MARKTSTUDIE: THEORIE EN
PRAKTIJK
Inhoud
Inleiding.....................................................................................................................................................................5
H1: Wat is marktonderzoek?.....................................................................................................................................6
Definities................................................................................................................................................................6
Wanneer marktonderzoek?..................................................................................................................................6
Strategische markt analyse...............................................................................................................................6
Wat in kaart brengen met marktonderzoek in de planningsfase.....................................................................6
Uitvoeringsfase..................................................................................................................................................7
Types van marktonderzoek...................................................................................................................................7
Marktonderzoek op basis van het doel van het onderzoek..............................................................................8
Marktonderzoek op basis van het niveau.........................................................................................................8
Spurious correlations = de relatie betekent niks..............................................................................................8
Van beschrijven tot predictie: experimenten...................................................................................................8
Correlatie vs causatie........................................................................................................................................9
H2. Goed marktonderzoek......................................................................................................................................10
Wat is goed marktonderzoek? (2.1)....................................................................................................................10
Validiteit (2.2)......................................................................................................................................................10
Ethische problemen in het marktonderzoek (2.4)..............................................................................................11
Overkoepelende organisaties voor marktonderzoek.........................................................................................11
H3. Onderzoeksplan................................................................................................................................................12
Stappen in het marktonderzoekplan (3.1)..........................................................................................................12
Probleemstelling.............................................................................................................................................12
Expliciteren van het onderzoeksdoel..............................................................................................................12
Onderzoeksvraag.............................................................................................................................................13
Subvragen........................................................................................................................................................13
Exploratief en conclusief onderzoek (3.2)...........................................................................................................14
H4. Van probleemstelling tot onderzoeksvraag......................................................................................................15
De hiërarchie van de probleemstelling (4.1).......................................................................................................15
Het expliciteren van de probleemstelling en de onderzoeksvraag (4.2)............................................................15
H5. Secundaire gegevens........................................................................................................................................16
Inleiding (5.1).......................................................................................................................................................16
Interne secundaire gegevens (5.2)......................................................................................................................16
1
, Externe secundaire gegevens (5.3).....................................................................................................................16
H6. Steekproeftrekking...........................................................................................................................................17
Wat is een steekproef?.......................................................................................................................................17
Steekproefproces................................................................................................................................................17
Steekproeven......................................................................................................................................................18
Niet-probabilistische steekproefprocedures......................................................................................................18
Gemakkelijkheidssteekproef...........................................................................................................................18
Beoordelingssteekproef..................................................................................................................................18
Sneeuwbalsteekproef......................................................................................................................................18
Quotasteekproef.............................................................................................................................................19
Routemethode................................................................................................................................................19
Probabilistische steekproef.................................................................................................................................19
Volledig aselecte steekproef...........................................................................................................................19
Systematische steekproef...............................................................................................................................20
Gestratificeerde steekproef............................................................................................................................20
Geclusterde steekproef...................................................................................................................................20
Getrapte steekproef........................................................................................................................................20
Bepalen van de steekproefomvang.....................................................................................................................20
Steekproeffout................................................................................................................................................21
Betrouwbaarheidsinterval (Z).........................................................................................................................21
Steekproefomvang..........................................................................................................................................21
H7. Kwalitatief onderzoek.......................................................................................................................................22
Kwantitatief vs. Kwalitatief onderzoek (7.1).......................................................................................................22
Types van marktonderzoek.............................................................................................................................22
Kwantitatief onderzoek...................................................................................................................................22
Kwalitatief onderzoek.....................................................................................................................................22
Exploratieve interviewprocedures (7.2)..............................................................................................................23
Brainstorming..................................................................................................................................................23
Kellyrooster en consumentenrooster.............................................................................................................23
Delphimethode................................................................................................................................................23
Focusgroepen en diepte-interviews................................................................................................................24
Persona canvas................................................................................................................................................25
Customer journey............................................................................................................................................25
Projectieve technieken: impliciete mate (7.3)....................................................................................................25
Analysetechnieken in kwalitatief onderzoek......................................................................................................25
H8. Observatie en ondervraging.............................................................................................................................27
Types van informatie (8.1)..................................................................................................................................27
2
, Observatie (8.3)...................................................................................................................................................27
