{"id":730774,"date":"2019-08-02T06:40:24","date_gmt":"2019-08-02T13:40:24","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/pazar-arastirmasi-yazilimina-ihtiyac-duymaniz-icin-bes-neden\/"},"modified":"2019-08-02T06:40:24","modified_gmt":"2019-08-02T06:40:24","slug":"pazar-arastirmasi-yazilimina-ihtiyac-duymaniz-icin-bes-neden","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/pazar-arastirmasi-yazilimina-ihtiyac-duymaniz-icin-bes-neden\/","title":{"rendered":"Pazar ara\u015ft\u0131rmas\u0131 yaz\u0131l\u0131m\u0131na ihtiya\u00e7 duyman\u0131z i\u00e7in be\u015f neden"},"content":{"rendered":"

Pazar ara\u015ft\u0131rmas\u0131 bir ihtiya\u00e7la ba\u015flar ve tatmin edici bir sonu\u00e7la biter. \u0130\u015f kararlar\u0131n\u0131z\u0131 veri odakl\u0131 ara\u015ft\u0131rma ve analizlere dayand\u0131rman\u0131z iyi bir \u015feydir. Pazar ara\u015ft\u0131rmas\u0131, hayalinizde ba\u015far\u0131l\u0131 olman\u0131z i\u00e7in geni\u015f bir yol haritas\u0131 sa\u011flar. Bu <\/span>
\n pazar ara\u015ft\u0131rma yaz\u0131l\u0131m\u0131<\/span>
\n<\/a> i\u015fin iki ana bile\u015fenini en \u00fcst d\u00fczeye \u00e7\u0131kararak farkl\u0131 bir y\u00f6n sa\u011flamada \u00f6nemli bir rol oynar – <\/span>zaman ve para.<\/b> <\/span><\/p>\n

\u0130leriye d\u00f6n\u00fck i\u015f stratejileri olu\u015fturmak s\u00f6z konusu oldu\u011funda, ger\u00e7ekleri ampirik olarak anlaman\u0131z gerekir. \u015eimdi ger\u00e7ekleri \u00f6\u011frenmenin tam zaman\u0131 ama nas\u0131l?<\/span><\/p>\n

Pazar ara\u015ft\u0131rmas\u0131 yaz\u0131l\u0131m\u0131 ile daha iyi anketler olu\u015fturun <\/b><\/h2>\n

M\u00fc\u015fteri odakl\u0131 pazarda hayatta kalabilmek i\u00e7in yeni m\u00fc\u015fterilerin pe\u015finden ko\u015fmak yeni bir normdur \u00e7\u00fcnk\u00fc eski m\u00fc\u015fterilere tutunmak daha zor hale gelmi\u015ftir. Bu nedenle, i\u015fletmenizin b\u00fcy\u00fckl\u00fc\u011f\u00fc \u00f6nemsizdir, \u00f6nemli olan m\u00fc\u015fterilerinizi tan\u0131y\u0131p tan\u0131mad\u0131\u011f\u0131n\u0131zd\u0131r. M\u00fc\u015fterilerinizi tan\u0131m\u0131yorsan\u0131z, d\u00fc\u015fen sat\u0131\u015f trendlerine kar\u015f\u0131 acil bir eylem olarak bir strateji olu\u015fturabilecek misiniz? <\/span><\/p>\n

Pazar ara\u015ft\u0131rma yaz\u0131l\u0131m\u0131 kullan\u0131m\u0131: \u0130lk be\u015f neden<\/b><\/h3>\n

Pazar ara\u015ft\u0131rmas\u0131 i\u015f d\u00fcnyas\u0131na \u00e7e\u015fitli \u015fekillerde yard\u0131mc\u0131 olur. Belirli bir \u00fcr\u00fcn\u00fcn konumunu veya ihtiyac\u0131n\u0131 ve de\u011ferini anlamak veya belirli bir \u00fcr\u00fcn\u00fcn pazara hakim olmas\u0131n\u0131n nedenlerini anlamak i\u00e7in pazar ara\u015ft\u0131rmas\u0131 yaz\u0131l\u0131m\u0131n\u0131 kullanarak pazar ara\u015ft\u0131rmas\u0131 yapabilirsiniz. <\/span><\/p>\n

\u0130\u015fte profesyonel d\u00fczeyde bir pazar ara\u015ft\u0131rmas\u0131 yaz\u0131l\u0131m\u0131 tercih etmeniz i\u00e7in en \u00f6nemli 5 neden <\/span><\/p>\n

