1
,Inhoud
Marktonderzoek ...................................................................................................................................... 5
Hoofdstuk 1: Marktonderzoek ............................................................................................................ 5
1: Wat is marktonderzoek?.............................................................................................................. 5
1.2 Indelingen marktonderzoek ...................................................................................................... 8
1.3 Bronnen van informatie ........................................................................................................... 10
1.4 Wat is desk research? .............................................................................................................. 11
1.5 Het onderzoeksproces: het traject .......................................................................................... 11
Hoofdstuk 2: Desk research ............................................................................................................... 16
2.1 Wat is desk research? .............................................................................................................. 16
2.2 Waarom desk research? .......................................................................................................... 16
2.3 Deskresearch o.b.v. interne bronnen....................................................................................... 17
2.5 Deskresearch o.b.v. externe bronnen ...................................................................................... 20
Mediatheekinstructie .................................................................................................................... 23
2.6 Standaardonderzoeken, syndicated research via panels................................................... 27
Hoofdstuk 3: Kwalitatief vooronderzoek – interviewen .................................................................... 34
3.1 de bedoeling van kwalitatief onderzoek............................................................................ 34
3.2 Functies kwalitatief onderzoek ................................................................................................ 38
3.3 Kwalitatief versus kwantitatief onderzoek............................................................................... 39
3.4 Soorten kwalitatief onderzoek ................................................................................................ 39
3.5 Interview .................................................................................................................................. 40
3.6 interviewleidraad..................................................................................................................... 40
3.7 Focusgroepdiscussies .............................................................................................................. 44
3.8 Projectieve tests ...................................................................................................................... 46
3.9 Nog andere tests...................................................................................................................... 48
Hoofdstuk 4: Kwalitatief vooronderzoek – coderen en rapporteren interviews ............................... 49
4.1 Coderen en synthetiseren ....................................................................................................... 50
Hoofdstuk 5: Kwantitatief onderzoek – keuze enquêtemethode en steekproefmethode ................ 53
5.1 Enquêtemethodes ................................................................................................................... 53
5.2 Steekproefmethode................................................................................................................. 57
Toevalssteekproeven ..................................................................................................................... 62
Hoofdstuk 6: Voorbereiding kwantitatief onderzoek stappenplan Enquête: OVs, vragenlijst,
inschatten analyses ........................................................................................................................... 68
Hoofdstuk 7: Kwantitatief onderzoek – vragenlijst opstellen ............................................................ 69
7.1 Opstellen van een vragenlijst .................................................................................................. 69
2
, Hoofdstuk 8: Kwantitatief onderzoek – veldwerk ............................................................................. 78
Statistiek ................................................................................................................................................ 79
Hoofdstuk 1: Wat is statistiek ............................................................................................................ 79
Deel 1: Beschrijvende statistiek ......................................................................................................... 86
1.1 MEETNIVEAUS ......................................................................................................................... 86
1.2 Tendensmaten ......................................................................................................................... 89
1.3 Grafieken ................................................................................................................................. 97
1.4 Tabellen ................................................................................................................................... 98
Deel 2: Inductieve en vergelijkende statistiek ................................................................................... 99
2.1 Basiskennis van inductieve statistiek ....................................................................................... 99
2.2 Betrouwbaarheidsintervallen en de grootte van de steekproef ........................................... 102
2.3 Toetsen .................................................................................................................................. 105
2.4 T-Toets.................................................................................................................................... 107
2.5 One-sample t-toets ................................................................................................................ 107
2.6 T-toets onafhankelijke subgroepen ....................................................................................... 108
2.7 One-way ANOVA .................................................................................................................... 112
2.8 X² of chi kwadraat test ........................................................................................................... 113
2.9 Correlatie test (r) ................................................................................................................... 117
SPSS ..................................................................................................................................................... 121
SPSS 1 .............................................................................................................................................. 121
SPSS 2 .............................................................................................................................................. 123
2.1 Beschrijvende statistieken ..................................................................................................... 123
SPSS 3 .............................................................................................................................................. 124
3.1 Chi kwadraat .......................................................................................................................... 124
3.2 Correlatie ............................................................................................................................... 126
3.3 T-test ...................................................................................................................................... 127
3.4 One-way Anova...................................................................................................................... 130
Voorbereiding op examen ................................................................................................................... 131
3
, 4
,Inhoud
