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Samenvatting Field Research (Koen Pannis)
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Samenvatting Field Research. Dit vak wordt gegeven in het 2de jaar Media & Entertainment Business (MEB) door Koen Pannis. Met deze samenvatting haalde ik 14/20!
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FIELD RESEARCH1
,Inhoudsopgave
INLEIDING (PRAKTISCHE INFORMATIE) ................................................................................................... 3
LES 1 (17/11/2021) - ONLINE .................................................................................................................. 5
1. Kwantitatief vs. kwalitatief onderzoek ........................................................................................ 5
2. Kwantitatief onderzoek ............................................................................................................... 9
3. Onderzoeksproces toegepast op VRT-case ............................................................................... 17
LES 2 (18/11/2021) - CAMPUS............................................................................................................... 20
1. Soorten surveys ......................................................................................................................... 22
LES 3 (???/11/2021) - ONLINE ............................................................................................................... 29
1. Causaal onderzoek (p. 97-112) .................................................................................................. 29
2. Specifiek gestandaardiseerde vragen........................................................................................ 38
LES 4 (25/11/2021) – CAMPUS .............................................................................................................. 42
1. Vraag- en antwoordformats ...................................................................................................... 42
2. Meetniveaus .............................................................................................................................. 45
3. Vragen en antwoorden formuleren .......................................................................................... 47
4. Opdracht kwantitatieve survey ................................................................................................. 53
LES 5 (01/12/2021) - ONLINE ................................................................................................................ 54
1. Steekproeftrekking (H10) .......................................................................................................... 54
2. Soorten steekproeven (H10) ..................................................................................................... 59
3. Steekproefgrootte bepalen (H11) ............................................................................................. 66
LES 6 (02/12/2021) - CAMPUS............................................................................................................... 72
1. Idk?? Te laat.. again .................................................................................................................. 72
2. Vragenlijst opstellen .................................................................................................................. 73
LES 7 (08/12/2021) - ONLINE ................................................................................................................ 76
1. Fouten en non-respons (H12) ................................................................................................... 76
LES 8 (09/12/2021) – ON CAMPUS ........................................................................................................ 81
1. Data-analyse in Qualtrics (1) ..................................................................................................... 81
LES 9 (15/12/2021) – ONLINE ................................................................................................................ 88
1. Data-analyse in Qualtrics (2) ..................................................................................................... 88
LES 10 (16/12/2021) – ON CAMPUS .................................................................................................... 100
1. Data-analyse in Qualtrics (3) ................................................................................................... 100
2. Presenteren en bespreken van resultaten .............................................................................. 103
2
,INLEIDING (PRAKTISCHE INFORMATIE)
Vorig jaar in 1MEB
• In 1MEB onderbouwden jullie in Desk Research al een creatief concept op basis van desk
research
• Op basis van bestaande informatie, bronnen, voorgaand onderzoek, etc. (+ belang van
bronvermelding)
• Desk research is enorm belangrijk, maar volstaat vaak niet
Dit jaar in 2MEB
• Vaak aanvullend, eigen onderzoek nodig om een specifieke onderzoeksvraag te kunnen
beantwoorden
• Field research, eigen empirisch onderzoek (= primaire bronnen)
• Vak field research, maar ook nodig in projectvakken
- September/oktober: focus op kwalitatief onderzoek (diepte-interviews en focusgroepen) bij
Karen Smet (2h per week)
- November/december focus op kwantitatief onderzoek (surveys en experimenten) bij Koen
Panis (4h per week)
3
, Lesmateriaal
Handboek: Principes van Marktonderzoek (7de editie)
Methode: lessen, Q&A/oefeningen, slides en aanvullend materiaal op Canvas, eigen notities!
Evaluatie 1ste zit
• On campus examen is combinatie meerkeuzevragen en aantal open vragen
• Het opleidingsonderdeel Field Research wordt geïntegreerd geëvalueerd. Deelvrijstellingen zijn
dus niet mogelijk.
• Uit de cluster Desk Research, Field Research en Critical Thinking Skills kan je slechts één OPO
tolereren !
Permanente evaluatie ‘Schriftelijk’ examen
Kwalitatief onderzoek (Karen Smet) 35%
Kwantitatief onderzoek (Koen Panis) 15% 50%
Totaal 50% 50%
2 opdrachten
1) Groep: survey opstellen
2) Individueel: test om aan te tonen dat je data kan analyseren in het platform dat we gaan
gebruiken
4
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