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Contoh Riset Pemasaran

Written by Paula Widiastuti, SE, MSM on 5/03/2008

Semulai memulai riset pemasaran, ketahui dahulu:

1. What: apa yang ingin diteliti, biasanya BFO (baca: ide) penelitian dimulai dari adanya kesempatan (lahan atau prospek) bisnis baru (opportunity) atau karena adanya masalah (problem). 3 aspek yang harus ditentukan adalah:

Company research
Opportunity/Problem research
Audience research
2. Why: apa tujuan dari penelitian (objective), mengapa penelitian harus dilakukan. Terdiri dari 2 tujuan:
Impact Objective
Output Objective


Metode dari riset juga harus ditentukan (Programing):
  1. Tema dan pesan yang akan disampaikan
  2. Cara penyampaian pesan

Lengkapi pula dengan Time line dan bagaimana Evaluasi akan dilakukan

Contoh riset bisnis berdasarkan kasus pengenalan Produk Baru "Downy Wrinkle Releaser" (DWR) dari Protor & Gamble (P&G) download di sini.

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