Summary
Summary Hoofstuk 16
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- Institution
Opsomming in Afrikaans van Hoofstuk 16
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Hoofstuk 16: Verbruikersnavorsing1.1 Verstaan hoe om verkennende navorsing te doen en sekondêre data te
hersien
Konsepte
• Ondersoek van hulpbronne en materiaal wat reeds
ingesamel is en van waarde kan wees vir die navorsing wat
Verkennende navorsing
voorhande is
• Bestaan meestal uit hersiening van sekondêre data
• Inligting wat voorheen ingesamel is en nie in die loop van die
Sekondêre data
studie onderneem word nie
Verkennende navorsing en sekondêre data
• Stap 1: wat is die doelwitte van die navorsing
• Stap 2: ondersoek sekondêre data- bestaande inligtingsbronne
Sekondêre data
Interne data Eksterne data
Data is in-huis gegenereer Deur ander organisasie ingesamel
Ontleding van verbruikers Regeringsinligting, tydskrifte, koerante, boeke
Nuttig vir berekening van verbruiker-leeftyd Kommersiële data ook verkrygbaar vanaf
waarde firmas wat marknavorsing doen
Voordele en beperkings van sekondêre data
Help om doelwitte van studie te definieer Kategorieë mag dalk nie ooreenstem nie
Goedkoper en vinnig Dalk nie akkuraat nie
Help om probleme in studie te identifiseer Data kan verouderd wees
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