MM6033 - Applied Marketing Research Prawira Fajarindra Belgiawan REZA ASHARI NASUTION, PH.D. Ketua KK BSM (2006-2009; 2017 – sekarang) Pembimbing S1, S2 dan S3 (co-promotor) https://scholar.google.co.id/citations?user =xHfz8HMAAAAJ&hl=id https://www.scopus.com/authid/detail.uri ?authorId=24476878500 www.sbm.itb.ac.id/reza TOPIK RISET Digital Business Model and Ecosystem Digital Readiness Measurement Omni Channel Strategy Digital Business Transformation Digital customer experience PRAWIRA FAJARINDRA BELGIAWAN, PH.D. Faculty member Pembimbing S1, S2 dan S3 (co-promotor) https://scholar.google.co.id/citations?user =gn1SLhUAAAAJ&hl=id https://www.scopus.com/authid/detail.uri ?authorId=55856813000 http://www.sbm.itb.ac.id/fajarbelgiawan TOPIK RISET Consumer Acceptance and Travel Behavior in New transportation system Transportation system planning Marketing Modelling International Business Learning Goals and Objectives LEARNING GOAL LEARNING OBJECTIVES LG 1: Integrative Thinking 1. Identify and analyze central problems of a business case 2. Construct multiple perspectives that integrate different factors or aspects, other related business functions and relevant contextual information 3. Create recommendation based on the constructed perspectives and the company’s strategic objectives 1. Identify global issues that may affect the industry (Global Intellectual Capital) LG 6: Global awareness COURSE LG/LO (MM6033) Description of Course Objective This course is for Young Professional class with the learning goals as follows: 1. To teach students about formulation and structure of marketing problems and concepts of developing and providing information for decision making purposes 2. To teach students about the marketing research, qualitative and quantitative that should be undertaken, 3. To develop team work and communication skills and leadership which is required to run marketing research activities 4. To build students’ skills in gather, analyze qualitative and quantitative marketing research data and develop effective solutions for decision making based on the results of conducted marketing research. The structure and Learning Outcomes Learning Outcomes No 1 2 3 4 5 6 7 8 9 10 Learning Outcomes Students will be able to understand the role of marketing research in marketing and decision making Student will be able to define the marketing research problem and develop an approach Students will be able to understand three basic types of research designs, namely exploratory, descriptive, and causal in the context of marketing research Students will be able to understand the procedure to conduct Exploratory research design and to plan exploratory research design Students will be able to experience in conducting the real exploratory research activities Students will be able to understand the procedure to conduct descriptive research design and to plan descriptive research design Students will be able to experience in conducting the real descriptive research activities Student will be able to apply right statistical procedure in using statistical tools for the collected data Student will be able to analyze the results from the statistical tools Student will be able give recommendation for decision making and managerial implication Course LG/LO 1.1 6.1 1.2 1.2 1.2 1.2 1.2 1.3 1.3 1.3 Assessment Method ASSESSMENT TASK DUE DATE Quiz Individual class participation Individual Exam Group Research Proposal Group Final Project All week All week Week 9 & 14 Week 9 Week 14 Grade A AB B BC C D E WEIGHTING/ MARKED OUT OF 10%/ 100 20%/ 100 30%/ 100 20%/ 100 20%/ 100 LEARNING OUTCOMES 1, 2, 3, 4, 6 1, 2, 3, 4, 6 1, 2, 3, 4, 6 5, 7, 8, 9, 10 5, 7, 8, 9, 10 Score Score > 85 80 < Score <85 75 < Score <80 70 < Score <75 65 < Score <70 55 < Score <65 45 < Score <55 How to succeed? 1.Allocate sufficient time for self preparation 2.Discuss concepts and cases with their syndicate 3.Elaborate practical cases, Live research and project seriously 4.Contribute actively in the class Reading Materials 1. Malhotra, Naresh K, 2007, Marketing Research; An Applied Orientation, Fifth Edition, Pearson International Edition 2. Joseph F Hair, Rolph E Anderson, Ronald L Thatam William C Black, “ Multivariate Data Analysis”, Prentice Hall, Inc, Fifth Edition, 2006. 