Pazar ara\u015ft\u0131rmas\u0131<\/a>, belirli bir marka taraf\u0131ndan sunulan bir \u00fcr\u00fcn veya hizmetle ilgili olarak bir pazar hakk\u0131nda bilgi toplama, analiz etme ve inceleme s\u00fcrecidir.<\/span><\/p>\n Pazar ara\u015ft\u0131rmas\u0131 y\u0131llar i\u00e7inde geli\u015fti, internet art\u0131k ilk elden bilgi toplamak i\u00e7in geleneksel y\u00fcz y\u00fcze etkile\u015fimin veya ki\u015fisel g\u00f6r\u00fc\u015fmelerin yerini ald\u0131. \u00d6ncelikle iki t\u00fcre ayr\u0131l\u0131rlar: Kantitatif Pazar Ara\u015ft\u0131r<\/a> mas\u0131 ve Kalitatif Pazar Ara\u015ft\u0131r<\/a>mas\u0131. G\u00fcn\u00fcm\u00fczde pazar ara\u015ft\u0131rmas\u0131 yapman\u0131n en iyi yolu anketler veya soru formlar\u0131d\u0131r: do\u011fru pazar ara\u015ft\u0131rmas\u0131 sorular\u0131n\u0131 sorun! <\/span><\/p>\n Do\u011fru bilgi, yeni ve mevcut m\u00fc\u015fterilerin ve i\u015f rekabetinin perspektifini sa\u011flad\u0131\u011f\u0131 i\u00e7in ba\u015far\u0131l\u0131 bir i\u015fin temel dire\u011fidir. \u0130\u015fletme veya kurulu\u015f sahiplerinin yeni bir \u00fcr\u00fcn veya hizmetle uyumlu hale getirdikleri kaynaklar\u0131n ve finansal yat\u0131r\u0131mlar\u0131n gelecekte herhangi bir karl\u0131l\u0131k sa\u011flay\u0131p sa\u011flamayaca\u011f\u0131n\u0131 belirlemelerine yard\u0131mc\u0131 olur.<\/span><\/p>\n 4 temel temel \u00f6l\u00e7\u00fcm \u00f6l\u00e7e\u011fi vard\u0131r, <\/span> Her \u00f6l\u00e7ek artan bir \u00f6l\u00e7\u00fcm seviyesidir, yani her \u00f6l\u00e7ek bir \u00f6nceki \u00f6l\u00e7e\u011fin i\u015flevini yerine getirir ve t\u00fcm <\/span> <\/p>\n <\/p>\n Nominal \u00d6l\u00e7ek<\/span><\/a>Kategorik de\u011fi\u015fken \u00f6l\u00e7e\u011fi olarak da adland\u0131r\u0131lan bu \u00f6l\u00e7ek, de\u011fi\u015fkenleri farkl\u0131 s\u0131n\u0131fland\u0131rmalar halinde etiketlemek i\u00e7in kullan\u0131lan ve nicel bir de\u011fer veya s\u0131ra i\u00e7ermeyen bir \u00f6l\u00e7ek olarak tan\u0131mlan\u0131r. Se\u00e7eneklere ara\u015ft\u0131rmac\u0131 taraf\u0131ndan karar verilebilecek bir numara atan\u0131r, ancak de\u011fi\u015fkenler se\u00e7eneklerden ba\u011f\u0131ms\u0131z oldu\u011fu i\u00e7in se\u00e7eneklerin s\u0131ras\u0131n\u0131 de\u011fi\u015ftirmek \u00f6l\u00e7e\u011fi etkilemez. <\/span> <\/p>\n <\/p>\n S\u0131ral\u0131 \u00d6l\u00e7ek<\/span><\/a> Verilerin s\u0131ralamas\u0131n\u0131 ve d\u00fczenini, aralar\u0131ndaki varyasyonun derecesini belirlemeden raporlayan 2. \u00f6l\u00e7\u00fcm