing Research
Research
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Process
Process

Defining
Defining the
the Problem
Problem and
and the
the Research
Research Objectives
Objectives

Developing
Developing the
the Research
Research Plan
Plan

Implementing
Implementing the
the Research
Research Plan
Plan

Interpreting
Interpreting and
and Reporting
Reporting the
the Findings
Findings
Marketing
Marketing Research
Research Process
Process
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Step
Step 1.
1. Defining
Defining the
the Problem
Problem &
&
Research
Research Objectives
Objectives

Exploratory Mengumpulkan
Mengumpulkaninformasi
informasiawal
awal
Research yang
yangakan
akanmembantu
membantumendefinisikan
mendefinisikan
masalah
masalahdan
danmenyarankan
menyarankanhipotesis.
hipotesis.

Descriptive Menjelaskan
Menjelaskanhal-hal
hal-halseperti
sepertisikap
sikap
Research Konsumen
Konsumendandandemografi
demografi
atau
ataupasar
pasarpotensial
potensialbagi
bagiproduk
produk

Causal Uji
Ujihipotesis
hipotesistentang
tentangpenyebab-
penyebab-
Research dan-efek
dan-efekhubungan.
hubungan.
Marketing
Marketing Research
Research Process
Process
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Step
Step 2.
2. Develop
Develop the
the Research
Research Plan
Plan

Determine
Determine the
the Specific
Specific Information
Information Needed
Needed

Secondary Primary

Informasi
Informasiyang
yang informasi
informasiyang
yangdikumpulkan
dikumpulkan
telah
telahsebelumnya
sebelumnya untuk
untuktujuan
tujuantertentu
tertentu
dikumpulkan.
dikumpulkan. di
ditangan.
tangan.

Both
BothMust
MustBe:
Be:
Relevant
Relevant
Accurate
Accurate
Current
Current
Impartial
Impartial
Primary
Primary Data
Data Collection
Collection Process
Process
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Step
Step 1.
1. Research
Research Approaches
Approaches

Observational
Observational Research
Research
Mengumpulkan
Mengumpulkandatadatadengan
denganmengamati
mengamati
orang,
orang,tindakan
tindakandan
dansituasi
situasi
(Exploratory)
(Exploratory)

Survey
SurveyResearch
Research
Menanyakan
Menanyakanindividu
individutentang
tentang
sikap,
sikap,preferensi
preferensiatau
atau
perilaku
perilakumembeli
membeli
(Descriptive)
(Descriptive)

Experimental
Experimental Research
Research
Menggunakan
Menggunakankelompok
kelompokorang
oranguntuk
untuk
menentukan
menentukanpenyebab-dan-efek
penyebab-dan-efek
hubungan
hubungan
(Causal)
(Causal)
Primary
Primary Data
Data Collection
Collection Process
Process
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Step
Step 2.
2. Contact
Contact Methods
Methods

Contact Methods
Mail Telephone Personal Online
Flexibility Poor Good Excellent Good
Quantity of Good Fair Excellent Good
Data Collected
Control of Excellent Fair Poor Fair
Interviewer
Control of Fair Excellent Fair Poor
Sample
Speed of Data Poor Excellent Good Excellent
Collection
Response Rate Fair Good Good Good
Cost Good Fair Poor Excellent
Primary
Primary Data
Data Collection
Collection Process
Process
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Step
Step 3.
3. Developing
Developing aa Sampling
Sampling Plan
Plan

Probability Who
Whois isto
tobe
Probabilityor
or be
Non-probability surveyed?
surveyed?
Non-probability
sampling?
sampling?
Sample -
representative
segment of the
population

How
Howshould
shouldthe
the How
sample Howmany
many
samplebe
be should
shouldbe
be
chosen?
chosen? surveyed?
surveyed?
Primary
Primary Data
Data Collection
Collection Process
Process
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Step
Step 4.
4. Research
Research Instruments
Instruments

Research
Research Instruments
Instruments

Questionnaire
Questionnaire Mechanical
Mechanical Devices
Devices
••What
What to
to ask?
ask? ••People
People Meters
Meters
•• Form
Form of
of each
each •• Grocery
question? Grocery Scanners
Scanners
question? •• Galvanometer
•• Wording? Galvanometer
Wording? •• Tachistoscope
•• Ordering?
Ordering? Tachistoscope
Marketing
Marketing Research
Research Process
Process
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Step
Step 3.
3. Implementing
Implementing the
the Research
Research Plan
Plan
Collection
Collection
of
of
Data
Data

Processing
Processing
of Research
Research
of
Data
Data Plan
Plan

Analyzing
Analyzing
the
the
Data
Data
Marketing
Marketing Research
Research Process
Process
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Step
Step 4.
4. Interpreting
Interpreting and
and Reporting
Reporting
Findings
Findings

Interpret
Interpret the
the Findings
Findings

Draw
Draw Conclusions
Conclusions

Report
Report to
to Management
Management