Summary
Samenvatting Marktonderzoek
- Course
- Institution
Samenvatting van de dia's en lesopnames van het onderdeel Marktonderzoek. Het traject van marktonderzoek word mooi in verschillende stappen doorheen de samenvatting uitgelegd.
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- MARKTONDERZOEK –Inhoudsopgave
INLEIDING - Situering en traject...................................................................................4
Wat is marktonderzoek?............................................................................................4
Informatie nodig om…............................................................................................4
Wanneer marktonderzoek......................................................................................4
Het traject: hoe pak ik een marktonderzoek aan?.....................................................6
Stappen in het onderzoeksproces.........................................................................6
Welke informatie heb ik nodig?..................................................................................7
Welke informatie?...................................................................................................7
Situatieanalyse.......................................................................................................7
Kenmerken van onderzoek....................................................................................7
Onderzoeksdoel en hypotheseopbouw..................................................................7
Bronnen van informatie – indeling.........................................................................9
Conclusie................................................................................................................9
DEEL 1 – BEPALEN VAN DE BENODIGDE INFORMATIE.......................................10
Briefing en tegenbriefing..........................................................................................10
Briefing.................................................................................................................10
Tegenbriefing.......................................................................................................10
Desk research..........................................................................................................10
Wat is desk research?..........................................................................................10
Waarom desk research?......................................................................................11
Indeling bronnen...................................................................................................11
Desk research op basis van interne bronnen......................................................11
Desk research op basis van externe bronnen.....................................................12
Standaardonderzoeken........................................................................................13
Mediaonderzoek – CIM........................................................................................15
Marketing informatie systeem (MIS)....................................................................16
Kwalitatief onderzoek...............................................................................................17
Doel en aard.........................................................................................................17
Methodes kwalitatief onderzoek...........................................................................19
Visie op consumentengedrag...............................................................................21
Attitude.................................................................................................................21
Strekkingen..........................................................................................................21
Verschillende modellen........................................................................................22
Verzamelen gegevens.........................................................................................22
Hoe pak ik een kwalitatief onderzoek aan?.............................................................25
1
, Visie......................................................................................................................25
Rapporteren.........................................................................................................25
DEEL 2 – OPMAKEN VAN HET ONDERZOEKSPLAN.............................................28
Steekproeven...........................................................................................................28
Basisprincipes......................................................................................................28
Basisvoorwaarden................................................................................................28
Vertekening en nauwkeurigheid...........................................................................28
Samenstelling / stappenplan................................................................................29
Definitie populatie.................................................................................................29
Sampling frame....................................................................................................30
Keuze steekproefmethode...................................................................................30
Soorten steekproefmethodes...............................................................................30
Steekproeftypes...................................................................................................33
De enquêtemethode................................................................................................34
Types....................................................................................................................34
Krachtlijn voor de keuze.......................................................................................34
Persoonlijke interviews.........................................................................................34
Straatinterviews....................................................................................................34
Telefonische enquêtes.........................................................................................35
Schriftelijke enquêtes...........................................................................................35
Online enquêtes...................................................................................................36
Overzicht interviewmethodes...............................................................................36
Omnibusonderzoek..............................................................................................37
HET ONDERZOEKSPLAN - Voorbereiding beschrijvend onderzoek.....................38
Voorafgaand:........................................................................................................38
Onderzoeksopzet.................................................................................................38
Stappen onderzoek samenvatting.......................................................................39
Werken met een marktonderzoeksbureau...........................................................40
Opstellen van een vragenlijst...................................................................................41
Betrokken partijen en hun behoeften...................................................................41
Stappenplan vragenlijst........................................................................................41
Inhoud van de vragen..........................................................................................42
Filtervraag............................................................................................................42
Vragentypes.........................................................................................................42
Formulering van de vragen..................................................................................45
Schalen.................................................................................................................46
Lay-out enquêteformulieren.................................................................................48
DEEL 3 – VERZAMELEN EN RESIGSTREREN VAN DE GEGEVENS....................49
Veldwerk..................................................................................................................49
2
, Betrokkenen bij een vragenlijst............................................................................49
Fouten door interviewers......................................................................................49
Fouten van respondenten....................................................................................49
Belang ‘non-response errors’...............................................................................49
Effect van de ‘non-response’ oplossingen...........................................................50
Aandachtspunten voor de opdrachtgever............................................................50
Praktische wenken bij een mondelinge enquête.................................................50
DEEL 4 - VERWERKING VAN DE GEGEVENS........................................................51
Analyseplan.............................................................................................................51
Stap 1...................................................................................................................51
STAP 2.................................................................................................................51
Inhoud rapport..........................................................................................................52
3
, INLEIDING - SITUERING EN TRAJECT
Wat is marktonderzoek?
Informatie nodig om…
- Winstgevende kansen te vinden en evalueren
- Beantwoorden de prestaties aan de doelstellingen?
- Beantwoordt de toepassing van de marketing mix aan de planning?
- Zijn de omgevingsfactoren niet veranderd?
Wanneer marktonderzoek
Waarom marktonderzoek
Marktonderzoek wordt gedaan om informatie te verzamelen over hoe men winst
creëert of hoe men zijn behalen doelstellingen moet behalen.
Bijvoorbeeld: de lancering van een nieuw wasproduct.
- Is er een markt voor?
- Welke kenmerken moet het product hebben
- Welke prijs mag er gevraagd worden?
- …
Marktonderzoek kan gedaan worden in elk stadium van het
(marketing/)managementproces.
Missie, visie en ondernemingsdoelstellingen
Externe analyse Interne analyse
Beleidsuitgangspunten voorraad en producten
Strategieën
Toetsing
Beheerplannen
Implementatie
4
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