Professional Documents
Culture Documents
MARKETING RESEARCH
An Applied Orientation
Education:
Current Job:
S3: Philosophical Doctor (Ph.D).
in Public Management,
Katholieke Universiteit Leuven Speakers at various seminars and workshops
(KUL), Belgium, 1996 Trainer and Consultant
S2: First Year European Master Lecturer in post graduate program (Unpad,
of Public Administration (EMPA), Unpar, Unpas, LAN-RI)
Erasmus Program (London Chairman of Department of Business
School of Economics Administration, Parahyangan Catholic
Sanerya Hendrawan
Katolieke Universiteit Leuven University (UNPAR)
e-mail: sanerya@home.unpar.ac.id
http://home.unpar.ac.id/~sanerya Universiteit Leiden Universiteit
Rotterdam), 1993
S2: MA in Administrative
Sciences, with specialization on
Business Administration,
University of Indonesia, 1992
S1: Drs in Business
Administration, Parahyangan
Catholic University (UNPAR),
1983
The function that links the consumer, customer, and public to the marketer
through information information used to identify and define marketing
opportunities and problems; generate , refine, and evaluate marketing
actions; monitor marketing performance; and improve understanding of
marketing as a process, Marketing research specifies the information
required to address these issues, design the method for collecting
information, manages and implement the data collection process, analyzes,
and communicates the findings and their implications
N.K. Malhotra
Internal
Internal
Records Marketing
Marketing
Records Decision
System
System Decision
Support
Support
System
System
Marketing
Marketing
Intelligence Data Marketing Mix
Intelligence
System
System
base Planning and
Decisions
Forecasting
Resource
Marketing
Marketing Allocation
Research
Research etc.
System
System
Marketing
Marketing Research
Research
has
hasthree
threeroles:
roles:
Descriptive
Descriptive Predictive
Predictive
Explaining data
Pemantauan kinerja
Implementasi
Penghalusan strategi dan program
Controllable Uncontrollable
Marketing MARKETING RESEARCH Environment
Variables Factors
Product Economy
Pricing Assesing Providing Marketing Technology
Promotion Informantion Information Decision Competition
Distribution Needs Making Laws and Regulations
Social and Cultural
Factors
Political Factors
Marketing Managers
Market Segmentation
Target Market Selection
Marketing Programs
Performance and Control
Marketing Research
Problem Problem
Identification Solving
Research Research
Marketing courses
Statistics and Internet and
quantitative computer
methods skills
MARKETING RESEARCH
SPECIALIST
Information
System 1. Preliminary Planning Stage 2. Research Design
3. Research Implementation
Problem Definition
purpose of study
Relevant background of information
Take into account : Information needded
The use in decision making
Objectives
Theoretical framework
analytical model
Formulate: Research questions
Hypotheses
Factors influencing research design
Personal Interviewing
Home
Mall intercept
Computer assisted
(mail, chatting)
Observation
Line store
Display
Consumers
Editing
Coding
Include activities of: Transcriping
Verifying
Specific research
questions approach
Research design
Address: Data collection
Data analysis procedures
Result and major findings
Client
Marketing Respondent
CODE OF CONDUCT
Researcher
Public
www.aapor.org
www.ama.org
www.amic.com/arf
www.casro.org
Visit www.mra-net.org
www.researchindustry.org
www.esomar.nl
www.marketresearch.org.uk
www.mrsa.com.au
What should be done to increase market share Determine the relative strengths and weakness of
of product the product with respect to competitors
Introduce new product Test likely acceptance of the new product Assess
probable market size and share.
Broad Statement
Specific Components
Tasks Involved
Discussions
with Interviews Secondary Qualitative
Decision With Experts Data Research
Makers Analysis
Analytical Factor
Objective /
Model: Research Influencing
Theoretical Descriptive,
Hypotheses
Questions Research
Fondations Mathematical Design
Objectives
Buyer Behavior
Legal Environment
Economic Environment
Management Problem
What price should we charge for our new product?