Observatietechnieken.....................................................................................................................................27
Ondervragingen (8.4)..........................................................................................................................................29
H9. Opstellen van vragenlijsten..............................................................................................................................30
Inleiding (9.).........................................................................................................................................................30
Inhoud van vragen (9.2)......................................................................................................................................30
Oefeningen......................................................................................................................................................31
Vormen van vragen (9.3).....................................................................................................................................33
Open vs gesloten vragen.................................................................................................................................33
Verwoorden van de vragen (9.4)........................................................................................................................34
Subjectieve of objectieve vragen?..................................................................................................................34
Leidende vragen..............................................................................................................................................35
Oefeningen......................................................................................................................................................35
Volgorde van de vragen (9.5)..............................................................................................................................36
Oefeningen......................................................................................................................................................36
Voorbereiden en afnemen van de vragenlijst (9.6)............................................................................................37
Vormgeven en testen......................................................................................................................................37
Interviewerinstructie en – controle................................................................................................................37
Editeren en coderen........................................................................................................................................37
Voorbeeld........................................................................................................................................................37
H10. Schaalmeting...................................................................................................................................................38
Inleiding (10.1).....................................................................................................................................................38
Soorten schalen (10.2)........................................................................................................................................38
Respondentgecentreerde vs stimulusgecentreerde schalen..........................................................................38
Ordening – scoring..........................................................................................................................................38
Een-dimensionale vs multi-dimensionale schalen..........................................................................................38
Meetniveaus: nominaal – ordinaal – interval – ratio......................................................................................38
Eendimensionale schaal (10.3)............................................................................................................................39
Variabiliteitsschalen........................................................................................................................................39
Kwantitatieve beoordeling..............................................................................................................................40
Grafische schalen............................................................................................................................................40
Meerdimensionale schalen (10.4).......................................................................................................................41
Semantische differentiaal................................................................................................................................41
Stapelschaal.....................................................................................................................................................42
Likertschaal......................................................................................................................................................42
Pick any-method..............................................................................................................................................42
Het beoordelen van de interne consistentie van een schaal (10.5)...................................................................43
3
, Oefeningen..........................................................................................................................................................43
Analyseplan & boomdiagram..................................................................................................................................45
Analyseren van gegevens....................................................................................................................................45
Descriptieve statistiek.....................................................................................................................................45
Statistische validering......................................................................................................................................45
Voorbeelden....................................................................................................................................................46
Gastcollege: The haystack consulting way..............................................................................................................47
Marktonderzoek..................................................................................................................................................47
2 soorten informatie.......................................................................................................................................47
2 cognitieve systemen.....................................................................................................................................47
Methodologie......................................................................................................................................................48
Toolbox................................................................................................................................................................48
The future of market research............................................................................................................................49
Gastcollege 2: Human8...........................................................................................................................................50
Human8 oorsprong.............................................................................................................................................50
Marketing research in practice...........................................................................................................................50
Case study: Fanta............................................................................................................................................50
Our approach for Fanta...................................................................................................................................54
Impactvolle presentaties.....................................................................................................................................54
Storytelling......................................................................................................................................................54
Content design................................................................................................................................................55
Rehearse..........................................................................................................................................................55
Tips..................................................................................................................................................................56
POllEv.......................................................................................................................................................................57
Types onderzoek.................................................................................................................................................57
H6........................................................................................................................................................................57
Vak + examen..........................................................................................................................................................59
4
,DEEL 1: INLEIDING TOT
MARKETONDERZOEK (H1-H4)
INLEIDING
Voorbeelden marktonderzoek
Target voorspelt dat meisje van 16 zwanger is op basis van het koopgedrag.
Schiller: marketingbaas Apple
o Uitgelegd hoe Apple gebruik maakt van marktonderzoek
Survey’s: klanten vinden design belangrijk
Steve Jobs beweert dat ze geen marktonderzoek doen
Kochten data van onderzoeken aan
Wat als men geen marktonderzoek doet?
IKEA goes USA
o Bedden te smal
o Glazen te klein
o Businessmodel is gestandaardiseerde meubels -> dus ze willen zich niet aanpassen
Wat als je slecht marktonderzoek doet?
