Summary
Samenvatting Kennistoets Persona & Journey Leerjaar 2 Periode 1
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Grote samenvattingJaar 2 periode 1
Inhoudsopgave
Research .......................................................................................................................................................... 2
Research 1 .......................................................................................................................................................... 2
Research 2 .......................................................................................................................................................... 4
Research 3 .......................................................................................................................................................... 5
Research 4 .......................................................................................................................................................... 8
Research 5 ........................................................................................................................................................ 10
Research 6 ........................................................................................................................................................ 15
Research 7 ........................................................................................................................................................ 19
Consumer behavior ........................................................................................................................................ 23
Consumer behavior 1 ........................................................................................................................................ 23
Consumer behavior 2 ........................................................................................................................................ 31
Consumer behavior 3 ........................................................................................................................................ 35
Consumer behavior 4 ........................................................................................................................................ 39
Marketing ...................................................................................................................................................... 45
Marketing 1 ...................................................................................................................................................... 45
Marketing 2 ...................................................................................................................................................... 52
Marketing 3 ...................................................................................................................................................... 58
Marketing 4 ...................................................................................................................................................... 61
Intercultural communication .......................................................................................................................... 64
Intercultural communication 1 ......................................................................................................................... 64
Intercultural communication 2 ......................................................................................................................... 68
Objectives after this course the student:
Research
1. Knows the types of research objectives
2. Knows types of research
3. Understands when and how to use types of research
4. Understands how to conduct desk research
5. Understands the observation research method
6. Can draw proper conclusions from research results
Marketing
7. Knows Customer Journey
8. Knows how to identify conversion points in a customer journey
9. Is able to apply storytelling theory to a customer journey and the important touchpoints.
6. Knows segmentation principles
Consumer behavior
7. Understands how to map online behavior (mouse tracking)
9. Understands how to monitor socials
Intercultural behavior
13. Understands the most relevant intercultural theories.
14. Is able to apply the most relevant intercultural theories when creating a cultural profile of the target group.
1
,Research
Research 1
What will you learn this week
- The difference between desk and field research
- The difference between descriptive, exploratory, and explanatory research goals
- How to conduct proper desk research
Type of research
Qualitative versus quantitative
Exercise - findings
- ‘When children identified more with a vlogger, they watched vlogs more frequently
and for a longer time’ this is quantitative because of the numbers.
- Study take aways: -Both men and women remember commercials with sexual
appeals better than nonsexual ones.-Because men get distracted by sexual appeals,
they recall brands that are advertised without sexy images better.-Marketers should
not use sex as a marketing tool for men if they want to immediately increase sales or
if they want men to remember their brand. This is quantitative yes/no or number
2
,Units of analysis and constructs
What is the unit of analysis?
For who is this question
What is the construct?
What are you going to research
Types of research
Descriptive
1. Research question: how many children aged 4-8 suffer from obesity?
2. Closed question the answer is a number so: quantitative
You only know something about the percentage/frequency
Exploratory
1. Research question: what causes obesity in children aged 4-8?
2. Open question answer is in words so: qualitative
You are coming to a theory
Explanatory
1. Research question: what is the relationship between excercising and Body Mass
Index of children aged 4-8?
You are testing whether the theory you have is correct. Expectation = hypothesis
In this case the hypothesis could be: the more children exercise, the lower their BMI
2. Testing is done by statistics. Answer is therefore a number so: quantitative
Roadmap desk research
1. Prior knowledge
The knowledge you already have by using programs like Google, Wikipedia, HBO
Kennisbank, Google Scholar
2. Define
What is it that you are looking for, use the right keywords. Think of a construct of
your interest that has a link with your client (sustainability), make a mind map
3
, 1. Own knowledge: lay terms and specialistic terms
2. Synonyms
3. Translations or spelling variations
4. Singular or plural forms
5. Abbreviations or fully written
3. Search
Look at your mindmap or list of keywords and write down how you will start your
smart search (using AND/OR, etc)
4. Select and assess
1. Is It reliable?
2. Is it useful?
5. Progress
APA referencing
6. Present
Forms of presentation in a powerpoint or an infographic or an report. How you show
the results to your client
7. Evaluate
Any things that you can improve the next time, think about what you have done.
Help: http://toolbox-en.fontysdienstoeno.nl
Research 2
Operationalization
The translation of abstract constructs into measurable terms. To do proper desk research,
you have to make sure that you use the right search terms (and be creative). Remember, the
quality of your search (and thus in the end your trend report) depends on what you found
(and thus how you searched to find it).
Example
Construct = aggression
What is the definition of aggression?
‘Behaviour that is intented to hurt someone’
To make it even more concrete:
- Direct verbal: calling someone names
- Indirect verbal: gossiping, spreading false rumours
- Direct physical: kicking, beating
- Indirect physical: vandalizing property
Indicators to measure the construct → important to know exactly what you study
4
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