Research Problem
What are our costs of production and marketing (COGS)?
What are our pricing objectives and position in the market?
What price does similar types of products sell for?
What is the perceived value of our product in the marketplace?
Are there any norms or conventional practices in the marketplace (e.g.,
customary prices, continual discounting)
Research Objectives
To assess the costs involved in producing and selling our product
To determine corporate objectives and their implications for pricing
To examine current prices for direct and indirect competition
To determine potential customer reaction to various prices and their
perception of the benefits of owning the product
Research Purposes
Decision Alternatives
Problem or opportunity
Research user
Preliminary
Research Objectives planning stage
Research question
hypotheses development
Research boundaries
Estimate Value of
Research Information Research Approach
Exploratory - Descriptive - Causal
Choice of Data Collection Method
Role of Research Supplier
Research Design
Research Tactics
Develop measures of interest
Construct questionaire
Design experiment, sampling plan
Anticipate analysis
Compare cost and timing
Estimates with anticipated values
Data Collection & Analysis
Data collection
Field work
Data processing Research
Data analysis Implementation
Symptom Detection
Research Design
Exploratory Conclusive
Research Research
Design Design
Descriptive Causal
Research Research
Cross-Sectional Longitudinal
Design Design
Single Multiple
Cross-Sectional Cross-Sectional
Design Design
Exploratory Conclusive
Descriptive
Research
Possible Probable
Exploratory Causes Causes
Problem
Research of the
Problem
When little is known
about problem situations
Initial step that should be Causal
Followed by desriptive or
Causal research
Research
Penelitian Deskriptif Dimana sekarang orang membeli Pembeli kelas atas menggunakan
Bagiamana sebaiknya produk baru produk yang sama? toko khusus, dan pembeli kelas
didistribusikan? Apa macam orang yang sekarang menengah menggunakan toserba.
Apa sebaiknya pasar sasaran? membeli produk?
Bagiamana produk dirubah? Apa citra perusahaan sekarang?
Internet
Computerized Databases
Special
Bibliographic Numeric Full-Text Directory Purpose
Databases Databases Databases Databases Databases
Unit of Measurment
Household /
Institutions
Consumers
Identify Better
Formulate an the define Develop
appropiate problem the problem an approach
research design to the problem
Answer certain
Secondary Test some
research Secondary hyphoteses
questions Data
Datahelp
helpYou:
You:
Interprete
Identifying
primary data
the key variables
more insightfully
Published
Secondary Data
Other
Statistical Census Government
Guides Directories Indexes
Data Data Publication
Survey
Survey Methods
Methods
Telephone
Telephone Personal
Personal Mail
Mail Electronic
Electronic
Interviewing
Interviewing Interviewing
Interviewing Interviewing
Interviewing Interviewing
Interviewing
Computer
Computer Computer
Computer
Traditional
Traditional Assisted
Assisted Mall-
Mall- Assissted
Assissted Mail
Mail
In-Home
In-Home Mail
Mail E-Mail
E-Mail Internet
Internet
Telephone
Telephone Telephone
Telephone Intercept
Intercept Personal
Personal Panel
Panel
Interviewing
Interviewing Interviewing
Interviewing
Personal
Personal Interviews
Interviews
Mall
Mall Intercept
Intercept
Telephone
Telephone Interviews
Interviews
Electronic
Electronic mail
mail
Mail
Mail Survey
Survey
Common
Common
Forms
Forms
of
of Survey
Survey Focus
Focus Group
Group
Research
Research
Advantages Disadvantages
Use of
Sample Control of
phisical
Diversity of control data
stimuli
question collection
environment
Flexibility Comparative
Comparative Control of
of data
Evaluation of field force
collection Evaluation of
Survey Methods
Survey Methods
Social Quantity of
desirability data
Perceived Response rate
anonymity
Observation
The recording of behavioral patterns of people,
objects, and events in a systemtic manner
to obtain information about the