Marktonderzoek ...................................................................................................................................... 5
Hoofdstuk 1: Marktonderzoek ............................................................................................................ 5
1: Wat is marktonderzoek?.............................................................................................................. 5
1.2 Indelingen marktonderzoek ...................................................................................................... 8
1.3 Bronnen van informatie ........................................................................................................... 10
1.4 Wat is desk research? .............................................................................................................. 11
1.5 Het onderzoeksproces: het traject .......................................................................................... 11
Hoofdstuk 2: Desk research ............................................................................................................... 16
2.1 Wat is desk research? .............................................................................................................. 16
2.2 Waarom desk research? .......................................................................................................... 16
2.3 Deskresearch o.b.v. interne bronnen....................................................................................... 17
2.5 Deskresearch o.b.v. externe bronnen ...................................................................................... 20
Mediatheekinstructie .................................................................................................................... 23
2.6 Standaardonderzoeken, syndicated research via panels................................................... 27
Hoofdstuk 3: Kwalitatief vooronderzoek – interviewen .................................................................... 34
3.1 de bedoeling van kwalitatief onderzoek............................................................................ 34
3.2 Functies kwalitatief onderzoek ................................................................................................ 38
3.3 Kwalitatief versus kwantitatief onderzoek............................................................................... 39
3.4 Soorten kwalitatief onderzoek ................................................................................................ 39
3.5 Interview .................................................................................................................................. 40
3.6 interviewleidraad..................................................................................................................... 40
3.7 Focusgroepdiscussies .............................................................................................................. 44
3.8 Projectieve tests ...................................................................................................................... 46
3.9 Nog andere tests...................................................................................................................... 48
Hoofdstuk 4: Kwalitatief vooronderzoek – coderen en rapporteren interviews ............................... 49
4.1 Coderen en synthetiseren ....................................................................................................... 50
Hoofdstuk 5: Kwantitatief onderzoek – keuze enquêtemethode en steekproefmethode ................ 53
5.1 Enquêtemethodes ................................................................................................................... 53
5.2 Steekproefmethode................................................................................................................. 57
Toevalssteekproeven ..................................................................................................................... 62
Hoofdstuk 6: Voorbereiding kwantitatief onderzoek stappenplan Enquête: OVs, vragenlijst,
inschatten analyses ........................................................................................................................... 68
Hoofdstuk 7: Kwantitatief onderzoek – vragenlijst opstellen ............................................................ 69
7.1 Opstellen van een vragenlijst .................................................................................................. 69
2
, Hoofdstuk 8: Kwantitatief onderzoek – veldwerk ............................................................................. 78
Statistiek ................................................................................................................................................ 79
Hoofdstuk 1: Wat is statistiek ............................................................................................................ 79
Deel 1: Beschrijvende statistiek ......................................................................................................... 86
1.1 MEETNIVEAUS ......................................................................................................................... 86
1.2 Tendensmaten ......................................................................................................................... 89
1.3 Grafieken ................................................................................................................................. 97
1.4 Tabellen ................................................................................................................................... 98
Deel 2: Inductieve en vergelijkende statistiek ................................................................................... 99
2.1 Basiskennis van inductieve statistiek ....................................................................................... 99
2.2 Betrouwbaarheidsintervallen en de grootte van de steekproef ........................................... 102
2.3 Toetsen .................................................................................................................................. 105
2.4 T-Toets.................................................................................................................................... 107
2.5 One-sample t-toets ................................................................................................................ 107
2.6 T-toets onafhankelijke subgroepen ....................................................................................... 108
2.7 One-way ANOVA .................................................................................................................... 112
2.8 X² of chi kwadraat test ........................................................................................................... 113
2.9 Correlatie test (r) ................................................................................................................... 117
SPSS ..................................................................................................................................................... 121
SPSS 1 .............................................................................................................................................. 121
SPSS 2 .............................................................................................................................................. 123
2.1 Beschrijvende statistieken ..................................................................................................... 123
SPSS 3 .............................................................................................................................................. 124
3.1 Chi kwadraat .......................................................................................................................... 124
3.2 Correlatie ............................................................................................................................... 126
3.3 T-test ...................................................................................................................................... 127
3.4 One-way Anova...................................................................................................................... 130
Voorbereiding op examen ................................................................................................................... 131
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