introduction to marketing research · the consumer, the customer, and public to the marketer...

Introduction to Marketing Research Week 01

Dr. W. Rofianto

The American Marketing Association (AMA) redefined

Marketing Research as:

The function that links

the consumer, the customer, and public to the marketer

through Information

Redefining Marketing Research

Redefining Marketing Research

Used to identify and define

market opportunities and

problems

Generate, refine, and

evaluate marketing

performance

Improve understanding of

marketing as a process

Monitor marketing

performance

Marketing research is the systematic and objective

identification

collection

analysis of

dissemination

use

For the purpose of improving decision making related to:

identification and

solution of problems and opportunities in marketing.

Definition of Marketing Research

Controllable

Marketing

• Product

• Pricing

• Promotion

• Distribution

Variables

MarketingResearch

Marketing Managers

• Market Segmentation

• Performance & Control

• Target Market Selection

• Marketing Programs

Uncontrollable

Environmental

Factors

• Economy

• Technology

• Laws & Regulations

• Social & Cultural Factors

• Political Factors

• Consumers

• Employees

• Shareholders

• Suppliers

Customer Groups

The Role of Marketing Research

Assessing Information Needs

Providing Information

Marketing Decision Making

Marketing Research

A Classification of Marketing Research

Segmentation Research

Product Research

Pricing Research

Promotion Research

Distribution Research

Market Potential Research

Market Share Research

Market Characteristics Research

Sales Analysis Research

Forecasting Research

Business Trends Research

Problem

Identification Research

Problem-Solving

Research

Step 1: Problem Definition

Step 2: Development of an Approach to the Problem

Step 3: Research Design Formulation

Step 4: Field Work or Data Collection

Step 5: Data Preparation and Analysis

Step 6: Report Preparation and Presentation

Marketing Research Process

Components of the

Research Questions

Hypotheses

Objective/

Theoretical

Framework

Analytical

Model

Marketing Research Problem

Development of Research Questions and Hypotheses

In verbal models, the variables and their relationships are

stated in prose form. Such models may be mere

restatements of the main tenets of a theory.

An analytical model is a set of variables

and their interrelationships designed to represent,

in whole or in part, some real system or process.

“improvement in service quality can enhance customer loyalty”

Models

Graphical models are visual. They are used to isolate

variables and to suggest directions of relationships but are

not designed to provide numerical results.

SERVQUAL

Graphical Models

Brand

Loyalty

Customer

Satisfaction

=

+=n

iii xaay

10

aa i,

0

Where

y = degree of preference

= model parameters to be estimated

statistically

Mathematical models explicitly specify the relationships

among variables, usually in equation form.

Research questions (RQs) are refined statements of the

specific components of the problem.

A hypothesis (H) is an unproven statement or

proposition about a factor or phenomenon that is of

interest to the researcher. Often, a hypothesis is a

possible answer to the research question.

Research Questions and Hypotheses

RQ1 Does Service performance has a positive impact toward customer

satisfaction?

H1 Service performance positively related toward satisfaction

BAB I PENDAHULUAN

1.1 Latar belakang

1.2 Masalah Penelitian

1.3 Ruang Lingkup Penelitian

1.4 Tujuan Penelitian

1.5 Manfaat Penelitian

1.6 Sistematika Penulisan

BAB II LANDASAN TEORI

2.1 Tinjauan Pustaka

2.2 Rerangka Pemikiran

2.3 Model Penelitian

BAB IV ANALISIS DAN PEMBAHASAN

4.1 Gambaran Umum Objek Penelitian

4.2 Pembahasan Hasil Penelitian

4.3 Implikasi Manajerial

BAB III METODE PENELITIAN

3.1 Tipe dan Objek Penelitian

3.2 Metode Pengumpulan Data

3.3 Operasionalisasi Variabel

3.4 Metode Analisis Data

BAB V PENUTUP

5.1 Kesimpulan

5.2 Saran

Outline Penulisan Ilmiah

Exercise : MR14_01_Name_Name

1. Find any marketing scientific article (on international

journals) of your interest.

2. Send the article to rofianto@gmail.com at the latest on

Saturday, 6th September 2014.

3. Discuss in class with other colleagues in the following week.