marketing and consumer researchachamad.staff.ipb.ac.id/wp-content/plugins/as-pdf...aaker, kumar, day...
TRANSCRIPT
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Marketing and Consumer ResearchDoctoral Program in Business - School of Business-Bogor Agricultural UniversityMarketing and Consumer Research Class
GARIS-GARIS BESAR PROGRAM PEMBELAJARAN (GBPP)
Mata Kuliah : Riset Pemasaran dan Konsumen SKS/Kode : 3 (tiga) / DMB Dosen: Prof Dr Ir Ujang Sumarwan, MSc Dr Ir Budi Suharjo Prof Dr Ir Agus W Suhadi
Buku Teks Utama
1. Aaker, Kumar, Day and Leone. Tenth Edition Marketing Research2. Sumarwan, U. 2015. Perilaku Konsumen: Teori dan Penerapannya
dalam Pemasaran. Edisi 2 Cetakan 3 (download ppthttp://sumarwan.staff.ipb.ac.id/perilaku-konsumen-teori-dan-penerapannya-dalam-pemasaran/)
3. Download Rencana Pembelajaran Satu Semester (RPSS) Riset Pemasaran danKonsumen
4. Experimental Design
No
KOMPETENSIKHUSUS
POKOKBAHASAN
SUB POKOK BAHASAN DAFTAR PUSTAKA
1. Mahasiswa dapat
1. MenjelaskanMarket Research:BusinessIntelligence andMarketingIntelligence 2. Menjelaskan
page 1 / 44
ADecisionMaking
Perspective on
Market Research:Business Intelligenceand MarketingIntelligence
Role of MarketingResearch in ManagerialDecision Making
Aaker, Kumar, Dayand LeoneTenth EditionMarketingResearchChapter 1. A Decision
Making Perspective on Marketing
Intelligence
2. Mahasiswamampumenjelaskan
a. Peran datadalam penelitian b. Ciri-ciri datayang berkualitas
MaknaData
Peran Data dalamPenelitian
Ciri-ciri Data yangBerkualitas
Aaker, Kumar, Dayand LeoneTenth EditionMarketingResearchChapter 2.
MarketingResearch inPractice
3.. mahasiswa dapat
a. Latarbelakangpenelitian b. merumuskanmasalah
page 1 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Role of MarketingResearch inManagerialDecision Making 3. MenjelaskanEthics inMarketingResearch
MarketingIntelligence
Ethics in MarketingResearch
c. Berbagaisumber data
Berbagai Sumber data c. MembuatPertanyaanPenelitian d. menetapkantujuan suatupenelitian serta e. memastikaninformasi apayang akandihasilkan sertadata apa yangdibutuhkan.
RumusanMasalah
page 2 / 44
Perumusan latarbelakang Tata cara Perumusanmasalah Perumusan PertanyaanPenelitian Perumusan TujuanPenelitian
Aaker, Kumar, Dayand LeoneTenth EditionMarketingResearchChapter 3. TheMarketing ResearchProcess
4
Mahasiswa dapat
1. MenjelaskanSources ofSecondary Data 2. Menjelaskan
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
DanTujuanPenelitian
page 3 / 44
Classification ofComputer-retrievable Databases 3. MenjelaskanAppraisingSecondarySources 4. MenjelaskanSources ofSecondary Datafor InternationalMarketingResearch 5. MenjelaskanProblemsAssociated withSecondary Data inInternationalResearch
6. MenjealaskanGrowth ofStandardizedSources 7. MenjelaskanMedia RelatedStandardizedSources 8. MenjelaskanApplications ofStandardizedData Sources Seconda
rySourcesofMarketing Data
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Dan
StandardizedSourcesofMarketing Data
page 4 / 44
Sources of SecondaryData
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Classification ofComputer-retrievableDatabases
Appraising SecondarySources
Sources of SecondaryData for InternationalMarketing Research
Problems Associatedwith Secondary Data inInternational Research
Growth of StandardizedSources
Media RelatedStandardized Sources
Applications ofStandardized DataSources
page 5 / 44
Aaker, Kumar, Dayand Leone
