Marketing

Research
Definisi

 Serangkaian proses yang menghubungkan

konsumen, pelangggan, atau pengguna akhir
pada pemasar melalui informasi
 Informasi riset diperoleh dari observasi langsung
ke konsumen, survei, interview, dan dari sumber
resmi (seperti data demografis).
 Tujuan:
 menemukan kebutuhan sesungguhnya dan
memenuhinya dengan cara yang tepat dan
efektif
 Mengidentifikasi bagaimana perubahan elemen
dari marketing mix berdampak pada prilaku
konsumen.
Definition of Marketing 3
Research
 American Marketing Association
MR is the systematic gathering,
recording and analyzing of data
about problems related to the
marketing of goods & services
 Philip Kotler
MR is the systematic design, collection,
analysis & reporting of data & findings
relevant to a specific marketing
situation facing the company

It may be relevant to add the word “continuous”

to the above definitions
Purpose
 The Ten Most Common Market
Research Activities
Directly
Activity Percentage of companies doing relevant to
activity* NPD

Determination of market characteristics 97

Measurement of market potential 97

Market share analysis 97

Sales analysis 92
Studies of business trends 91
Short range forecasting 89
Competitive product studies 87
Long range forecasting 87

Pricing studies 83

Testing existing products 80

* based on research activities of 599 companies in the US

Top 10 market research
activities
Market Measurement 18%
New Product development/concept testing 14%
Ad or brand awareness monitoring/tracking 13%
Customer Satisfaction (inc Mystery Shopping) 10%
Usage and Attitude Studies 7%
Media Research & evaluation 6%
Advertising developing and pre-testing 5%
Social Surveys for central/local government 4%
Brand/corporate reputation 4%
Omnibus Studies 3%
Advantages of Marketing 7
Research
 Helps focus attention on objectives
 Aidsforecasting, planning and
strategic development
 Mayhelp to reduce risk of new
product development
 Communicates image, vision, etc.
 Globalisation
makes market
information valuable
Disadvantages of 8
Marketing Research
 Information only as good as the
methodology used
 Can be inaccurate or unreliable
 Results may not be what the business
wants to hear!
 May stifle initiative and ‘gut feeling’
 Always a problem that we may never
know enough to be sure!
 Terbagi atas:
 1. Market Research: identifikasi pada satu market
spesifik
 2. Product Research: identifikasi pada satu
kebutuhan dan karakteristik produk atau jasa
yang dapat memenuhinya
 3. Consumer Research: identifikasi pada
preferensi, motivasi, dan prilaku pembelian pada
target customer.
 Market research, which includes social and
opinion research, is the systematic gathering and
interpretation of information about individuals or
organizations using statistical and analytical
methods and techniques of the applied social
sciences to gain insight or support decision
making
Scope of MR 11

 Consumers of products & services

Buyer behaviour, Influencers, Buying habits,
Incentives
 Product & product design
Pricing, Sourcing, Physical attributes
 Distribution Channels
Performance, Dealer Satisfaction, Own vs Multi-
brand
 Advertising Impact
Image, Positioning, Media Planning, Message
Content & Prioritizing
 Macro Level Phenomenon
Govt spending. Mood of the Industry, State of
Economy
Types of Market Research

By Source By Methodology By Objectives

- Primary - Qualitative - Exploratory

- Secondary - Quantitative - Descriptive
- Causal
(or experimental)
Primary research

Primary research involves finding out new, first-hand information.

This is called primary data.

Methods of primary research include:

 Questionnaires
 Focus groups
 Observation
Primary research

Benefits Drawbacks
•Directly relevant to the •Time consuming
business
•Often expensive
•Up-to-date data
obtained •Results may be
misleading if the sample
•Competitors do not size is too small, questions
have access to the are unclear or there is
findings interviewer bias
Secondary research

Secondary research involves gathering existing information. This

is called secondary data.

Sources of secondary data include:

 Market research reports
 Trade journals
 Government statistics
 Sales and customer records
Secondary research
Benefits Drawbacks

•Often quick and easy to •Data may not be

collect reliable or up-to-date

•A wide range of •May not be totally

secondary data is relevant
available, especially on
the internet •May not be in a form
that is easily interpreted
and analysed
Quantitative research

 Quantitative market research involves finding numerical data

 Quantitative data is generally collected from large samples
and is easy to analyse
 Methods of collecting quantitative data include written and
online questionnaires
Qualitative research

 Qualitative research involves finding out opinions, attitudes

and feelings
 Often more useful than quantitative data but is more difficult
to collect and analyse
 Methods of collecting qualitative data include focus groups &
in-depth interviews
 Types of Market Research: By
Objective