Swiffer in Italië
o Italië poetsen ze 21 uur per week vs Amerika 4 uur per week
o Swiffer promootte wet jet als besparing in tijd
o Botste met de Italiaanse cultuur waar poetsen heel belangrijk is
Coca Cola
o Jaren 80 kreeg coca cola concurrentie van Pepsi
o Uit smaaktest kwam nieuwe recept (new coke) als beter uit
o Mensen beginnen oude coca cola te missen
o Coca Cola classic
Belang van emoties, connectie met het merk
5
, H1: WAT IS MARKTONDERZOEK?
DEFINITIES
Marktonderzoek is het systematisch verzamelen van gegevens (verzamelen, interpreteren, analyseren) voor
het voorbereiden en achteraf evalueren van het marktbeleid van organisaties, gebruik makend van de
wetenschappelijke methode.
Marketing is het verwezenlijken van de doelstellingen van een organisatie door de behoeften van de doelgroep
maximaal te bevredigen.
Wat zijn de behoeften?
Wie is de klant? Zijn er segmenten?
Hoe positioneer ik me in de markt?
Gaat het nieuwe product aanslaan?
Is de klant tevreden?
Werkt deze communicatie?
Consumer statisfaction & ceo compensation
Na 2e wereldoorlog werd klantenrelaties belangrijker -> band opbouwen met de klant
Tevredenheid klanten is niet vertaald in de verloning van CEO’s
WANNEER MARKTONDERZOEK?
1. Strategische fase: 5C’s
o Kansen/ opportuniteiten analyseren
o Probleem- en kans-identificerend onderzoek
2. Planningsfase = basis voor tactische beslissingen
o Probleemoplossend/ keuzes maken STP strategie
o = marktonderzoek
3. Uitvoering
o voorbereiden/ testen/ evalueren
o = marketingonderzoek
STRATEGISCHE MARKT ANALYSE
Wie zijn de medewerkers?
Wie zijn de partners
Klanten
Wie is de klant
Wie targetten
Wat zijn de behoeften
Weten we iets over de customer journey
Climate
Wat is het politieke landschap
Wat is het juridische landschap
Duurzaamheid
NIET ALLES IS RELEVANT
WAT IN KAART BRENGEN MET MARKTONDERZOEK IN DE PLANNINGSFASE
1. Segment & doelgroep: consumenten & needs
o Gedrag, beïnvloedende factoren, beslissingsprocessen, mediagedrag...
6
PRAKTIJK
Inhoud
Inleiding.....................................................................................................................................................................5
H1: Wat is marktonderzoek?.....................................................................................................................................6
Definities................................................................................................................................................................6
Wanneer marktonderzoek?..................................................................................................................................6
Strategische markt analyse...............................................................................................................................6
Wat in kaart brengen met marktonderzoek in de planningsfase.....................................................................6
Uitvoeringsfase..................................................................................................................................................7
Types van marktonderzoek...................................................................................................................................7
Marktonderzoek op basis van het doel van het onderzoek..............................................................................8
Marktonderzoek op basis van het niveau.........................................................................................................8
Spurious correlations = de relatie betekent niks..............................................................................................8
Van beschrijven tot predictie: experimenten...................................................................................................8
Correlatie vs causatie........................................................................................................................................9
H2. Goed marktonderzoek......................................................................................................................................10
Wat is goed marktonderzoek? (2.1)....................................................................................................................10
Validiteit (2.2)......................................................................................................................................................10
Ethische problemen in het marktonderzoek (2.4)..............................................................................................11
Overkoepelende organisaties voor marktonderzoek.........................................................................................11
H3. Onderzoeksplan................................................................................................................................................12
Stappen in het marktonderzoekplan (3.1)..........................................................................................................12
Probleemstelling.............................................................................................................................................12
Expliciteren van het onderzoeksdoel..............................................................................................................12
Onderzoeksvraag.............................................................................................................................................13
Subvragen........................................................................................................................................................13
Exploratief en conclusief onderzoek (3.2)...........................................................................................................14
H4. Van probleemstelling tot onderzoeksvraag......................................................................................................15
De hiërarchie van de probleemstelling (4.1).......................................................................................................15
Het expliciteren van de probleemstelling en de onderzoeksvraag (4.2)............................................................15
H5. Secundaire gegevens........................................................................................................................................16
Inleiding (5.1).......................................................................................................................................................16
Interne secundaire gegevens (5.2)......................................................................................................................16
1
, Externe secundaire gegevens (5.3).....................................................................................................................16
H6. Steekproeftrekking...........................................................................................................................................17
Wat is een steekproef?.......................................................................................................................................17
Steekproefproces................................................................................................................................................17
Steekproeven......................................................................................................................................................18
Niet-probabilistische steekproefprocedures......................................................................................................18
Gemakkelijkheidssteekproef...........................................................................................................................18
Beoordelingssteekproef..................................................................................................................................18
Sneeuwbalsteekproef......................................................................................................................................18
Quotasteekproef.............................................................................................................................................19
Routemethode................................................................................................................................................19