Tenth Edition
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
MarketingResearch
Chapter 5 Secondary Sourcesof Marketing Data
Chapter Six
StandardizedSources ofMarketing Data
page 6 / 44
5
Mahasiswa dapat
1. MenjelaskanInternet – Uses &Usage
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
2. MembandingkanOnlineAdvertisements
3. MemilihPrimary Researchon the Internet
4. MenggunakanSecondaryResearch on theInternet
5. MenjelaskanThe Internet &MarketingResearchDevelopments
MarketingResearch on TheInternet
page 7 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
page 8 / 44
Internet – Uses & Usage
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Online Advertisements
Primary Research onthe Internet
Secondary Research onthe Internet
The Internet &Marketing ResearchDevelopments
page 9 / 44
Aaker, Kumar, Dayand Leone
Tenth Edition
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
MarketingResearch
Chapter 7. MarketingResearch on TheInternet
page 10 / 44
6
Mahasiswa dapat
1. MenjelaskanPhases in New
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Product Research
2. MelakukanProductEvaluation AndDevelopment
3. MenjelaskanPricing Research
4. MenjelaskanDistributionResearch
5. MenjelaskanAdvertisingResearch
6. MenjelaskanSales PromotionResearch
TraditionalApplications ofMarketing
page 11 / 44
Phases in New ProductResearch
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Intelligence
page 12 / 44
Product Evaluation AndDevelopment
Pricing Research
Distribution Research
Advertising Research
Sales PromotionResearch
Aaker, Kumar, Dayand Leone
Tenth Edition
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
MarketingResearch
Chapter 24. TraditionalApplications ofMarketingIntelligence
page 13 / 44
7
Mahasiswa dapat
1. Menjelaskan
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
AssessingCompetitiveAdvantage
2. MengukurBrand Equity
3. MenganalisisCustomerSatisfactionResearch
4. MerumuskanTotal QualityManagement
5. MelaksanakanBenchmarking
6. MenjelaskanBuyer Centricity
ContemporaryApplications ofMarketin
page 14 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
gIntelligence
page 15 / 44
Assessing CompetitiveAdvantage
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Brand Equity
Customer SatisfactionResearch
Total QualityManagement
Benchmarking
Buyer Centricity
page 16 / 44
Aaker, Kumar, Dayand Leone
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Tenth Edition
MarketingResearch
Chapter 25 ContemporaryApplications ofMarketingIntelligence
page 17 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
8 Mahasiswa dapat
1. MenjelaskanThe Need forDatabases
2. MenjelaskanE-Commerce
3. MenjelaskanRelationshipMarketing
EmergingApplications of
page 18 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
MarketingIntelligence:DatabaseMarketing andRelationshipMarketing
page 19 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
The Need for Databases
E-Commerce
Relationship Marketing
page 20 / 44
Aaker, Kumar, Dayand Leone
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Tenth Edition
MarketingResearch
Chapter 26. EmergingApplications ofMarketingIntelligence:DatabaseMarketing andRelationshipMarketing
page 21 / 44
9 Mahasiswamampumenjelaskan:
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
a. Teori dankonsep tentangmotivasi,kepribadian,konsep diri(self-concept),prosespengolahaninformasi, prosesbelajar, danpengetahuankonsumen.
