Riset Pemasaran - Marketing Research Process

Summary

This video script discusses the marketing research process, covering topics like the impact of external factors on marketing research, the evolution of research methods with technology, and the differences between marketing decision-makers and researchers. It also outlines the steps in a research proposal and the importance of transforming data into actionable knowledge. The script uses a case study of Hotel XYZ to illustrate the application of research in decision-making, focusing on whether reducing the quality of towels and bedding can improve profits.

Takeaways

• 📚 The class focuses on marketing research and its process, discussing the impact of factors on market research.
• 🔍 The course distinguishes between exploratory, descriptive, and causal research designs.
• 🌐 External environmental analysis is crucial for businesses, including factors like political, economic, social, technological, legal, and environmental aspects.
• 📈 Technology is a significant external factor that has shifted marketing from traditional to digital, affecting consumer expectations for more personalized experiences.
• 📊 Secondary data, such as social media engagement, is increasingly important for decision-making in marketing research.
• 🚫 Gatekeeper technologies challenge marketers to find creative ways to reach respondents, as traditional methods like telemarketing are often blocked or ignored.
• 🌟 Marketers must be creative to engage consumers, offering incentives like giveaways in exchange for participation in surveys or research.
• 🌎 Technology has removed geographical barriers, allowing brands to expand globally, but also introduces challenges related to language and cultural differences.
• 🤖 AI is being used in marketing research to identify unhappy customers, demonstrating the integration of advanced technology in understanding consumer behavior.
• 📊 The marketing research process involves 11 steps, from identifying information needs to preparing and presenting the final report, emphasizing the importance of turning data into actionable insights.

Q & A

What is the main topic discussed in the class?

The main topic discussed in the class is the marketing research process.

What are the factors that influence marketing research?

Factors influencing marketing research include the external environment such as political, economic, social, technological, legal, and environmental aspects.

How does technology impact marketing research?

Technology has shifted marketing research from traditional methods to digital, emphasizing analysis of secondary data like social media interactions.

What is the role of secondary data in marketing research?

Secondary data plays a significant role in informing business strategies and decision-making, providing insights from social media metrics and other sources.

What is the difference between marketing decision-makers and marketing researchers?

Marketing decision-makers are typically result-oriented, focusing on sales and market position, whereas marketing researchers are more analytical, exploring data and causes behind market trends.

Why might a company not conduct marketing research?

A company might not conduct marketing research due to lack of resources, time constraints, or if the cost of research exceeds its potential value.

What are the steps involved in the marketing research process?

The marketing research process involves 11 steps: identifying information needs, defining research questions, specifying research objectives, selecting a research design, developing a sampling design, choosing measurement instruments, designing data collection methods, collecting and preparing data, analyzing data, and preparing and presenting the final report.

What is the importance of transforming data into knowledge in marketing research?

Transforming data into knowledge is crucial as it turns raw data into actionable insights that can guide strategic decisions and improve business outcomes.

What is the scenario presented in the hotel XYZ case study?

Hotel XYZ is facing financial issues, and the CFO suggests cutting back on quality towels and bedding to reduce costs and improve profits, but the CEO requests market research before making a decision.

How are the guests divided in the market research conducted for Hotel XYZ?

The guests are divided into two groups: first-time customers and repeat customers, with 440 guests in each group, making a total of 880 participants.

What is the significance of the research question in the Hotel XYZ case study?

The research question aims to determine whether cutting back on the quality of towels and bedding is a primary solution for increasing profits and reducing costs.