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Riset Pemasaran-Non Maholtra-Marketing Information System-Kul 1

This document provides an introduction to marketing research and information systems. It defines marketing research as the systematic and objective process of identifying, collecting, analyzing, and disseminating information to assist management in decision-making. An important part of marketing is understanding customer needs and the factors in the marketing environment like competition. Marketing research provides organizations with the information they need for strategic and tactical planning. It also introduces the concept of a marketing information system which gathers and distributes data to marketing decision makers. The marketing research process involves defining the problem, developing an approach, creating a research plan, collecting data, and reporting findings.

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Adi Raharjo
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85 views10 pages

Riset Pemasaran-Non Maholtra-Marketing Information System-Kul 1

This document provides an introduction to marketing research and information systems. It defines marketing research as the systematic and objective process of identifying, collecting, analyzing, and disseminating information to assist management in decision-making. An important part of marketing is understanding customer needs and the factors in the marketing environment like competition. Marketing research provides organizations with the information they need for strategic and tactical planning. It also introduces the concept of a marketing information system which gathers and distributes data to marketing decision makers. The marketing research process involves defining the problem, developing an approach, creating a research plan, collecting data, and reporting findings.

Uploaded by

Adi Raharjo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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PRINCIPLES OF MARKETING

Eighth Edition
Philip Kotler and Gary Armstrong
INTRODUCTION TO MARKETING
RESEARCH
Marketing Research
and
Information Systems
Nature of Marketing Research
• The emphasis in marketing is on the
identification and satisfaction of customer
needs.
• It is neeed information about customers
(how they will respond the products and
other marketing offering), competitors, and
other forces in market places.
• Information plays important role
The Importance of Information

Marketing
Environment

Why
Information Competition
Customer Is
Needs Needed

Strategic and tactical


Planning
Marketing Research and Marketing Information system

What is a Marketing
Information System (MIS)?

• Consists of people, equipment, and procedures to gather,


sort, analyze, evaluate and distribute needed, timely, and
accurate information to marketing decision makers.

• Function: Assess, Develop and Distribute Information.


Figure 1.3 A Typology of Business Decision Making
Definition of Marketing Research

The task of marketing research is to assess the


information needs and provide management with
relevant, accurate, reliable, valid, and current
information.

Marketing Research (MR) is the systematic and


objective identification, collection, analysis, and
dissemination of information for the purpose of
assisting management in decision- making related
to the identification and solution of problems and
opportunities in marketing.
What is underlying from the definition
• Marketing research is information oriented:
identification, collection, analysis, and
dissemination of information
• Marketing research is systematic: requires
systematic planning  methodological
procedures.
• Marketing research is objective: provides unbias
and accurate information.
Classification of MR

1. Problem Identification 2. Problem Solving Research


Research
 Identifies problems not yet  Used once the problem has
apparent been identified

 Often undertaken for survival  Used in making decisions to


and long term growth of the solve problems
company
Several Topics of Marketing Research

Business trends research


Market characteristics research
Market potential research
Market share research
Image research
Sales analysis research
The Marketing Research
Process
Defining the Problem and the Research Objectives

Developing Approach to The Problem (theoretical framework,


research question, model, and hypotheses)

Developing Research Plan (design, method,


instruments,population and sample, technique of analyisis)

Data Collection

Interpreting and Reporting the Findings

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