b. Metodepengukurantentang motivasi,kepribadian,konsep diri(self-concept),prosespengolahaninformasi, prosesbelajar, danpengetahuankonsumen
c. Aplikasiberbagai alat ukurmotivasi,kepribadian,konsep diri(self-concept),prosespengolahaninformasi, prosesbelajar, danpengetahuankonsumen, danmetodeanalisisnya
PengaruhFaktorInternal
page 22 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
TerhadapKeputusanKonsumen
page 23 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
1. Teori, konsep,pengukuran dan metode analisisMotivasi Konsumen
2. Teori, konsep,pengukuran dan metode analisisKepribadian Konsumen
3. Teori, konsep,pengukuran dan metode analisis Konsepdiri Konsumen
4. Teori, konsep,pengukuran dan metode analisis ProsesPengolahan InformasiKonsumen
5. Teori, konsep,pengukuran dan metode analisis ProsesBelajar Konsumen
6. Teori, konsep,pengukuran dan metode analisisPengetahuan Konsumen
page 24 / 44
Sumarwan, U. 2015.Perilaku Konsumen:Teori dan
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Penerapannya dalamPemasaran. Edisi 2Cetakan 3
Bab 2. Motivasi DanKebutuhan 23
Bab 3. Kepribadian37Bab 4. Konsep Diridan Pola Konsumsi61Bab 5. PengolahanInformasi DanPersepsi Konsumen95Bab 6. ProsesBelajar Konsumen117
Bab 7.PengetahuanKonsumen 147
page 25 / 44
10 Mahasiswamampu
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
page 26 / 44
menjelaskan:
d. Teori dankonsep tentangSikap, Budaya,Demografi danSosial Ekonomi ,Keluarga danRumah TanggaKonsumen
e. Metodepengukurantentang Sikap,Budaya,Demografi danSosial Ekonomi ,Keluarga danRumah TanggaKonsumen
f. Aplikasiberbagai alat ukurSikap, Budaya,Demografi danSosial Ekonomi ,Keluarga danRumah TanggaKonsumen, danmetodeanalisisnya
PengaruhFaktor
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
InternaldanEksternalterhadapKeputusanKonsumen
page 27 / 44
7. Teori, konsep,pengukuran dan
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
metode analisis SikapKonsumen
8. Teori, konsep,pengukuran dan metode analisis BudayaKonsumen
9. Teori, konsep,pengukuran dan metode analisisDemografi, Ekonomidan Sosial Konsumen
10. Teori, konsep,pengukuran dan metode analisisKeluarga dan RumahTangga konsumen
11. Riset PengaruhAgama TerhadapPerilaku Konsumen
12. Riset PengaruhTeknologi TerhadapPerilaku Konsumen
page 28 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Sumarwan, U. 2015.Perilaku Konsumen:Teori danPenerapannya dalamPemasaran. Edisi 2Cetakan 3
Bab 8. SikapKonsumen 165
Bab 9. PengaruhAgama TerhadapPerilaku Konsumen197Bab 10. Budaya 227
Bab 11.KarakteristikDemografi, Sosial,dan EkonomiKonsumen 251Bab 12. KeluargaDan Rumah Tangga277
Bab 15. PengaruhTeknologi TerhadapPerilaku Konsumen341
page 29 / 44
Mahasiswa
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
11 mampumenjelaskan:
g. Teori dankonsep tentangKelompok Acuan,Situasi danlingkungan,Proses KeputusanKonsumen
h. Metodepengukurantentang KelompokAcuan, Situasidan lingkungan,Proses KeputusanKonsumen
i. Aplikasiberbagai alat ukurKelompok Acuan,Situasi danlingkungan,Proses KeputusanKonsumen, danmetodeanalisisnya
Pengaruh
page 30 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
FaktorEksternaldanProsesKeputusanKonsumen
page 31 / 44
13. Teori, konsep,
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
pengukuran dan metode analisisKelompok AcuanKonsumen
14. Teori, konsep,pengukuran dan metode analisis Situasidan LingkunganKonsumen
15. Teori, konsep,pengukuran dan metode analisis ProsesKeputusan Konsumen 1:Pengenalan Kebutuhan,Pencarian Informasi,Evaluasi Alternatif
16. Teori, konsep,pengukuran dan metode analisis ProsesKeputusan 2:Pembelian, Konsumsi,Evaluasi PascaKonsumsi
17. Tanggung JawabSosial TerhadapKonsumen
18. Informasi danIklan Yang mengelabui
page 32 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Sumarwan, U. 2015.Perilaku Konsumen:Teori danPenerapannya dalamPemasaran. Edisi 2Cetakan 3
Bab 13. KelompokAcuan305
Bab 14. LingkunganDan SituasiKonsumen 323Bab 16. ProsesKeputusanKonsumen:PengenalanKebutuhan,PencarianInformasi, danEvaluasi Alternatif357Bab 17. ProsesKeputusanKonsumen:Pembelian,Konsumsi, danKepuasanKonsumen 377
page 33 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Bab 18. TanggungJawab SosialTerhadapKonsumen 401
page 34 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
page 35 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
Bab 19. Iklan YangMenyesatkan DanMengelabuiKonsumen 423
page 36 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
page 37 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
page 38 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
page 39 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
TugasPresentasi RisetPemasaran danPerilakuKonsumen
1. Setiapmahasiswadimintamembaca duabab dari bukuperilakukonsumen
2. SetiapMahasiswamembuat powerpoint dari duabab yang akandipresentasikan.Siapkan 10-15slides untuksetiap bab
3. Setiapmahasiswamencari duabuah disertasi,yaitu sebuahdisertasi yangtopiknya sesuaidengan Babpertama yangakandipresentasikan,dan sebuahdisertasi yangtopiknya sesuaidengan Babkedua yangakandipresentasikannya.
