Today's business has become very complex. Various factors interact with each other and make business unpredictable. On that basis, a systematic method is needed in dealing with various problems that arise in the business, namely the business research method.

Business Research Methods

The business research method is a systematic method that is useful for researching various aspects related to business. This method largely shares the same solution idea as other scientific research methods. In this method, the explanation and steps to solve the problem must be logical and systematic.

Logical means that the conclusions that exist must be based on facts in the field, not mere inspiration. Systematic means that the way the research works is structured according to other scientific research methods.

In addition, the research must be proven and repeated by others. The pattern of drawing conclusions in business research can be divided into two types, namely deductive and inductive. The deductive conclusion method can be done by drawing specific conclusions from general facts. Meanwhile, in contrast to the deductive method, the inductive method draws conclusions from specific facts.

For example, you want to find out why the productivity of your workers is decreasing. You are looking for general facts, such as the number of outputs your workers make per day. From there it is then sought why the decline occurred.

 Types of Business Research Methods

According to the type of data, business research can be divided into two, namely qualitative research and quantitative research. Both types of research can be carried out depending on the type and purpose of the research to be carried out. Therefore, research planning is very important to do. Researchers will plan in advance about the goals and objectives of the research.

The aims and objectives of the research are then derived into the research methods to be carried out. In tracing this research method, the types and needs of the data are defined. What is the amount of data, who are the samples needed in the study, and the type of data to be used must be defined in this phase?

1. Qualitative Methods

Qualitative research methods are research methods that use data other than numerical data. This means that the data used does not contain numbers. The data used is for example grouping data into several categories. An example of business research that falls into the qualitative category is tracing whether consumers know what products are on the market and what they think about these products.

2. Quantitative Methods

In contrast to qualitative methods, quantitative methods use numbers as their research approach. Data commonly used in this type of research is usually expressed in numbers or numerics, such as ratio data.

Marketing Research

Start a business plan with a simple initial plan. The initial plan includes a summary, mission statement, keys to success, market analysis, the balance of funds analysis, and so on. These are the simplest business plans.

A business plan has a standard, which follows the advice of business experts, covering a set of standard elements, such as a description of the company, product or service, target market, forecasts, management team, and financial analysis.

A business plan depends on the situation. The business plan will run as it should if the internal situation of the company and the external situation support it. The existence of investors or investors can affect the continuity of a business plan.

In making a business plan, we must know and recognize the existence of a position, goals, and what we want to achieve in the business that was built, so that we can be successful. As for success, there is a raw material. The ingredients for success is ability, effort, attitude.

As a business philosophy, the marketing concept has the aim of providing satisfaction with consumer desires. In addition, the marketing concept is oriented towards consumer needs. The marketing concept is different from the previous business concepts which were oriented towards products and sales. The marketing concept consists of three elements, namely as follows.

Oriented to consumers. In marketing management, you have to see what the sales target of your product is like, so you need to know the consumer first.

Arrangement of detailed marketing activities. If you have found the right consumer or marketing target, then you just need to formulate a sales strategy for the product. Break down your marketing activities in detail.

Consumer satisfaction. If your sales activities are already running, then you need to evaluate your product marketing management, such as customer satisfaction with the products you sell. So, you can find out the shortcomings of these products, so you can strategize so that your products remain in demand in the market.

Marketing management cannot be separated from the four main factors that greatly influence the course of a marketing management. Here are four factors that influence the marketing business.

1. Product 

The products of a company are divided into two types, namely products in the form of goods (such as cell phones, motorbikes, and clothes) and products in the form of services (such as savings, telecommunications services, or body care and spa services.

In the product concept, there are premium products or products that have distinctive features, unique features, and have a class of their own. Therefore, these products have a relatively expensive price. Meanwhile, on the other hand, there is also a "me too" product concept, which is a product that is designed as a competitor or an imitator of products that are already on the market.

To market a product, you need to look at the sales goals of your product to whom, where, and when. You need a strategy that you have to do so that the products you sell well in the market. Even though the product you are selling is an imitation item, if you offer the product to the right consumer, at the right time and place, then your product sales will be selling well.

2. Promotion 

Promotion is a step that needs to be taken to introduce a product and persuade potential customers to spend money to buy the product offered. In promotion, it is known as the promotion mix or combination of promotional programs which are incorporated into four key elements, namely promotion through advertising, promotion of publications, promotion through sales promotion, and promotion through personal selling.

As a consumer, of course, the promotion of goods really influences him to be interested in buying an item. A good and attractive promotion can attract consumers to buy it. However, promotions must also be carried out at the right time and place. If you are promoting a jacket in hot regions and in the summertime, that is not quite right. The sales of your goods will be low or no one will even buy them. For that, the promotion of a product also needs a strategy.

3. Place 

Place means the place where the product being offered will be sold or marketed. Place concerns the distribution strategy to be carried out. There are three distribution models, namely exclusive distribution, selective distribution, and intensive distribution. Exclusive distribution is marketing goods and services only to limited outlets in order to maintain the prestige and reputation of the products offered. For example, Jogger T-shirts that are sold and marketed in only one location or Audemar Piaget's watches which are only marketed at certain outlets.

Selective distribution is a series of products that are only sold or marketed in modern outlets or modern markets and are not sold in traditional markets. Meanwhile, intensive distribution is a product that is marketed or sold to all types of markets, both modern and traditional, and covers all parts of Indonesia.

4. Pricing 

Pricing is a strategy that involves setting product prices. As explained above for products with strong differentiation, a premium price can be charged. For example, a Harley Davidson or a Porsche. In addition, there are products that are sold with a low-cost strategy, for example, the telephone services offered by CDMA operators.

Pricing for a product has a purpose. Basically, there are four types of pricing goals. This is the purpose of product pricing by a company or seller. Pricing is carried out to generate the highest profit (profit maximization), so that the company or seller chooses the price of its product that can generate large profits.

Pricing is done to achieve a high level of sales volume within a market share. Pricing is carried out to form a company image, such as by setting a high price on a product it can form a prestigious corporate image.