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Dosen Pengampu:
Pengampu:
Ir. A. Mukti Soma, MM, Dipl.ITL, CKM
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A. Mukti Soma
A. Mukti Soma
Name
Date of Birth
28 December 1966
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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Fieldwork
Prepare & Analyze the Data
Prepare & Present the Report
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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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Applied Research
Conducted when a decision must be made
about a specific real-life problem
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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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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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Performance-monitoring Research
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Time constraints
Availability of data
Nature of the decision
Benefits versus costs
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Availability of Data
Is sufficient
time
available?
Information
already on
hand
inadequate?
No
Yes
No
Yes
Is the
decision of
strategic
or tactical
importance?
Yes
No
Does the
information Yes
value
exceed the
research cost?
No
Conduct
Marketing
Research
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.
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.
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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