FAKULTAS EKONOMI DAN ILMU SOSIAL UIN SYAHID JAKARTA

SATUAN ACARA PERKULIAHAN

Mata Kuliah : Riset Pemasaran Bobot : 3 sks Semester : 7 (tujuh) Mata Kuliah prasyarat : Manajemen Pemasaran Deskripsi mata kuliah : Mata kuliah ini memberikan pemahaman kepada mahasiswa tentang proses riset pemasaran, mulai dari formulasi masalah, penentuan, desain riset, pengumpulan data, teknik analisis data dan penyajian hasil riset Referensi : Marketing Research 9th ed, Gilbert A. Churchill Jr, Dawn Iacobucci, Thompson, 2005 Marketing Research, David Aaker, V. Kumar, George S. Day, John Willey & Sons Inc Marketing Research, Naresh. K. Malholtra, Prentice Hall Marketing Research; Online Research Application, Alvin C. Burns dan Ronald F. Bush, Pearson Prentice Hall, 2005 Aplikasi Praktis Riset Pemasaran, cara praktis meneliti konsumen dan pesaing, Istijanto, MM, M.Com, Gramedia, 2009 SPSS, Singgih Santoso, Elexmedia Komputindo NO 1 KOMPETENSI DASAR Understanding Market Research POKOK BAHASAN Market Research Foundations TIK - Definition of Marketing Research -Marketing Research in Practice -The Marketing Research Process -Marketing Research Suppliers and services -Ethics in Marketing Research - Process of defining problem - Research design : descriptive, exploratory, and Causal

Understanding problem formulation and research design

Problem Formulation Research Design

NO 3

KOMPETENSI DASAR Understanding secondary data

POKOK BAHASAN Data Collection : Secondary Data

TIK -Definition and introduce the various secondary data sources - Uses, benefits, and limitations of secondary data - Describe the various sources and forms of secondary data -Definition of primary data - Types of primary data - Basic means of obtaining primary data

Understanding primary data

Data Collection : Primary Data

Able to make questionnaires and observational forms

Questionnaires and Data Collection Forms

-The process of questionnaire design - Characteristics of a good questionnaire -Observational form

Understanding attitude measurement

Attitude Measurement

-Definition of attitudes -Scale of measurement : nominal, ordinal ratio, and interval -Type of attitude rating scales

Understanding sampling fundamentals

Sampling Fundamentals

-Using sample or census -Sampling Process -Determining sampling size

UTS

NO 8

KOMPETENSI DASAR Understanding fundamentals of data analysis

POKOK BAHASAN Fundamentals of Data Analysis

TIK -Preparing the data for analysis -Strategy for data analysis -Factors influencing the choice of statistical analysis

9-11 Review

Materi sesi 1-8

12-14 Presentasi tugas kelompok

Materi sesi 1-8

UAS Jakarta, September 2012

(Leis Suzanawaty, SE, M.Si)

an, mulai dari formulasi masalah, penentuan,

STRATEGI PERKULIAHAN Ceramah Diskusi

Ceramah Tugas individu : membuat resume materi kuliah Tugas kelompok : -Menentukan topik untuk proyek penelitian -Menentukan desain riset proyek penelitian

STRATEGI PERKULIAHAN Ceramah Tugas individu : membuat resume materi kuliah Tugas kelompok : - Data collection instrument

Ceramah Tugas individu : membuat resume materi kuliah Tugas kelompk : - Data collection instrument Ceramah Tugas individu : membuat resume materi kuliah Tugas kelompk : - Data collection instrument Ceramah Tugas individu : membuat resume materi kuliah Tugas kelompk : - Data collection instrument Ceramah Tugas individu : membuat resume materi kuliah Tugas kelompok : - Data collection

STRATEGI PERKULIAHAN Tugas individu : membuat resume materi kuliah

Tugas kelompok : Presentasi jurnal

Tugas kelompok : Presentasi

FAKULTAS EKONOMI DAN ILMU SOSIAL UIN SYAHID JAKARTA

SATUAN ACARA PERKULIAHAN

Mata Kuliah : Riset Pemasaran Bobot : 3 sks Semester : 7 (tujuh) Mata Kuliah prasyarat : Manajemen Pemasaran Deskripsi mata kuliah : Mata kuliah ini memberikan pemahaman kepada mahasiswa tentang proses riset pemasaran, mulai dari formulasi masalah, penentuan, desain riset, pengumpulan data, teknik analisis data dan penyajian hasil riset Referensi : Marketing Research 9th ed, Gilbert A. Churchill Jr, Dawn Iacobucci, Thompson, 2005 Marketing Research, David Aaker, V. Kumar, George S. Day, John Willey & Sons Inc Marketing Research, Naresh. K. Malholtra, Prentice Hall Marketing Research; Online Research Application, Alvin C. Burns dan Ronald F. Bush, Pearson Prentice Hall, 2005 Aplikasi Praktis Riset Pemasaran, cara praktis meneliti konsumen dan pesaing, Istijanto, MM, M.Com, Gramedia, 2009 SPSS, Singgih Santoso, Elexmedia Komputindo NO KOMPETENSI DASAR 1 Understanding Market Research POKOK BAHASAN Market Research Foundations TIK - Definition of Marketing Research -Marketing Research in Practice -The Marketing Research Process -Marketing Research Suppliers and services -Ethics in Marketing Research - Process of defining problem - Research design : descriptive, exploratory, and Causal STRATEGI PERKULIAHAN Ceramah Diskusi

