METHODEN & TECHNIEKEN
VAN PRAKTIJKONDERZOEK
Senne De Vries
2023-2024
,Inhoudsopgave
Intro.............................................................................................................................................................. 3
Waarom doen we aan marktonderzoek?.............................................................................................................3
Wat is marktonderzoek........................................................................................................................................3
Het marketing informatiesysteem (MIS)..............................................................................................................3
Topic 1: Probleemstelling & Onderzoekvraag.................................................................................................. 4
Probleemstelling...................................................................................................................................................4
Wat wil je onderzoeken?......................................................................................................................................4
Input opdrachtgever.............................................................................................................................................4
Insights deksresearch...........................................................................................................................................4
Onderzoeksvraag..................................................................................................................................................4
Deelvragen...........................................................................................................................................................5
Topic 2: Deskresearch..................................................................................................................................... 6
Informatiebronnen...............................................................................................................................................6
Wat is deskresearch?............................................................................................................................................6
Secundaire informatiebronnen.............................................................................................................................6
Waarom deskresearch?........................................................................................................................................7
Hoe doe je aan deskresearch?..............................................................................................................................7
Definitie van big data: de 5 V’s.............................................................................................................................7
Data sciene...........................................................................................................................................................7
Data-driven marketing.........................................................................................................................................8
Social scraping = qualitative Big Data..................................................................................................................8
Meerwaarde analyse “big data”..........................................................................................................................8
Topic 3: Doelgroep & Onderzoeksplan............................................................................................................ 9
Doelgroep: B2B of B2C markt...............................................................................................................................9
STP – segmentatie, Tageting & Positionering......................................................................................................9
Kwalitatief vs kwantitatief....................................................................................................................................9
Topic 4 deel 1: Kwalitatieve exploratie.......................................................................................................... 10
Aanpak kwalitatief <> kwantitatief....................................................................................................................10
Diepte-interview.................................................................................................................................................10
Focusgroep.........................................................................................................................................................10
Online community..............................................................................................................................................11
Via online forum.................................................................................................................................................11
Observatie..........................................................................................................................................................12
Vormen van observatie..................................................................................................................................12
Toepassing van de observatie........................................................................................................................12
, Topic 4 deel 2: kwalitatieve exploratie – projectieve technieken...................................................................14
Bewuste en onderbewuste.................................................................................................................................14
consumentengedrag......................................................................................................................................14
Bevraginstechnieken..........................................................................................................................................14
Interview technieken.....................................................................................................................................14
Laddering en probing.....................................................................................................................................14
Projectieve technieken..................................................................................................................................15
Woordassociatie............................................................................................................................................15
Zinnen en verhalen aanvullen........................................................................................................................15
Cartoontest....................................................................................................................................................15
Derdepersoonstechniek.................................................................................................................................15
Identificatietest – personificatietest..............................................................................................................16
Fototalking.....................................................................................................................................................16
Fotosorting.....................................................................................................................................................16
Topic 6: steekproeftrekking.......................................................................................................................... 17
Steekproeftrekking.............................................................................................................................................17
Simple random...............................................................................................................................................19
Systematische................................................................................................................................................19
Gestratificeerde steekproef...........................................................................................................................19
Cluster............................................................................................................................................................20
gestratificeerde vs clustersteekproef.............................................................................................................20
Conveniencsteekproef...................................................................................................................................21
Judgmentsteekproef......................................................................................................................................21
Getrapte steekproef.......................................................................................................................................21
Steekproefgrootte..............................................................................................................................................21
Steekproefverdeling...........................................................................................................................................22
Topic 8: representativiteit............................................................................................................................ 24
Representativiteitscontrole & correctie..............................................................................................................24
Fouten veroorzaakt door interviewer............................................................................................................24
Fouten veroorzaakt door respondent............................................................................................................24
Betrouwbaarheid – validiteit.........................................................................................................................24
Chi-kwadraattoets..............................................................................................................................................25
Topic 9: verwerk en analyseer cijfermateriaal...............................................................................................26
Coderen vragenlijst............................................................................................................................................26
Meetniveau........................................................................................................................................................26
Nominaal........................................................................................................................................................26
Ordinaal.........................................................................................................................................................26
Interval...........................................................................................................................................................26
Ratio...............................................................................................................................................................26
Overzicht........................................................................................................................................................27
Topic 10: vertel een coherent verhaal........................................................................................................... 27
Stappenplan.......................................................................................................................................................27
