Inleiding Tot Marketing En Marktonderzoek (010397)
Summary
Samenvatting Marktonderzoek (VUB)
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Course
Inleiding Tot Marketing En Marktonderzoek (010397)
Institution
Vrije Universiteit Brussel (VUB)
Deze samenvatting is voor het vak Inleiding tot Marketing en Marktonderzoek (). Dit vak wordt gegeven door Prof. Timothy Desmet.
Bevat alle te kennen leerstof van het deel Marktonderzoek.
Inleiding Tot Marketing En Marktonderzoek (010397)
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INLEIDING TOT MARKTONDERZOEK .................................................................................................................2
1. MARKETINGINFORMATIE ........................................................................................................................2
1.1. SECONDARY DATA ................................................................................................................................2
1.1.1. Internal Databases .....................................................................................................................2
1.1.2. External Desk Research ...............................................................................................................3
1.2. PRIMARY DATA ....................................................................................................................................3
2. ONDERZOEKSPROBLEEM EN -DOELSTELLINGEN.......................................................................................4
2.1. VOORBEELDEN VAN MARKTONDERZOEKEN .................................................................................................4
2.1.2. Price Research ............................................................................................................................5
2.1.3. Shopper Research .......................................................................................................................5
2.1.4. Reclameonderzoek .....................................................................................................................6
2.2. TYPES OF GOALS ..................................................................................................................................6
CONCLUSIE ......................................................................................................................................................7
3. GENERAL APPROACH: QUANTITATIVE VS. QUALITATIVE .........................................................................7
3.1. QUANTITATIVE RESEARCH ......................................................................................................................8
3.2. QUALITATIVE RESEARCH ........................................................................................................................8
4. ONDERZOEKSDOELGROEP (STEEKPROEF) ................................................................................................9
4.1. WIE .................................................................................................................................................9
4.2. AANTAL ........................................................................................................................................... 10
4.2.1. Standaard Steekproefgrootteformule........................................................................................ 10
4.3. HOE ............................................................................................................................................... 12
4.3.1. Aselecte steekproeftrekking ...................................................................................................... 12
4.3.2. Selecte steekproeftrekking ........................................................................................................ 12
5. ONDERZOEKSMETHODE ........................................................................................................................13
5.1. KWALITATIEVE ONDERZOEKSMETHODEN .................................................................................................. 13
5.2. KWALITATIEVE ONDERZOEKSMETHODEN .................................................................................................. 13
5.3. KWALITATIEF ONDERZOEK OP KWANTITATIEVE SCHAAL ................................................................................ 14
5.4. PROBLEMEN MET TRADITIONEEL MARKTONDERZOEK ................................................................................... 14
5.4.1. Problemen uitsluiten ................................................................................................................. 14
6. VELDWERK EN DATA-ANALYSE ..............................................................................................................15
6.1. VELDWERK ....................................................................................................................................... 15
6.2. DATA-ANALYSE ................................................................................................................................. 15
6.2.1. Kwalitatief data voorbereiding en analyse ................................................................................ 15
6.2.2. Kwantitatief data-analyse methoden ........................................................................................ 15
7. RAPPORTEREN EN PRESENTEREN ..........................................................................................................16
7.1. PLANNING ....................................................................................................................................... 16
7.1.1. Structuur .................................................................................................................................. 16
7.1.2. Elevator Pitch ........................................................................................................................... 17
7.1.3. Structuur aanpassen ................................................................................................................. 17
7.1.4. Samenvatting ........................................................................................................................... 17
7.2. OPBOUW ......................................................................................................................................... 18
7.2.1. Signal to noise ratio .................................................................................................................. 18
7.2.2. Visuele informatie..................................................................................................................... 18
7.3. PRESENTATIE .................................................................................................................................... 19
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