The marketing research proses

By Monica alodia Lysia hanjaya

Materi
Overviewing

process The preliminary stages of the marketing research process The international marketing research process Framing research quoestions in an International environment

of the marketing research

THE PRELIMINARY STAGE OF THE MARKETING RESEARCH PROCESS

Step 1 RESEARCH PURPOSE

Step 2

RESEARCH OBJECTIVE

Step 3 ESTIMATING THE VALUE OF INFORMATION

Overview of the marketing research proses

Why should we do research ? What research should be done ? Is it worth doing the research ?

How should the research be designed to achieve the researcher objective ?

What will we do with the research ?

STEP 1- RESEARCH PURPOSE

1. Problem or opportunity to be studied:

Which problem or opportunities are anticipated ? What is the scope of the problem and the possible reason ?

2. Decision alternatives to be evaluated ?

What are the alternatives being studied ? What are the criteria for choosing among the alternatives ? What is the timing or importance of the decision ?

3. Users of the research result ?

Who are the decision maker ? Are they are covert purpose ?

STEP 2- RESEARCH OBJECTIVE

1.

2.
3.

Research Question Hypothesis Development Research Boundaries

Step 3. Estimating the Value of Information

Nilai

jawaban atas pertanyaan penelitian yang kita dapatkan dari penelitian Ada unsur ketidakpastian
Perkenalan Produk Baru 0,6 Case 1 Tidak Perkenalan 0,4 Sukses $ 4 million

Gagal

$ 1 million

$ 0 million

Perkenalan Produk Baru 0,6 Case 2 Tidak Perkenalan 0,4

Sukses Gagal $ 0 million

$ 4 million - $ 2,5 million

Nilai yang diharapkan dari memperkenalkan produk baru 0,6(4M) + 0,4(-2,5M) = 1,4M

The international marketing research process

Profile your target customers and clients Interiew target segments to assess how well they match your preconceived ideas Hire local researchers who know the costs and methods that are workable in local markets Use a variety of methods Look at the findings and analyze what must be done differently, abroad or internationally

Framing research quoestions in an International environment

Masalah

tidak selalu berlangsung pada kondisi yang sama pada negara berbeda. Masalah tergantung pada perbedaan kondisi sosial ekonomi, perkembangan ekonomi, dan faktor lingkungan makro Rata-rata penyebab kegagalan riset pasar dan bisnis adalah SRC SRC = an unconscious reference to ones own cultural values, experiences and knowledge as a basis for decisions (referensi secara tidak sadar kepada nilai-nilai kultural, pengalaman, dan pengetahuan diri sendiri sebagai dasar keputusan)

 Tujuan

riset pemasaran internasional yang paling banyak adalah analisis peluang pasar asing (foreign market opportunity analysis) Beberapa pertanyaan untuk mencapai tujuan tersebut :

Apakah ada peluang pasar asing terhadap produk perusahaan? Apa faktor utama dari sisi ekonomi, politik, hukum, lingkungan, dan tren dari tiap negara potensial? Apa pasar potensial di negara ini? Strategi apa yang cocok dipgunakan oleh perusahaan?

Terimakasih