VAN PRAKTIJKONDERZOEK
Senne De Vries
2023-2024
,Inhoudsopgave
Intro.............................................................................................................................................................. 3
Waarom doen we aan marktonderzoek?.............................................................................................................3
Wat is marktonderzoek........................................................................................................................................3
Het marketing informatiesysteem (MIS)..............................................................................................................3
Topic 1: Probleemstelling & Onderzoekvraag.................................................................................................. 4
Probleemstelling...................................................................................................................................................4
Wat wil je onderzoeken?......................................................................................................................................4
Input opdrachtgever.............................................................................................................................................4
Insights deksresearch...........................................................................................................................................4
Onderzoeksvraag..................................................................................................................................................4
Deelvragen...........................................................................................................................................................5
Topic 2: Deskresearch..................................................................................................................................... 6
Informatiebronnen...............................................................................................................................................6
Wat is deskresearch?............................................................................................................................................6
Secundaire informatiebronnen.............................................................................................................................6
Waarom deskresearch?........................................................................................................................................7
Hoe doe je aan deskresearch?..............................................................................................................................7
Definitie van big data: de 5 V’s.............................................................................................................................7
Data sciene...........................................................................................................................................................7
Data-driven marketing.........................................................................................................................................8
Social scraping = qualitative Big Data..................................................................................................................8
Meerwaarde analyse “big data”..........................................................................................................................8
Topic 3: Doelgroep & Onderzoeksplan............................................................................................................ 9
Doelgroep: B2B of B2C markt...............................................................................................................................9
STP – segmentatie, Tageting & Positionering......................................................................................................9
Kwalitatief vs kwantitatief....................................................................................................................................9
Topic 4 deel 1: Kwalitatieve exploratie.......................................................................................................... 10
Aanpak kwalitatief <> kwantitatief....................................................................................................................10
Diepte-interview.................................................................................................................................................10
Focusgroep.........................................................................................................................................................10
Online community..............................................................................................................................................11
Via online forum.................................................................................................................................................11
Observatie..........................................................................................................................................................12
Vormen van observatie..................................................................................................................................12
Toepassing van de observatie........................................................................................................................12
, Topic 4 deel 2: kwalitatieve exploratie – projectieve technieken...................................................................14
Bewuste en onderbewuste.................................................................................................................................14
consumentengedrag......................................................................................................................................14
Bevraginstechnieken..........................................................................................................................................14
Interview technieken.....................................................................................................................................14
Laddering en probing.....................................................................................................................................14
Projectieve technieken..................................................................................................................................15
Woordassociatie............................................................................................................................................15
Zinnen en verhalen aanvullen........................................................................................................................15
Cartoontest....................................................................................................................................................15
Derdepersoonstechniek.................................................................................................................................15
Identificatietest – personificatietest..............................................................................................................16
Fototalking.....................................................................................................................................................16
Fotosorting.....................................................................................................................................................16
Topic 6: steekproeftrekking.......................................................................................................................... 17
Steekproeftrekking.............................................................................................................................................17
Simple random...............................................................................................................................................19
Systematische................................................................................................................................................19
Gestratificeerde steekproef...........................................................................................................................19
Cluster............................................................................................................................................................20
gestratificeerde vs clustersteekproef.............................................................................................................20
Conveniencsteekproef...................................................................................................................................21
Judgmentsteekproef......................................................................................................................................21
Getrapte steekproef.......................................................................................................................................21
Steekproefgrootte..............................................................................................................................................21
Steekproefverdeling...........................................................................................................................................22
Topic 8: representativiteit............................................................................................................................ 24
Representativiteitscontrole & correctie..............................................................................................................24
Fouten veroorzaakt door interviewer............................................................................................................24
Fouten veroorzaakt door respondent............................................................................................................24
Betrouwbaarheid – validiteit.........................................................................................................................24
Chi-kwadraattoets..............................................................................................................................................25
Topic 9: verwerk en analyseer cijfermateriaal...............................................................................................26
Coderen vragenlijst............................................................................................................................................26
Meetniveau........................................................................................................................................................26
Nominaal........................................................................................................................................................26
Ordinaal.........................................................................................................................................................26
Interval...........................................................................................................................................................26
Ratio...............................................................................................................................................................26
Overzicht........................................................................................................................................................27
Topic 10: vertel een coherent verhaal........................................................................................................... 27
Stappenplan.......................................................................................................................................................27
