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Samenvatting Marktonderzoek in de praktijk
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Samenvatting Marktonderzoek in de praktijk (vak 2de semester) Alle te kennen leerstof voor het examen in Juni staat er in. Inhoudstabel - afbeeldingen - uitleg
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2022-2023MARKTONDERZOEK IN
DE PRAKTIJK
EXAMENPERIODE JUNI 2023
ILAN SCHOREELS
HOGENT
,Inhoudsopgave
MODULE 2: ENQUÊTEMETHODES........................................................................................4
DE ENQUÊTESTYPES........................................................................................................................................ 4
Persoonlijk interview (face2face)....................................................................................................................4
Ondervraging per telefoon..............................................................................................................................4
Schriftelijke ondervraging................................................................................................................................4
Ondervragging via het internet.......................................................................................................................4
KRACHTLIJNEN VOOR DE KEUZE......................................................................................................................... 4
PERSOONLIJKE INTERVIEWS.............................................................................................................................. 4
Voordelen:.......................................................................................................................................................4
Nadelen:..........................................................................................................................................................4
STRAATINTERVIEWS........................................................................................................................................ 5
Voordelen:.......................................................................................................................................................5
Nadelen:..........................................................................................................................................................5
TELEFONISCHE ENQUÊTES................................................................................................................................. 5
Voordelen:.......................................................................................................................................................5
Nadelen:..........................................................................................................................................................5
SCHRIFTELIJKE ENQUÊTES................................................................................................................................. 6
Voordelen:.......................................................................................................................................................6
Nadelen:..........................................................................................................................................................6
ONLINE-ENQUÊTE.......................................................................................................................................... 6
Voordelen:.......................................................................................................................................................6
Nadelen:..........................................................................................................................................................7
OMNIBUSONDERZOEK..................................................................................................................................... 7
Voordelen:.......................................................................................................................................................7
Nadelen:..........................................................................................................................................................7
MODULE 3: OPSTELLEN VAN EEN VRAGENLIJST...................................................................8
VRAGENLIJST – BETROKKEN PARTIJEN – BEHOEFTEN...............................................................................................8
Beslisser in onderneming.................................................................................................................................8
Analist/Projectleider........................................................................................................................................8
Respondent......................................................................................................................................................8
Enquêteur........................................................................................................................................................8
FLOWCHART................................................................................................................................................. 8
Indien korte vragenlijst....................................................................................................................................8
Indien lange vragenlijst...................................................................................................................................8
ENKELE ALGEMENE REGELS............................................................................................................................... 8
MEETNIVEAUS............................................................................................................................................... 9
VRAGENLIJST – INHOUD VAN DE VRAGEN............................................................................................................. 9
FORMULERING VAN DE VRAGEN........................................................................................................................ 9
VRAGENLIJST – VRAGENTYPES......................................................................................................................... 10
Feitenvragen..................................................................................................................................................10
Opinievragen.................................................................................................................................................10
Open vragen..................................................................................................................................................10
Semi-open vragen..........................................................................................................................................10
Gesloten vragen............................................................................................................................................10
OPEN VRAGEN............................................................................................................................................ 10
Voordelen:.....................................................................................................................................................10
Nadelen:........................................................................................................................................................10
OPEN VRAGEN MET GESLOTEN ANTWOORDMOGELIJKHEDEN...................................................................................10
GESLOTEN VRAGEN....................................................................................................................................... 11
Voor en -nadelen:..........................................................................................................................................11
Speciale types:...............................................................................................................................................11
GESLOTEN VRAGEN – DICHOTOMISCHE VRAGEN................................................................................................... 11
, VRAGENLIJST – FILTERVRAAG.......................................................................................................................... 12
GESLOTEN VRAGEN – MEERKEUZEVRAGEN.......................................................................................................... 12
UITGEBREIDE MEERKEUZEVRAAG...................................................................................................................... 12
Eisen:.............................................................................................................................................................12
UITGEBREIDE MEERKEUZEVRAGEN (SPONTAAN)................................................................................................... 13
UITGEBREIDE MEERKEUZEVRAAG (GEHOLPEN)..................................................................................................... 13
RANGORDEVRAGEN...................................................................................................................................... 13
MATRIX..................................................................................................................................................... 14
