ENGLISH FOR SALES & MARKETING

MARKET
RESEARCH
PRESENTED BY
I Gusti Ayu Asmia Pradnya Dewi (2112021135)
Ayu Nyoman Sutrini (2112021139)
Ida Bagus Putu Surya Cewanayana (2112021141)
I Putu Arya Dipayana (2112021142)
 1 WHAT IS MARKET RESEARCH?

2 WHY IS IT IMPORTANT?

3 TYPES OF MARKET RESEARCH

4 QUAnTATIVE RESEARCH
CONTENTS
5 QUANTITATIVE RESEARCH

THE MARKET RESEARCH

6
PROCESS

EXAMPLE OF BRAND MARKET

7
RESEARCH
WHAT IS MARKET
RESEARCH?
The systematic gathering and analysis of
marketing-related data to produce information
that can be used in decision making.
(Hague et al., 2013)
 WHY MARKET RESEARCH IS
IMPORTANT?
Understanding customer needs: Market research is like asking
customers directly what they want and need.
Market research can help to minimize risks: in assessing potential
risks before launching a new product or entering a new market.
Market research can help to optimizing marketing strategies:
Market research is like a map.
Stay competitive.
TYPES OF MARKET
RESEARCH
Motivation Research Customer Research

This research investigate psychological This research investigates the behaviors

reason why customer buy specific pattern (how people act) and customer
product. need. There are two main method of
consumer research: - primary research
- secondary research
QUANTITATIVE RESEARCH
Quantitative research focuses on assessing and
measuring various market aspects, encompassing
metrics such as market size, segment dimensions,
brand shares, purchase frequencies, etc. (Hague et
al., 2013)

Quantitative research involves gathering

information from a relatively large sample or a
population using a systematic and standardized
approach (McGivern 2013).
COMMON METHOD OF DATA COLLECTION OF
QUANTITATIVE RESEARCH

Surveys implement standardized

Surveys questionnaires to obtain information
from a specific group of participants.

Online survey Offline survey

QUALITATIVE RESEARCH

Qualitative research is focused on capturing

detailed descriptions, deep understanding, and
valuable insights in which offered credible data.
The primary goal is to go beyond surface-level,
logical responses and explore the underlying
thoughts (McGivern 2013).
COMMON METHOD OF DATA COLLECTION OF
QUALITATIVE RESEARCH
The focus group is a method of research
where information is gathered by having a
Focus Group group of people interact and discuss a
particular topic.

An in-depth interview in market research is a

In Depth face to face conversation between a
researcher and a participant to thoroughly
Interview explore opinions and experiences about a
product or topic.

Observation in market research involves

systematically watching and recording
Observation participants' behaviors, actions, and
interactions in a natural setting.
THE MARKET RESEARCH PROCESS
2
Designing the Research
Identifying precisely what information is
1 needed to achieve the objectives and
fullfil research needs. By determining the
Define the Objectives and research approach, select appropriate
Research Needs data collection methods, and define
sampling strategy.
Identification and definition of the problem
that need investigation. It involves
precisely pinpointing the challenges and
establishing clear research objectives to
address them.
THE MARKET RESEARCH PROCESS
4
Analyze the Data
Analyze and interpret the data regarding
consumer thoughts, opinions, and
3 behavior. It is used to make key business
Data Collection Process decisions, such as whether to launch a
new product or how to best appeal to
Gathering information from various segmented markets.
sources such as consumers,
competitors or industry reports whether
through survey (quantitative) or
interview (qualitative).
THE MARKET RESEARCH PROCESS

5
Reporting Research Findings
and Developing an Action Plan
It involves documenting the entire data
in a report and executes the strategies
and tactics outlined in the action plan to
measure its effectiveness.
INDIHOME
Indihome is a brand owned and operated by
Telkom Indonesia, one of the largest
telecommunication companies in Indonesia.
Indihome serves as a brand under Telkom's
umbrella, specifically focusing on providing
integrated telecommunication services to
residential and business customers.
QNA
DEFINE THE OBJECTIVES
AND RESEARCH NEEDS:
Objective Setting: Research Needs Identification:

