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samenvatting marketing en communicatie
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Samenvatting van het vak marketing en communicatie. Het bevat de delen van marketing en communicatie en marktonderzoek. docenten: Julie Van Der Hooft en Frank Van Durme
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By: egondeweerdt • 11 months ago
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MARKTONDERZOEKDeel Frank Van Durme
INHOUDSOPGAVE
MODULE 0: INTRODUCTIE MARKETING EN COMMUNICATIE ............................................................................ 5
MODULE 1: wat is marktonderzoek? ................................................................................................................ 5
1 wat is marktonderzoek ..................................................................................................................................... 5
1.1 Marktonderzoek maakt deel uit van het marketingbeleid ........................................................................ 5
1.2 Rol van marktonderzoek ............................................................................................................................ 5
1.3 twee perspectieven om een definitie te formuleren ................................................................................. 6
2 indeling naar types van marktonderzoek ......................................................................................................... 7
2.1 op basis van de bron van de gegevens ...................................................................................................... 7
2.2 op basis van de aard/ doelstelling van het onderzoek............................................................................... 7
3 het marktonderzoekproces ............................................................................................................................... 8
3.1 hoe pak ik een marktonderzoek aan? het onderzoeksproces ................................................................... 8
4 de briefing ......................................................................................................................................................... 8
5 kies de aangewezen onderzoeksmethode ........................................................................................................ 8
MODULE 2: DE VIER VOORNAAMSTE ONDERZOEKSMETHODES ..................................................................... 10
1. desk research .......................................................................................................................................... 10
2. curatie ..................................................................................................................................................... 10
3. kwalitatief onderzoek ............................................................................................................................. 11
4. kwantitatief onderzoek ........................................................................................................................... 11
MODULE 3: populatie en steekproef: het onderzoeksplan ............................................................................. 13
1. populatie en steekproef/ steekrpoeftrekking.......................................................................................... 13
1.1 kwantitatief onderzoek ............................................................................................................................ 13
2. opstellen van het onderzoeksplan .......................................................................................................... 15
MODULE 4: onderzoekstechnieken en- middelen........................................................................................... 16
1 onderzoekstechnieken .................................................................................................................................... 16
1.1 VERLDONDERZOEK (FIELD RESEARCH) ................................................................................................ 16
2 kwalitatief onderzoek: gesprekgids ................................................................................................................ 16
2.1 een gesprekgids voor elke metohde ........................................................................................................ 16
2.2 de start van het interview ........................................................................................................................ 16
2.3 verkenning van het onderwerp, de topics ............................................................................................... 17
2.4 uitdiepen van de topics/ probleemstelling .............................................................................................. 17
1
, 3. PROJECTIEVE TECHNIEKEN ...................................................................................................................... 17
3.1 woordassociaties ................................................................................................................................. 17
3.2 derde persoon ..................................................................................................................................... 17
3.3 tekstballontechniek ............................................................................................................................. 18
3.4 aanvulling van zinnen en verhalen ...................................................................................................... 18
3.5 typische gebruiker/ personificatie ...................................................................................................... 18
3.6 planeetoefening .................................................................................................................................. 18
3.7 fotosort ............................................................................................................................................... 18
3.8 lettering ............................................................................................................................................... 19
4. KWANTITATIEF ONDERZOEK: MEETNIVEAUS ......................................................................................... 19
5. KWANTITATIEF ONDERZOEK: VRAGENLIJST ........................................................................................... 19
5.1 enkele algemene regels ........................................................................................................................... 19
5.2 de vijf belangrijke stukken van jouw vragenlijst ...................................................................................... 20
5.3 flowchart .................................................................................................................................................. 20
5.4 vraagtypes ................................................................................................................................................ 20
MODULE 5- verwerking en analyse van onderzoeksdata ................................................................................ 21
1. waar zijn we in het onderzoeksproces? .................................................................................................. 21
2. verwerking en anaylse van kwantiatieve data ....................................................................................... 21
a. exporteer het excel ............................................................................................................................. 21
b. steekrpoefbeschrijving ........................................................................................................................ 21
c. maak draaitabellen/ kruistabellen van de belangrijkste data/ variabalen .......................................... 21
d. maak draaitabbellen/ kruistabellen van de belangrijkste data/ variabelen en maak grafieken ......... 22
e. codeer open vragen om een tabel/ grafiek te maken ......................................................................... 22
f. maak een samenvattende grafiek voor een matrixvraag ....................................................................... 22
3. verwerking en analyse van kwalitatieve data......................................................................................... 22
3.1 fasen in het proces van kwalitatieve analyse ........................................................................................... 22
3.2 beschrijf de steekproef/ participanten .................................................................................................... 22
3.3 starten met volledige transcripties .......................................................................................................... 23
