APPLIED MARKETING RESEARCH

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1. 93 MARKETING MANAGEMENT I E Menjawab Masalah Apa Kualitas suatu keputusan pemasaran sangat dipengaruhi oleh informasi yang melandasi lahirnya keputusan tersebut. Informasi mengenai pasar yang tajam dan akurat dapat dihasilkan melalui riset pemasaran yang tepat. Riset pemasaran yang kuat akan menjadi suatu keunggulan bagi perusahaan karena kemampuannya melihat potensi pasar, karakteristik pasar dan perilaku konsumen yang nantinya digunakan untuk membangun perencanaan pemasaran yang tepat. Dalam lokakarya ini peserta akan dibekali kemampuan praktis untuk mengadakan riset terapan dan mengolah data menggunakan SPSS. Manfaat Apa Yang Anda Peroleh Setelah selesai mengikuti program ini, peserta diharapkan mampu: • Memahami pentingnya peranan riset pemasaran dalam kegiatan pemasaran • Memahami langkah-langkah pokok dalam melakukan riset pemasaran • Memahami langkah-langkah pokok dalam melakukan riset potensi pasar • Memahami langkah-langkah pokok dalam melakukan riset perilaku konsumen Apa Saja Yang Dibahas • Pengantar riset pemasaran • Desain riset dan proses pengambilan data • Pengolahan dan analisis data • Aplikasi riset: - Riset potensi pasar - Riset perilaku konsumen - Riset kepuasan Siapa Saja Yang Perlu Ikut • Manajer Pemasaran • Manajer Riset • Profesional yang ingin mengadakan riset mandiri • Staf perusahaan yang bertanggung jawab atas kegiatan riset dan pemasaran Problems To Be Addressed The quality of marketing decision is mostly infl uenced by the information used as the basis of the decision. Appropriate market research can produce profound and accurate market information. An intensive marketing research will become a competitive edge for a company because the research is able to identify market potential, market characteristics and consumer behavior. Those market information can be utilized to develop an appropriate marketing plan. Participants will learn practical skills to perform applied research and data processing using SPSS. Objectives Having attended this program, the participants are expected to be able to: • Understand the importance of marketing research in marketing activities • Understand the major steps in conducting marketing research activities • Understand the major steps in conducting market potential research • Understand the major steps in conducting consumers’ behavior research Subjects Covered • Introduction to marketing research • Research design and the process of data collection • Data processing and analyzing • Research Application: - Market potentials research - Consumers’ behavior research - Satisfaction’s research Who Should Attend • Marketing Managers • Research Managers • Professionals who want to conduct independent research • Staff who are responsible for research and marketing activities 45 APPLIED MARKETING RESEARCH Price: IDR 5.050.000,-

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