Matakuliah
Tahun
Versi
: MN J0412/ Riset Pemasaran
: 2007
:
Pertemuan Kedua
Problem Formulation
1
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• Mahasiswa mampu merumuskan masalah
menurut kebutuhan.
2
Outline Materi
• Materi 1: The Problem Formulation
Process
• Materi 2: The Research Proposal
• Materi 3: Research to Avoid
• Materi 4: Choosing and Using a Research
Supplier
3
Problem Formulation
• 1. The Problem Formulation Process
– Meet with Client
– Clarify the Problem/Opportunity
– State the Manager’s Decision Problem
– Develop Possible Research Problems
– Select Research Problem to be Addressed
– Prepare Research Request Agreement
4
Examples of the Relationship Between Decision Problems and Research Problems
Decision
Problems
Research
Problems
Develop package for a new product
Evaluate alternative package designs
Increase store traffic
Measure current image of the store
Increase market penetration
through the opening of new stores
Evaluate prospective locations
Decide which merchandise will be
available for purchase over the
Internet
Determine consumers’ confidence in
purchasing different categories of products
unseen
5
Problem Formulation
• 2. The Research Proposal
-
Tentative project title
Statement of the problem
Define and delimit the problem
Outline
Method and data sources
Sample design
Data Collection forms
Personnel requirements
Phase of the study with a time schedule
Analysis plans
Cost estimate for doing the study
6
Problem Formulation
•
-
3. Research to Avoid
Etika dalam Riset Pemasaran
Kerangka Kerja Etis
Hubungan antara Periset dan Peserta
Riset
- Hubungan Periset dan Klien
- Hubungan Periset dan Tim Riset
7
Problem Formulation
4. Choosing and Using a Research Supplier
- Keuntungan menggunakan perusahaan
riset.
- Kapan riset itu diperlukan
- Pemilihan perusahaan riset yang cocok
- Evaluasi proposal
- Membentuk hubungan kemitraan jangka
panjang
8
<< CLOSING>>
• Akhir dari pertemuan ini:
1. Masalah tidak sama dengan gejala
2. Cari dan selidiki masalah kemudian
temukan pemecahannya
3. Ketika merumuskan masalah perlu
diperhatikan pihak yang akan
menggunakan hasil riset pemasaran
9