    \n
  1. Pazar segmentasyonunu anlamak: <\/b><\/li>\n<\/ol>\n

    Pazar segmentasyonu, ara\u015ft\u0131rmac\u0131lar\u0131n hedef kitlelerini daha iyi anlamalar\u0131na yard\u0131mc\u0131 olur. Pazar segmentasyonu ara\u015ft\u0131rmas\u0131, demografik \u00f6zellikler, gereksinimler, \u00f6ncelikler, ortak t\u00fcketici \u00e7\u0131karlar\u0131 vb. gibi birka\u00e7 kriteri dikkate al\u0131r. Ayr\u0131ca, psikolojik ve t\u00fcketici davran\u0131\u015flar\u0131 da pazar b\u00f6l\u00fcmlendirme ara\u015ft\u0131rmas\u0131n\u0131n \u00f6nemli bile\u015fenlerini olu\u015fturmaktad\u0131r. <\/span><\/p>\n

    Segmentasyon ara\u015ft\u0131rmas\u0131 kapsam\u0131nda ara\u015ft\u0131rmac\u0131lar, bir kat\u0131l\u0131mc\u0131n\u0131n se\u00e7ilen bir pazar segmentine nas\u0131l yan\u0131t verdi\u011fini analiz etmeye \u00e7al\u0131\u015f\u0131r. Ayr\u0131ca, kat\u0131l\u0131mc\u0131 taraf\u0131ndan ne t\u00fcr bir arzu edilen davran\u0131\u015f sergilendi\u011fini de analiz ederler. Daha s\u0131kl\u0131kla ara\u015ft\u0131rmac\u0131lar, kat\u0131l\u0131mc\u0131lar\u0131 ankete verdikleri yan\u0131tlara g\u00f6re bir araya getirmek i\u00e7in tahmine dayal\u0131 bir model kullan\u0131rlar. <\/span>
    \n pazar ara\u015ftirmasi anket sorulari<\/span>
    \n<\/a>. <\/span> <\/p>\n

      \n
    1. \u00dcr\u00fcn geli\u015ftirme ara\u015ft\u0131rmas\u0131 yapmak: <\/b><\/li>\n<\/ol>\n

      \u00dcr\u00fcn geli\u015ftirme ara\u015ft\u0131rmas\u0131, ham bir \u00fcr\u00fcn tasar\u0131m\u0131n\u0131 t\u00fcketicilerin ihtiya\u00e7 duydu\u011fu ve bekledi\u011fi ba\u015far\u0131l\u0131 bir \u00fcr\u00fcne d\u00f6n\u00fc\u015ft\u00fcrmek amac\u0131yla bir i\u015f fikrini test etmek ve rafine etmek i\u00e7in kullan\u0131lan bir kavramd\u0131r. <\/span><\/p>\n

      kullan\u0131larak olu\u015fturulan bir \u00fcr\u00fcn ara\u015ft\u0131rma anketi <\/span>
      \n pazar ara\u015ft\u0131rmas\u0131 anket yaz\u0131l\u0131m\u0131<\/span>
      \n<\/a> t\u00fcketicilerin temel ihtiya\u00e7lar\u0131n\u0131 ve ke\u015fif isteklerini anlamada ara\u015ft\u0131rmac\u0131lara yard\u0131mc\u0131 olur. Rekabetin nabz\u0131n\u0131 ve \u00fcr\u00fcn\u00fcn piyasaya s\u00fcr\u00fclece\u011fi ortam\u0131 bilen ara\u015ft\u0131rmac\u0131lar, bir \u00fcr\u00fcn\u00fc ba\u015far\u0131l\u0131 bir \u015fekilde piyasaya s\u00fcrmek ve \u00fcr\u00fcn\u00fcn ya\u015fam d\u00f6ng\u00fcs\u00fc boyunca ba\u015far\u0131l\u0131 olmas\u0131n\u0131 sa\u011flamak i\u00e7in bilin\u00e7li kararlar alabilirler. <\/span><\/p>\n

        \n
      1. Rekabet\u00e7i k\u0131yaslama yapmak: <\/b><\/li>\n<\/ol>\n

        Rekabet\u00e7i k\u0131yaslama, iyi tasarlanm\u0131\u015f bir anket anketi kullanarak i\u015fletmenizi bir dizi rakiple kar\u015f\u0131la\u015ft\u0131rarak her \u015feyi perspektife koyma s\u00fcrecidir. Ara\u015ft\u0131rmac\u0131lar, anket sonu\u00e7lar\u0131n\u0131 kullanarak bir i\u015fletmenin rakiplerine k\u0131yasla ger\u00e7ek d\u00fcnyada nas\u0131l bir performans sergiledi\u011fini anlayabilir. <\/span><\/p>\n

