UNIT 1: Market research
1.1 Market research methods
Market research
° What is market research?
- collecting and analyzing information to understand what customers want, what the market needs,
and what competitors are doing
- helps businesses make better decisions about their products, services, or strategies
- done through surveys, interviews, or analyzing existing data
- goal: to gain a clear understanding of what works and what doesn't in the market
- marktonderzoek
- info verzamelen en analyseren om te begrijpen wat klanten willen, de markt nodig heeft en
wat concurrenten doen
- helpt bedrijven betere beslissingen te nemen over hun producten, diensten of strategieën
- adhv enquêtes, interviews of het analyseren van bestaande gegevens
- doel: een duidelijk beeld krijgen van wat wel en niet werkt in de markt
- primary research -> gathering new data from costumers
-> surveys, interviews
-> nieuwe gegevens verzamelen van klanten
- secondary research -> consists of data that already exists and is publicly available
-> academic papers, government reports, reviews, statistics
-> gegevens gebruiken die al openbaar beschikbaar zijn
- methods -> surveys, focus groups, in-depth interviews, desk research
-> fg: gesprekken met een kleine groep mensen om meningen te delen
-> idi: 1 op 1 gesprekken voor gedetailleerde info
-> dr: gegevens opzoeken en analyseren via bestaande bronnen (internet)
,° Stellingen
- companies use market research for both new and existing products and services
-> bedrijven gebruiken marktonderzoek voor zowel nieuwe als bestaande producten/diensten
-> true, it can be used to help launch a new product into the market and test its appeal. It can
help a brand with its performance and effective communications
-> juist, het kan helpen bij het lanceren van een nieuw product en het testen vd
aantrekkingskracht. Het kan ook een merk ondersteunen met prestaties en communicatie
- research is usually done by the company that needs it
-> false, in order to generate the information needed, some companies have in-house market
research teams while others outsource projects to specialist companies
-> niet waar, sommige bedrijven hebben interne marktonderzoeksteams, terwijl anderen
projecten uitbesteden aan gespecialiseerde bedrijven
- surveys, focus groups and in-depth interviews are used to collect new data from people
-> true, primary research consists of gathering new data from consumers, and this can be in
the form of surveys, focus groups or in-depth interviews
- focus groups are used when companies want to gather info from larger groups of people than they
can reach with a survey
-> false, surveys gather responses from a large number of people … Focus groups bring
together a small number of carefully selected people to explore their perceptions of a
product or an issue
- some small businesses may enlarge a sample size in order to make the research cheaper
-> sommige kleine bedrijven vergroten de steekproefomvang om het onderzoek goedkoper te
maken
-> false, what you can also do is think about the sample size you use when looking at a
particular audience and reducing that to make it more affordable
-> niet waar, wat je ook kunt doen, is de steekproefomvang verkleinen om het onderzoek
betaalbaarder te maken
- both primary and secondary research are used to help companies make plans and to form future
business strategies
- true, whether primary or secondary, the key to useful market research is to plan carefully
and keep it relevant in order to gain the most valuable feedback and insights on which
future strategy can be based
° Woordenschat
- apart blad
- woordsoorten: PoS: Parts of Speech: word class
noun: a word that names a person, place, thing or idea bv. girl
pronoun: a word that replaces a noun in a sentence bv. she is my friend / we do it
adjective: a word that describes a noun/pronoun bv. a tall girl / he is smarter
verb: words that show an - action: bv. sing
- occurrence (gebeurtenis): bv. develop
- state of being: bv. exist
,
,1.2 Working with a focus group
Focus group
° Definition
A small diverse group of participants chosen using criteria to represent target customers for a new
product or service. A company brings them together with a moderator who asks questions to find out
what they think to gather qualitative data
Een kleine, diverse groep deelnemers die gekozen wordt op basis van criteria om de doelgroep van
een nieuw product of dienst te vertegenwoordigen. Een bedrijf brengt hen samen met een
moderator die vragen stelt om te achterhalen wat ze ervan vinden en om kwalitatieve gegevens te
verzamelen
- diverse: very different from each other
- participants: people who take part in an activity or event
- criteria: standards to judge something
-> ‘criteria’ is meervoud, ‘criterium’ is enkelvoud
- target customers: a specific group which a product or service is aimed at
- moderator: someone whose job is to control a discussion between people
° Statements
Focus groups may be used to gather information before a product is put on the market
- true, it’s really important for us to gather information on what customers or users really
need, and their attitudes towards new products or new ideas
The moderator helps to keep the conversation focused
- true, the moderator ask questions and keep the discussion on topic
Participant should try to agree with each other
- false, participants should be able to express their opinions; discussion is welcome
It can be helpful for the moderator to record focus group discussions
- true, he can listen to the discussion again in case hed missed something during the session
° Typical focus group questions
Now that you’ve had a look… what’s your general impression? algemene indruk
I like the way it looks and the idea is very appealing. aantrekkelijk
What specific features are the most interesting for you? specifieke functies
Is there anything about it that doesn’t meet your expectations? aan verwachtingen voldoen
I’d really need to use it for a while before I can answer that question honestly. eerlijk
I’m not completely convinced yet. overtuigd
,Question tags
° Definition
Question tags are grammatical constructions attached at the end of a statement to turn it into a
question. A comma is used just before the question tag. Question tags are more common in speaking
than writing.
