Stages of Marketing Research

Stages of Marketing Research

1. Identifying Problems and Opportunities

Research can be done to address the problem and find a solution, or to define new opportunities

Anthony Miles (BCG) formulated three key questions that must be answered at the stage of defining the problem or opportunity:

Why is the information it requested?

Was the information provided?

Can the question was really answered?

Capturing background

We must understand what the need to do some background research

Background information will determine the direction of the course of a research

There are three (3) general background researching links:

Want to make or modify products or services

Want to understand or predict behavior or market conditions

Want to affect some groups of customers => for example, along with the promotion or marketing communication program

Exploratory Research for Defining the Problem / Opportunity

Exploratory research is usually a small-scale research conducted to define the precise nature of the problem and to obtain a better understanding of the environment in which the problem occurred.

Methods commonly performed:

Focus Group Discussion

In-depth interviews (depth interview) or brainstorming with the experts

Analysis of secondary data

Case study

2. Determining Benefits and Interest Research

The end point of the process of formulation of the problem / opportunity is a statement of research objectives

Formulation good goal to act as a road map to develop research, and as a parameter in evaluating the quality of research

Objectives must be specific and clear

The purpose of research should avoid the syndrome of "nice to have"

3. Identifies Data Needs and Sources

Need to be identified first, whether to achieve the objectives of this research simply by using secondary data or should the primary data

Primary data: The results of the direct recording of the results of research, for example from interviews or questionnaires

Secondary Data: Data collected by the person or institution

Next specify the data source

Secondary Data

advantages:

Readily Available

Time, Cost, Power Less

Large scale

Some Information Only Available In Secondary Data

weaknesses:

May be less relevant

Data accuracy

Secondary Data Sources

Internal Data:

Sales Data

Data fees

Data Production

External Data:

Data Government Agencies

Data Syndication

Data Industry Association / Trade

The results of the study, the Internet, etc.

4. Choosing the type & Research Methods

Some research designs that can be selected are: surveys, observations, experiments

Selection of a research design was also influenced by the constraints of time and budget

Researchers must provide the best information to management by taking into account a variety of limitations

More detailed explanation of the research design will be discussed in the next module

5. Creating a Data Collection Instrument

For survey research, data collection instruments used were a questionnaire, interview or questionnaire. Structured questionnaire should be made to facilitate the interviewer to collect data from respondents.

For research observations and experiments, a tool used in general machinery observer (camera) and forms of observation / experiment

6. Designing Samples

Samples are elements that will be observed (respondent) which is a part of the population. Therefore, there are two questions that must be answered before selecting the sampling procedures, namely:

Who population?

Sample population: all people who use the aircraft through Soekarno Hatta airport in the last 1 year at least 3 times

Samples probabilistic or non-probabilistic?

Probabilistic Sampling Method

Simple Random Sampling

Suitable for the population as follows:

The number of members of the population is not too large

All members of the population has been registered

The condition is relatively homogeneous population

Stratified Random Sampling

Done by placing members of the population into several sub-populations or strata, then the sample drawn from each stratum separately so between strata being free stochastic.

Probabilistic Sampling Method

Systematic Random Sampling

Done by selecting a random sample and attract more examples at every distance k of sample units drawn previously.

K = N / n, where n = population size and n = number of samples to be taken

Cluster / Multi Stage Random Sampling

The elements of the population are grouped according to the location of the adjacent, then from the cluster randomly selected examples.

Sampling Method Non-Probabilistic

Purposive / Convenience Sampling

Based on the ease to obtain a sample is viewed from the side of the interviewer. Commonly used in exploratory research and customer intercept

judgment Sampling

The interviewer is testing its decision or experience in taking an example, with the intent of the results obtained will describe the target population

Sampling Method Non-Probabilistic

quota Sampling

This method is most excellent in the group nonprobability sampling.

Researchers conducted a strict control on the selection of examples which are based on one or more characteristics of the population, such as sex, age, education level, etc.

Objective: to get a proportional sample so as to describe the condition of the target population.

7. Collecting data

The main activity in the research activities is the collection of data

The data collection can be done by the existing units within the company or use a third party service (marketing research consultant)

Data is the raw material that will be processed in the research, so the quality must be good (valid, accurate) because  "Garbage in, Garbage Out"

Primary Data Collection Methods

For research surveys, in general there are two methods of data collection, the method of quantitative and qualitative methods

Quantitative Methods:

Personal Interview

House to House Interview

Office to Office Interview

Customer / Mall Intercept

Central Location Test

telephone Interview

Questionnaire by mail, email, mass media or at some point service

Qualitative methods

In-depth interviews (depth interview)

Focus Group Discussion (FGD)

For observational research, there is a quantitative method of data collection is often conducted primarily to assess the quality of services, namely Mystery Shopping

Mysteri Shopping

Is an observation that is commonly used to assess a service (banks, restaurants, hotels, airports, etc.)

