[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.kladex.cz\/marketingovy-vyzkum-v-nekolika-krocich\/#Article","mainEntityOfPage":"https:\/\/www.kladex.cz\/marketingovy-vyzkum-v-nekolika-krocich\/","headline":"Marketingov\u00fd v\u00fdzkum v n\u011bkolika kroc\u00edch","name":"Marketingov\u00fd v\u00fdzkum v n\u011bkolika kroc\u00edch","description":"1.\u00a0\u00a0\u00a0\u00a0\u00a0 Definice probl\u00e9mu a c\u00edl\u016f v\u00fdzkumu \u2013 v\u00a0prv\u00e9 \u0159ad\u011b nutn\u00e9 spr\u00e1vn\u011b definovat z\u00e1kladn\u00ed probl\u00e9m, kter\u00fd je pot\u0159eba vy\u0159e\u0161it. Po pe\u010dliv\u00e9 definici probl\u00e9mu je pot\u0159eba stanovit c\u00edle v\u00fdzkumu. M\u016f\u017ee j\u00edt o c\u00edl pozn\u00e1vac\u00ed, popisn\u00fd, kauz\u00e1ln\u00ed. 2.\u00a0\u00a0\u00a0\u00a0\u00a0 P\u0159\u00edprava pl\u00e1nu v\u00fdzkumu \u2013 aby bylo mo\u017eno pl\u00e1n sestavit, je t\u0159eba zvolit \u2013 \u00a7\u00a0 Zdroje dat \u2013 sekund\u00e1rn\u00ed informace (ji\u017e […]","datePublished":"2023-05-07","dateModified":"2023-05-07","author":{"@type":"Person","@id":"https:\/\/www.kladex.cz\/author\/#Person","name":"","url":"https:\/\/www.kladex.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/5522eb0fc8481dea5f6519f6a0b15ee2c46358d48429b281fd7c49cbb5a929f9?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/5522eb0fc8481dea5f6519f6a0b15ee2c46358d48429b281fd7c49cbb5a929f9?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"kladex.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.kladex.cz\/wp-content\/uploads\/img_a308792_w1944_t1519837616.jpg","url":"https:\/\/www.kladex.cz\/wp-content\/uploads\/img_a308792_w1944_t1519837616.jpg","height":0,"width":0},"url":"https:\/\/www.kladex.cz\/marketingovy-vyzkum-v-nekolika-krocich\/","wordCount":555,"articleBody":"\t1.\u00a0\u00a0\u00a0\u00a0\u00a0 Definice probl\u00e9mu a c\u00edl\u016f v\u00fdzkumu \u2013 v\u00a0prv\u00e9 \u0159ad\u011b nutn\u00e9 spr\u00e1vn\u011b definovat z\u00e1kladn\u00ed probl\u00e9m, kter\u00fd je pot\u0159eba vy\u0159e\u0161it. Po pe\u010dliv\u00e9 definici probl\u00e9mu je pot\u0159eba stanovit c\u00edle v\u00fdzkumu. M\u016f\u017ee j\u00edt o c\u00edl pozn\u00e1vac\u00ed, popisn\u00fd, kauz\u00e1ln\u00ed.\t\t2.\u00a0\u00a0\u00a0\u00a0\u00a0 P\u0159\u00edprava pl\u00e1nu v\u00fdzkumu \u2013 aby bylo mo\u017eno pl\u00e1n sestavit, je t\u0159eba zvolit \u2013\t\u00a7\u00a0 Zdroje dat \u2013 sekund\u00e1rn\u00ed informace (ji\u017e existuj\u00ed, jsou levn\u011bj\u0161\u00ed), prim\u00e1rn\u00ed informace (shroma\u017e\u010fuj\u00ed se za ur\u010dit\u00fdm \u00fa\u010delem).\t\u00a7\u00a0 Metody v\u00fdzkumu \u2013 pozorov\u00e1n\u00ed (vyu\u017eit\u00ed, kdy nejsou lid\u00e9 ochotni nebo schopni poskytnout informace), dotazov\u00e1n\u00ed (strukturovan\u00e1 x nestrukturovan\u00e1, p\u0159\u00edm\u00e1 x nep\u0159\u00edm\u00e1), focus group (skupinov\u011b orientovan\u00e9 dotazov\u00e1n\u00ed \u2013 skupina zahrnuje 6 \u2013 10 osob), experiment (pokou\u0161\u00ed se vysv\u011btlit vztahy mezi p\u0159\u00ed\u010dinou a n\u00e1sledkem), behavior\u00e1ln\u00ed v\u00fdzkum.\t\u00a7\u00a0 N\u00e1stroje v\u00fdzkumu \u2013 dotazn\u00edk (soubor ot\u00e1zek, mohou b\u00fdt uzav\u0159en\u00e9 nebo otev\u0159en\u00e9. Dle kontaktu rozli\u0161ujeme osobn\u00ed, telefonick\u00e9, elektronick\u00e9 nebo p\u00edsemn\u00e9), kvalitativn\u00ed metody (nestrukturovan\u00fd zp\u016fsob m\u011b\u0159en\u00ed), technick\u00e9 za\u0159\u00edzen\u00ed (galvanometry, o\u010dn\u00ed kamera, peoplemetry\u2026).