Marktonderzoek
Marketingplan
VUB Faculteit Sociale Wetenschappen & Solvay Business School
Inleiding tot marketing en marktonderzoek
, Inhoudsopgave
Inhoud
Inhoudsopgave ...........................................................................................................................................................2
Onderzoeksprobleem en doelstellingen ..................................................................................................................... 3
Bedrijfsdoelstelling van deze case .......................................................................................................................... 3
Onderzoeksdoelstelling van deze case ................................................................................................................... 3
Onderzoeksvragen ................................................................................................................................................. 3
Algemeen onderzoeksaanpak ....................................................................................................................................4
Steekproef ................................................................................................................................................................. 5
Buyer roles.............................................................................................................................................................. 5
Initiator ............................................................................................................................................................... 5
Influencer............................................................................................................................................................ 5
Decider ............................................................................................................................................................... 5
Buyer .................................................................................................................................................................. 5
User .................................................................................................................................................................... 5
Gatekeeper ......................................................................................................................................................... 5
Aantal .....................................................................................................................................................................6
Standard sample size ..........................................................................................................................................6
Onderzoeksmethode.................................................................................................................................................. 7
Innovatieve onderzoeksmethode ...............................................................................................................................8
Sociaal wenselijk antwoordgedrag .........................................................................................................................8
Strategisch antwoord .............................................................................................................................................8
Foute introspectie ..................................................................................................................................................8
Interpretatie en rapportering .................................................................................................................................... 10
Hoofdboodschap .................................................................................................................................................. 10
Hoofdpunten ........................................................................................................................................................ 10
Minirapport .......................................................................................................................................................... 10
Executive summary........................................................................................................................................... 10
Grafieken .......................................................................................................................................................... 11
Aanbeveling ......................................................................................................................................................... 14
2
Marketingplan
VUB Faculteit Sociale Wetenschappen & Solvay Business School
Inleiding tot marketing en marktonderzoek
, Inhoudsopgave
Inhoud
Inhoudsopgave ...........................................................................................................................................................2
Onderzoeksprobleem en doelstellingen ..................................................................................................................... 3
Bedrijfsdoelstelling van deze case .......................................................................................................................... 3
Onderzoeksdoelstelling van deze case ................................................................................................................... 3
Onderzoeksvragen ................................................................................................................................................. 3
Algemeen onderzoeksaanpak ....................................................................................................................................4
Steekproef ................................................................................................................................................................. 5
Buyer roles.............................................................................................................................................................. 5
Initiator ............................................................................................................................................................... 5
Influencer............................................................................................................................................................ 5
Decider ............................................................................................................................................................... 5
Buyer .................................................................................................................................................................. 5
User .................................................................................................................................................................... 5
Gatekeeper ......................................................................................................................................................... 5
Aantal .....................................................................................................................................................................6
Standard sample size ..........................................................................................................................................6
Onderzoeksmethode.................................................................................................................................................. 7
Innovatieve onderzoeksmethode ...............................................................................................................................8
Sociaal wenselijk antwoordgedrag .........................................................................................................................8
Strategisch antwoord .............................................................................................................................................8
Foute introspectie ..................................................................................................................................................8
Interpretatie en rapportering .................................................................................................................................... 10
Hoofdboodschap .................................................................................................................................................. 10
Hoofdpunten ........................................................................................................................................................ 10
Minirapport .......................................................................................................................................................... 10
Executive summary........................................................................................................................................... 10
Grafieken .......................................................................................................................................................... 11
Aanbeveling ......................................................................................................................................................... 14
2