Question tags zijn grammaticale constructies die aan het einde van een uitspraak worden toegevoegd
om het om te zetten in een vraag. Een komma wordt net voor de question tag gebruikt. Question tags
komen vaker voor in spreken dan in schrijven.
(korte vragen die aan het einde van een zin worden toegevoegd, meestal om bevestiging te vragen)
- used to turn statements into questions
- add a question tag at the end of the sentence
- in het nederlands: hé? nietwaar? toch? of niet? of wel?...
- form it by using be + subject from the original sentence
auxiliary + subject from the original sentence
modal verb + subject from the original sentence
-> auxiliary: hulpwerkwoord
-> modal verb: wordt gebruikt bij twijfel, onzekerheid, verplichting…
- bv. can, could, may, might, must, should, will, would
- voorbeelden
-> he’s a nice colleague he’s a nice colleague, isn’t he?
-> mr Suarez will know what to do mr Suarez will know what to do, won’t he?
-> nobody here thinks it’s a bad idea nobody here thinks it’s a bad idea, do they?
° Use
- question tags are used when we want to check whether our conversation partner agrees with
information that we think is true
- difference between a simple question and a question tag
-> bv. ‘is he a hard worker?’ VS ‘he's a hard worker, isn't he?’
-> when you ask a question, you don’t know the answer
-> when you use a question tag, you expect the listener to agree with your statement. You
assume that the information in the statement is true, and are checking whether the
listener agrees
wanneer je een question tag gebruikt, verwacht je dat de luisteraar het eens is met je
uitspraak. Je gaat ervan uit dat de informatie in de uitspraak waar is, en je controleert
of de luisteraar het ermee eens is
- pronunciation (ex!)
-> rising intonation: if the intonation of the question tag goes up, it means you are not
sure and you want to know the answer
-> falling intonation: if the intonation of the question tag goes down, it means you are
checking information that we are sure of
, ° Formation
- general rule
-> if your statement is positive, it is followed by a negative tag
- you like working as a paralegal, don't you? positive statement + negative tag
-> if your statement is negative, it is followed by a positive tag negative statement + positive tag
- you don't like working as a paralegal, do you?
- negative statements
-> negative adverbs: not, never, rarely, hardly, barely, neither…
-> negative pronouns: no one, nobody, nothing, neither
°° referring to the subject
- question tags refer back to 2 elements of the statement
-> the subject
-> the finite verb
Referring to the subject
- to refer back to the subject in the statement, you use a personal pronoun
-> I, you, he, she, they, we, you, they
-> they: als je naar 1 person verwijst, zonder het gender te noemen
-> they wordt altijd gevolgd door een meervoudsvorm, of je nu naar 1p of meerdere
personen verwijst
- sometimes the original subject is already a personal pronoun
-> ‘she is doing well, isn’t she?’
- sometimes the original subject will not be a personal pronoun, but
-> a noun
-> a proper noun/name: eigennaam
-> an indefinite pronoun: onbepaald voornaamwoord
ORIGINELE ZIN TAG
somebody, someone, everybody, everyone they + plural verb
nobody, no one they + plural positive verb
something it + singular verb
nothing it + singular verb
let’s shall we
imperative will
- >a
demonstrative pronoun: aanwijzend voornaamwoord
- (tag) it: this, that (in the sentence)
- (tag) they: these, those (in the sentence)
-> a form of ‘there is/are’
- there
1.1 Market research methods
Market research
° What is market research?