Observer is a person who is not recognized by the parties that are observed, and behaves as a customer

Things were observed poured in a checklist form

These aspects are assessed generally consists of three aspects, namely the people, process, and tangible

Observer recruited by:

Experience conducting transactions on the object of observation

The ability of memory

Willing to make observations consistently

Observer attend training led by Project Manager / Field Coord.

Observer does not make a judgment on the observed object but only reveal the fact

Observer implement using observation agreed form (not filled at the place of observation)

Data Quality Control

Before the data is inputted and processed, first performed quality control activities to ensure that the data to be processed are valid

Activities quality control can be done in stages as follows:

Each questionnaire has been filled by officers will be checked by a Team Leader

Each questionnaire has been examined by the Team Leader will be examined by the Field Coordinator

Questionnaires that had escaped from the Field Coordinator then submitted to the Quality Controller

Quality Controller leading the back-check activities (revisit / recall) of 30% of the questionnaires at random

If the interviewer / observer cheating the whole questionnaire from the interviewer / observer will be dropped

8. Rework, Analyzing / Interpreting Data

Once the data is collected, the next step in the research process is to process and analyze the data. The purpose of this analysis is to interpret and draw conclusions from a number of data collected

The analysis technique used depends on the purpose of research, data collection methods, and the depth of analysis required

9. Delivering Reports

After processing and data analysis is complete, researchers must submit a report and submit conclusions and recommendations to management. This is a key step in the research process because the researcher must be able to ensure that research results can be trusted so that it can be input in the decision-making process

Follow-up Results of Research

After the company issued a number of energy and large sums of money to do the research, it is important to ensure that research findings can be used, followed up and used as a decision-making.

Persiapan Awal Survei House-to-House

Dalam melakukan riset ada tiga pendekatan yang dapat digunakan, yaitu pendekatan kualitatif, pendekatan kuantitatif, dan gabungan dari dua pendekatan tersebut.Pendekatan kuantitatif bertujuan untuk menguji hubungan dalam variabel penelitian. Banyak perusahaan menggunakan pendekatan ini untuk memperoleh angka yang pasti mengenai pangsa pasar, tingkat kepuasan pelanggan, skor relatif perilaku konsumen, dan sebagainya. Riset kuantitatif memang sering kali identik dengan survei yang menggunakan kuesioner, namun sebenarnya instrumen untuk riset kuantitatif ini tidak hanya kuesioner.

Dari cara pengisian kuesioner terdiri dari dua jenis, yaitu kuesioner yang diisi oleh responden (disebut self-administered questionnaire) dan kuesioner yang diisi oleh peneliti/ petugas lapangan. Beberapa buku menyebut kuesioner yang diisi oleh peneliti sebagai wawancara. Dari sisi pertanyaan kuesioner ini bisa menggunakan beberapa bentuk pertanyaan seperti pertanyaan dengan pilihan terbatas (closed-ended questions) dan pertanyaan dengan jawaban bebas (open-ended questions). Untuk riset kuantitatif biasanya menggunakan kuesioner dengan jawaban terbatas, namun sebagian menggunakan gabungan keduanya.

Bagaimana kuesioner tersebut bisa mencapai responden bisa dilakukan dengan dua cara, yaitu secara langsung dan tidak langsung. Metode langsung dilakukan dengan cara mengunjungi responden dan melakukan wawancara tatap muka dengan responden tersebut. Metode ini disebut dengan wawancara atau survei house-to-house. Sementara itu, cara tidak langsung dapat dilakukan dengan menggunakan surat atau telepon.

The Closed Loop of Research

Proses riset merupakan proses yang terintegrasi mulai dari tahap input data hingga aplikasi hasil riset kepada pengguna (user). Sebagai instrumen untuk menjawab permasalahan perusahaan, setiap tahap dalam proses riset melibatkan peran manajemen perusahaan yang digambarkan dalam The Closed Loop of Research – sebuah bagan yang menggambarkan siklus data dan informasi dalam riset dan peran manajemen dalam riset.