• Exploratory Preliminary data needed to develop an idea

further. Eg outline concepts, gather insights,
formulate hypotheses

• Descriptive Describe an element of an ideas precisely. Eg

who is the target market, how large is it, how
will it develop
• Causal Test a cause and effect relationship, e.g. price
elasticity. Done through experiment
Types of Market Research: By
Methodology
Qualitative Quantitative
Type of Question Probing Simple
Sample Size Small Large
Information per respondent High Low(ish)
Questioner’s skill High Low(ish)
Analyst’s skill High High
Type of analysis Subjective, Objective,
Interpretative Statistical
Ability to replicate Low High
Areas probed Attitudes Choices
Feelings Frequency
Motivations Demographics
Benefits of Qualitative Market
Research
Benefit Comment/Example

Cheaper Smaller sample size

Probes in-depth motivations Allows managers to observe (through

and feelings one way mirror) ‘real’ consumer
reaction to the issue - e.g. comments
and associations (e.g. Levis) regarding
a new product fresh from the labs

Often useful precursor Gives the research department a low

to quantitative research cost and timely sense of which
issues to probe in quantitative
research
 The Market Research Process

1. Defining the 2. Developing 3. Collecting 4. Analysing 5. Presenting

problem and the research the the the findings
objectives plan information information

Steps
Distinguish between Decide on Information is Statistical Overall conclusions
the research type - budget collected manipulation of to be presented
needed e.g. according to the data collected rather than
- data sources
the plan (N.B. (e.g. regression) overwhelming
- exploratory - research or subjective
approaches it is often done statistical
- descriptive analysis of focus methodologies
- research by external
- causal firms) groups
instruments
- sampling plan
- contact methods

Comments
If a problem is The plan needs This phase is Significant Can take various
vaguely defined, to be decided the most costly difference in forms:
the results can upfront but and the most type of analysis - oral presentation
have little flexible enough liable to error according to
- written conclusions
bearing on the to incorporate whether market supported by analysis
key issues changes/ research is
iterations quantitative or - data tables
qualitative
MR Procedure 23

 Seven inter-related steps

1. Specifying research objectives
2. Preparing a list of needed information
3. Designing the data collection project
4. Selecting a sample type
5. Determining sample size
6. Organizing & carrying out the field work
7. Analyzing the collected data & report the
findings
 SWOT is a written analysis of the Strengths,
Weaknesses, Opportunities and Threats to a
business entity.
 Not only should a SWOT be used in the creation
stage of the company but could also be used
throughout the life of the company.
 A SWOT may also be written up for the
competition to understand how to develop the
marketing and product mixes.
Sampling

Sampling is the method of choosing a smaller, representative

group of respondents with which to conduct research
instead of the whole population.
Sampling reduces the cost and time to carry out research.
Careful sampling can provide reliable data about the
population.
Sampling methods
Random sampling
Everyone in the population has an equal chance of being chosen to
be in the sample.

Quota sampling
People in the sample are chosen to reflect the proportions of
different groups in the target market e.g. 80% over 60s, 20%
under 60s when researching the market for mobility aids.

Stratified sampling
The appropriate market segment is first selected, for example,
married men, then the sample is randomly selected from this
segment.
Sampling methods
Cluster sampling
This uses random sampling from a specific area or cluster e.g.
tourist towns when researching leisure hotels.

Convenience sampling
This simply means using a sample of willing volunteers. This
method often results in bias and may only produce small samples.

Systematic sampling
Every nth person is selected from a list of the population. This can
be costly if the sample is widespread.
Reliability of sampling

The larger the sample size, the more reliable it is likely to be.
However, larger samples incur greater costs.
A 95% confidence level is usually expected when conducting
research. This means that findings are likely to be correct 19
times out of 20.
Research Design 29

 Data Collection Method

 Secondary Data
 Primary Data
 Observation
 Survey (Most widely used)
 Experimentation
 Specific Research Instruments
Camera, Tape, People Meter, Tally Sheet, Questionnaire
 Sampling Plan
 Who is to be surveyed? Sampling unit
 How many? Sample size
 How are they to be selected? Sampling Procedure
 How are they to be reached? Sampling Media
Data Analysis 30

 Done in two phases

 Classification of raw data
 Quantitative vs Qualitative
 Chronological, Geographical, Demographic
 Summarizing the data
 Frequency distribution, Mean, Median, Mode, Range,
Variance, Standard Deviation
 Data Analysis Methods – Four classes
Data Analysis……….Contd. 31

 Analytical Methods – Four classes:

 Tests of Significance :Sampling Statistics,
Chi Square Analysis & Analysis of Variance
 Explaining Observed difference I: Cross
Tabulation, Correlation & Regression
 Explaining Observed difference II: Linear
Discriminant Analysis & Automatic
Interaction Detector
 Identifying Interdependencies: Cluster,
Factor & Conjoint Analysis