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Marketing Research

Rabu,, 2 September 2015


Rabu
(#1 Meeting)
Meeting)

Dosen Pengampu:
Pengampu:
Ir. A. Mukti Soma, MM, Dipl.ITL, CKM
A. Mukti Soma

2
A. Mukti Soma

Dengan menyebut nama Allah Yang Maha Pengasih lagi


Maha Penyayang
1.
Bacalah dengan (menyebut) nama Tuhanmu Yang
menciptakan
menciptakan
2.
Menciptakan manusia dari segumpal darah
darah
3.
Bacalah, dan tuhanmu itu adalah maha mulia
mulia
4.
Dia yang mengajarkan dengan kalam
kalam
5.
Mengajari manusia apaapa-apa yang dia tidak tahu
tahu

A. Mukti Soma

Name

: Ir. A. MUKTI SOMA, MM, Dipl. ITL.CKM

Bachelor Industrial Engineering Bandung Institute of Technology 1991


Master in Finance Management Padjadjaran University Bandung 2001
Post Graduate Diploma in International Tax Law Robert Kennedy College Switzerland 2004
Certified Knowledge Manager - Douglas Connect Basel Switzerland 2008
PhD Program in Finance Management Padjadjaran University (in progress)

Date of Birth
28 December 1966

Trainings / Seminars / Conferences :


Training & Benchmarking on Finance matters in San Fransisco, Denver, New York, Chicago, Los Angeles, Hongkong
& Singapore (1993 2001)
Training on American Depository Receipt Bank of New York 2002
Training on Project Financing London 2004
Training on Data Base Kimball University - New York 2006
Intellectual Capital Congress Netherland 2007
World Knowledge Forum Seoul South Korea 2008
Training & Benchmark on Telecommunication to Optus & Australian Contact Center, Melbourne & Sydney 2009
Benchmarking on Knowledge Management Toyota Motor Co. & Fuji Xerox Tokyo, Japan 2010
Workshop on Business Excellence for Assessor (Asian Productivity Organisation), Nadi, Fiji (Pasific) 2014
Training for Trainer on Total Quality Management (Asian Productivity Organisation), Jakarta 2014

Presenting Papers & Delivering Capita Selecta (General Lecture) at:

University of Stellenbosch Business School Cape Town South Africa 2007


Padjadjaran University Bandung 2007
Institute Teknologi TELKOM Bandung 2007
Universitas Jenderal Ahmad Yani Bandung 2008
Institut Teknologi Sepuluh Nopember Surabaya 2009
Jakarta Consulting Group 2010
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Knowledge Festival 2010 (conducted by Dunamis)
MODERATOR in World Zakat Forum 2010

REFERENSI
1.
2.
3.

Green, P.E., Tull, D.S. and Albaum, G (1993), Research For Marketing
Decisions, 5th edition, Prentice-Hall
Kerlinger, FN.(1994) Foundations of Behavioural Research, 1st edition, Holt,
Rinehart and Winston.
Kottler, Philip & Amstrong, Gary, Principles Of Marketing (14th Edition),
Prentice Hall

A. Mukti Soma

Introduction to
Marketing Research

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I dont know
if we should
enter the
Dayeuh Kolot
Market?

Information
Reduces
Uncertainty

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Berapa Juz Lagi Hafalannya?


Ini lagi-lagi kisah tentang seorang pejabat Orde Baru yang di tahun 1990an mendadak jadi santri mengikuti jejak sang Presiden yang juga
mendadak jadi santri setelah pulang naik haji.
Walhasil, sang pejabat tersebut pun rajin menyambangi sejumlah
pesantren di pelosok tanah air. Suatu saat, pejabat tersebut bersilaturahmi
ke sebuah pesantren Tahfidz Quran (Penghafal Quran). Sang kyai
pesantren pun memperkenalkan sejumlah santrinya kepada pejabat
tersebut.
Ini Ahmad, dia sudah menghafal 20 juz. Dan ini Miftah, dia sudah hafal 30
juz, urai sang kyai memperkenalkan sejumlah santrinya yang berprestasi
kepada pejabat tersebut.
Sang pejabat rupanya kagum kepada Miftah, santri cilik usia 10 tahun
yang sudah mampu menghafal 30 juz Quran. Ia pun bertanya kepada
Miftah, Berapa
Berapa Juz lagi sisa hafalannya
hafalannya?.
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Marketing Research Defined