3. SPSS Book Marketing Research AMA: function that links the consumer, customer, and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitoring marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages, and implements the data collection process, analyzes the results, and communicates the findings and their implications Marketing Research (Maholtra) The systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing Marketing Research Classification Marketing Research Problem Identification Research • • • • • • • Market Potential Research Market Share Research Image Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research Problem-Solving Research • • • • • Segmentation Research Product Research Pricing Research Promotion Research Distribution Research Marketing Research Process 1. Problem Definition 2. Development of an Approach to the Problem 3. Research Design Formulation 4. Fieldwork or Data Collection 5. Data Preparation and Analysis 6. Report Preparation and Presentation Case Study: Burke The Role of Marketing Research in Marketing Decision Making Customer Groups • Consumers • Employees • Shareholders • Suppliers Controllable Marketing Variables • Product • Pricing • Promotion • Distribution Marketing Research Assessing Information Needs Providing Information Marketing Decision Making Marketing Managers • Market Segmentation • Target Market Selection • Marketing Programs • Performance and Control Uncontrollable Environmental Factors • Economy • Technology • Competition • Laws and Regulations • Social and Cultural Factors • Political Factors Power Decisions Methodology Marketing Research and Competitive Intelligence Competitive Intelligence: - - The process of enhancing marketplace competitiveness through a greater understanding of a firm’s competitors and the competitive environment. It involves the legal collection and analysis of information regarding the capabilities, vulnerabilities, and intentions of business competitors, conducted by using information database and other “open source” and through ethical marketing research inquiry. The Decision to Conduct Marketing Research • The decision should be guided by a number of considerations: • The costs versus the benefits • The resources available to conduct the research • The resources available to implement the research findings • Management’s attitude toward research The Role of Marketing Research in MIS and DSS • Marketing Information System (MIS): • A formalized set of procedure for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis • Decision Support System (DSS): • Information system that enable decision makers to interact directly with both databases and analysis models. The important components of a DSS include hardware and a communication network, database, model base, software base, and the DSS user (decision maker) The Role of Marketing Research in MIS and DSS MIS • Structured Problems • Use of Reports • Rigid Structure • Information Displayed Restricted • Can Improve Decision Making by Clarifying Raw Data DSS • Unstructured Problems • Use of Models • User-Friendly Interaction • Adaptability • Can Improve Decision Making by Using “Whatif” Analysis International Marketing Research • • • Conducting international marketing research, foreign research, or multinational research is much more complex than domestic marketing research The environment prevailing in the countries, cultural units, or international markets that are being researched influences the way the six steps should be performed. Despite the complexity involved, international marketing research is expected to grow at a faster rate than domestic research. Case Study: Fast Food Ethics in Marketing Research • • • • The profit motive may occasionally cause researchers or clients to compromise the objectivity professionalism associated with the marketing research process There are four stakeholders of marketing research (Researcher, Client, Respondents, Public) Ethical issues arise when the interest of these stakeholders are in conflict and when one or more of the stakeholders are lacking in their responsibilities. Ethical issues are best resolved by the stakeholders behaving honorably. Compare the Ethical Guidelines for Marketing Research • • • CASRO: The Council of American Survey Research Organization. http://ethics.iit.edu/ecodes/node/3785 MRA: Marketing Research Association. https://www.insightsassociation.org/sites/default/files/misc_files/mra_code.pdf ESOMAR: European Society for Opinion and Marketing Research. https://www.esomar.org/uploads/public/knowledge-and-standards/codes-andguidelines/ICCESOMAR_Code_English_.pdf Questions: 1. Which organizations has the most stringed set of guidelines? 2. Which organization’s ethical guidelines are the most complete? 3. What is missing from the guidelines of all three organizations
