| MR3001 MARKETING RESEARCH | ||||||||||||||
| Credits: | 3 | Course Coordinator: | – | |||||||||||
| Contact hours:
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Three hour class session each week | Instructor(s): | TY, HS | |||||||||||
| Textbook(s) and other supplemental materials | 1. Malhotra, Naresh K., Marketing Research: An Applied Orientation 6th edition, New Jersey: Pearson Education, 2009, Pustaka Utama
2. Hair, J., Bush, Robert, and Ortinau, David, Marketing Research 4th edition, New York: McGraw-Hill, 2008, Pustaka Utama 3. Garry L. Lilien, Arvind Prangaswamy, Arnaud De Bruyn, Principles of Marketing Engineering, Trafford Publisher, 2007, Pustaka Pendukung 4. David A. Aaker, V. Kumar, George S. Day, Marketing Research, John Wiley & Sons, 1998, Pustaka Pendukung 5. Chuck Chakrapani, Marketing Research: State of the Art Perspectives, American Marketing Association, 2000, Pustaka Pendukung |
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| Course information | Tujuan utama dari mata kuliah ini adalah untuk mengajarkan konsep, prinsip-prinsip dan tahapan riset pemasaran. | |||||||||||||
| The main objective of this course is to learn the concepts, principles and stages of marketing research. | ||||||||||||||
Pre-requisite
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Co-requisite
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| Required Course | ||||||||||||||
| Learning outcomes | 1. Mahasiswa mampu memahami lingkup dan fungsi riset pasar dalam menunjang fungsi pengembangan produk bagi sebuah perusahaan atau organisasi.
2. Mahasiswa mampu memahami tahapan-tahapan proses riset pasar. 3. Mahasiswa mengerti dan mampu menerapkan prinsip pengembangan instrumen pengukuran konsumen melalui teknik survey. 4. Mahasiswa mengerti dan mampu menerapkan teknik-teknik sampling survey pasar. 5. Mahasiswa mengerti dan mampu menerapkan teknik-teknik pengolahan data primer dan sekunder hasil survey pasar. 6. Mahasiswa mampu menganalisis hasil pengolahan data survey pasar dan membuat rekomendasi dalam konteks pengembangan produk berdasarkan hasil analisis tersebut. |
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| 1. Students have capabilities to understand the scope and function of marketing research in supporting the product development function for an enterprise or an organization.
2. Students are able to understand the stages of marekting research process. 3. Students understand dan are able to apply the principle of the development of consumer measurement instruments through survey techniques. 4. Students understand and are able to apply the marketing research survey techniques. 5. Students understand and are able to apply the primary data processing techniques and secondary data from market survey results. 6. Students are able to analyze the result of marker survey data processing and are able to create recommendation on the context of product development based on the mentioned analysis result. |
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| Student Outcomes | a | b | c | d | e | f | g | h | i | j | k | |||
| E | R | R | R | R | R | |||||||||
Lecture/Lab Topics Covered
| Week | Topics |
| 1 | Concept, Principles and Roles of Marketing Research |
| 2 | Marketing Research Stages |
| 3, 4, 5, 6 | Data Collection |
| 7 & 8 | Data Analysis |
| 9 | Midterm Test |
| 10, 11, 12, 13, 14 | Data Analysis |
| 15 | Presentation of Result and Marketing Research Application |
| 16 | Final Test |