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Samenvatting toets 2 DT3- CE 5 SPSS & marketing research (Kooiker)
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Samenvatting voor toets 2 DT3: CE 5 SPSS & marketing research (Kooiker).
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SAMENVATTING STOF TOETS 2DT3: CE5 SPSS & marketing research
Daan van der Mark
Hogeschool van Amsterdam
,Inhoud
Hoofdstuk 3 Deskresearch: opzoek naar bestaande informatie.............................................................5
3.1 Deskresearch starten....................................................................................................................5
3.2 Betrouwbaarheid van gegevens...................................................................................................5
3.3 Gegevens uit verschillende bronnen............................................................................................6
3.4 Onderzoeksvraag scherper maken...............................................................................................6
3.4.1 Deelvragen.............................................................................................................................6
3.4.2 Theoretisch kader..................................................................................................................6
3.4.3 Het gebruik van Google.........................................................................................................7
3.4.4 In gesprek over de onderzoeksopdracht (lees in boek blz 71, 72).........................................7
3.5 Marktgegevens van brancheorganisaties.....................................................................................7
3.5.1 Welke organisaties hebben kennis?.......................................................................................7
3.5.2 Gegevens analyseren.............................................................................................................7
3.5.3 Actuele gegevens over marktontwikkelingen........................................................................7
3.6 Trends en ontwikkelingen.............................................................................................................7
3.6.1 Sociale en culturele trends....................................................................................................7
3.6.2 Technologische en economische factoren.............................................................................8
3.7 CBS-cijfers verkrijgen....................................................................................................................8
3.7.1 Algemene oriëntatie..............................................................................................................8
3.7.2 De thema-indeling.................................................................................................................8
3.7.3 Werken met Statline..............................................................................................................8
3.8 Syndicated data............................................................................................................................8
3.9 Andere informatiebronnen...........................................................................................................8
Hoofdstuk 5 Kwalitatief marktonderzoek.............................................................................................10
5.1 Toepassingen van kwalitatief marktonderzoek..........................................................................10
5.1.1 Verkennend onderzoek........................................................................................................10
5.1.2 Pretesten.............................................................................................................................10
5.1.3 Onderzoek voor productontwikkeling.................................................................................10
5.1.4 Een kijkje in het onbewuste.................................................................................................11
5.2 Methoden van kwalitatief marktonderzoek...............................................................................11
5.2.1 Groepsdiscussie...................................................................................................................11
5.2.2 Interview..............................................................................................................................12
5.2.3 Laddering.............................................................................................................................12
5.2.4 Delphimethode....................................................................................................................12
5.2.5 Observatie............................................................................................................................12
5.3 Aandachtspunten bij kwalitatief marktonderzoek......................................................................13
5.3.1 Privacy van de deelnemers aan een onderzoek...................................................................13
, 5.3.2 Het analyseren van de onderzoeksuitkomsten....................................................................13
5.3.3 Onderzoeksrapport..............................................................................................................14
Hoofdstuk 6 (-6.5.2 en 6.5.3) Steekproef..............................................................................................15
6.1 Populatie en steekproefkader.....................................................................................................15
6.2 Validiteit en betrouwbaarheid....................................................................................................15
6.2.1 Validiteit..............................................................................................................................15
6.2.2 Betrouwbaarheid.................................................................................................................15
6.3 Representativiteit.......................................................................................................................15
6.3.1 Steekproeftrekking en representativiteit.............................................................................15
6.3.2 Non-respons........................................................................................................................16
6.4 Methoden van steekproeftrekken..............................................................................................16
6.4.1 Aselecte methoden van steekproeftrekken.........................................................................16
6.4.2 Niet-aselecte methoden van steekproeftrekken.................................................................17
6.5 Generaliseren van steekproefuitkomsten (alleen 6.5.1).............................................................17
6.5.1 Nauwkeurigheidsmarge bij procentuele uitkomsten...........................................................17
6.6 Verantwoording van de steekproef............................................................................................18
Hoofdstuk 7 (-7.4) Steekproefgrootte, precies en betrouwbaar...........................................................18
Hoofdstuk 8 Observatie en registratie..................................................................................................18
8.1 Observatie en registratie............................................................................................................18