Determine the viability and potential demand Explore the market size and growth potential for
for Indihome services in Bali. telecommunication services in Bali.
Understand the preferences, needs, and Understand consumer preferences for internet
behaviors of residents in Bali regarding internet, speed, TV channel offerings, and pricing
TV, and phone services. structures.
Assess the competitive landscape and identify Identify the strengths and weaknesses of existing
key competitors in the region. competitors in Bali's telecommunications
market.
DESIGNING THE RESEARCH:

Conduct surveys
Methodology Selection: Organize focus groups or interviews
Analyze existing market reports and studies

Define the target audience

Sampling Strategy:
Ensure a mix of urban and rural participants

Develop surveys that inquire about preferences for

Questionnaire and
internet speed, TV content, pricing sensitivity, and
Data Collection
satisfaction with existing services.
Instruments: Prepare interview or focus group guides
DATA COLLECTION PROCESS
Surveys Distribution

Sample questions might include:

What internet speed do you currently subscribe to?
Online surveys What factors influence your choice of telecom services?
How satisfied are you with your current TV channel offerings?
Would you consider switching to a new telecom provider if
they offered competitive pricing and faster internet speeds?

Setting up kiosks or booths in public places across Bali, such as

shopping malls or community centers, to conduct in-person
on-site surveys surveys. This approach allows face-to-face interactions and
immediate survey completion. Staff can approach individuals and
ask similar questions as in online surveys.
DATA COLLECTION PROCESS
Focus Groups or Interviews & Data Gathering from Secondary Sources

Selecting diverse groups of Bali residents (based on demographics) to

participate in discussions about telecom services. These sessions could
Focus Groups involve 8-10 participants and a moderator, discussing topics like internet
usage habits, entertainment preferences, and service expectations.
Indihome could conduct one-on-one interviews with representatives
from different demographics, such as students, business owners, or
Interviews retirees. These interviews would be semi-structured, allowing for deeper
exploration of individual experiences and preferences.

Collecting data from the Indonesian government's reports on internet

penetration, population demographics, and economic indicators in
Bali.
Secondary Sources Accessing reports from industry organizations or telecom research
firms detailing market trends, competitor analysis, and consumer
behavior in Bali's telecommunications sector.
DATA COLLECTION PROCESS
Customer Service Record, Feedback and Observational Research

Analyzing Indihome's existing customer service records and feedback

Customer Service
from Bali residents who might have already subscribed to Indihome
Record and services or inquired about them. This could reveal common issues,
Feedback concerns, or preferences expressed by potential customers.

Observing how Bali residents interact with telecom services in public

Observational places or through Indihome's promotional events. This could provide
Research insights into current usage patterns, preferences, and reactions to
different service offerings.
ANALYZE THE DATA

Data Procession Quantitative and Qualitative Analysis

Clean and organize collected data for analysis, Analyze survey responses using statistical
ensuring accuracy and consistency methods to identify trends and correlations.
Thoroughly examine qualitative data from
interviews and focus groups to uncover nuanced
insights and themes.
Analyze and interpret the data regarding
consumer thoughts, opinions, and behavior.
REPORTING RESEARCH Back to INDIHOME

FINDINGS AND DEVELOPING

AN ACTION PLAN
Report Generation Recommendations and Action Plan

Summarize research findings, including market Provide recommendations for Indihome's service
potential, consumer preferences, competitive offerings in Bali, considering internet speed tiers,
analysis, and identified opportunities. tailored TV content, pricing structures, and
marketing strategies.
Develop an action plan outlining steps for
market entry, including infrastructure setup,
marketing campaigns, and customer acquisition
strategies in Bali.

Back to Agenda
QUESTIONS?
THANK YOU!