Samenvatting Marktonderzoek (VUB)

INLEIDING TOT MARKTONDERZOEK .................................................................................................................2
1. MARKETINGINFORMATIE ........................................................................................................................2
1.1. SECONDARY DATA ................................................................................................................................2
1.1.1. Internal Databases .....................................................................................................................2
1.1.2. External Desk Research ...............................................................................................................3
1.2. PRIMARY DATA ....................................................................................................................................3
2. ONDERZOEKSPROBLEEM EN -DOELSTELLINGEN.......................................................................................4
2.1. VOORBEELDEN VAN MARKTONDERZOEKEN .................................................................................................4
2.1.2. Price Research ............................................................................................................................5
2.1.3. Shopper Research .......................................................................................................................5
2.1.4. Reclameonderzoek .....................................................................................................................6
2.2. TYPES OF GOALS ..................................................................................................................................6
CONCLUSIE ......................................................................................................................................................7
3. GENERAL APPROACH: QUANTITATIVE VS. QUALITATIVE .........................................................................7
3.1. QUANTITATIVE RESEARCH ......................................................................................................................8
3.2. QUALITATIVE RESEARCH ........................................................................................................................8
4. ONDERZOEKSDOELGROEP (STEEKPROEF) ................................................................................................9
4.1. WIE .................................................................................................................................................9
4.2. AANTAL ........................................................................................................................................... 10
4.2.1. Standaard Steekproefgrootteformule........................................................................................ 10
4.3. HOE ............................................................................................................................................... 12
4.3.1. Aselecte steekproeftrekking ...................................................................................................... 12
4.3.2. Selecte steekproeftrekking ........................................................................................................ 12
5. ONDERZOEKSMETHODE ........................................................................................................................13
5.1. KWALITATIEVE ONDERZOEKSMETHODEN .................................................................................................. 13
5.2. KWALITATIEVE ONDERZOEKSMETHODEN .................................................................................................. 13
5.3. KWALITATIEF ONDERZOEK OP KWANTITATIEVE SCHAAL ................................................................................ 14
5.4. PROBLEMEN MET TRADITIONEEL MARKTONDERZOEK ................................................................................... 14
5.4.1. Problemen uitsluiten ................................................................................................................. 14
6. VELDWERK EN DATA-ANALYSE ..............................................................................................................15
6.1. VELDWERK ....................................................................................................................................... 15
6.2. DATA-ANALYSE ................................................................................................................................. 15
6.2.1. Kwalitatief data voorbereiding en analyse ................................................................................ 15
6.2.2. Kwantitatief data-analyse methoden ........................................................................................ 15
7. RAPPORTEREN EN PRESENTEREN ..........................................................................................................16
7.1. PLANNING ....................................................................................................................................... 16
7.1.1. Structuur .................................................................................................................................. 16
7.1.2. Elevator Pitch ........................................................................................................................... 17
7.1.3. Structuur aanpassen ................................................................................................................. 17
7.1.4. Samenvatting ........................................................................................................................... 17
7.2. OPBOUW ......................................................................................................................................... 18
7.2.1. Signal to noise ratio .................................................................................................................. 18
7.2.2. Visuele informatie..................................................................................................................... 18
7.3. PRESENTATIE .................................................................................................................................... 19




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