Understanding problem formulation and research design

Problem Formulation Research Design

Ceramah Tugas individu : membuat resume materi kuliah Tugas kelompok : -Menentukan topik untuk proyek penelitian -Menentukan desain riset proyek penelitian

NO KOMPETENSI DASAR 3 Understanding secondary data

POKOK BAHASAN Data Collection : Secondary Data

TIK -Definition and introduce the various secondary data sources - Uses, benefits, and limitations of secondary data - Describe the various sources and forms of secondary data -Definition of primary data - Types of primary data - Basic means of obtaining primary data

STRATEGI PERKULIAHAN Ceramah Tugas individu : membuat resume materi kuliah Tugas kelompok : - Data collection instrument

Understanding primary data

Data Collection : Primary Data

Ceramah Tugas individu : membuat resume materi kuliah Tugas kelompk : - Data collection instrument Ceramah Tugas individu : membuat resume materi kuliah Tugas kelompk : - Data collection instrument Ceramah Tugas individu : membuat resume materi kuliah Tugas kelompk : - Data collection instrument Ceramah Tugas individu : membuat resume materi kuliah Tugas kelompok : - Data collection

Able to make questionnaires and observational forms

Questionnaires and Data Collection Forms

-The process of questionnaire design - Characteristics of a good questionnaire -Observational form

Understanding attitude measurement

Attitude Measurement

-Definition of attitudes -Scale of measurement : nominal, ordinal ratio, and interval -Type of attitude rating scales

Understanding sampling fundamentals

Sampling Fundamentals

-Using sample or census -Sampling Process -Determining sampling size

UTS

8 NO KOMPETENSI DASAR 9 Understanding fundamentals of data analysis

Presentasi Progress Report Project POKOK BAHASAN Fundamentals of Data Analysis TIK -Preparing the data for analysis -Strategy for data analysis -Factors influencing the choice of statistical analysis -Frequency distribution -Statistics associated with cross tabulation

-Project presentation -Diskusi STRATEGI PERKULIAHAN Tugas individu : membuat resume materi kuliah

10 Understanding Analisis Data : Frequency Distribution Cross Tabulation 11 Understanding analisis data : Multiple Regression

Analisis Data : Frequency Distribution Cross Tabulation

Tugas individu : membuat resume materi kuliah Praktikum di lab komputer

Analisis Data : Multiple Regression

Multiple Regression

Tugas individu : membuat resume materi kuliah Praktikum di lab komputer Tugas individu : membuat resume materi kuliah Praktikum di lab komputer Project Presentation

12 Understanding analisis data : Factor analysis

Analisis Data : Factor Analysis

Factor Analysis

13 Understanding Report Preparation and presentation

-Important of the report preparation and presentation -Report preparation -Oral presentation Presenting The Result UAS Pengumpulan laporan penelitian

14

Project Presentation

Jakarta, Desember 2008

(Leis Suzanawaty, SE, M.Si) NIP 150368745

FAKULTAS EKONOMI DAN ILMU SOSIAL UIN SYAHID JAKARTA

SATUAN ACARA PERKULIAHAN

Mata Kuliah : Riset Pemasaran/ Metodologi Penelitian Referensi : Marketing Research, David Aaker, V. Kumar, George S. Day, John Willey & Sons Inc Business Research Methods, Donald Cooper & Pamela S. Schindler, 7th ed, Mc Graw Hill NO 1 KOMPETENSI DASAR POKOK BAHASAN Dasar-Dasar Riset Pemasaran Dasar-Dasar Metodologi Penelitian Problem Formulation Research Design Data Collection : Secondary Data TIK -Definisi penelitian dan riset pemasaran -Karakteristik penelitian yang baik -Proses Penelitian/Riset Pemasaran -Ethics in Marketing Research - Process of defining problem - Research design : descriptive, exploratory, and Causal -Definition and introduce the various secondary data sources - Uses, benefits, and limitations of secondary data - Describe the various sources and forms of secondary data -Definition of primary data - Types of primary data - Basic means of obtaining primary data

Understanding problem formulation and research design Sumber dan Metode Pengumpulan Data

Data Collection : Primary Data

Able to make questionnaires and observational forms

Questionnaires and Data Collection Forms

-The process of questionnaire design - Characteristics of a good questionnaire -Observational form

Understanding attitude measurement

Attitude Measurement

-Definition of attitudes -Scale of measurement : nominal, ordinal ratio, and interval -Type of attitude rating scales

Understanding sampling fundamentals

Sampling Fundamentals

-Using sample or census -Sampling Process -Determining sampling size

UTS 8 NO KOMPETENSI DASAR 9 Understanding fundamentals of data analysis Presentasi Progress Report Project POKOK BAHASAN Fundamentals of Data Analysis TIK -Preparing the data for analysis -Strategy for data analysis -Factors influencing the choice of statistical analysis -Frequency distribution -Statistics associated with cross tabulation

10 Understanding Analisis Data : Frequency Distribution Cross Tabulation 11 Understanding analisis data : Multiple Regression

Analisis Data : Frequency Distribution Cross Tabulation

Analisis Data : Multiple Regression

Multiple Regression

12 Understanding analisis data : Factor analysis

Analisis Data : Factor Analysis

Factor Analysis

13 Understanding Report Preparation

-Important of the report

and presentation

preparation and presentation -Report preparation -Oral presentation Presenting The Result UAS Pengumpulan laporan penelitian

14

Jakarta, Desember 2008

(Leis Suzanawaty, SE, M.Si) NIP 150368745