| Kode Mata Kuliah | MB6025 / 4 SKS |
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| Penyelenggara | 290 - Management Science / SBM |
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| Kategori | Lecture |
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| Bahasa Indonesia | English |
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| Nama Mata Kuliah | Penelitian Pemasaran | Marketing Research |
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| Bahan Kajian | - Pengantar Riset Pemasaran
- Mendefinisikan masalah riset pemasaran dan mengembangkan pendekatan penelitian
- Perumusan Desain Penelitian
- Desain Strategi Pengambilan Sampel
- Pengumpulan dan Analisis Data Sekunder
- Penelitian Kualitatif (eksploratif) dan Penelitian Kuantitatif (deskriptif, kasual, analisis data)
| - Penelitian Kualitatif (eksploratif) dan Penelitian Kuantitatif (deskriptif, kasual, analisis data)
- Defining the marketing research problem and developing a research approach
- Research Design Formulation
- Sampling Strategy Design
- Secondary Data Collection and Analysis
- Qualitative Research (exploratory) and Quantitative Research (descriptive, casual, data analysis)
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| Capaian Pembelajaran Mata Kuliah (CPMK) | - Siswa akan dapat memahami peran riset pemasaran dalam pemasaran dan pengambilan keputusan.
- Siswa akan dapat mendefinisikan masalah riset pemasaran dan mengembangkan pendekatan.
- Mahasiswa akan mampu memahami tiga tipe dasar desain penelitian yaitu eksploratif, deskriptif, dan kausal dalam konteks riset pemasaran.
- Mahasiswa mampu memahami tata cara melakukan desain penelitian eksploratif dan merencanakan desain penelitian eksploratif.
- Mahasiswa akan dapat merasakan melakukan kegiatan penelitian eksploratif secara nyata.
- Mahasiswa mampu memahami tata cara melakukan desain penelitian deskriptif dan merencanakan desain penelitian deskriptif
- Mahasiswa akan dapat merasakan melakukan kegiatan penelitian deskriptif secara nyata.
- Mahasiswa mampu menerapkan prosedur statistik yang benar dalam menggunakan alat statistik terhadap data yang dikumpulkan.
- Siswa akan dapat menganalisis hasil dari alat statistik.
- Siswa akan dapat memberikan rekomendasi untuk pengambilan keputusan dan implikasi manajerial.
| - Students will be able to understand the role of marketing research in marketing and decision-making.
- Students will be able to define the marketing research problem and develop an approach.
- Students will be able to understand three basic types of research designs, namely exploratory, descriptive, and causal in the context of marketing research.
- Students will be able to understand the procedure to conduct an Exploratory research design and to plan an exploratory research design.
- Students will be able to experience conducting real exploratory research activities.
- Students will be able to understand the procedure to conduct a descriptive research design and to plan a descriptive research design
- Students will be able to experience conducting real descriptive research activities.
- Students will be able to apply the right statistical procedure in using statistical tools for the collected data.
- Students will be able to analyze the results from the statistical tools.
- Students will be able to give a recommendation for decision-making and managerial implication.
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| Metode Pembelajaran | Diskusi kelompok, Studi literatur | Group discussion, literature study |
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| Modalitas Pembelajaran | Luring, daring, asinkron | offline, online, assyncron |
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| Jenis Nilai | ABCDE |
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| Metode Penilaian | Kuis, UTS, UAS, tugas, presentasi | Quiz, mid exam, final exam, assignment, presentation |
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| Catatan Tambahan | | |
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