Data untuk riset bisa beraneka macam, namun secara umum data dalam riset dikelompokan menjadi dua yaitu data primer dan data sekunder. Data primer adalah jenis data yang diambil langsung dari responden dan diperuntukan untuk tujuan riset yang sedang dilakukan, sedangkan data sekunder merupakan data yang digunakan kembali untuk tujuan yang mungkin berbeda dari tujuan awal data tersebut dikumpulkan.

Proses riset dimulai dari menginput berbagai data yang dibutuhkan untuk menjawab permasalahan. Data untuk riset dapat berasal dari berbagai sumber. Untuk data sekunder kita dapat menggunakan data yang disediakan oleh lembaga pemerintahan, perusahaan riset, artikel berita, berita online, jurnal dan sebagainya. Data yang diinput kemudian diuji tingkat validitasnya baru kemudian diolah secara manual maupun dengan menggunakan software statistik. Dari hasil pengolahan data kita dapat menarik kesimpulan untuk menjawab pertanyaan riset kita.

Dari hasil temuan riset kita dapat menarik kesimpulan sesuai dengan permasalahan yang ingin kita jawab. Kesimpulan ini akan kita jadikan bahan utama untuk membuat laporan riset. Namun, kesimpulan sejogyanya hanya merupakan fakta, dimana fakta tersebut tidak akan memberikan manfaat banyak jika tidak disertai dengan saran apa yang sebaiknya dilakukan untuk mengatasi masalah yang terjadi. Maka pada saat menyusun laporan kita perlu memberikan masukan berupa saran apa yang sebaiknya dilakukan untuk mengatasi masalah. Kita juga perlu mencantumkan apakah ada hambatan pada saat melakukan riset.

Hasil laporan riset ini digunakan sebagai bahan pertimbangan untuk membuat keputusan. Keputusan yang sudah diambil oleh tim manajemen kemudian diimplementasikan hingga level bawah perusahaan. Pada saat implementasi ada bagian yang menjalankan fungsi kendali yaitu untuk mengawasi apakah masing-masing fungsi menjalankan kebijakan yang sudah dibuat. Pada sisi ini perusahaan membutuhkan alat untuk evaluasi. Kemudian hasil evaluasi ini bisa menjadi bahan riset berikutnya, misalnya riset untuk menilai kinerja karyawan.

Dalam setiap tahap dalam proses riset harus ada keterlibatan dari pembuat kebijakan atau biasanya top management. Riset yang dilakukan oleh perusahaan biasanya bertujuan untuk menemukan solusi atas permasalahan strategis perusahaan, walaupun mungkin aplikasinya hanya pada sub-bisnis atau fungsi tertentu. Keterlibatan top management ini diperlukan agar riset dapat dijalankan secara efektif dan efisien. Efektif berarti hasil riset dapat menjawab permasalahan perusahaan dan efisien berarti tidak ada sumber daya yang terbuang percuma.

Tiga Peran Strategis Riset

Biasanya kebutuhan riset muncul dari level manajer perusahaan yang notabene adalah pembuat kebijakan perusahaan. Para manajer membutuhkan riset untuk merancang strategi-strategi sesuai dengan tujuan perusahaan yaitu mendapatkan profit. Untuk meningkatkan profit maka produsen harus meningkatkan penjualannya, sementara kondisi di pasar semakin kompetitif. Di sinilah riset dibutuhkan untuk menyediakan informasi penting agar manajemen perusahaan dapat menyusun strategi yang tepat. Secara umum, ada tiga peran strategis riset bagi produsen. Pertama, riset mampu menyediakan informasi penting dan akurat (karena menggunakan metode ilmiah) yang dibutuhkan perusahaan untuk meningkatkan keunggulan kompetitif. Kedua, riset pasar biasanya dilakukan dengan tujuan untuk lebih memahami konsumen sehingga hasil riset tersebut akan menekankan agar produsen merancang strategi yang berorientasi kepada konsumen. Oleh karena itu perusahaan yang rutin melakukan riset cenderung memiliki pegawai yang berorientasi pelanggan. Ketiga, hasil riset dapat mendorong inovasi baru. Produsen melakukan riset karena ada masalah yang diharapkan dapat dijawab melalui informasi dari riset. Bahkan untuk mengetahui apa kekurangan dari produk yang sudah ada juga merupakan sebuah masalah. Dengan melakukan riset produsen dapat mengetahui kekurangan dari produk mereka sehingga dapat segera melakukan perbaikan.