8.1.1 Manieren om te observeren................................................................................................18
8.1.2 Voor- en nadelen van observatie.........................................................................................19
8.1.3. De betrouwbaarheid van observaties.................................................................................19
8.2 Vormen van observatie...............................................................................................................19
8.2.1 Bij de consument.................................................................................................................19
8.2.2 Verkoopplaats......................................................................................................................20
8.2.3 Testcentrum.........................................................................................................................20
8.3 Technische hulpmiddelen bij observatie....................................................................................20
Hoofdstuk 10 Onderzoek met vragenlijsten.........................................................................................22
10.1 Onderzoeksproces bij vragenlijstonderzoek.............................................................................22
10.2 Afname van de vragenlijst........................................................................................................22
10.2.1 Voor- nadelen bij verschillende vormen van afname........................................................22
10.2.2 Mate van respons bij verschillende enquêtevormen.........................................................22
10.2.3 Representativiteit van verschillende enquêtevormen.......................................................23
10.2.4 Wensen ten aanzien van tijd en complexiteit....................................................................23
10.2.5 Kosten................................................................................................................................23
10.3 Pilot...........................................................................................................................................23
10.4 Instructie van de enquêteur of de respondent.........................................................................24
10.5 Controle van het veldwerk........................................................................................................24
, Hoofdstuk 11........................................................................................................................................24
11.1 Functies van een vragenlijst......................................................................................................24
11.2 Het opstellen van de vragenlijst...............................................................................................25
11.2.1 De structuur van de vragenlijst..........................................................................................25
11.2.2 Andere aandachtspunten bij het maken van een vragenlijst.............................................26
11.3 Het formuleren van goede vragen............................................................................................26
11.3.1 Open en gesloten vragen...................................................................................................26
11.3.2 Multiplechoicevragen........................................................................................................26
11.4 Verkeerde vragen.....................................................................................................................27
11.5 Schaalmeting............................................................................................................................27
11.6 De complete vragenlijst............................................................................................................28
Hoofdstuk 12........................................................................................................................................28
12.3 Meetniveau van variabelen......................................................................................................28
12.3.1 Nominale variabelen..........................................................................................................29
12.3.2 Ordinale variabelen...........................................................................................................29
12.3.3 Metrische (numerieke) variabelen (interval en ratio)........................................................29
12.3.4 Meetniveaus en analysemogelijkheden.............................................................................30
12.4 Tabellen....................................................................................................................................30
12.4.1 Frequentietabel.................................................................................................................30
12.4.2 Kruistabel...........................................................................................................................30
12.5 Chikwadraattoets......................................................................................................................31
12.6 Toetsen van hypothesen...........................................................................................................32
12.6.1 Toetsing hypothese bij procentuele steekproefuitkomsten..............................................32
Hoofdstuk 13 Toetsen met SPSS...........................................................................................................32
Hoofdstuk 15 Rapporteren over marktonderzoek................................................................................32
15.1 Belang van een goed onderzoeksrapport.................................................................................32
15.2 Efficiënt rapporten schrijven.....................................................................................................33
15.3 Structuur van het rapport.........................................................................................................33
15.4 Voorwerk..................................................................................................................................33
15.4.1 Titelblad.............................................................................................................................33
15.4.2 Inhoudsopgave..................................................................................................................33
15.4.3 Samenvatting.....................................................................................................................33
15.5 Het feitelijke onderzoeksverslag...............................................................................................33
15.5.1 Inleiding.............................................................................................................................34
15.5.2 Methode............................................................................................................................34
15.5.3 Resultaten..........................................................................................................................34
15.5.4 Conclusies en aanbevelingen.............................................................................................34
15.6 Bijlagen.....................................................................................................................................35
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