4. Panduan SlidePPT Disertasi
5. Slide 1: JudulDisertasi,
page 40 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
PenulisDisertasi, TahunTerbit. NamaProgram Studidan Universitas,dan NamaPembimbingdan Linkinternet untukmendownloaddisertasi
6. TujuanPenelitian(Tuliskansebanyak 1-2slide)
7. Tuliskan Teori(Tuliskansebanyak 2-3slide)
8. Tuliskan BagankerangkaPenelitian(Tuliskansebanyak 1-2slide)
9. Sebutkan disainPenelitian(Tuliskansebanyak 1-2slide)
10. Tuliskan metodestatistik yangdigunakan(Tuliskansebanyak 1-2slide)
11. Tuliskan HasilPenelitiannya(Tuliskansebanyak 4-5slide)
12. TuliskanKesimpulannya(Tuliskansebanyak 1-2
page 41 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
slide)13. Tuliskan
Kuesioner untukmengukurkonsep dalamdisertasitersebut
Alexander J. Ibnu Wibowo Bab 2. Motivasi Dan Kebutuhan 23 Pertemuan ke9
Alexander J. Ibnu Wibowo Bab 3. Kepribadian 37 Pertemuan ke9
Andreas Samudro Bab 4. Konsep Diri dan Pola Konsumsi61
Pertemuan ke9
Andreas Samudro Bab 5. Pengolahan Informasi DanPersepsi Konsumen 95
Pertemuan ke9
Aprihatiningrum Hidayati Bab 6. Proses Belajar Konsumen 117 Pertemuan ke9
Aprihatiningrum Hidayati Bab 7. Pengetahuan Konsumen 147 Pertemuan ke9
Isbandriyati Mutmainah Bab 8. Sikap Konsumen 165 Pertemuan ke10
Isbandriyati Mutmainah Bab 10. Budaya 227 Pertemuan ke10
Rosehan Bab 11. Karakteristik Demografi, Sosial,dan Ekonomi Konsumen 251
Pertemuan ke10
Rosehan Bab 12. Keluarga Dan Rumah Tangga277
Pertemuan ke10
Yahya Agung Kuntadi Bab 13. Kelompok Acuan305 Pertemuan ke11
Yahya Agung Kuntadi Bab 14. Lingkungan Dan SituasiKonsumen 323
Pertemuan ke11
Hera Laxmi Devi Septiani Bab 16. Proses Keputusan Konsumen:Pengenalan Kebutuhan, PencarianInformasi, dan Evaluasi Alternatif 357
Pertemuan ke11
Hera Laxmi Devi Septiani Bab 17. Proses Keputusan Konsumen:Pembelian, Konsumsi, dan KepuasanKonsumen 377
Pertemuan ke11
page 42 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/
page 43 / 44
Ujang Sumarwan | Marketing and Consumer ResearchCopyright Ujang Sumarwan [email protected]://sumarwan.staff.ipb.ac.id/marketing-and-consumer-research/