- collecting and analyzing information to understand what customers want, what the market needs,
and what competitors are doing
- helps businesses make better decisions about their products, services, or strategies
- done through surveys, interviews, or analyzing existing data
- goal: to gain a clear understanding of what works and what doesn't in the market
- marktonderzoek
- info verzamelen en analyseren om te begrijpen wat klanten willen, de markt nodig heeft en
wat concurrenten doen
- helpt bedrijven betere beslissingen te nemen over hun producten, diensten of strategieën
- adhv enquêtes, interviews of het analyseren van bestaande gegevens
- doel: een duidelijk beeld krijgen van wat wel en niet werkt in de markt
- primary research -> gathering new data from costumers
-> surveys, interviews
-> nieuwe gegevens verzamelen van klanten
- secondary research -> consists of data that already exists and is publicly available
-> academic papers, government reports, reviews, statistics
-> gegevens gebruiken die al openbaar beschikbaar zijn
- methods -> surveys, focus groups, in-depth interviews, desk research
-> fg: gesprekken met een kleine groep mensen om meningen te delen
-> idi: 1 op 1 gesprekken voor gedetailleerde info
-> dr: gegevens opzoeken en analyseren via bestaande bronnen (internet)
,° Stellingen
- companies use market research for both new and existing products and services
-> bedrijven gebruiken marktonderzoek voor zowel nieuwe als bestaande producten/diensten
-> true, it can be used to help launch a new product into the market and test its appeal. It can
help a brand with its performance and effective communications
-> juist, het kan helpen bij het lanceren van een nieuw product en het testen vd
aantrekkingskracht. Het kan ook een merk ondersteunen met prestaties en communicatie
- research is usually done by the company that needs it
-> false, in order to generate the information needed, some companies have in-house market
research teams while others outsource projects to specialist companies
-> niet waar, sommige bedrijven hebben interne marktonderzoeksteams, terwijl anderen
projecten uitbesteden aan gespecialiseerde bedrijven
- surveys, focus groups and in-depth interviews are used to collect new data from people
-> true, primary research consists of gathering new data from consumers, and this can be in
the form of surveys, focus groups or in-depth interviews
- focus groups are used when companies want to gather info from larger groups of people than they
can reach with a survey
-> false, surveys gather responses from a large number of people … Focus groups bring
together a small number of carefully selected people to explore their perceptions of a
product or an issue
- some small businesses may enlarge a sample size in order to make the research cheaper
-> sommige kleine bedrijven vergroten de steekproefomvang om het onderzoek goedkoper te
maken
-> false, what you can also do is think about the sample size you use when looking at a
particular audience and reducing that to make it more affordable
-> niet waar, wat je ook kunt doen, is de steekproefomvang verkleinen om het onderzoek
betaalbaarder te maken
- both primary and secondary research are used to help companies make plans and to form future
business strategies
- true, whether primary or secondary, the key to useful market research is to plan carefully
and keep it relevant in order to gain the most valuable feedback and insights on which
future strategy can be based
° Woordenschat
- apart blad
- woordsoorten: PoS: Parts of Speech: word class
noun: a word that names a person, place, thing or idea bv. girl
pronoun: a word that replaces a noun in a sentence bv. she is my friend / we do it
adjective: a word that describes a noun/pronoun bv. a tall girl / he is smarter
verb: words that show an - action: bv. sing
- occurrence (gebeurtenis): bv. develop
- state of being: bv. exist
,
,1.2 Working with a focus group
Focus group
° Definition
A small diverse group of participants chosen using criteria to represent target customers for a new
product or service. A company brings them together with a moderator who asks questions to find out
what they think to gather qualitative data
Een kleine, diverse groep deelnemers die gekozen wordt op basis van criteria om de doelgroep van
een nieuw product of dienst te vertegenwoordigen. Een bedrijf brengt hen samen met een
moderator die vragen stelt om te achterhalen wat ze ervan vinden en om kwalitatieve gegevens te
verzamelen
- diverse: very different from each other
- participants: people who take part in an activity or event
- criteria: standards to judge something
-> ‘criteria’ is meervoud, ‘criterium’ is enkelvoud
- target customers: a specific group which a product or service is aimed at
- moderator: someone whose job is to control a discussion between people
° Statements
Focus groups may be used to gather information before a product is put on the market
- true, it’s really important for us to gather information on what customers or users really
need, and their attitudes towards new products or new ideas
The moderator helps to keep the conversation focused
- true, the moderator ask questions and keep the discussion on topic
Participant should try to agree with each other
- false, participants should be able to express their opinions; discussion is welcome
It can be helpful for the moderator to record focus group discussions
- true, he can listen to the discussion again in case hed missed something during the session
° Typical focus group questions
Now that you’ve had a look… what’s your general impression? algemene indruk
I like the way it looks and the idea is very appealing. aantrekkelijk
What specific features are the most interesting for you? specifieke functies
Is there anything about it that doesn’t meet your expectations? aan verwachtingen voldoen
I’d really need to use it for a while before I can answer that question honestly. eerlijk
I’m not completely convinced yet. overtuigd
,Question tags
° Definition
Question tags are grammatical constructions attached at the end of a statement to turn it into a
question. A comma is used just before the question tag. Question tags are more common in speaking
than writing.
