CONDUCTING MARKETING

RESEARCH

PEMASARAN - WEEK 3
Dosen: Citra Kusuma Dewi, Ph.D
 CHAPTER QUESTIONS

1. What is the scope of marketing research?

2. What steps are involved in conducting good
marketing research?
3. Measuring Marketing Productivity

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1. SCOPE OF MARKETING
RESEARCH
WHAT IS MARKETING RESEARCH?

Marketing research is the systematic design, collection,

analysis, and reporting of data and findings relevant to a
specific marketing situation facing the company

../Video/Why Market Research is Important.mp4

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 IMPORTANCE OF WHO DOES MARKETING
MARKETING INSIGHTS RESEARCH
Marketing insights provide diagnostic
• Engaging students or professors to design
information about how and why we observe
and carry out projects
certain effects in the marketplace and what to
• Using the internet
means to marketers
• Checking out rival
• Tapping into marketing partner expertise
Good marketing insights “Walmart”
• Tapping into employee creativity and
• Functional benefit: Offers low price
wisdom
• Emotional benefit: Make me feel like a
smart shopper

”Save Money, Live Better”

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 Define the Problem

Develop the Research Plan

2. THE MARKETING
RESEARCH PROCESS Collect the Information

Analyze the Information

Present the Findings

Make the Decision

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 STEP 1: DEFINE THE PROBLEM

• Define the problem Type of research:

• Specify decision alternatives • Exploratory
• State research objectives Identify the problem and to suggest
possible solutions
• Descriptive
To quantify demand,
• Causal
Test a cause-and-effect relationship. 7
STEP 2: DEVELOP THE RESEARCH
PLAN

Data Research
Sources Approach

Research Sampling
Instruments Plan

Contact
Methods 8
 A. DATA SOURCES

Internal External
Secondary Data
(Already Exists)

Primary Data
(Freshly Gathered
For A Specific Purpose)

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B. RESEARCH APPROACHES

Observation

Ethnographic

Focus Group

Survey

Behavioral Data

Experimentation 10
FOCUS GROUPS

A focus group is a gathering of 6 to 10

people carefully selected by
researchers based on certain
demographic, psychographic, or other
considerations and brought together to
discuss various topics of interest at
length

../Video/New smartphone product

testing- funny focus groups.mp4

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 C. RESEARCH INSTRUMENTS

Questionnaires Qualitative Measures

• A questionnaires consists of a set of For gauging consumers opinions
questions presented to respondents. because consumers’ actions don’t
• The most common instrument used always match their answers to survey
to collect primary data questions.

• Open end vs Close End

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QUESTION TYPES – CLOSE END QUESTIONS
DICHOTOMOUS

In arranging this trip, did you contact American

Airlines?
 Yes  No

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 QUESTION TYPES – CLOSE END
MULTIPLE CHOICE

With whom are you traveling on this trip?

 No one
 Spouse
 Spouse and children
 Children only
 Business associates/friends/relatives
 An organized tour group
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 QUESTION TYPES – CLOSE END
LIKERT SCALE

Indicate your level of agreement with the following

statement: Small airlines generally give better
service than large ones.
 Strongly disagree
 Disagree
 Neither agree nor disagree
 Agree
 Strongly agree
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 QUESTION TYPES – CLOSE END
SEMANTIC DIFFERENTIAL

American Airlines
Large ………………………………...…….Small
Experienced………………….….Inexperienced
Modern……………………….…..Old-fashioned

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 QUESTION TYPES – CLOSE END
IMPORTANCE SCALE

Airline food service is _____ to me.

 Extremely important
 Very important
 Somewhat important
 Not very important
 Not at all important

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 QUESTION TYPES – CLOSE END
RATING SCALE

American Airlines’ food service is _____.

 Excellent
 Very good
 Good
 Fair
 Poor

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 QUESTION TYPES – CLOSE END
INTENTION TO BUY SCALE

How likely are you to purchase tickets on

American Airlines if in-flight Internet access
were available?
 Definitely buy
 Probably buy
 Not sure
 Probably not buy
 Definitely not buy
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 QUESTION TYPES – OPEN END
COMPLETELY UNSTRUCTURED

What is your opinion of American Airlines?

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 QUESTION TYPES – OPEN END
WORD ASSOCIATION

What is the first word that comes to your mind

when you hear the following?
Airline ________________________
American _____________________
Travel ________________________

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 QUESTION TYPES – OPEN END
SENTENCE COMPLETION

When I choose an airline, the most important

consideration in my decision is:
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
_____________________________________
__________________.
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 QUESTION TYPES – OPEN END
STORY COMPLETION

“I flew American a few days ago. I noticed

that the exterior and interior of the plane had
very bright colors. This aroused in me the
following thoughts and feelings.” Now
complete the story.
____________________________________
____________________________________
____________________________________
____________________________________
_______________________________
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 Sampling unit:
Who is to be surveyed?

Sample size:
D. SAMPLING
How many people should be
PLAN surveyed?

Sampling procedure:
How should the respondents
be chosen?

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 E. CONTACT METHODS

Mail Questionnaire

Telephone
Interview

Personal
Interview

Online
Interview 25
 PROS AND CONS OF
ONLINE RESEARCH

ADVANTAGES DISADVANTAGES
• Inexpensive • Skewed samples
• Fast • Technological problems
• Accuracy of data • Inconsistencies
• Versatility

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STEP 3. COLLECT THE INFORMATION

• This phase is generally the most expensive and

error-prone
• Some respondents will be away from home, offline
or otherwise inaccessible. Others will refuse to
cooperate or will give biased or dishonest answers.

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STEP 4. ANALYZE THE INFORMATION

• Extract findings by tabulating the data and

developing summary measures
• The researchers now compute averages and
measures of dispersion, apply some statistical
techniques, test different hypotheses and theories
etc

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 STEP 5. PRESENT THE FINDINGS

• Researchers are increasingly asked to play a

proactive, consulting role in translating data and
information into insights and recommendation for
management

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STEP 6. MAKE THE DECISION

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III. MEASURING
MARKETING
PRODUCTIVITY
 WHAT ARE
MARKETING
METRICS?

Marketing metrics are the set

of measures that helps
marketers quantify, compare,
and interpret marketing
performance.

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 SAMPLE MARKETING METRICS

External Internal

• Awareness • Awareness of goals

• Market share • Commitment to goals
• Relative price • Active support
• Number of complaints • Resource adequacy

• Customer satisfaction • Staffing levels

• Desire to learn
• Distribution
• Willingness to change
• Total number of customers
• Freedom to fail
• Loyalty
• Autonomy 33
 TUGAS WEEK 3: RISET PEMASARAN

• Tugas Individu
• Cari artikel riset pemasaran pada internet
• Buat resume artikel riset pemasaran yang telah dibaca (sesuai dengan
tahapan PROSES RISET PEMASARAN)
• Cantumkan pula alamat web dari artikel yang dijadikan rujukan.
• Submit tugas dalam bentuk pdf
• Maksimal dikumpulkan Selasa, 29 September 2020 Jam 23.59 WIB.

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