kotler13 bab 4
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What constitutes good marketing
research? What are ood metrics for measurin
marketing productivity?
on investment of marketing
How can companies more accurately
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Build-A-Bear
makes the mostentertainment
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sistematik, pengumpulan, analisa, dan
relevan untuk situasi pemasaran yang.
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Types of Marketing Research
yn ca e -
Service CustomSpecialty-
perdagangan (Nielsen
Media Research--
Design study
Report findings)(jasa
varied audiences)
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The Marketing ResearchProcess
Define the roblem
Develop research plan
Collect information
Analyze information
Makedecision
Present findings
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Define the problem (e.g., Will offering an in-flightInternet service create enough incremental
cost?)
Specify decision alternatives (e.g., Should American offer an Internet connection? State research objectives (e.g., types of 1 st class
passengers are likely to use internet?)
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Data Researchources pproac
ResearchInstruments
SamplingPlan
Contact
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Observation --
behavior &/or how cultural processes develop
Focus group discuss topics of interest , , ,
satisfaction -- Experimentation cause and effect
relationshi s
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Qualitative & Quantitative Measures ec no og ca ev ces
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Kuesioner tidak bias Men hindari hal ne atif
Pertanyaan simple Pertanyaan spesifik
Menghindari hipotesis Menghindari kata-kata
Menghindari jargon
Menghindari kata-kata
yang kemungkinansalah dengar
Menghindari kata-kataambi u
jawaban
Menggunakan kategori
yang bermanfaat Memperbolehkan
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memperbaiki jawaban
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In arranging this trip, did you contact American Airlines?
Yes No
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With whom are ou travelin on this tri ?
No one
Spouse
Spouse and children
Children only
us ness assoc a es r en s re a ves An organized tour group
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Question Types Likert Scale
following statement: Small airlines generally givebetter service than lar e ones.
Strongly disagree
sagree
Neither agree nor disagree
Agree
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rong y agree
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Large ....Small
Experienced..Inexperienced
-...
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Question Types Importance Scale
_____ .
Extremely important
Very important
Not very important
Not at all important
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Question Types Rating Scale
_____.
Excellent
Very good
Fair
Poor
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Question Types
How likel are ou to urchase tickets on
American Airlines if in-flight Internet accesswere available?
Definitely buy
Not sure
Probably not buy
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Question Types
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Question Types
when you hear the following? ________________________
American _____________________ Travel ________________________
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Question Types
,
consideration in my decision is:
_____________________________________
_____________________________________ _____________________________________ _____________________________________
_____________________________________ __________________.
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Question Types
.
the exterior and interior of the plane had verybri ht colors. This aroused in me the followinthoughts and feelings. Now complete the story.
_______________________________________ _______________________________________ _______________________________________
_______________________________________ _______________________________________
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_______________________________________
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Question Types c ure mp y a oons
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Question Types Thematic Apperception Test
Make up a story that reflects what you think is happening in this picture.
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Word association words are presented, one at a
time, and res ondents mention the first word that
comes to mind. Projective techniques give people an incompletes mu us an as em o comp e e .
Visualization requires people to create a collagefrom ma azine or drawin to de ict their erce tions
Brand personification ask subjects what kind ofperson they think of when the brand is mentioned.
Laddering series of increasingly more specificwhy questions can reveal consumer motivation andconsumers dee er more abstract oals.
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Shadowingobserving people
Behavior mapping photographingpeople with a space2 or 3 days
Consumer journey keeping track ofinteractions a consumer has with a product, service,
or space
Camera journals ask consumers to keepvisual diaries of activities and impression
related to a product
Extreme user interviewstalking to peopleabout a product and evaluating their experiencewith it
Storytellingprompting people to tellersonal stories about their consumer
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experiences
Unfocusedgroupsinterview a
diverse group of people to explore ideas
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Galvanometers (measure
Exposure to a specific ad or picture)
Subject with an exposure interval and
respondent describes everything he/she recalls)
E e cameras stud res ondentseye movement to see where their eyes
land 1 st and how long, etc.)
u ome ers recor w en s onand the channel)
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,Determine how many billboards a person
may walk or drive by during a day)
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Sample size : How many people should besurveye
Sampling procedure : How should therespondents be chosen?
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Probability - Simple random
Every member of populationhas an equal chance ofselection
Convenience Selects the mostaccessible population
Stratified random Population is divided into
mutually exclusive groupsa e rou s and random
members Judgment
Selects populationsamples are drawn fromeach group
Cluster Po ulation is divided into
prospects for accurateinformation
Quota
mutually exclusive groups(city blocks) and a sample istaken from each group
e ec s an n erv ews aprescribed number ofpeople in each of severalcategories
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Mail Questionnaire
(For people would not givepersonal interviews or whose responses
might be biased or distorted by interviewer)
Telephone Interview(Gather information quickly, however
interview are short and non-personal)
Personal Interview ,
subject to interview bias or distortion)
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Online Interview(Inexpensive, faster, honest, versatile, samples small
and skewed, tech problems and inconsistencies)
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Inexpensive
Small samples
Accuracy of data, Technological
questions Versatilit
Inconsistencies
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