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Summary

CE P3 Samenvatting Marktonderzoek, ISBN: 9789001891244 Marktonderzoek

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In dit document vind je een samenvatting van alle hoofdstukken die voor het tentamen geleerd moeten worden. Daarnaast staat er informatie over het programma SPSS in, dit moet ook geleerd worden voor het tentamen. Onderaan staan nog een aantal aantekeningen uit de hoorcolleges.

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Institution
Avans Hogeschool (Avans)
Course
Marktonderzoek

Content preview

1

,Inhoudsopgave
Hoofdstuk 1................................................................................................................................................... 3

Hoofdstuk 6................................................................................................................................................... 4
6.4.1 Aselecte methoden van steekproeftrekken...........................................................................................6
6.4.2 Niet-aselecte methoden van steekproeftrekken....................................................................................7
12.4 Tabellen......................................................................................................................................................14




2

, Hoofdstuk 1
1.5 Vormen van marktonderzoek
Deskresearch = vanachter het bureau, onderzoek in boeken of op internet etc., verzamelen en
analyseren cijfers en rapporteren, databanken
Fieldresearch = gegevens in het veld verzamelen -> kwantitatieve en kwalitatieve methode.

1.6 Methoden van marktonderzoek
Kwantitatief onderzoek = betrouwbare, eerlijke en harde cijfers -> goede steekproef en nauwkeurig
experiment. Bijvoorbeeld: enquêteresearch, meten en observeren.
Kwalitatief onderzoek = inzichten en ideeën, geen harde cijfers, beperkt aantal respondenten.
Bijvoorbeeld: focusgroepen en diepte-interviews.

1.8 Functie van marktonderzoek
Verkennend onderzoek/exploratief onderzoek:
Meer inzicht krijgen in een onderwerp, beginnende fase -> deskresearch + kwalitatief onderzoek
(diepte-interviews of brainstormsessies)

Beschrijvend onderzoek/descriptief onderzoek:
Stand van zaken en de ontwikkelingen daarin in kaart te brengen -> kwantitatief onderzoek
(enquêteresearch, databanken en statistieken, afzet en verkopen + andere marktgegevens)
-> betrouwbare cijfers!

Verklarend onderzoek:
Relaties leggen en verbanden te vinden, heeft die marketingcampagne tot resultaat dat er meer
klanten zijn? Oorzaak-gevolg -> kwantitatief onderzoek (enquêtes, statistieken, rapportages en
testen).




3
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Connected book

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Mirjam Broekhoff, Harm Stumpel Marktonderzoek
  • januari 2021
  • 9789001891244
  • 10

Written for

Institution
Avans Hogeschool (Avans)
Study
Commerciële Economie
Course
Marktonderzoek

Document information

Summarized whole book?
No
Which chapters are summarized?
Hoofdstuk 1.5, 1.6, 1.8, 6.1-6.6, 10.1-10.5, 11.2-11.6, 12.1-12.4, 12.6
Uploaded on
October 25, 2022
Number of pages
18
Written in
2021/2022
Type
SUMMARY

Subjects

  • marktonderzoek
  • spss
  • fieldresearch
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