Probabilistische steekproef.................................................................................................................................19
Volledig aselecte steekproef...........................................................................................................................19
Systematische steekproef...............................................................................................................................20
Gestratificeerde steekproef............................................................................................................................20
Geclusterde steekproef...................................................................................................................................20
Getrapte steekproef........................................................................................................................................20
Bepalen van de steekproefomvang.....................................................................................................................20
Steekproeffout................................................................................................................................................21
Betrouwbaarheidsinterval (Z).........................................................................................................................21
Steekproefomvang..........................................................................................................................................21
H7. Kwalitatief onderzoek.......................................................................................................................................22
Kwantitatief vs. Kwalitatief onderzoek (7.1).......................................................................................................22
Types van marktonderzoek.............................................................................................................................22
Kwantitatief onderzoek...................................................................................................................................22
Kwalitatief onderzoek.....................................................................................................................................22
Exploratieve interviewprocedures (7.2)..............................................................................................................23
Brainstorming..................................................................................................................................................23
Kellyrooster en consumentenrooster.............................................................................................................23
Delphimethode................................................................................................................................................23
Focusgroepen en diepte-interviews................................................................................................................24
Persona canvas................................................................................................................................................25
Customer journey............................................................................................................................................25
Projectieve technieken: impliciete mate (7.3)....................................................................................................25
Analysetechnieken in kwalitatief onderzoek......................................................................................................25
H8. Observatie en ondervraging.............................................................................................................................27
Types van informatie (8.1)..................................................................................................................................27
2
, Observatie (8.3)...................................................................................................................................................27
Observatietechnieken.....................................................................................................................................27
Ondervragingen (8.4)..........................................................................................................................................29
H9. Opstellen van vragenlijsten..............................................................................................................................30
Inleiding (9.).........................................................................................................................................................30
Inhoud van vragen (9.2)......................................................................................................................................30
Oefeningen......................................................................................................................................................31
Vormen van vragen (9.3).....................................................................................................................................33
Open vs gesloten vragen.................................................................................................................................33
Verwoorden van de vragen (9.4)........................................................................................................................34
Subjectieve of objectieve vragen?..................................................................................................................34
Leidende vragen..............................................................................................................................................35
Oefeningen......................................................................................................................................................35
Volgorde van de vragen (9.5)..............................................................................................................................36
Oefeningen......................................................................................................................................................36
Voorbereiden en afnemen van de vragenlijst (9.6)............................................................................................37
Vormgeven en testen......................................................................................................................................37
Interviewerinstructie en – controle................................................................................................................37
Editeren en coderen........................................................................................................................................37
Voorbeeld........................................................................................................................................................37
H10. Schaalmeting...................................................................................................................................................38
Inleiding (10.1).....................................................................................................................................................38
Soorten schalen (10.2)........................................................................................................................................38
Respondentgecentreerde vs stimulusgecentreerde schalen..........................................................................38
Ordening – scoring..........................................................................................................................................38
Een-dimensionale vs multi-dimensionale schalen..........................................................................................38
Meetniveaus: nominaal – ordinaal – interval – ratio......................................................................................38
Eendimensionale schaal (10.3)............................................................................................................................39