The systematic and objective process of
generating information for aid in making
marketing decisions

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The Nature of Marketing Research


Marketing research is one of the principal
tools for answering questions because it:
Links the consumer, customer, and public to the
market through information used to identify and
define marketing
Generates, refines, and evaluates marketing
actions
Monitors marketing performance
Underlines the understanding of marketing as a
process
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Marketing research helps you gain


the following insights:
Customers: Who purchases the product or service? Who
are the primary influencers? Is the purchaser different than
the consumer or user of the product or service?
Company: Is your product design effective? What
promotions would help push the product? Is the pricing in
line with customers willingness to pay? What is the best
product placement option? What services or sales support
should you offer?
Competitors: What are your competitors doing in the market
with pricing, product development, promotions, etc.? What
does this mean for your organization?
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Some important best practices


to follow include
include::
1. Ask the right survey questions: This is the essence of project design, and at the
heart of proper planning. Remember that every project is unique and needs to be
tailored to the users needs.
2. Ask questions the right way: Its not enough to simply ask the right survey
questions; you need to ask them in the right way. One often overlooked element is
pre-testing the marketing survey questionnaire. Pre-testing is an effective way to
make sure youre getting the insights that address the questions youre trying to
answer.
3. Ask the right people: Your survey might be rock solid, but its useless without the
right respondents. Make sure you are asking questions only of the people who fit your
particular project.
4. Get answers to questions: The data collection process is core to gathering useful
insights. You can use a variety of techniques to collect data, including email invitations
for online surveys, website intercept surveys and face-to-face focus groups. Choose
the technique that corresponds to your desired goal.
5. Provide insightful analysis: Raw data seldom gives you the full picture. Properly
analyzing the information is essential for turning data into insights, which is what will
move your business forward.
6. Communicate effectively: This seems obvious, but many good projects struggle at
this stage. Its essential to distill a story from the data. Present the data and its
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consequences in a format that is easy
to understand.

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Top 20 questions that research


could help you answer
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.

Who is currently buying your product or service?


What are these people's livesactually like?
Why are other people not buying it?
Who would be interested in buying it in the future?
How many people like this are there?
What general trends are affecting these people's lives at the moment?
Where would people buy your product or service from?
When, where and how would they use or consume it?
Why would they buy it? What need are they wanting to satisfy?
Who is your real competition?
What image do people have of your brand vs your competitors'?
What would be the ideal image for your brand to have?
What do they think about the different aspects of your product or service (name, packaging,
features, advertising, pricing...)?
What improvements could be made to your product or service to meet people's needs even
better?
What is the single most important benefit your brand should be seen to be offering - and why
would people believe this to be true?
How can you best communicate that benefit to the people you're interested in attracting?
What is the right price to charge?
What other new products or services could your brand offer people?
So what is your vision for your brand?
And what would be the best roadmap for getting there?

Written by Richard Brown of Closer To Brands.


Brands.

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The Marketing Research Process


Define the Problem
Develop an Approach to the Problem
Type of Study? Exploratory, Descriptive, Causal?
Mgmt & Research Questions, Hypotheses

Formulate a Research Design


Methodology
Questionnaire Design

Fieldwork
Prepare & Analyze the Data
Prepare & Present the Report
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Marketing Research Types


Basic research
Applied research

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Basic Research
Attempts to expand the limits of
knowledge
Not directly involved in the solution to a
pragmatic problem

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Basic Research Example


Do consumers experience cognitive
dissonance in low-involvement
situations?

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Applied Research
Conducted when a decision must be made
about a specific real-life problem

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Applied Research Example


Should McDonalds add Italian pasta
dinners to its menu?
Marketing research told McDonalds it should
not

Should Procter & Gamble add a highpriced home teeth bleaching kit to its
product line?
Research showed Crest Whitestrips would
sell well at a retail price of $44
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Our favorite
toothbrush color
is BLUE
Only 37% of us are
using one thats
more than six
months old
47 % put water on brush before apply the paste
15 % put water on after the paste
24 % do both
14 % dont wet the brush at all

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Lever Brothers Co.


uncovered the fact that
79% of women said they
didnt trust their
husbands to do the
laundry

Scientific Method
The analysis and interpretation of empirical evidence
(facts from observation or experimentation) to confirm or
disprove prior conceptions
Scientific Method is a formalized research procedures
that can be characterized as logical, objective,
systematic, reliable, valid, impersonal, and ongoing.