seviyesidir. S\u0131ral\u0131 \u00f6l\u00e7ek memnuniyet, mutluluk ve not \u00f6rnekleri. Bu da <\/span> Daha fazla bilgi edinin: <\/span> <\/p>\n <\/p>\n Bu <\/span> <\/p>\n <\/p>\n Bu <\/span> Daha fazla bilgi edinin: <\/span> Pazar ara\u015ft\u0131rmas\u0131n\u0131n temeli, do\u011fru verileri toplamak i\u00e7in do\u011fru sorular\u0131 sormakt\u0131r. <\/span> <\/p>\n \u0130yi bir sohbet, daha fazlas\u0131n\u0131 \u00f6\u011frenmek i\u00e7in do\u011fru sorular\u0131 sormay\u0131 i\u00e7erir. Benzer \u015fekilde, pazar ara\u015ft\u0131rmas\u0131nda da en uygun bilgiyi elde etmek i\u00e7in soru sorman\u0131n \u00e7ok b\u00fcy\u00fck bir de\u011feri vard\u0131r. <\/span><\/p>\n Peki, uygun bir yan\u0131t almak i\u00e7in ne t\u00fcr sorular sorulmal\u0131d\u0131r? <\/span> Her iki pazar ara\u015ft\u0131rmas\u0131 sorusu t\u00fcr\u00fcn\u00fcn de kendine g\u00f6re avantajlar\u0131 vard\u0131r, ancak bu b\u00f6l\u00fcmde daha \u00e7ok a\u00e7\u0131k u\u00e7lu sorulara odaklanaca\u011f\u0131z. <\/span><\/p>\n Anket veya y\u00fcz y\u00fcze g\u00f6r\u00fc\u015fmelerde a\u00e7\u0131k u\u00e7lu sorular daha iyi yan\u0131tlar al\u0131nmas\u0131n\u0131 sa\u011flar. Bu pazar ara\u015ft\u0131rmas\u0131 soru t\u00fcr\u00fc, kat\u0131l\u0131mc\u0131lar\u0131n halihaz\u0131rda mevcut olan cevap se\u00e7eneklerinden birini se\u00e7mesi gereken kapal\u0131 u\u00e7lu sorular\u0131n aksine, kat\u0131l\u0131mc\u0131lar\u0131n soruyu derinlemesine yan\u0131tlamas\u0131na olanak tan\u0131r ve onlara herhangi bir engelleme olmaks\u0131z\u0131n yan\u0131t verme \u00f6zg\u00fcrl\u00fc\u011f\u00fc verir.<\/span><\/p>\n Ancak kapal\u0131 u\u00e7lu ve a\u00e7\u0131k u\u00e7lu sorular\u0131n birlikte kullan\u0131ld\u0131\u011f\u0131 da s\u0131kl\u0131kla g\u00f6r\u00fclmektedir. Evet\/Hay\u0131r sorusuna cevap vermek daha kolayd\u0131r, ancak bu soruyu a\u00e7\u0131k u\u00e7lu bir soru takip ederse, genellikle kat\u0131l\u0131mc\u0131lar\u0131n\u0131zdan daha iyi bir kat\u0131l\u0131m elde edersiniz.<\/span><\/p>\n M\u00fc\u015fterilerinizin ne d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fc bilmek kesinlikle kolay bir i\u015f de\u011fildir. Ancak do\u011fru pazar ara\u015ft\u0131rmas\u0131 sorular\u0131yla onlarla daha iyi ba\u011flant\u0131 kurabilirsiniz. Pazar ara\u015ft\u0131rmas\u0131 sorular\u0131n\u0131za en fazla yan\u0131t\u0131 ald\u0131\u011f\u0131n\u0131zdan emin olmak i\u00e7in bu ipu\u00e7lar\u0131n\u0131 izleyin.