Samenvatting Marktonderzoek, 2e jaar bedrijfsmanagement Artevelde Hoge School
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Course
Marktonderzoek En Statistiek
Institution
Arteveldehogeschool (Artevelde)
Book
Marktonderzoek in rechte lijn
Volledige samenvatting van Marktonderzoek (zonder het uitgebreide deel van statistiek) in 2e jaar Bedrijfsmanagement: Marketing aan Artevelde Hoge School.
Samenvatting maakt gebruik van voorbeelden & afbeeldingen.
Samenvatting Marktonderzoek
Inhoud
Les 1: situering & traject.........................................................................................................................3
Wat is marktonderzoek?....................................................................................................................3
Hoofdtaken marktonderzoeker..........................................................................................................4
Taken marketingmanager...................................................................................................................4
Extra informatie..................................................................................................................................4
Indeling marktonderzoek....................................................................................................................5
Kenmerken & eisen........................................................................................................................5
Stappen van marktonderzoek.............................................................................................................6
Stap 1: Welke informatie heb ik nodig?..........................................................................................6
Stap 2: Opmaken van onderzoekplan (hoe pak ik het onderzoek aan?).........................................7
Les 2: Deskresearch................................................................................................................................7
Waarom?............................................................................................................................................7
Interne bronnen.................................................................................................................................7
MIS (marketing informatie systemen)............................................................................................8
Externe bronnen.................................................................................................................................8
Les 3: kwalitatief fieldresearch...............................................................................................................9
Doel & aard.........................................................................................................................................9
Psychologie.....................................................................................................................................9
Situering i/h onderzoeksproces........................................................................................................10
Methodes kwalitatief marktonderzoek............................................................................................10
Het interview................................................................................................................................10
Focusgroepsgesprek.....................................................................................................................11
Projectieve technieken.................................................................................................................11
Andere tests.................................................................................................................................11
Les 4: kwalitatief fieldresearch: coderen & rapporteren interviews.....................................................12
Vooraf rapporteren..........................................................................................................................12
verwerken van gegevens..................................................................................................................12
stap 1: coderen.............................................................................................................................12
Stap 2: linken & verbinden = uitschrijven.....................................................................................12
Les 5: Kwantitatief fieldresearch: keuze enquêtemethode & steekproefmethode..............................13
Enquêtemethodes............................................................................................................................13
Persoonlijke enquête....................................................................................................................13
, Straatenquêtes.............................................................................................................................13
Telefonische enquêtes..................................................................................................................13
Schriftelijke enquête.....................................................................................................................14
Online enquêtes...........................................................................................................................14
Omnibusonderzoek..........................................................................................................................14
Steekproefmethode..........................................................................................................................14
Populatie.......................................................................................................................................15
Keuze steekproefmethode...........................................................................................................16
Les 6: Voorbereiding kwantitatief onderzoek stappenplan Enquête: OVs, vragenlijst, inschatten
analyses................................................................................................................................................18
Les 7: hoe stel je een enquête/ vragenlijst op?....................................................................................18
Vragenlijst.........................................................................................................................................18
Vraagtypes....................................................................................................................................19
Analyse Spss.................................................................................................................................19
, Les 1: situering & traject
Wat is marktonderzoek?
Redenen marktonderzoek
Kansen vinden & evalueren
Voldoen prestaties aan doelstellingen?
Controleren of marketingmix de doelstellingen beantwoord
Zoeken naar verandering in omgevingsfactoren
Onderzoek naar nieuw product
Onderzoeken wat bedrijven/ wn’s/ … motiveert
Tevredenheidsonderzoek
Wanneer marktonderzoek?
Informatie winst & doelstellingen halen
In elk stadium vh marketing & managementproces
o Missie & visie
o Externe & interne analyse
Hoe?
Positionering
o Markt/trends/omgeving
o Doelgroep/ consument
Research & segmentatie!!!
o Concurrentie
Segmentatie (opdelen van de markt)
o Geografisch
o Demografisch (leeftijd, geslacht, religie)
o Sociaal – economisch (beroep, opleiding, inkomen)
o Gedrag
o (koopgedrag)
o Vaak adhv Persona’s
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