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Using Marketing Research


We can use Marketing Research to:
Identify & Evaluate Opportunities
Analyze Market Segments
Select Target Markets
Plan & Implement Marketing Mixes
Analyze Marketing Performance
Performance Monitoring Research
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Identifying and Evaluating


Opportunities
Examples
Mattel Toys investigates desires for play
experiences
Home cooking is on the decline. Purchase of
precooked home replacement meals is on
the rise.
Number of investors trading stock on the
Internet is growing.
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Analyze Market Segments and Select


Target Markets
Examples
Cadillac investigates buyers demographic
characteristics
MTV, monitoring demographic trends, learns the
Hispanic audience is growing rapidly
Sears learns women, age 25-54 with average
household income of $38,000, are core customers.
Targets this market with "The Good Life at a Great
Price. Guaranteed. Sears."
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Plan and Implement


a Marketing Mix
Price: Safeway does a competitive pricing analysis
Place of Distribution: Caterpillar Tractor Co.
investigates dealer service program.
Product: Oreo conducts taste test, Oreo cookie vs.
Chips Ahoy
Promotion: How many consumers recall the Life
Tastes Good. Coca Cola! slogan?
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Analyze Marketing Performance


This years market share is compared to
last years.
Did brand image change after new
advertising?

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Performance-monitoring Research

Research that regularly provides feedback for


evaluation and control
Indicates things are or are not going as
planned
Research may be required to explain why
something went wrong
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Determining When to Conduct Marketing


Research

Time constraints
Availability of data
Nature of the decision
Benefits versus costs
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Determining When to Conduct


Marketing Research
Time Constraints

Availability of Data

Is sufficient
time
available?

Information
already on
hand
inadequate?

No

Yes

No

Nature of the Decision

Yes

Is the
decision of
strategic
or tactical
importance?

Yes

No

Do Not Conduct Marketing Research

Benefits vs. Costs

Does the
information Yes
value
exceed the
research cost?
No

Conduct
Marketing
Research

Potential Value of a Marketing Research


Effort Should Exceed Its Estimated Costs
Costs
Value
Decreased certainty
Increased
likelihood of a
correct decision
Improved marketing
performance and
resulting higher
profits

Research
expenditures
Delay of marketing
decision and possible
disclosure of
information to rivals
Possible erroneous
research results

ALWAYS Remember
Marketing Research is a tool.
It assists marketing managers in their
decision making.

IT IS NOT A REPLACEMENT FOR


MANAGERIAL JUDGEMENT!!

The Internet
is Transforming Society

Time is collapsing.
Distance is no longer an obstacle.
Crossing oceans is only a mouse click away.
People are connected 24 hours a day, seven days a
week.
"Instantaneous" has a new meaning.

Di dalam AlAl-Quran Allah telah menjamin kemuliaan orang yang berilmu. Sebagaimana dinyatakan dalam
surat AlAl-Mujadilah ayat 11:
Hai orang-orang yang beriman, apabila dikatakan kepadamu: berilah kelapangan di dalam
majelis, maka lapangkanlah, niscaya Allah akan memberi kelapangan untukmu. Dan apabila
dikatakan: berdirilah kamu, maka berdirilah, niscaya Allah akan mengangkat derajat orangorang yang beriman diantara kamu dan orang-orang yang berilmu pengetahuan beberapa
derajat. Dan Allah Maha Mengetahui apa yang kamu kerjakan.

Sabda Rasulullah SAW, yang artinya:


Barangsiapa yang menghendaki kebahagiaan di dunia, hendaklah berilmu.
Barangsiapa yang menghendaki kebahagiaan di akhirat, hendaklah berilmu.
Barangsiapa yang menghendaki keduanya, hendaklah berilmu.

Hendaknya kita mengukur ilmu bukan dari tumpukan buku yang kita habiskan. Bukan dari tumpukan
naskah yang kita hasilkan.
hasilkan. Bukan juga dari penatnya mulut dalam diskusi tak putus yang kita jalani.
jalani. Tapi dari
amal yang keluar dari setiap desah napas kita
Wallahu alam bishowab
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Musykillah. ?
Syukran ..

soma@telkom.co.id
022 70702552
0811 2245599
FB: A.Mukti Soma
Twitter @muktisoma
@muktisoma
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It aint the things we dont


know that gets us in trouble.
Its the things we know that
aint so.
Artemus Ward
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