\t\u00a7\u00a0 V\u00fdb\u011br vzorku respondent\u016f \u2013 v\u00fdb\u011brov\u00e1 jednotka (ten kdo m\u00e1 b\u00fdt pozorov\u00e1n, p\u0159esn\u00e1 specifikace c\u00edlov\u00e9 populace), velikost v\u00fdb\u011brov\u00e9ho soubor\u016f (kolik lid\u00ed m\u00e1 b\u00fdt pozorov\u00e1no), tvorba v\u00fdb\u011brov\u00e9ho souboru (jak by m\u011bli b\u00fdt respondenti vyb\u00edr\u00e1ni).\t\u00a7\u00a0 Kontaktn\u00ed metody \u2013 zp\u016fsob, jak bude v\u00fdzkumn\u00fd pracovn\u00edk subjekty kontaktovat. Koresponden\u010dn\u00ed kontakt, telefonick\u00e9 dotazov\u00e1n\u00ed, osobn\u00ed kontakt, online kontakt. Na z\u00e1v\u011br t\u00e9to etapy by m\u011bli pracovn\u00edci prov\u00e1d\u011bj\u00edc\u00ed v\u00fdzkum sumarizovat cel\u00fd pl\u00e1n a napsat n\u00e1vrh, kter\u00fd obsahuje konkr\u00e9tn\u00ed c\u00edle v\u00fdzkumu a odhad n\u00e1klad\u016f na v\u00fdzkum.\t3.\u00a0\u00a0\u00a0\u00a0\u00a0 Sb\u011br informac\u00ed \u2013 nejn\u00e1kladn\u011bj\u0161\u00ed f\u00e1ze v\u00fdzkumu a tak\u00e9 nejn\u00e1chyln\u011bj\u0161\u00ed na vznik chyb. Na jejich kvalitn\u00ed pr\u00e1ci, perfektn\u00ed organizaci a odpov\u011bdn\u00e9m v\u00fdkonu zna\u010dn\u011b z\u00e1vis\u00ed \u00fasp\u011bch cel\u00e9ho projektu.\t4.\u00a0\u00a0\u00a0\u00a0\u00a0 Kontrola dat \u2013 po z\u00edsk\u00e1n\u00ed dat z\u00a0ter\u00e9nu se odehr\u00e1v\u00e1 kontrola dat, jej\u00edm\u017e \u00fa\u010delem je vy\u0159adit ze souboru vypln\u011bn\u00fdch dotazn\u00edk\u016f ty, kter\u00e9 jsou zpracov\u00e1ny ne\u00fapln\u011b nebo neobst\u00e1ly p\u0159i logick\u00e9 kontrole. Zkontrolovan\u00e9 dotazn\u00edky pak p\u0159ech\u00e1z\u00ed zpravidla na hromadn\u00e9 zpracov\u00e1n\u00ed pomoc\u00ed v\u00fdpo\u010detn\u00ed techniky.\t5.\u00a0\u00a0\u00a0\u00a0\u00a0 Anal\u00fdza informac\u00ed \u2013 dal\u0161\u00edm krokem je sestaven\u00ed \u00fadaj\u016f do tabulek, rozt\u0159\u00edzen\u00ed a zji\u0161t\u011bn\u00ed \u010detnosti v\u00fdskytu sledovan\u00fdch veli\u010din. Je t\u0159eba sestavit \u00fadaje do tabulek, rozt\u0159\u00eddit a zjistit \u010detnost v\u00fdskytu sledovan\u00fdch veli\u010din.\t\t6.\u00a0\u00a0\u00a0\u00a0\u00a0 Prezentace v\u00fdsledk\u016f \u2013 smyslem prezentace je p\u0159esv\u011bd\u010div\u00fdm zp\u016fsobem zp\u0159\u00edstupnit v\u00fdsledky v\u00fdzkumu z\u00e1stupc\u016fm zadavatele v\u00fdzkumu. Prezentace by m\u011bla obsahovat definici marketingov\u00e9ho probl\u00e9mu a toho, jak se s\u00a0n\u00edm marketingov\u00fd v\u00fdzkum vypo\u0159\u00e1dal, r\u00e1mcov\u00fd p\u0159ehled pou\u017eit\u00fdch metod, uk\u00e1zky hlavn\u00edch \u00fadaj\u016f, hlavn\u00ed souhrnn\u00e9 poznatky, vysv\u011btlen\u00ed, jak v\u00fdsledky ovliv\u0148uj\u00ed marketingov\u00e1 a prodejn\u00ed rozhodnut\u00ed a \u010dinnost cel\u00e9ho podniku, jasn\u011b formulovan\u00fd p\u0159\u00ednos pro dal\u0161\u00ed chod podniku.\t7.\u00a0\u00a0\u00a0\u00a0\u00a0 Rozhodnut\u00ed \u2013 na z\u00e1klad\u011b v\u00fdsledk\u016f v\u00fdzkumu mohou mana\u017ee\u0159i rozhodnout, jak s\u00a0v\u00fdsledky nalo\u017e\u00ed a vyu\u017eij\u00ed jich k\u00a0\u0159e\u0161en\u00ed vstupn\u00edho probl\u00e9mu.                                                                                                                                                                                                                                                                                                                                                                                         4.2\/5 - (11 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Marketingov\u00fd v\u00fdzkum v n\u011bkolika kroc\u00edch","item":"https:\/\/www.kladex.cz\/marketingovy-vyzkum-v-nekolika-krocich\/#breadcrumbitem"}]}]