Selain itu, bagi produsen ada tiga alasan mengapa mereka perlu melakukan riset, baik dilakukan sendiri ataupun menggunakan jasa perusahaan riset. Alasan pertama yaitu perusahaan ingin mempengaruhi responden agar menjadi tertarik terhadap produk yang ditawarkan. Hasil riset dapat dijadikan rujukan untuk strategi promosi perusahaan. Tapi jika dilihat lebih jauh lagi, ketika perusahaan melakukan riset kepada sejumlah responden secara tidak langsung perusahaan sudah mengenalkan diri dan produk kepada responden. Kedua, perusahaan melakukan riset untuk memperbaiki produk yang sudah ada atau menciptakan produk yang baru. Pasar yang semakin jenuh ditambah dengan konsumen yang semakin dinamis akan memaksa perusahaan untuk memiliki sesuatu yang berbeda dan unggul dibandingkan dengan produsen lain agar dilirik oleh konsumen. Untuk menjawab masalah tersebut tidak bisa dilakukan dengan mata tertutup. Perusahaan harus memiliki informasi yang valid yang hanya dapat diperoleh dari riset. Ketiga, perusahaan ingin mengetahui lebih dalam lagi mengenai perilaku konsumen melalui riset.

Importance of Research Study – Four Reasons Why We Need a Research Work

Reasearch Design Methods Have you ever thought how a new-best-seller product e.g. Iphone be made ? How did the producers get an idea to create product such Iphone? How did they choose the way to market the product?

Those questions above perhaps ever emerge in our mind, especially for those who try to market a new product and want to get success. In modern marketing concept, consumers are the main central of business where product to be marketed must meet the consumers’ wants. However, it is not an easy job since consumers are getting more complex today. They will buy only products those meet their expectation. Therefore, producers have no option other than producing products as consumers wants, even those are sometimes seem impossible.

Understanding and creating marketable products, as I said before, is not an easy job. In this tight competition producers even have to take years to create the perfect product. Through market research they attempt to collect a complete information about their target consumers, how is their behavior, their habit, all their expectation about particular products, etc. Although in this article, the example given is on the marketing case, but you must remember that research in real- business is also required by other departments such as the departments of finance, human resources, operations, and so on.

Before we talk more about the importance of research, lets recall again our memories about definition of research. Research basically defined as a set of activities to figure out any important information about particular material that will be used to support an idea. For example, if you intend to find out how consumer response to the product that you are selling then you can conduct a market test or research on consumer satisfaction. Another case if you want to find out if the new shares you buy will provide a positive benefit in the future then you can do research on the profitability of the company whose shares you bought it.

According to Mc.Carthy (2007) there are four importances of research for business:

1. Description function.

Research helps us describe how particular phenomena could happen. For example, when you want to know how respondent will response your new product then you get the answer by conducting a market testing research. In that research you might make the product prototype and let some potential consumers try your prototype. By that research you can figure out how their attitude toward your product.

2. Explanation function.

Besides, provide you with information about "how things happened", research also helps you find "the cause" why particular phenomena could happen. For instance, you already know how your potential consumers' response to your new product. Then, you can conduct a deeper investigation, e.g. by interviewing them why they act like that, why they like or dislike your products, etc.

3. Prediction function.

After we can figure out what is the cause of any phenomena, then we can make a prediction in the future. For example, from our previous research we figure out the mayor consideration for consumers buy a smart phone is its physical form so that we can predict that mostly people may choose some brand of smart phone based on its physical form. Therefore, in the future we should develop a good-looking-physical-form product as consumers may want.

4. Control behavior.

This function is the highest level in research function because not all products which have passed research for years could success in shaping consumers' behavior. Control behavior means we not only can predict, but also we can shape and direct our consumers' behavior. We can use a phenomenal product such Iphone as our example. When the first time Iphone5 was launched in China last year, it incredibly could reach more than two million units sold in only three days after it launched. We note that Iphone5 actually not only achieved that sophisticated sales number, but also it has successfully changed consumers behavior toward smart phone. We used to think that telephone, even mobile phone, must have a lot of buttons. However, Iphone changes that paradigm with a belief that modern mobile phone needs only one button.

From explanation above we now understand how important research for our business. Research provides information needed by company to make right decision. When we conduct research, we must put attention on objectivity of information we gained. Objective means information we gained should be based on fact, even the fact is not the same as our expectation or in other words it rejects our previous hypothesis. In spite of that fact is different from our first hypothesis does not mean this information cannot be used. It instead can prevent us from make a wrong decision that will trap us to bigger problem.