Presentasi sedang didownload. Silahkan tunggu

Presentasi sedang didownload. Silahkan tunggu

Marketing Research Marketing Research Problem. “The formulation of the problem is often more essential than its solution.” Albert Einstein “The formulation.

Presentasi serupa


Presentasi berjudul: "Marketing Research Marketing Research Problem. “The formulation of the problem is often more essential than its solution.” Albert Einstein “The formulation."— Transcript presentasi:

1 Marketing Research Marketing Research Problem

2 “The formulation of the problem is often more essential than its solution.” Albert Einstein “The formulation of the problem is often more essential than its solution.” Albert Einstein

3 MENDEFINISIKAN PROBLEM DALAM MARKETING RESEARCH : PERUMUSAN PROBLEM : A broad statement of the general problem and identification of the specific components Of the marketing research problem Inadequate problem definition is leading cause of failure of marketing research project. Wasting Money, Effort, and Time

4 Problem! 1.A question raised for inquiry, consideration or solution 2.An intricate unsettled question 1.A question raised for inquiry, consideration or solution 2.An intricate unsettled question Source: Webster’s 7 th New Collegiate Dictionary

5 What do we do with Problems?  Ignore them  Talk about them  Try to solve them  Ignore them  Talk about them  Try to solve them

6 Symptoms Can Be Confusing Twenty-year-old neighborhood swimming association:  Membership has been declining for years.  New water park -residents prefer the expensive water park????  Demographic changes: Children have grown up Twenty-year-old neighborhood swimming association:  Membership has been declining for years.  New water park -residents prefer the expensive water park????  Demographic changes: Children have grown up

7 Problem Definition OrganizationSymptoms Based on Symptom True Problem Twenty-year-old neighborhood swimming association in a major city. Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago. Neighborhood residents prefer the expensive water park and have negative image of swimming pool. Demographic changes: Children in this 20- year-old neighborhood have grown up. Older residents no longer swim anywhere.

8 Bussines Problem dan Research Problem  Masalah bisnis merupakan persoalan yang dihadapi manajemen untuk diselesaikan (management Decision Problem). Dalam pemasaran, seringkali kata “masalah” dan “peluang” merupakan dua hal yang saling menggantikan.  Masalah bisnis perlu diselesaikan dengan pengambilan keputusan. Dibutuhkan informasi tertentu dalam keputusan.  Informasi yang diperlukan seringkali tidak dimilki dan menjadi pertanyaan bagi si pengambil keputusan. Research problem.  Masalah bisnis merupakan persoalan yang dihadapi manajemen untuk diselesaikan (management Decision Problem). Dalam pemasaran, seringkali kata “masalah” dan “peluang” merupakan dua hal yang saling menggantikan.  Masalah bisnis perlu diselesaikan dengan pengambilan keputusan. Dibutuhkan informasi tertentu dalam keputusan.  Informasi yang diperlukan seringkali tidak dimilki dan menjadi pertanyaan bagi si pengambil keputusan. Research problem.

9 Busines Problem Vs Reserch Problem. Busines Problem Apakah produk baru perlu diluncurkan ? Apakah perlu memperhatikan posisi/penempatan iklan ? Apakah harga perlu dirubah ? Busines Problem Apakah produk baru perlu diluncurkan ? Apakah perlu memperhatikan posisi/penempatan iklan ? Apakah harga perlu dirubah ? Research Problem Atribut produk apakah yang lebih disukai pelanggan ? Bagaimana persepsi pelanggan tentang produk saat ini ? Apakah terdapat perbedaan Brand recall pada posisi iklan yang berbeda ? Bagaimana persepsi pelanggan mengenai harga ?

10 MANAGEMENT DECISION PROBLEM AND MARKETING RESEARCH PROBLEM ? Mgt Decision Problem -Focus on Simpton -Action Oriented Tindakan apa yang perlu dilakukan ? Mgt Decision Problem -Focus on Simpton -Action Oriented Tindakan apa yang perlu dilakukan ? Mrktg Research Problem -Focus on Causes. -Data Oriented Informasi apa yang dibutuhkan dan bagaimana mendapatkannya ?

11 MANAGEMENT DECISION PROBLEM AND MARKETING RESEARCH PROBLEM ? Problems Opportunities Marketing Research Problem Managerial Viewpoint Marketing Research Perspective Marketing Research Problem What Information is needed How it can best be obtained What the DM needs to do Management Decision Problem

12 THE PROBLEM DEFINITION PROCESS:

13 CASES : TOKO SERBA ADA MANAGEMENT DECISION PROBLEM AND MARKETING RESEARCH PROBLEM DM : Kepemimpinan Toko kami di bidang toko serba ada menurun saat ini R : Dari mana anda tahu ? DM : Penjualan Kami turun terus R : Kenapa Anda meyakini bahwa kepemimpinan toko ini sedang menurun? DM: Itu yang saya ingin tahu! R : Bagaimana dengan persaingan ? DM: Kami melebihi pesaing pada beberapa faktor, ya memang ada juga beberapa faktor yang lemah R : Bagaimana dengan pelanggan? DM: Ada yang setia, tapi ada juga yang tidak :

