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Samenvatting SV Marktonderzoek
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Samenvatting van het vak marktonderzoek binnen de marketingopleiding.
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EmileFonteyne
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Samenvatting MarktonderzoekInhoudsopgave
1. Inleiding ........................................................................................................................................... 3
1.1. Situering van het marktonderzoek.......................................................................................... 3
1.2. Definitie van het marktonderzoek .......................................................................................... 4
1.3. Wanneer wordt het marktonderzoek toegepast? .................................................................. 4
1.4. Wie doet aan marktonderzoek?.............................................................................................. 5
1.5. Uitbestedingsprocedure.......................................................................................................... 5
2. Indeling van het marktonderzoek ................................................................................................... 7
2.1. Inleiding ................................................................................................................................... 7
2.2. Continu en indidenteel onderzoek .......................................................................................... 7
2.3. Exploratief en conclusief onderzoek ....................................................................................... 8
2.4. Descriptief en causaal onderzoek ........................................................................................... 9
2.5. Kwantitatief en kwalitatief onderzoek .................................................................................. 11
........................................................................................................................................................... 12
3. Exploratief onderzoek ................................................................................................................... 12
3.1. Probleemdefinitie en belang van het exploratief onderzoek ............................................... 12
3.2. De 2 fasen van het exploratief onderzoek ............................................................................ 13
3.3. Types van het exporatief onderzoek ..................................................................................... 13
4. Organisatie van het descriptief onderzoek ................................................................................... 15
4.1. Fasen van de gegevensverzameling ...................................................................................... 15
4.2. Observatie ............................................................................................................................. 16
4.2.1. Voor- en nadelen ........................................................................................................... 16
4.2.2. Voorbeelden .................................................................................................................. 16
4.2.3. Hulpmiddelen bij de observatie .................................................................................... 17
4.3. De enquête ............................................................................................................................ 18
4.3.1. De persoonlijke enquête ............................................................................................... 18
4.3.2. De telefonistische enquête ........................................................................................... 18
4.3.3. Schriftelijke enquêtes .................................................................................................... 19
4.3.4. Enquête met gebruik van internet ................................................................................ 20
4.4. Omnibusonderzoek ............................................................................................................... 20
4.4.1. Definitie ......................................................................................................................... 20
4.4.2. Voordelen ...................................................................................................................... 20
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, 4.4.3. Nadelen ......................................................................................................................... 20
4.5. Multiclientenquêtes .............................................................................................................. 20
5. Vragenlijst...................................................................................................................................... 21
5.1. De vragenlijst als meetinstrument ........................................................................................ 21
5.2. Meetniveaus .......................................................................................................................... 21
5.3. Stappen ................................................................................................................................. 21
5.4. Soorten vragen ...................................................................................................................... 21
5.5. Types vragen ......................................................................................................................... 22
5.6. De lengte van de vragenlijst .................................................................................................. 22
5.7. Types van de vragenlijsten .................................................................................................... 22
5.8. Vereisten ............................................................................................................................... 22
5.9. Pretest/proefenquête ........................................................................................................... 23
6. Kwalitatief marktonderzoek .......................................................................................................... 24
6.1. Inleiding ................................................................................................................................. 24
6.2. Doelstelling van kwalitatief marktonderzoek ....................................................................... 24
6.3. Problemen waarvoor men beroep doet op kwalitatief onderzoek ...................................... 24
6.4. Kenmerkend voor kwalitatief onderzoek .............................................................................. 24
6.5. Kwalitatief onderzoek bij merkkeuze .................................................................................... 25
6.6. Houdingen of attitudes en onderzoek naar het WAAROM? ................................................. 25
6.7. Methodes van kwalitatief onderzoek ................................................................................... 25
6.7.1. Motivatieonderzoek ...................................................................................................... 25
6.7.2. Attitudeonderzoek ........................................................................................................ 27
6.8. Gebruikte schaaltechnieken .................................................................................................. 27
7. Steekproeven ................................................................................................................................ 29
7.1. Inleiding ................................................................................................................................. 29
7.2. Stappen bij het samenstellen van de steekproef .................................................................. 29
7.3. Soorten steekproeven ........................................................................................................... 29
7.3.1. Toevallige steekproeven ............................................................................................... 30
7.3.2. Niet-toevalssteekproeven ............................................................................................. 31
7.3.3. Online technieken van steekproeftrekking ................................................................... 32
7.4. De steekproefgrootte ............................................................................................................ 33
7.5. Fouten in steekproefonderzoek ............................................................................................ 34
7.5.1. Niet streekproeffouten (non-sampling errors) ............................................................. 34
7.6. Foutenbronnen in een onderzoek......................................................................................... 35
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