SCHALEN – SCHAALNIVEAUS........................................................................................................................... 14
Nominaal:......................................................................................................................................................14
Ordinaal:........................................................................................................................................................14
Interval:.........................................................................................................................................................14
Ratio:.............................................................................................................................................................14
DIRECTE SCHALEN........................................................................................................................................ 14
BEOORDELINGSSCHAAL.................................................................................................................................. 15
Likert-schaal:.................................................................................................................................................15
GRAFISCHE VOORSTELLING............................................................................................................................. 15
RANGORDESCHAAL....................................................................................................................................... 16
‘CONSTANT SUM’ -SCHAAL............................................................................................................................. 16
SCHAALSCORE OP 10-PUNTENSCHAAL............................................................................................................... 17
NPS-SCHAAL.............................................................................................................................................. 17
SAMENGESTELDE SCHALEN – SEMATISCH DIFFERENTIAAL........................................................................................17
MAX-DIFF.................................................................................................................................................. 18
MODULE 4: STEEKPROEVEN & STEEKPROEFTREKKING.......................................................19
BASISPRINCIPES........................................................................................................................................... 19
BASISVOORWAARDEN................................................................................................................................... 19
BETROUWBAARHEIDSINTERVAL........................................................................................................................ 19
3 factoren:.....................................................................................................................................................19
VERTEKENING (BIAS)..................................................................................................................................... 19
STATISCHE FOUT.......................................................................................................................................... 19
DEFINITIE POPULATIE.................................................................................................................................... 20
Socio-demografische kenmerken:.................................................................................................................20
Gedragsmatige kenmerken:..........................................................................................................................20
STEEKPROEFKADER....................................................................................................................................... 20
Mogelijke bronnen:.......................................................................................................................................20
KEUZE STEEKPROEFMETHODE.......................................................................................................................... 21
Zuiver toevallig (aselectie):............................................................................................................................21
Niet-toevallig:................................................................................................................................................21
TOEVALSSTEEKPROEF.................................................................................................................................... 21
Nadelen:........................................................................................................................................................21
Soorten toevalssteekproeven:.......................................................................................................................21
NIET-TOEVALSSTEEKPROEVEN.......................................................................................................................... 23
Quotasteekproef............................................................................................................................................23
BEPALEN STEEKPROEFGROOTTE........................................................................................................................ 23
KRACHTLIJNEN VOOR DE KEUZE....................................................................................................................... 23
MODULE 5: VELDWERK & DATACOLLECTIE........................................................................24
FACE2FACE VELDWERK.................................................................................................................................. 24
Betrokken partijen.........................................................................................................................................24
Fouten door de interviewers..........................................................................................................................24
Fouten van respondenten..............................................................................................................................24
Belang ‘non-respons errors’..........................................................................................................................25
Aandachtpunten voor de opdrachtgever......................................................................................................25
Praktische wenken bij een mondelinge enquête...........................................................................................25
TELEFONISCHE ENQUÊTES............................................................................................................................... 26
CATI................................................................................................................................................................26
, ONLINE ENQUÊTES....................................................................................................................................... 26
Digitale platformen.......................................................................................................................................26
Stappen bij online bevraging.........................................................................................................................26
Digitale platformen:......................................................................................................................................26
MODULE 6: VERWERKEN EN ANALYSEREN VAN KWANTITATIEVE DATA............................27
HET ONDERZOEKSPROCES............................................................................................................................... 27
EXPORTEER HET EXCEL BESTAND...................................................................................................................... 27
STEEKPROEFBESCHRIJVING.............................................................................................................................. 28
MAAK DRAAITABELLEN/KRUISTABELLEN VAN DE BELANGRIJKSTE DATA/VARIABELEN.....................................................29
CODEER OPEN VRAGEN OM EEN TABEL/GRAFIEK TE MAKEN....................................................................................31
MAAK EEN SAMENVATTENDE GRAFIEK VOOR EEN MATRIXVRAAG.............................................................................31
VOORBEELDEN............................................................................................................................................ 32
Kruistabel.......................................................................................................................................................32
Schaalvraag...................................................................................................................................................32
Constant sum.................................................................................................................................................33
NPS................................................................................................................................................................34
Sematisch defferentiaal.................................................................................................................................34
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