14 MANAGEMENT DECISION PROBLEM MARKETING RESEARCH PROBLEM : Tentukan Kekuatan dan kelemahan Toko X dibanding pesaing Bagaimana mengembalikan kepemimpinan kami di bidang toko serba ada

15 CASES : Chi-Chi’s Mexican Resto MARKETING RESEARCH PROBLEM Chi-Chi’s adalah Resto Mexican yang baru dibuka di Jakarta Selama beroperasi setahun terakhir ini, mengalami kesulitan Menarik minat pembeli. MARKETING RESEARCH PROBLEM : Kelemahan Chi-Chi’s di pasar. Issue apa yang perlu dibahas : 1.Kondisi ekonomi masyarakat ? 2.Bagaimana Peta persaingan resto di daerah tersebut? 3.Faktor apa yang membuat pelanggan tertarik pada resto selain Chi-Chi’s Persepsi Masyarakat : Bawa Uang masyarakat keluar COMMUNITY DEVELOPMENT PROJECT

16 ENVIRONMENTAL CONTEXT OF THE PROBLEM BACKGROUND TO MARKETING RESEARCH PROBLEM :

17 PAST INFORMATION AND TASK : Sales, market share, profitability, technology, Population, demographics, life style in Industry and Firm Levels RESOURCES AND CONSTRAINTS: Cost, Time, Fund and Research Skill OBJECTIVE : 1.The Organizational Objectives 2.The Personal Objectives of DM Organizational Politics, Power ! BUYER BEHAVIOUR : Demographics, Geographical, Psychological Characteristics, Habit, Attitude, Consumption LEGAL ENVIRONMENTAL: Public policies, laws, government agencies, pressure groups : Patent, Trademark, royalties, trade agreement, taxes, tariffs ECONOMIC ENVIRONMENTAL : Purchasing Power, Gross Income, Disposable Income, Discretionary Income, Price, Saving, Credit availability, etc MARKETING AND TECHNOLOGICAL SKILLS:

18 DISCUSSION WITH DECISION MAKERS : PROBLEM AUDIT 1.The history of the problem 2.Alternative courses availability to the DM 3.The acceptance criteria 4.Suggested actions from Previous Findings 5.Information needed by the DM 6.The Manner in which the DM will use the information 7.Corporate Culture

19 DEVELOPING AN APPROACH TO THE PROBLEM:

20 DEVELOPING RESEARCH QUESTIONS AND HYPOTHESES :

21 CASES : TOKO SERBA ADA MARKETING RESEARCH PROBLEM : Tentukan Kekuatan dan kelemahan Toko X dibanding pesaing SECARA SPESIFIK, INFORMASI DIDAPAT JIKA RESEARCH MENGEMBANGKAN QUESTIONS SEBAGAI BERIKUT : 1.Kriteria apa yang dipakai konsumen dalam memilih toserba ? 2.Bagaimana konsumen melakukan penilaian terhadap Toko X dan yang lainnya dengan menggunakan kriteria di atas? 3.Toko yang mana yang menjadi pilihan utama customer dalam berbelanja beberapa kategori produk tertentu ? 4. Berapa Market Share Toko X dalam beberapa kategori produk? 5. Bagaimana profil customer secara demografic dan psychographic? Samakah profil tersebut dengan Customer toko lainnya? 6.Bagaimana hubungan Karakteristik Customer, Penilaian yang dilakukannya, Preference dan Kepemimpinan di bidang toko serba ada?

22 NoResearch Questions Hypotesis (Variabel (sub) yang dapat dihipotesiskan) 1 Kriteria customer dalam memilih toko 2 Persaingan 3 Toko Pilihan konsumen dalam berbelanja 4Market Share 5 Demographic, psychographic Kualitas barang dagangan, Jenis dan ragam Barang dagangan, Kebijakan Retur, Pelayanan, Harga, Lokasi, Layout, Kebijakan Kredit Sikap Konsumen terhadap 9 toko lain kategori produk tertentu : Pakaian wanita, pakaian olah raga wanita, pakaian dalam, pakaian pria, sepatu, popok bayi, kosmetik, pakaian anak Total Jual Toko di daerah tsb, nilai jual toko tsb Income, expenditure, pendidikan, Loyalty, Credit card, belanja+makan, CASES : TOKO SERBA ADA DEVELOPING RESEARCH QUESTIONS


Download ppt "Marketing Research Marketing Research Problem. “The formulation of the problem is often more essential than its solution.” Albert Einstein “The formulation."

Presentasi serupa


Iklan oleh Google