<\/span><\/p>\n 1. Hedef kitlenizi anlay\u0131n: <\/b>Kat\u0131l\u0131mc\u0131lar\u0131n\u0131za neden ula\u015ft\u0131\u011f\u0131n\u0131z\u0131 bilmeniz gerekir. Demografik \u00f6zelliklerini bilmek, pazar ara\u015ft\u0131rmas\u0131 sorular\u0131n\u0131z\u0131 daha iyi \u00e7er\u00e7evelemenize yard\u0131mc\u0131 olacakt\u0131r.<\/span><\/p>\n 2. Kat\u0131l\u0131mc\u0131lar\u0131n\u0131z\u0131 rahats\u0131z etmeyin: <\/b>Kat\u0131l\u0131mc\u0131lar\u0131n\u0131za belirli aral\u0131klarla anket veya soru formlar\u0131 g\u00f6nderdi\u011finizden emin olun. Kat\u0131l\u0131mc\u0131lar\u0131n\u0131z\u0131, size yan\u0131t vermeyi b\u0131rakacaklar\u0131 bir noktaya kadar rahats\u0131z etmeyin. <\/span><\/p>\n 3. Her \u015fey harika zamanlamayla ilgili:<\/b> Anketlerinizin makul bir zamanlamaya sahip oldu\u011fundan ve uygun sorular i\u00e7erdi\u011finden emin olun; \u00f6rne\u011fin, bir m\u00fc\u015fteriye sizinle bir al\u0131\u015fveri\u015f yapt\u0131ktan sonra geri bildirim anketi g\u00f6ndermek her zaman iyidir, b\u00f6ylece deneyimleri hakk\u0131nda daha iyi bir geri bildirim verebilir. <\/span><\/p>\n 4. Kat\u0131l\u0131mc\u0131lar\u0131n\u0131z\u0131n kendilerini de\u011ferli hissetmelerini sa\u011flay\u0131n: <\/b>Kat\u0131l\u0131mc\u0131lar\u0131n\u0131za, pazar ara\u015ft\u0131rmas\u0131 sorular\u0131na verdikleri yan\u0131tlar\u0131n de\u011ferli oldu\u011funu ve uygulamaya konulaca\u011f\u0131n\u0131 ve \u00f6nerilerinin hizmetleri veya \u00fcr\u00fcn\u00fc iyile\u015ftirmek i\u00e7in uygulanaca\u011f\u0131n\u0131 bildirin. <\/span> <\/p>\n","protected":false},"excerpt":{"rendered":" Pazar Ara\u015ft\u0131rmas\u0131 Nedir? Pazar ara\u015ft\u0131rmas\u0131, belirli bir marka taraf\u0131ndan sunulan bir \u00fcr\u00fcn veya hizmetle ilgili olarak bir pazar hakk\u0131nda bilgi […]<\/p>\n","protected":false},"author":86,"featured_media":604466,"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":[1114],"tags":[1280,1279],"yoast_head":"\nPazar Ara\u015ft\u0131rmas\u0131 Sorular\u0131nda Temel \u00d6l\u00e7\u00fcm D\u00fczeyleri<\/b><\/h3>\n
\n n<\/span>
\n ominal, ordinal, aral\u0131k ve oran<\/span>
\n<\/a>Pazar ara\u015ft\u0131rmas\u0131nda toplanan verilerin istatistiksel olarak d\u00fczenlenmesine yard\u0131mc\u0131 olan <\/span>
\n veri\u0307 anali\u0307zi\u0307<\/span>
\n<\/a> ama\u00e7lar. Bunlar anketler ve soru formlar\u0131 \u015feklinde veri toplamak i\u00e7in kullan\u0131l\u0131r; burada her biri bir <\/span>
\n \u00e7oktan se\u00e7meli soru<\/span>
