{"id":7389,"date":"2020-07-16T21:09:17","date_gmt":"2020-07-16T14:09:17","guid":{"rendered":"http:\/\/binus.ac.id\/malang\/?p=7389"},"modified":"2020-07-16T21:09:17","modified_gmt":"2020-07-16T14:09:17","slug":"market-research-untuk-pengembangan-bisnis-2-2","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2020\/07\/market-research-untuk-pengembangan-bisnis-2-2\/","title":{"rendered":"Market Research untuk Pengembangan Bisnis 2-2"},"content":{"rendered":"<p><strong><em>Market Research<\/em><\/strong><strong> untuk Pengembangan Bisnis (2\/2)<\/strong><\/p>\n<p>Secara teori, proses riset pemasaran terdiri dari enam langkah, yaitu:<\/p>\n<p>Langkah 1 : Definisi masalah<\/p>\n<p>Langkah 2 : Pengembangan pendekatan terhadap masalah<\/p>\n<p>Langkah 3 : Formulasi rancangan riset<\/p>\n<p>Langkah 4 : Kerja lapangan atau pengumpulan data<\/p>\n<p>Langkah 5 : Penyiapan dan analisis data<\/p>\n<p>Langkah 6 : Penyiapan dan presentasi laporan<\/p>\n<p>Setiap langkah pada proses riset pemasaran harus direncanakan dan dilakukan dengan baik karena riset pemasaran bersifat sistematik, agar nantinya hasil atau informasi yang diperoleh lebih akurat.<\/p>\n<p>Seperti yang telah dijelaskan sebelumnya, bahwa riset pemasaran dapat digunakan untuk membantu mengidentifikasi solusi yang mungkin pada berbagai permasalahan bisnis. Setiap keputusan bisnis dapat diinformasikan melalui penelitian\/riset pemasaran yang efektif. Namun, ada beberapa area bisnis utama yang sangat bergantung pada riset pemasaran, diantaranya:<\/p>\n<ul>\n<li><strong>Mengembangkan produk baru<\/strong>. Mengembangkan dan meluncurkan produk atau layanan baru membutuhkan usaha yang sangat besar, dan pelaku bisnis perlu tahu bahwa ia memiliki peluang untuk menjadi sukses. Melakukan penelitian pada berbagai tahap dalam proses pengembangan dapat membantu mengidentifikasi pilihan terbaik dan kemungkinan masalah.<\/li>\n<li><strong>Memahami kinerja merk<\/strong>. Di lingkungan yang berbeda merk-merk bersaing untuk pangsa pasar yang sama, sehingga penting bagi perusahaan memahami seberapa baik kinerja merk mereka. Melalui penelitian, perusahaan akan mampu memahami area kekuatan merknya, dan mengidentifikasi area di mana pesaing mulai menyalipnya.<\/li>\n<li><strong>Segmentasi atau pengelompokan pasar<\/strong>. Organisasi di segala sektor &#8211; perusahaan komersial, lembaga pemerintah dan perusahaan nirlaba berurusan dengan rentang masyarakat yang sangat luas. Ini berarti bahwa pelanggan memiliki kebutuhan yang beragam. Dengan segmentasi pasar, yaitu dengan mengidentifikasi berbagai subkelompok dalam kelompok pelanggan mereka, maka perusahaan dapat menyesuaikan layanannya dengan kebutuhan kelompok yang berbeda.<\/li>\n<li><strong>Berkomunikasi dengan pelanggan<\/strong>. Saat ini, perusahaan dapat melakukan kontak dengan para pelanggan menggunakan beragam media, seperti email, internet, dan iklan televisi. Namun bagaimana mereka dapat mengetahui pendekatan mana yang paling efektif? Riset pemasaran memainkan peran utama dalam menilai efektivitas periklanan dan bentuk komunikasi lain antara perusahaan dengan pelanggan.<\/li>\n<li><strong>Mengukur kepuasan pelanggan<\/strong>. Salah satu aspek penting perusahaan yang sukses yaitu dapat mempertahankan pelanggan dan mendapatkan pelanggan baru. Mampu mencari tahu bagaimana perasaan pelanggan tentang layanan atau produk yang disediakan sangat penting untuk mempertahankan kesetiaan mereka. Mengukur kepuasan pelanggan saat ini menjadi hal utama riset pemasaran bagi semua organisasi\/perusahaan, dari perguruan tinggi yang meminta mahasiswa untuk mengisi formulir evaluasi, hingga restoran dan hotel tempat para tamu diminta untuk mengisi kuesioner ketika mereka berkunjung.<\/li>\n<\/ul>\n<p>Beberapa organisasi\/perusahaan melakukan riset pemasaran hanya pada saat masalah bisnis teridentifikasi, namun beberapa juga melakukan secara terus menerus. Umumnya para pelaku bisnis dalam skala besar yang rutin terus menerus melakukan riset. Namun, bukankah para pelaku bisnis dalam skala kecil pun harus rutin melakukan riset pemasaran?<\/p>\n<p>&nbsp;<\/p>\n<p>Sumber:<\/p>\n<p>Adams, K and Ian Brace, (2006), <em>An Introduction to Market &amp; Social Research<\/em>, Kogan Page Limited, London and Philadelphia.<\/p>\n<p>Malhotra, N. K., (2017), <em>Riset Pemasaran Pendekatan Terapan, Jilid 1, Edisi keempat<\/em>, Indeks, Jakarta.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Market Research untuk Pengembangan Bisnis (2\/2) Secara teori, proses riset pemasaran terdiri dari enam langkah, yaitu: Langkah 1 : Definisi masalah Langkah 2 : Pengembangan pendekatan terhadap masalah Langkah 3 : Formulasi rancangan riset Langkah 4 : Kerja lapangan atau pengumpulan data Langkah 5 : Penyiapan dan analisis data Langkah 6 : Penyiapan dan presentasi [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[130],"tags":[],"class_list":["post-7389","post","type-post","status-publish","format-standard","hentry","category-entrepreneurship-business-creation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ 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