        Rekabet\u00e7i bir k\u0131yaslama ara\u015ft\u0131rmas\u0131, ara\u015ft\u0131rmac\u0131lar\u0131n \u00f6ncelikle belirli bir i\u015fletmeyi test etmek istedikleri KPI’lara karar vermeleri gerekti\u011finden \u00f6zel beceriler gerektirir. Daha s\u0131k olarak, bu t\u00fcr <\/span>pazar ara\u015ft\u0131rmas\u0131 anketi<\/span><\/a> hedeflenmi\u015f bir izleyici kitlesine sahiptir. Bu kitleler ya tan\u0131t\u0131mc\u0131lar ya da marka temsilcileridir. \u00c7evrimi\u00e7i bir anket arac\u0131l\u0131\u011f\u0131yla toplanan ger\u00e7ek zamanl\u0131 veriler, markan\u0131z\u0131n t\u00fcketicileri memnun etme konusunda rekabete k\u0131yasla ne durumda oldu\u011funa dair harika bilgiler sunar. Toplanan veriler, iyile\u015ftirilmesi gereken alanlar\u0131 anlamak ve rekabetin \u00f6n\u00fcndeki ince f\u0131rsatlar\u0131 yakalamak i\u00e7in \u00f6nemli bir ilham kayna\u011f\u0131d\u0131r. <\/span><\/p>\n

          \n
        1. Sat\u0131n alma davran\u0131\u015f\u0131 toplamak i\u00e7in: <\/b><\/li>\n<\/ol>\n

          Her i\u015fletme i\u00e7in t\u00fcketicilerin \u00fcr\u00fcnlerini neden sat\u0131n ald\u0131klar\u0131n\u0131 anlamak \u00f6nemlidir. Pazar ara\u015ft\u0131rmac\u0131lar\u0131, kimin neyi sat\u0131n ald\u0131\u011f\u0131ndan ziyade m\u00fc\u015fterilerin belirli bir \u00fcr\u00fcn\u00fc neden sat\u0131n ald\u0131\u011f\u0131n\u0131 bilmekle daha \u00e7ok ilgilenirler. Belirli bir \u00fcr\u00fcn\u00fc sat\u0131n alma karar\u0131n\u0131 etkileyen nedenleri \u00f6l\u00e7mek i\u00e7in yap\u0131lan ilgi \u00e7ekici bir anket, sat\u0131n alma davran\u0131\u015f\u0131n\u0131 anlamak i\u00e7in harika bir i\u00e7g\u00f6r\u00fcd\u00fcr. <\/span><\/p>\n

          Sat\u0131n alma davran\u0131\u015f\u0131, t\u00fcketicilerin veya kurulu\u015flar\u0131n bir \u00fcr\u00fcn\u00fc veya hizmeti nas\u0131l alg\u0131lad\u0131klar\u0131 ve sat\u0131n ald\u0131klar\u0131 ve nas\u0131l t\u00fckettikleri hakk\u0131nda size bilgi verir. Sat\u0131n alma davran\u0131\u015f\u0131 genellikle t\u00fcketicilerin psikolojisi, motivasyonu ve davran\u0131\u015flar\u0131yla ilgili oldu\u011fundan, bir sat\u0131n alma davran\u0131\u015f\u0131 anketi olu\u015fturmak karma\u015f\u0131k bir i\u015ftir. Ara\u015ft\u0131rma i\u00e7in<\/a> t\u00fcketicilerin farkl\u0131 alternatifler<\/a> hakk\u0131nda nas\u0131l d\u00fc\u015f\u00fcnd\u00fcklerini ve hissettiklerini takip etmek i\u00e7in<\/a> do\u011fru anket \u015fablonlar\u0131 sa\u011flayarak anket olu\u015fturmay\u0131 kolayla\u015ft\u0131ran b\u00fct\u00fcnsel bir pazar ara\u015ft\u0131rmas\u0131 yaz\u0131l\u0131m\u0131 kullanmak harika bir se\u00e7enektir. <\/span><\/p>\n

            \n
          1. Pazar e\u011filimlerini takip etmek:<\/b> <\/span><\/li>\n<\/ol>\n

