Pertemuan Kedua Problem Formulation Matakuliah : MN J0412/ Riset Pemasaran Tahun : 2007 Versi : Pertemuan Kedua Problem Formulation

Mahasiswa mampu merumuskan masalah menurut kebutuhan. Learning Outcomes Pada akhir pertemuan ini, diharapkan mahasiswa akan mampu : Mahasiswa mampu merumuskan masalah menurut kebutuhan.

Materi 1: The Problem Formulation Process Outline Materi Materi 1: The Problem Formulation Process Materi 2: The Research Proposal Materi 3: Research to Avoid Materi 4: Choosing and Using a Research Supplier

1. The Problem Formulation Process Meet with Client Clarify the Problem/Opportunity State the Manager’s Decision Problem Develop Possible Research Problems Select Research Problem to be Addressed Prepare Research Request Agreement

Develop package for a new product Examples of the Relationship Between Decision Problems and Research Problems Decision Problems Research Problems Develop package for a new product Increase store traffic Increase market penetration through the opening of new stores Decide which merchandise will be available for purchase over the Internet Evaluate alternative package designs Measure current image of the store Evaluate prospective locations Determine consumers’ confidence in purchasing different categories of products unseen

Problem Formulation 2. The Research Proposal Tentative project title Statement of the problem Define and delimit the problem Outline Method and data sources Sample design Data Collection forms Personnel requirements Phase of the study with a time schedule Analysis plans Cost estimate for doing the study

Problem Formulation 3. Research to Avoid Etika dalam Riset Pemasaran Kerangka Kerja Etis Hubungan antara Periset dan Peserta Riset Hubungan Periset dan Klien Hubungan Periset dan Tim Riset

Problem Formulation 4. Choosing and Using a Research Supplier Keuntungan menggunakan perusahaan riset. Kapan riset itu diperlukan Pemilihan perusahaan riset yang cocok Evaluasi proposal Membentuk hubungan kemitraan jangka panjang

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