phenomenon of interest
Observation
Method
Ability to
observe in Observation
Degree of natural bias
setting Analysis bias
disguise
Comparative
Comparative
Degree of General
Evaluation
Evaluationofof
structure Observation remarks
Observation
Methods
Methods
Concept of Causality
1. Concomitant Variation
the extent to which a cause, X, and an effect, Y, occur
together or vary together in the way predicted by the
hypothesis under consideration
Qualitative or quantitative methods could be used to obtain
evidence pertaining to concomitant variation
Experimental
Design
True Quasi
Preexperimental Statistical
Experimental Experimental
Symbols:
X = The Exposure of a group to an independent variable or event, the effects of which are to be
determined
O = The process of observation or measurement of the dependent variable on the test units or
group of units
R = The Random assignment of test units or groups to separate treatment
EG = Experimental group
CG = Controlled group
It is used when:
the researcher can control when measurements are taken and on whom
there is a lack of control over the scheduling of the treatments and also unable
to uncover test units to the treatments randomly
Treatment Groups
1 Heavy
2 Medium
3 Low
4 None
High B A C
Medium C B A
Low and None A C B
Amount of Humor
Low
Medium
High
Measurement:
Scaling:
Extension of measurement
Creating a continuum on which measured objects are located
Scaling Techniques
Noncomparative
Comparative Scales
Scales
Likert
Semantic
Differential
Stapel
We are going to present you with 6 pairs of shampoo brands. For each pair,
please indicate which one of the two brands of shampoo in the pair you would
prefer for personal use?
Sunsilk 0 1
Clear 1 1
Lifebouy 0 0
Number of times 1 0 2
prefered
Rank the various branch of tootpaste in order of preference. Begin by picking out
The one brand that you like most and assign it a number of 1. Then find the second
most preferred brand and assign it a number 2
Close Up ----------------
Pepsodent ----------------
Ciptadent ----------------
Darlie ----------------
Holdent ----------------
Colgate ----------------
Below are eight attributes of bathing soaps. Please allocate 100 points among the
attributes so that your allocation reflects the relative importance you attach to each
attributes
1. Mildness 8 2 4
2. Lather 2 4 17
3. Shrinkage 3 9 7
4. Price 53 17 9
5. Fragrance 9 0 19
6. Packaging 7 5 9
7. Moisturizing 5 3 20
8. Cleaning power 13 60 15
Tidak
Setuju/ Agak
Sangat Agak Sangat
tidak
setuju setuju Tidak juga Tidak setuju
Tidak setuju setuju
Questionaire?
Sanerya Hen
Determine the content of individual questions
Issue?
Define the issue in terms of who,
Which brand of shampoo what, when, where, why, and way
do you use?
Word?
Use ordinary and unabiguous
Do you think the distribution words
of soft drink is adequate?
Leading or biasing
questions?
Avoid such questions
Do you think that
Indonesians should buy
imported cloth?
Positioning
Spacing
Format
RESULTS
Visit the web site of one of the on-line marketing research firms
(e.g., www.greenfieldonline.com). Locate a current survey and
critically analyze the questionaire using the principle discussed
here
Random
Sample
Error
Frame Error Universe
Sampling Key
KeyTerms
Termsand
and Probability
Error Sample
Concepts
Concepts
Measurement Random
Error Sample
Convenience Non-probability
Sample Sample
Prepare Select
Preliminary Check Clean A Data
Edit Code Transcribe Statistically
Plan of Data Questionaire Data Analysis
Adjust the
Analysis Strategy
Data
Assigning a code
Use a codebook
Univariate
Techniques
Nonparametric Parametric
Statistic Statistics
Two or Two or
One Sample One Sample
more samples more samples
t-test
Chi-square Independent Dependent Independent Dependent
Z-test
Anova Cochran Q
Dependent Interdependent
Techniques Techniques
Discriminant
Analysis
Conjoint
Analysis
1. Frequency Distribution
Look for some figures that diviate from general patterns or from
previous hypotheses and strive for explanations why