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Samenvatting Marktonderzoek
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Samenvatting Marktonderzoek HoGent. Alles staat er in voor het examen van januari.
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MARKTONDERZOEKExamen januari 2023
Ilan Schoreels
HoGent
,Ilan Schoreels Samenvatting Marktonderzoek 1C
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 5: KWALITATIEVE TECHNIEKEN ........................................................................................................ 18
INHOUDSANALYSE ............................................................................................................................................................ 18
OBSERVATIE: .................................................................................................................................................................. 18
Natuurlijke <-> gemanipuleerde ........................................................................................................................................................................ 18
Directe <-> indirecte .......................................................................................................................................................................................... 18
Persoonlijke <-> mechanisme ............................................................................................................................................................................ 18
Observatie can groepsdiscussies en gedrag ....................................................................................................................................................... 18
Laboratoriumtest .............................................................................................................................................................................................. 19
KELLYROOSTER ................................................................................................................................................................ 19
LADDERING .................................................................................................................................................................... 20
MODULE 6: RAPPORTEREN VAN KWALITATIEF ONDERZOEK .......................................................................... 20
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, 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
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