Linda van Ommeren , Noor Verheul - HEM2
MARKTONDERZOEK (MAO)
Naam student : Linda van Ommeren en Noortje Verheul
Opleiding : Hotel- en Eventmanagement
Opleidingsjaar :2
Vak : Marktonderzoek (MAO)
Docent : K. Compiet
Instituut : TIO, University of Applied Science
Vestiging : Amsterdam
Datum : 4 april 2020
1
, Linda van Ommeren , Noor Verheul - HEM2
Voorwoord
Deze praktijkopdracht is geschreven in het kader van het vak Marktonderzoek aan de
opleiding Hotel- en eventmanagement aan Hogeschool Tio.
Graag dank ik mijn begeleider, Kris Compiet, voor de leerzame lessen en de bijbehorende
ondersteuning tijdens het schrijven van dit rapport.
Ik wens u veel plezier met het lezen van dit verslag.
Noortje Verheul & Linda van Ommeren
Amsterdam
Maart 2021
2
, Linda van Ommeren , Noor Verheul - HEM2
Management summary
Loetje is a Dutch restaurant chain. The company has 19 branches, mainly in Amsterdam,
and has been expanding in recent years, mainly in the centre of Amsterdam. Loetje's
restaurants are known for their excellence steaks.
The main topic of this research report is Loetje. The restaurant normally has physical
locations, but due to the corona virus, guests can also order online Loetje which is then
delivered at home. The question that has been developed is: "How can Loetje make
adjustments to the Social Media policy, namely Instagram, to attract more students at the
time of the COVID-19?".
The context analyse will give some insight on the subject and provide more information. The
internal analyse will tell more about the current situation of the company. Finally, the external
analyse will give more information about current trends in the market and about opinions of
Loetje customers.
In addition, the theoretical framework will describe which theories will be applied to answer
the final main question. Research has also been conducted into the research method. The
results were analyzed on the basis of an online survey and an interview.
At the end of the research, there will be a recommendation for Loetje to give answer to the
main question. The results will be discussed and there is a personal reflection.
3
, Linda van Ommeren , Noor Verheul - HEM2
Inhoudsopgave
Voorwoord..........................................................................................................................................................................2
Management summary...................................................................................................................................................3
Hoofdstuk 1: Inleiding.....................................................................................................................................................5
1.1 Bedrijfs- en onderwerp beschrijving........................................................................................................................................ 6
1.2 Aanleiding........................................................................................................................................................................................... 6
1.3 Doelstelling......................................................................................................................................................................................... 6
1.4 Probleemstelling............................................................................................................................................................................... 6
1.5 Deelvragen.......................................................................................................................................................................................... 7
Hoofdstuk 2: Contextanalyse.......................................................................................................................................7
2.1 Interne analyse................................................................................................................................................................................. 7
2.2 Externe analyse................................................................................................................................................................................. 8
Hoofdstuk 3: Theoretisch kader.................................................................................................................................9
3.1 Begripsafbakening.......................................................................................................................................................................... 9
3.2 Theoretische modellen................................................................................................................................................................ 10
Toepassing Loetje: Als er sprake is van meerdere WOW-factoren dan kunnen het prestatievormen
worden en uiteindelijk zelfs basisfactoren. Denk aan het feit dat Loetje gratis brood aanbiedt bij
de biefstuk. Hoe normaler we het vinden hoe minder hoog het komt te staan in de tabel. Inmiddels
is brood in het restaurant Loetje een basisfactor geworden. Hoofdstuk 4: Methodologie..................12
4.1 Onderzoeksbenadering .............................................................................................................................................................. 12
4.2 Onderzoeksstrategie ................................................................................................................................................................... 13
4.3 Beschrijving methoden .............................................................................................................................................................. 13
4.4 Methode per deelvraag .............................................................................................................................................................. 13
4.5 Operationalisatie .......................................................................................................................................................................... 14
4.6 Onderzoekspopulatie .................................................................................................................................................................. 15
4.7 Steekproef ........................................................................................................................................................................................ 15
4.7.1 Wijze van steekproeftrekking ............................................................................................................................... 15
4.8 Kwaliteit van het onderzoek..................................................................................................................................................... 16
4.9 Ethische aspecten ......................................................................................................................................................................... 16
Hoofdstuk 5: Onderzoeksresultaten.......................................................................................................................17
5.1 Resultaten enquête....................................................................................................................................................................... 17
5.2 Resultaten interview.................................................................................................................................................................... 21
Hoofdstuk 6: Conclusie & aanbeveling ..................................................................................................................22
6.2 Aanbevelingen ............................................................................................................................................................................... 23
4
MARKTONDERZOEK (MAO)
Naam student : Linda van Ommeren en Noortje Verheul
Opleiding : Hotel- en Eventmanagement
Opleidingsjaar :2
Vak : Marktonderzoek (MAO)
Docent : K. Compiet
Instituut : TIO, University of Applied Science
Vestiging : Amsterdam
Datum : 4 april 2020
1
, Linda van Ommeren , Noor Verheul - HEM2
Voorwoord
Deze praktijkopdracht is geschreven in het kader van het vak Marktonderzoek aan de
opleiding Hotel- en eventmanagement aan Hogeschool Tio.
