Global Information System and Market Research, How to make research market

1. GLOBAL INFORMATION
SYSTEM AND MARKET
RESEARCH

2. INFORMATION TECHNOLOGY FOR
GLOBAL MARKETING
 IT refres to an organization’s processes for creating,
storing, exchanging, using, and managing
information.
 A MIS ( Management Information System) provides
managers and other decission makers with continus
flow of information about company operations.
 EDI systems allows a company’s business units
submit orders, issue invoices, and conduct business
electronically with others company unit as well as
outsides company.

3. INFORMATION TECHNOLOGY FOR
GLOBAL MARKETING
 ECR (Efficient Customers Response) as a joint
initiatives by members of a supply chain to work
toward improving and optimizing aspects of the
supply chain to benefits customers.
 CRM (Customer Relationship Management) is a
new business models that helps companies collect,
store, and analyze customer data.

4. EDI
Yulianty Ratna Dwi Lukito SE., MM., MSI

5. MIS

6. Subject Agenda Categories for
Global Information System
 Market Potential
 Competitor Information
 Foreign Exchange
 Prescriptive Information
 Resource Information
 General Condition

7. INFORMATION SUBJECT AGENDA AND
ENVIRONMENTAL SCANNING MODES
 Surveillance
Mengumpulkan informasi yang ada.
 Viewing
Mencari serta memperkaya informasi
 Monitoring
Mengamati perkembangan yang terjadi.
 Search
Mencari informasi yang dibutuhkan.
 Investigation
Mencari sumber atau artikel yang dipublikasikan .
 Research
Melakukan penelitian untuk mencapai tujuan tertentu.

8. FORMAL MARKET RESEARCH
 Step 1 : Identifikasikan Informasi yang dibutuhkan.
 Step 2: Definisikan masalah yang ada
 Step 3 : Pilih unit analisis yang akan digunakan.
 Step 4 : Uji Data yang tersedia.
 Step 5 : Berikan penilaian atas penelitian yang
dilakukan.
 Step 6 : desain penelitian
 Step 7 : Analisis Data
 Step 8 : Tampilkan Hasil yang ada.

9. The International Marketing Research Process
Firm Objective
Information Requirement
Problem Definition
Choose Unit of Analysis
Examine Data Availability
Can Secondary Data Be Used?
Asses Value of Research
Research Design
Data Analysis
Interpretation and
Presentation
Firms
Need
Market
Orientation
Strategic
Orientation
Problem Orientation
Self-Reference Criteration
Country
Region
Global
Subgroup/Segments within
Countries
NO
YES
Causal
Descriptive
Explanatory

10. Data Gathering
 Global Marketing Guru David Arnolds Offers the Following
regarding Data Gathering:
1. Use Multiple Indicators than a single measures.
2. Individual companies should develop customized indicators
specific to the industry, product market, or business model.
3. Always conduct comparative assessment in multiple
markets.
4. Observation of purchasing patterns and other behavior
should be weighted more heavily than reports or opinion
regarding purchase intentions or price sensitivity.

11. Conduct Research
 Surveys
Pada umumnya penelitian survey menggunakan kuesioner dalam
pengambilan datanya.
 Personal Interviews
Dapat dilakukan melalui tatap muka langsung maupun telepon.
 Consumer panels
Mengambil sejumlah responden untuk diamati perilakunya.
 Observation
Dapat digunakan melalui kunjungan ke perusahaan atau
pengamatan obyek di lapangan.
 Focus Group
Dilakukan oleh moderator terlatih dengan mendiskusikan sebuah
produk, atau image sebuah merek, iklan, dll, yang biasanya terdiri
dari 6-10 orang.

12. Analisis Data
 Factor Analysis (low/high)
 Cluster Analysis (group similarity / differences)
 Multidimensional Scalling(Comparing product)
 Conjoint analysis.(the best combination factors
that attract customers)

13. Assigment
 Design Market research for 1 International
Company to enter new market:
a. Service
b. Franchising
c. Product Household
d. Food Market