MARKETING RESEARCH

Kuliah Kedua
The marketing Research Process

Uus MD Fadli

FE UNSIKA
2010
 KULIAH KEDUA

THE MARKETING RESEARCH PROCESS

MARKETING PLANNING AND INFORMATION SYSTEM
Planning System Information System
Strategic Plans Tactical Plans Databases DSS

1. AGREE ON RESEARCH PROCESS

Problem or Opportunities Decisions alternatives Research User

2. ESTABLISH RESEARCH OBCTIVES

Research Question Hypotheses Boundaries of Study

3. ESTIMATE VALUE INFORMATION

Is Benefit > Cost Not Dont Conduct MR

Yes (Continue)

4. DECISION THE RESEARCH

Choose among alternative Specialty the Design the Design the
research approach sampling plan experiment questioner

5. COLLECT THE DATA

6. PREPARE AND ANALYSIZE THE DATA
7. REPORT THE RESEARCH AND PROVIDES STRATEGIC RECOMENDATION
 THE RESEARCH DESIGN PROCESS
Planning System Information System

Research Purpose
Decision Alternatives Problem or Opportunities Research User
Preliminary
Planning Research Objectives
Stage Research Questioner Hypothesis Development Research Boundaries
Estimate Value of Research Information

Research Approach
Explanatory Descriptive Causal
Choice of data collection method
Research Secondary and Qualitative Survey Experiments Role Project Raw data
Design Standardized data Methods of Research supplier Design collection
Research Tactics
Develop Measure Construct Design design Anticipate
Of interest Questioner experiment Sampling Plan analysis

Compare Cost and Timing Estimate With Anticipated Value

Terminated Revised
Process
Implementation Data Collection and Analysis
Data Collection Field Work Data processing Data Analysis Interpretation
Conclusion and Recommendation
 THE RESEARCH DESIGN PROCESS
Planning System Information System

Research Purpose
Decision Alternatives Problem or Opportunities Research User
Preliminary
Planning Research Objectives
Stage Research Questioner Hypothesis Development Research Boundaries
Estimate Value of Research Information

Research Approach
Explanatory Descriptive Causal
Choice of data collection method Role of Research supplier
Research Secondary and Qualitative Survey Experiments Project Raw data
Design Standardized data Methods Design collection
Research Tactics
Develop Measure Construct Design design Anticipate
Of interest Questioner experiment Sampling Plan analysis

Compare Cost and Timing Estimate With Anticipated Value

Terminated Revised
Process
Implementation Data Collection and Analysis
Data Collection Field Work Data processing Data Analysis Interpretation
Conclusion and Recommendation
TERIMA KASIH