Question tags zijn grammaticale constructies die aan het einde van een uitspraak worden toegevoegd
om het om te zetten in een vraag. Een komma wordt net voor de question tag gebruikt. Question tags
komen vaker voor in spreken dan in schrijven.
(korte vragen die aan het einde van een zin worden toegevoegd, meestal om bevestiging te vragen)
- used to turn statements into questions
- add a question tag at the end of the sentence
- in het nederlands: hé? nietwaar? toch? of niet? of wel?...
- form it by using be + subject from the original sentence
auxiliary + subject from the original sentence
modal verb + subject from the original sentence
-> auxiliary: hulpwerkwoord
-> modal verb: wordt gebruikt bij twijfel, onzekerheid, verplichting…
- bv. can, could, may, might, must, should, will, would
- voorbeelden
-> he’s a nice colleague he’s a nice colleague, isn’t he?
-> mr Suarez will know what to do mr Suarez will know what to do, won’t he?
-> nobody here thinks it’s a bad idea nobody here thinks it’s a bad idea, do they?
° Use
- question tags are used when we want to check whether our conversation partner agrees with
information that we think is true
- difference between a simple question and a question tag
-> bv. ‘is he a hard worker?’ VS ‘he's a hard worker, isn't he?’
-> when you ask a question, you don’t know the answer
-> when you use a question tag, you expect the listener to agree with your statement. You
assume that the information in the statement is true, and are checking whether the
listener agrees
wanneer je een question tag gebruikt, verwacht je dat de luisteraar het eens is met je
uitspraak. Je gaat ervan uit dat de informatie in de uitspraak waar is, en je controleert
of de luisteraar het ermee eens is
- pronunciation (ex!)
-> rising intonation: if the intonation of the question tag goes up, it means you are not
sure and you want to know the answer
-> falling intonation: if the intonation of the question tag goes down, it means you are
checking information that we are sure of
, ° Formation
- general rule
-> if your statement is positive, it is followed by a negative tag
- you like working as a paralegal, don't you? positive statement + negative tag
-> if your statement is negative, it is followed by a positive tag negative statement + positive tag
- you don't like working as a paralegal, do you?
- negative statements
-> negative adverbs: not, never, rarely, hardly, barely, neither…
-> negative pronouns: no one, nobody, nothing, neither
°° referring to the subject
- question tags refer back to 2 elements of the statement
-> the subject
-> the finite verb
Referring to the subject
- to refer back to the subject in the statement, you use a personal pronoun
-> I, you, he, she, they, we, you, they
-> they: als je naar 1 person verwijst, zonder het gender te noemen
-> they wordt altijd gevolgd door een meervoudsvorm, of je nu naar 1p of meerdere
personen verwijst
- sometimes the original subject is already a personal pronoun
-> ‘she is doing well, isn’t she?’
- sometimes the original subject will not be a personal pronoun, but
-> a noun
-> a proper noun/name: eigennaam
-> an indefinite pronoun: onbepaald voornaamwoord
ORIGINELE ZIN TAG
somebody, someone, everybody, everyone they + plural verb
nobody, no one they + plural positive verb
something it + singular verb
nothing it + singular verb
let’s shall we
imperative will
- >a
demonstrative pronoun: aanwijzend voornaamwoord
- (tag) it: this, that (in the sentence)
- (tag) they: these, those (in the sentence)
-> a form of ‘there is/are’
- there
