Inhoudsopgave
MODULE 1: WAT IS MARKTONDERZOEK? ......................................................................................................... 0
WAT IS MARKTONDERZOEK? ................................................................................................................................................. 2
Rol van marktonderzoek...................................................................................................................................................................................... 2
Marketing & onderzoek ....................................................................................................................................................................................... 2
2 perspectieven om een definitie te formuleren .................................................................................................................................................. 3
Wanneer toepassen? ........................................................................................................................................................................................... 3
Bedenkingen bij opstart....................................................................................................................................................................................... 3
INDELING NAAR TYPES VAN MARKTONDERZOEK .......................................................................................................................... 3
Op basis vd bron vd gegevens ............................................................................................................................................................................. 3
Op basis vd aard/doelstelling vh onderzoek ........................................................................................................................................................ 4
HOE PAK IK EEN MARKTONDERZOEK AAN? STAPPEN IN HET ONDERZOEKSPROCES ................................................................................. 5
MARKTONDERZOEK IN DE PRAKTIJK: VOORBEELDEN/TOEPASSINGEN ................................................................................................ 5
Marktsegmentatie............................................................................................................................................................................................... 5
Prijsbeslissingen – prijzetting............................................................................................................................................................................... 5
Communicatie-onderzoek .................................................................................................................................................................................... 6
Tevredenhuidsonderzoek ..................................................................................................................................................................................... 6
Productonderzoek ............................................................................................................................................................................................... 6
Mystery shopping ................................................................................................................................................................................................ 6
Mystery calls ....................................................................................................................................................................................................... 6
BETROUWBAARHEID – VALIDITEIT ........................................................................................................................................... 6
Betrouwbaarheid................................................................................................................................................................................................. 6
Validiteit .............................................................................................................................................................................................................. 6
ONDERZOEKSETHIEK – DEONTOLOGIE – GEDRAGSCODE ................................................................................................................. 7
Ethische implicaties ............................................................................................................................................................................................. 7
Febelmar/Esomar gedragscode ........................................................................................................................................................................... 7
MODULE 2: ONDERZOEKSPROCES – ONDERZOEKSMETHODEN – KWALITATIEF ONDERZOEK ........................... 7
HOE PAK IK EEN MARKTONDERZOEK AAN? HET ONDERZOEKSPROCES ................................................................................................ 7
Stap 1: Briefing vd klant ...................................................................................................................................................................................... 8
Stap 2: Opstellen onderzoeksplan........................................................................................................................................................................ 8
Stap 3: onderzoeksmethode ................................................................................................................................................................................ 9
MODULE 3: GESPREKGIDS – KWALITATIEVE TECHNIEKEN .............................................................................. 14
GESPREK-/DISCUSSIEGIDS ................................................................................................................................................... 14
Onderzoeksproces stap 4: verzamelen van data ................................................................................................................................................ 14
Een gesprekgids voor elke methode .................................................................................................................................................................. 14
De start vh interview ......................................................................................................................................................................................... 14
Verkenning vh onderwerp, de topics ................................................................................................................................................................. 15
Uitdiepen vd topics/probleemstelling ................................................................................................................................................................ 15
PROJECTIEVE TECHNIEKEN ................................................................................................................................................... 16
Woordassociaties .............................................................................................................................................................................................. 16
3e persoon ......................................................................................................................................................................................................... 16
Tesktballontechniek........................................................................................................................................................................................... 16
Aanvulling van zinnen en verhalen .................................................................................................................................................................... 16
Typische gebruiker/personificatie ...................................................................................................................................................................... 16
Planeetoefening ................................................................................................................................................................................................ 16
Rollenspel of psychodrama ................................................................................................................................................................................ 16
Fotosort ............................................................................................................................................................................................................. 16
Lettering ............................................................................................................................................................................................................ 16
MODULE 4: ANALYSEREN VAN KWALITATIEF ONDERZOEK ............................................................................. 17
BENADERINGEN VAN KWALITATIEVE ANALYSE (1) ...................................................................................................................... 17
FASEN IN HET PROCES VAN KWALITATIEVE ANALYSE (2)............................................................................................................... 17
SAMENGEVAT ................................................................................................................................................................. 17
MODULE 6: RAPPORTEREN VAN KWALITATIEF ONDERZOEK .......................................................................... 20
1
, Ilan Schoreels Samenvatting Marktonderzoek 1C
Module 1: wat is marktonderzoek?
Wat is marktonderzoek?
Rol van marktonderzoek
Marktonderzoek wordt ingezet wanneer een organisatie (bedrijf, NGO,
overheidsinstantie,…) een vraag heeft en antwoord wilt kennen om beter te presteren.
→ Info omzetten in winst
Winst=
- Meer verkoop
- Meer tevreden klanten
- Een beter (of ander) imago
- Duurzamer en/of circulair product
- Optimalisatie vd gebruiktervaring van een app
- Nieuwe doelgroepen aantrekken
- De winst van tijd en moeite in een proces (kostenefficiëntie)
Marktonderzoek maakt deel uit vh marketingbeleid
- Taken marketingmanager:
o Externe omgeving volgen
o Doelgroep kiezen (marktsegemnten – doelgroep – positionering)
o Gepast aanbod creëren/wat zijn de behoeften in de markt/bij mijn doelgroep
o ‘marketingmix-elementen” handeten (P’s van mix)
o …
- Oncontroleerbare variablen (concurrentie, economie, plotse gebeurtenissen,…)
- Strategie/LT-plan vertalen in doelstellingen/acties
- In praktijk brengen door marketeers, verkopers, communicatiebureau, influencers,…
Marketing & onderzoek
Marketing + Marktonderzoek
1. Analyseren en begrijpen vd markt 1. Wie zijn onze (potentiële) klanten,
wat zijn hun behoeften, goe goed
scoren we bij onze doelgroep?
2. Plannen van merketing-, 2. Waar en hoe kunnen we de doelgroep
Communicatie- en verkoopacties het best bereiken en met welke
boodschap?
3. Implementatie van acties 3. Meten vh success vd implementatie.
Is onze naambekendheid gestegen?
Slaat onze promotie aan.
2
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller ilanschoreels1. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.05. You're not tied to anything after your purchase.