Graag dank ik mijn begeleider, Kris Compiet, voor de leerzame lessen en de bijbehorende
ondersteuning tijdens het schrijven van dit rapport.
Ik wens u veel plezier met het lezen van dit verslag.
Noortje Verheul & Linda van Ommeren
Amsterdam
Maart 2021
2
, Linda van Ommeren , Noor Verheul - HEM2
Management summary
Loetje is a Dutch restaurant chain. The company has 19 branches, mainly in Amsterdam,
and has been expanding in recent years, mainly in the centre of Amsterdam. Loetje's
restaurants are known for their excellence steaks.
The main topic of this research report is Loetje. The restaurant normally has physical
locations, but due to the corona virus, guests can also order online Loetje which is then
delivered at home. The question that has been developed is: "How can Loetje make
adjustments to the Social Media policy, namely Instagram, to attract more students at the
time of the COVID-19?".
The context analyse will give some insight on the subject and provide more information. The
internal analyse will tell more about the current situation of the company. Finally, the external
analyse will give more information about current trends in the market and about opinions of
Loetje customers.
In addition, the theoretical framework will describe which theories will be applied to answer
the final main question. Research has also been conducted into the research method. The
results were analyzed on the basis of an online survey and an interview.
At the end of the research, there will be a recommendation for Loetje to give answer to the
main question. The results will be discussed and there is a personal reflection.
3
, Linda van Ommeren , Noor Verheul - HEM2
Inhoudsopgave
Voorwoord..........................................................................................................................................................................2
Management summary...................................................................................................................................................3
Hoofdstuk 1: Inleiding.....................................................................................................................................................5
1.1 Bedrijfs- en onderwerp beschrijving........................................................................................................................................ 6
1.2 Aanleiding........................................................................................................................................................................................... 6
1.3 Doelstelling......................................................................................................................................................................................... 6
1.4 Probleemstelling............................................................................................................................................................................... 6
1.5 Deelvragen.......................................................................................................................................................................................... 7
Hoofdstuk 2: Contextanalyse.......................................................................................................................................7
2.1 Interne analyse................................................................................................................................................................................. 7
2.2 Externe analyse................................................................................................................................................................................. 8
Hoofdstuk 3: Theoretisch kader.................................................................................................................................9
3.1 Begripsafbakening.......................................................................................................................................................................... 9
3.2 Theoretische modellen................................................................................................................................................................ 10
Toepassing Loetje: Als er sprake is van meerdere WOW-factoren dan kunnen het prestatievormen
worden en uiteindelijk zelfs basisfactoren. Denk aan het feit dat Loetje gratis brood aanbiedt bij
de biefstuk. Hoe normaler we het vinden hoe minder hoog het komt te staan in de tabel. Inmiddels
is brood in het restaurant Loetje een basisfactor geworden. Hoofdstuk 4: Methodologie..................12
4.1 Onderzoeksbenadering .............................................................................................................................................................. 12
4.2 Onderzoeksstrategie ................................................................................................................................................................... 13
4.3 Beschrijving methoden .............................................................................................................................................................. 13
4.4 Methode per deelvraag .............................................................................................................................................................. 13
4.5 Operationalisatie .......................................................................................................................................................................... 14
4.6 Onderzoekspopulatie .................................................................................................................................................................. 15
4.7 Steekproef ........................................................................................................................................................................................ 15
4.7.1 Wijze van steekproeftrekking ............................................................................................................................... 15
4.8 Kwaliteit van het onderzoek..................................................................................................................................................... 16
4.9 Ethische aspecten ......................................................................................................................................................................... 16
Hoofdstuk 5: Onderzoeksresultaten.......................................................................................................................17
5.1 Resultaten enquête....................................................................................................................................................................... 17
5.2 Resultaten interview.................................................................................................................................................................... 21
Hoofdstuk 6: Conclusie & aanbeveling ..................................................................................................................22
6.2 Aanbevelingen ............................................................................................................................................................................... 23
4