            Herhangi bir i\u015fletmenin ba\u015far\u0131l\u0131 olmas\u0131 i\u00e7in sekt\u00f6r\u00fcn nereye gitti\u011fini takip etmek \u00e7ok \u00f6nemlidir. Yakla\u015fan end\u00fcstri ve pazar trendlerini analiz etmek veya takip etmek, rekabet avantaj\u0131 elde etmek isteyen her i\u015fletme i\u00e7in \u00f6ncelikli olmal\u0131d\u0131r. <\/span><\/p>\n

            Piyasa trend analizi kula\u011fa geldi\u011fi kadar korkutucu de\u011fildir. Ara\u015ft\u0131rmac\u0131lar, t\u00fcketici \u00f6nceliklerini, pazar\u0131n nas\u0131l tepki verdi\u011fini ve trende dalmak i\u00e7in hangi stratejilerin uygulanmas\u0131 gerekti\u011fini anlamak i\u00e7in pazar trend analizi yaparlar. Ara\u015ft\u0131rmac\u0131lar\u0131n \u00e7o\u011fu, pazar\u0131n nereye gitti\u011fini anlamak i\u00e7in periyodik olarak yap\u0131lan \u00e7evrimi\u00e7i anketleri tercih etmektedir. Pazar e\u011filimi, t\u00fcketici davran\u0131\u015f\u0131 ve rakip k\u0131yaslama anketi veri bilgileri, bir i\u015fletmenin yakla\u015fan pazar e\u011filimini tahmin etmesine yard\u0131mc\u0131 olur. \u0130\u00e7g\u00f6r\u00fclere dayanarak, i\u015fletmeler en iyi stratejiye karar verebilir ve e\u011frinin \u00f6n\u00fcnde kalmak i\u00e7in hedeflerini buna g\u00f6re projelendirebilir. <\/span><\/p>\n

            Sonu\u00e7<\/b><\/h4>\n

            Yukar\u0131da belirtilen be\u015f neden, pazar ara\u015ft\u0131rmas\u0131 yaz\u0131l\u0131m\u0131n\u0131n b\u00fcy\u00fcmeyi nas\u0131l destekledi\u011fini \u00f6\u011frenmek isteyen i\u015fletmelere iyi bir fikir verecektir. Bu be\u015f nedeni anlad\u0131ktan sonra ‘nas\u0131l’ ve ‘ne’ yapabileceklerini daha iyi anlamalar\u0131na yard\u0131mc\u0131 olacakt\u0131r. Yaz\u0131l\u0131m, m\u00fc\u015fterilerin belirli bir \u00fcr\u00fcn veya hizmeti sat\u0131n almak ve kullanmak i\u00e7in nas\u0131l hissettikleri, davrand\u0131klar\u0131, tepki verdikleri veya motive olduklar\u0131 hakk\u0131nda de\u011ferli verilerin toplanmas\u0131na yard\u0131mc\u0131 olur. Buna ek olarak, i\u00e7g\u00f6r\u00fcleri \u00f6l\u00e7mek yerine anlayarak toplanan verilere zenginlik katar. \u00d6zetle, pazar ara\u015ft\u0131rmas\u0131 yaz\u0131l\u0131m\u0131, k\u00fc\u00e7\u00fck veya b\u00fcy\u00fck her kurulu\u015fun pazar ara\u015ft\u0131rmas\u0131 planlar\u0131n\u0131 anlamak i\u00e7in kullanmas\u0131 gereken hayati bir ara\u00e7t\u0131r. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

            Pazar ara\u015ft\u0131rmas\u0131 bir ihtiya\u00e7la ba\u015flar ve tatmin edici bir sonu\u00e7la biter. \u0130\u015f kararlar\u0131n\u0131z\u0131 veri odakl\u0131 ara\u015ft\u0131rma ve analizlere dayand\u0131rman\u0131z iyi […]<\/p>\n","protected":false},"author":65,"featured_media":673327,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1118,1114],"tags":[],"yoast_head":"\nPazar ara\u015ft\u0131rmas\u0131 yaz\u0131l\u0131m\u0131na ihtiya\u00e7 duyman\u0131z i\u00e7in be\u015f neden | QuestionPro<\/title>\n<meta name=\"description\" content=\"Stratejik kararlar almak ve bir ad\u0131m \u00f6nde olmak i\u00e7in ihtiya\u00e7 duydu\u011funuz t\u00fcm pazar verilerini 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