Variabiliteitsschalen........................................................................................................................................39
Kwantitatieve beoordeling..............................................................................................................................40
Grafische schalen............................................................................................................................................40
Meerdimensionale schalen (10.4).......................................................................................................................41
Semantische differentiaal................................................................................................................................41
Stapelschaal.....................................................................................................................................................42
Likertschaal......................................................................................................................................................42
Pick any-method..............................................................................................................................................42
Het beoordelen van de interne consistentie van een schaal (10.5)...................................................................43
3
, Oefeningen..........................................................................................................................................................43
Analyseplan & boomdiagram..................................................................................................................................45
Analyseren van gegevens....................................................................................................................................45
Descriptieve statistiek.....................................................................................................................................45
Statistische validering......................................................................................................................................45
Voorbeelden....................................................................................................................................................46
Gastcollege: The haystack consulting way..............................................................................................................47
Marktonderzoek..................................................................................................................................................47
2 soorten informatie.......................................................................................................................................47
2 cognitieve systemen.....................................................................................................................................47
Methodologie......................................................................................................................................................48
Toolbox................................................................................................................................................................48
The future of market research............................................................................................................................49
Gastcollege 2: Human8...........................................................................................................................................50
Human8 oorsprong.............................................................................................................................................50
Marketing research in practice...........................................................................................................................50
Case study: Fanta............................................................................................................................................50
Our approach for Fanta...................................................................................................................................54
Impactvolle presentaties.....................................................................................................................................54
Storytelling......................................................................................................................................................54
Content design................................................................................................................................................55
Rehearse..........................................................................................................................................................55
Tips..................................................................................................................................................................56
POllEv.......................................................................................................................................................................57
Types onderzoek.................................................................................................................................................57
H6........................................................................................................................................................................57
Vak + examen..........................................................................................................................................................59
4
,DEEL 1: INLEIDING TOT
MARKETONDERZOEK (H1-H4)
INLEIDING
Voorbeelden marktonderzoek
Target voorspelt dat meisje van 16 zwanger is op basis van het koopgedrag.
Schiller: marketingbaas Apple
o Uitgelegd hoe Apple gebruik maakt van marktonderzoek
Survey’s: klanten vinden design belangrijk
Steve Jobs beweert dat ze geen marktonderzoek doen
Kochten data van onderzoeken aan
Wat als men geen marktonderzoek doet?
IKEA goes USA
o Bedden te smal
o Glazen te klein
o Businessmodel is gestandaardiseerde meubels -> dus ze willen zich niet aanpassen
Wat als je slecht marktonderzoek doet?
Swiffer in Italië
o Italië poetsen ze 21 uur per week vs Amerika 4 uur per week
o Swiffer promootte wet jet als besparing in tijd
o Botste met de Italiaanse cultuur waar poetsen heel belangrijk is
Coca Cola
o Jaren 80 kreeg coca cola concurrentie van Pepsi
o Uit smaaktest kwam nieuwe recept (new coke) als beter uit
o Mensen beginnen oude coca cola te missen
o Coca Cola classic
Belang van emoties, connectie met het merk
5
, H1: WAT IS MARKTONDERZOEK?
DEFINITIES
Marktonderzoek is het systematisch verzamelen van gegevens (verzamelen, interpreteren, analyseren) voor
het voorbereiden en achteraf evalueren van het marktbeleid van organisaties, gebruik makend van de
wetenschappelijke methode.
Marketing is het verwezenlijken van de doelstellingen van een organisatie door de behoeften van de doelgroep
maximaal te bevredigen.
Wat zijn de behoeften?
Wie is de klant? Zijn er segmenten?
Hoe positioneer ik me in de markt?
Gaat het nieuwe product aanslaan?
Is de klant tevreden?
Werkt deze communicatie?
Consumer statisfaction & ceo compensation
Na 2e wereldoorlog werd klantenrelaties belangrijker -> band opbouwen met de klant
Tevredenheid klanten is niet vertaald in de verloning van CEO’s
WANNEER MARKTONDERZOEK?
1. Strategische fase: 5C’s
o Kansen/ opportuniteiten analyseren
o Probleem- en kans-identificerend onderzoek
2. Planningsfase = basis voor tactische beslissingen
o Probleemoplossend/ keuzes maken STP strategie
o = marktonderzoek
3. Uitvoering
o voorbereiden/ testen/ evalueren
o = marketingonderzoek
STRATEGISCHE MARKT ANALYSE
Wie zijn de medewerkers?
Wie zijn de partners
Klanten
Wie is de klant
Wie targetten
Wat zijn de behoeften
Weten we iets over de customer journey
Climate
Wat is het politieke landschap
Wat is het juridische landschap
Duurzaamheid
NIET ALLES IS RELEVANT
WAT IN KAART BRENGEN MET MARKTONDERZOEK IN DE PLANNINGSFASE
1. Segment & doelgroep: consumenten & needs
o Gedrag, beïnvloedende factoren, beslissingsprocessen, mediagedrag...
6