3.4 lees de transcripties en kom tot de eerste bevindingen .......................................................................... 23
3.5 markeer de transcripties en kom tot de eerste codes/ subthema’s ........................................................ 23
3.6 maak een codeboom/ analyse schema in excel ....................................................................................... 23
module 1 opbouw van een marketingplan ..................................................................................................... 24
1. interne analyse........................................................................................................................................ 24
module 2 marketing recap ............................................................................................................................. 25
1. product of solution .................................................................................................................................. 25
1.1 de 3 levels van een product ..................................................................................................................... 25
2. plaats = acces .......................................................................................................................................... 26
2.1 distributie ............................................................................................................................................ 26
2.2 distributiekanalen ............................................................................................................................... 26
2.3 welke factoren beïnvloeden beslissing?.............................................................................................. 26
2.4 marktdekking in distributie ................................................................................................................. 26
3. prijs = value ............................................................................................................................................. 26
3.1 wat beïnvloedt prijs? ........................................................................................................................... 26
2
, 3.2 prijsstrategie ....................................................................................................................................... 27
3.3 prijsstrategie bij nieuwe producten .................................................................................................... 27
4. promotie = education .................................................................................................................................... 28
4.1 promotiemix............................................................................................................................................. 28
4.2 integrated marketing ............................................................................................................................... 28
4.3 effectieve communication ....................................................................................................................... 29
module 3 BUYER PERSONA EN CUSTOMER JOURNEY ..................................................................................... 30
1. buyer persona ......................................................................................................................................... 30
1.1 wat is een buyer persona? ....................................................................................................................... 30
1.2 waarom buyer persona gebruiken? ......................................................................................................... 30
1.3 de elementen van een buyer persona ..................................................................................................... 30
2. customer jouney...................................................................................................................................... 30
2.1 wat is een customer journey? .................................................................................................................. 30
2.2 waarom een customer journey gebruiken? ........................................................................................ 31
2.3 verschillende elementen ..................................................................................................................... 31
2.4 let’s do this .......................................................................................................................................... 31
module 4 omnichannel marketing .................................................................................................................. 32
1. consumentengeneraties.......................................................................................................................... 32
maturists of stille generatie ........................................................................................................................... 32
baby boomers 1945- 1960 ............................................................................................................................. 32
gen x (1961 – 1980)........................................................................................................................................ 32
Gen y= convince me (1981 – 1995) ................................................................................................................ 33
gen z = convince me (na 1995) ....................................................................................................................... 33
2. de nieuwe consument ............................................................................................................................. 33
Customer journey verloopt anders: ............................................................................................................... 33
Cross-device buying process .......................................................................................................................... 33
3. trends in consumentengedrag, de huidige marktsituatie ....................................................................... 34
trend 1: faillissementen ................................................................................................................................. 34
trend 2: e-tail ................................................................................................................................................. 34
trend 3: combo of physical & digital .............................................................................................................. 34
trend 4: shared economy ............................................................................................................................... 34
trend 5: tweedehands .................................................................................................................................... 34
4. omnichannel marketing .......................................................................................................................... 34
Marketingteams morgen: .............................................................................................................................. 34
Waarom omnichannel?.................................................................................................................................. 35
360° approach in communicate ..................................................................................................................... 35
Offline marketing ........................................................................................................................................... 35
Pos-marketing ................................................................................................................................................ 35
Online marketing ........................................................................................................................................... 35
module 5: digitale marketing ......................................................................................................................... 36
intro ................................................................................................................................................................... 36
The digital marketing mix .............................................................................................................................. 36
1. SEO .......................................................................................................................................................... 37
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