Summary
Samenvatting - Research & Analytics project
- Course
- Institution
Dit is een samenvatting van het vak Research & Analytics Project - 3de jaar marketing Docent: Christine Lourdon jaar:
[Show more]
Seller
Followchelseadeherdt
Content preview
RESEARCH & ANALYTICS –PROJECT
Examen 9 november 2023
,Inhoudsopgave
Module 1: inleidende module........................................................................................................................ 4
Marktonderzoek....................................................................................................................................................4
Soorten marktonderzoek..................................................................................................................................4
Kwaliteitsvereisten............................................................................................................................................5
Stappenplan.......................................................................................................................................................5
Module 2: kwalitatief onderzoek................................................................................................................... 8
Verloop kwali onderzoek.......................................................................................................................................8
Individueel interview.............................................................................................................................................9
Wat, wie en hoe................................................................................................................................................9
Methodes interviews......................................................................................................................................10
Voorbereiding & uitvoeren interview.............................................................................................................10
Focusgesprek/groepsinterview...........................................................................................................................13
Wat, wie en hoe..............................................................................................................................................13
Voorbereiding & uitvoeren interview.............................................................................................................13
Gespreksvaardigheden.......................................................................................................................................15
Elicitatietechnieken.............................................................................................................................................15
Verslag (Transcriberen).......................................................................................................................................16
Analyse interviews en rapportage..................................................................................................................16
Online Focusgroepen en forums.....................................................................................................................17
Checklist reflectie................................................................................................................................................17
Module 3: Steekproeven.............................................................................................................................. 18
Inleiding...............................................................................................................................................................18
Steekproefproces................................................................................................................................................18
1. Bepalen van populatie en kader..................................................................................................................18
2. Methode van steekproeftrekking................................................................................................................19
3. Steekproefgrootte.......................................................................................................................................20
4. Representativiteits controle........................................................................................................................21
Normale verdeling...............................................................................................................................................21
Z-normale verdeling........................................................................................................................................22
Formules..............................................................................................................................................................23
Representativiteitscontrole & -correctie.............................................................................................................24
Wegingscoëfficiënten......................................................................................................................................26
Module 4: Kwanti Formuleren van vragen.................................................................................................... 27
Inleiding...............................................................................................................................................................27
Conceptueel model kwanti onderzoek................................................................................................................27
Vereisten vragenlijst...........................................................................................................................................27
Aandachtspunten formuleren goede vragen..................................................................................................27
, Onderdelen in vragenlijst................................................................................................................................28
Vragensoorten....................................................................................................................................................28
Testen..............................................................................................................................................................30
Module 5: Datawijsheid............................................................................................................................... 30
Oorsprong & inhoud data...................................................................................................................................30
Waar komt de data vandaan?.........................................................................................................................30
Inhoud data.....................................................................................................................................................31
Ruwe data...........................................................................................................................................................31
Verwerking......................................................................................................................................................32
Analyse resultaten...........................................................................................................................................32
Statistische toetsen.............................................................................................................................................34
Toetsen van verbanden...................................................................................................................................35
Toetsen van verschillen...................................................................................................................................35
Visualisatie data..............................................................................................................................................39
Module 6: Trends in marketing.................................................................................................................... 41
Mobiel onderzoek................................................................................................................................................41
Sociale media onderzoek....................................................................................................................................41
Communities & blogs......................................................................................................................................42
Crowdsourcing....................................................................................................................................................43
Gamification & VR...............................................................................................................................................43
Neuromarketing..................................................................................................................................................44
Eye tracking.....................................................................................................................................................44
Huidgeleiding...................................................................................................................................................44
Gezichtsuitdrukkingen.....................................................................................................................................44
Hersenactiviteit EEG........................................................................................................................................45
Electrocardiogram ECG...................................................................................................................................45
Elektromyografie EMG....................................................................................................................................45
Marktonderzoek aanbieders...............................................................................................................................45
Aanbieders.......................................................................................................................................................45
Inkopen............................................................................................................................................................46
, MODULE 1: INLEIDENDE MODULE
MARKTONDERZOEK
Marktonderzoek omvat alle systematische activiteiten die gericht zijn op het verzamelen van gegevens die
informatie bevatten over een van tevoren afgebakend onderwerp, met als doel een of meerdere vragen
aangaande dit onderwerp te beantwoorden.
Indeling van soorten kan op verschillende manieren afhankelijk van doel onderzoek
SOORTEN MARKTONDERZOEK
Soorten:
- Verkennend - Desk research - Kwalitatief
- Beschrijvend - Field research - Kwantitatief
- Verklarend - Mixed method
- Causaal
1) Verkennend – Beschrijvend – Verklarend – Causaal
o Verkennend (= oriënterend/exploratief)
Probleem verkennen (want weinig info)
Flexibel, ongestructureerd en kwalitatief van aard
o Beschrijvend:
Feitelijke gegevens verzamelen
“Hoeveel procent van … “
Meestal kwantitatief
o Verklarend
de ‘waarom’ achterhalen
Kwalitatief van aard
o Causaal:
achterhalen wat de oorzaak is
Oorzaak – Gevolg
2) Desk & Field research
o Desk research
Opzoek naar secundaire data/ bestaande data
Zijn er al onderzoeken naar gelijkaardige onderwerpen?
o Field research
Nood aan nieuwe informatie/primaire informatie
zelf onderzoek doen
3) Kwali – Kwanti – Mixed
o Kwalitatief
Verzamelen van ideeën, gevoelen, wensen en verwachtingen van mensen
veel info van weinig respondenten
Conclusies voor hele populatie? (extrapoleren*) Resultaten kwantificeren, aselecte
steekproef trekken
o Kwantitief
Beschrijvend onderzoek betrouwbare en nauwkeurige resultaten (voorkeur: gelden voor
hele populatie)
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 chelseadeherdt. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $15.54. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
67232 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now