Samenvatting
Summary International Marketing Research
- Instelling
- NHL Stenden Hogeschool (NHL)
Summary of the course "International Marketing Research" at NHL Stenden for every week and therefore summarising the whole theory of the term
[Meer zien]Voorbeeld 2 van de 13 pagina's
Voorbeeld 2 van de 13 pagina's
In winkelwagengesponsord bericht van onze partner
Verkoper
Volgen
Voorbeeld van de inhoud
Sum InternationalMarketing Research 2.
year 11 Term
mary
.
Week 1
Marketing manager needs
good information to make res possible and sensible marketing decision
1. 1 perspective
'
Historica
with traditional marketing there 's predominantly one
way traffic of information
-
( internet)
way traffic possible
-
electronic tools make two
-
Marketing turms into interactive
marketing
-
For market research the follow ing fundamental changes Show up :
-
Before samples of (
anonym aus) individualS
-
Now direct
analys.es of ( selection from) alt individuelle performance on available files ( database )
-
Registered buying behaviour as basis for predicting future beging behaviour
1. 2 The m a r ke t
TV prosrams,
Use of fields than business broadened the application of marketing research political
:
the marketing other
Concept in
Kaders bicycle paths , hospital s
,
1. 3 Definition and functions
and of
-
Market research :
Systematic) Collection and
analysis of data relevant for the determination Solution
marketing problems
'
Based on market research decision can be betrerfoundedanddefende.ch
→ In other mords : Reduction of
uencertaintny for the
company
- Functions market research in the business Strategy :
Information function relevant data
-
:
-
Creative function : Ideas
-
Contra 1 function : check
1. 4 Types of research
like ?
- ( Exploratory ) research -
qualitative research explorer : the terrain a
pioneer .
what morivates
people
- Des ciriptive research -
quantitative research :
map the terrain .
Determine market Size ,
market Share ,
% satisfied Customer S
,
etc
'
Exploratory research ( cau s a' ) :
explain Situationen based on divers influence and factor s ( causa ) relations )
1. 5 Requirements quantitative marketing research
Reliabitity the Probability that repeated measurement Iedd the results
- to
:
will some
'
Vati the extent to which other device measures what it is intended to
dity : to test measurement or measure
. Source of errors :
-
Systematic errors :
Bias ( invalidity )
-
Non -
Systematic errors : Coincidental (probability )
1. 6 Research plan
± Formularen of problem definition ( ? ) and objective ( good for mutation
:
Formulare of research Setup
"
on :
-
Definition marker research targergrowps
-
Definition Sample
-
Definition methods of data Collection
-
Observation
.
Communication
'
Experiment
Definition of analysis methods measurement System
-
, 1. 7 Market Research Concepts
All unit ( research
'
Population : research
targetgroups )
←
Sample : Selection from population from when you collected data ( responder ts)
Sampling framing
- :
-
List or address file which represenrs the elements of the
population
wrong email
→
Frame Sampling frame
< complete
er ror : data in a re
wrong ,
in complete , ove r
↳ dankte information of a
Coverage
Pe rs on
" er ror :
population non well covered by the Sample
" Variables :
-
Properties and character istics of the research unit
•
Independent ( e.
g. gender , age )
o
Dependent ( sarisfied, buying behaviour )
-
Representative ty
'
:
be
-
The extent to which the Sample results can
generali Sed for the Whole population
1. 8 Sampling types
( sampling needed)
Probability Select frame
'
or a
sampling
-
Character istic :
all population elements have a known ( most' y equal chance ) to be selected in the
Sample
Types of probability
<
Samples :
-
Simple ( or complete Iy ) random Sample :
o Random nwmberslvo.se with balls
Computerprogramm)
° Random izer (
-
Systematic sample :
• ( alphabetisch ) list ( Sampling frame )
o
every K -
th element : k =
!
• random star t (vage) between 1 and K
-
Cluster Sample :
°
Selection of groupls ) instead of individual
-
More consecutive cluster samples :
staged Sampling
-
Stratified Sample :
o Distinctian of groups ( strana)
°
Sample per group
Proportional stratified
-
:
° Ratio between elements of the
groups a re in sample and population s the some
-
Disproportional srrairified :
° Ratio between elements of the
groups a re in Sample and population not the some
Types of
- non -
probability samples :
-
Convenience or
arbitary Sample :
Selection of elements the Street
° on
,
in
shopping mails
-
Quota sample
-
As convenience ,
but with distinction in
groyps that have to be represented in the research ( sex agecaregories ,
,
.
.
.
)
-
Targeted orpurposive sample :
elements
• Not internes ted in
representativeness , but in
specific of population with relevant Character istics
-
Snow ball Sample :
.
°
At the start of the research
only few elements for sample known , during research Sample elements
leach to other Sample elements
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper anneennalea. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €5,19. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 56326 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen