Complete samenvatting market research, deel van marketing and communication 2KMO. 2e jaar bedrijfsmanagement aan Arteveldehogeschool Gent. ander deel marketing and communication ook beschikbaar. Docent: Lies Vandaele.
Market research
Inhoudsopgave
1 What is market research............................................................................................................................. 2
2 The objectives of market research............................................................................................................... 2
3 How to answer research objectives............................................................................................................. 3
3.1 Curation..........................................................................................................................................................3
3.2 Qualitative research.......................................................................................................................................3
3.3 Quantitative research.....................................................................................................................................4
4. What is the population of your research? And how to make a sample?.......................................................4
1 The process of ‘Market Research’?.............................................................................................................. 5
2 The briefing................................................................................................................................................. 5
3 Choose a method for your research............................................................................................................. 5
3.1 5 parameters to consider................................................................................................................................5
4 Design you research plan............................................................................................................................ 6
1 The field research – qual............................................................................................................................. 7
1.1 Research plan.................................................................................................................................................7
1.2 Design your tools............................................................................................................................................7
2 The field research – quant........................................................................................................................... 7
2.1 Research plan.................................................................................................................................................7
2.2 Design your tools............................................................................................................................................7
1 Analysis of quantitative research................................................................................................................. 8
2 Analysis of qualitative research................................................................................................................... 8
, DEEL 1: THE WORLD OF MARKET RESEARCH
1 What is market research
3 types of research:
- Theoretical research
- Scientific research
- Applied research:
o Is research used to solve a specific, practical problem of an individual or
group.
o This is market research
Market research: consists of systematically gathering data about people or companies (a
market) and then analyzing it in order to better understand:
- what that group of people needs
- how they experience and evaluate certain products and services
- How they perceive the image of a company and its competitors
- What drives them to behave in a certain way
- ...
The results are used to help businesses make more informed decisions about the company’s
strategies, operations, and potential customer base. It helps a company to better plan and
focus its efforts and resources.
2 The objectives of market research
Market research is applied when:
- A company or organization has a question
- They want to know the answer(s) to this question
- As the answer will help them to perform better in their business
The need for market research always comes from a business need or business objective:
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