\n<\/a>. <\/span> <\/p>\n
\n anket sorusu<\/span>
\n<\/a> Likert, Semantik Diferansiyel gibi \u00f6l\u00e7ekler, <\/span>
\n \u0130kili sorular<\/span>
\n<\/a> vb. bu 4 temel de\u011fi\u015fken \u00f6l\u00e7\u00fcm seviyesinin t\u00fcrevleridir. \u00d6l\u00e7\u00fcm \u00f6l\u00e7eklerinin d\u00f6rt seviyesini de \u00f6rneklerle ayr\u0131nt\u0131l\u0131 olarak ele almadan \u00f6nce, bu \u00f6l\u00e7eklerin neyi temsil etti\u011fine k\u0131saca bir g\u00f6z atal\u0131m.<\/span><\/p>\n\n
\n Nominal veriler<\/span>
\n<\/a> asla say\u0131salla\u015ft\u0131r\u0131lamaz, ancak veri analizi a\u015fa\u011f\u0131daki sorular sorularak yap\u0131labilir <\/span>
\n a\u00e7\u0131k u\u00e7lu soru<\/span>
\n<\/a> ve sonraki yan\u0131tlar\u0131 kodlamak veya \u00f6nceden kodlanm\u0131\u015f \u00e7oktan se\u00e7meli sorulara sahip olmak. Nominal \u00f6l\u00e7e\u011fe \u00f6rnek olarak cinsiyet, i\u015f veya ikamet yeri, pizza malzemesi tercihi vb. verilebilir.<\/span><\/p>\n\n
\n Likert \u00d6l\u00e7e\u011fi<\/span>
\n<\/a> en d\u00fc\u015f\u00fckten en y\u00fckse\u011fe do\u011fru se\u00e7enekler sundu\u011fu ancak iki se\u00e7enek aras\u0131nda \u00f6l\u00e7\u00fclebilir bir fark sa\u011flamad\u0131\u011f\u0131 i\u00e7in ordinal \u00f6l\u00e7e\u011fe m\u00fckemmel bir \u00f6rnektir. <\/span>
\n Ordinal \u00f6l\u00e7ek verileri<\/span>
\n<\/a> daha fazla pazar ara\u015ft\u0131rmas\u0131 analizine olanak tan\u0131mak i\u00e7in genellikle tablo bi\u00e7iminde g\u00f6sterilir.<\/span><\/p>\n
\n Nominal \u00d6l\u00e7ek vs Ordinal \u00d6l\u00e7ek<\/span>
\n<\/a><\/p>\n\n
\n Aral\u0131k \u00d6l\u00e7e\u011fi<\/span>
\n<\/a> de\u011fi\u015fkenlerin s\u0131ras\u0131n\u0131n yan\u0131 s\u0131ra bu de\u011fi\u015fkenler aras\u0131ndaki aral\u0131\u011f\u0131n da bilindi\u011fi say\u0131sal bir \u00f6l\u00e7ek olarak tan\u0131mlan\u0131r. Di\u011fer bir deyi\u015fle, de\u011fi\u015fkenler s\u0131f\u0131r\u0131n varl\u0131\u011f\u0131n\u0131n keyfi oldu\u011fu g\u00f6receli bir \u015fekilde de\u011fil, ger\u00e7ek olarak \u00f6l\u00e7\u00fclmektedir. \u00d6rne\u011fin, s\u0131cakl\u0131k, gelir, IQ vb. aral\u0131k \u00f6l\u00e7e\u011fi ile tan\u0131mlanabilir. Net Tavsiye Skoru, Semantik Diferansiyel \u00d6l\u00e7ek, Bipolar Matris Tablosu vb. en \u00e7ok kullan\u0131lan aral\u0131kl\u0131 \u00f6l\u00e7ek \u00f6rnekleridir. Bu <\/span>aral\u0131k \u00f6l\u00e7e\u011fi verileri<\/span><\/a> toplanabilir veya \u00e7\u0131kar\u0131labilir ancak b\u00f6l\u00fcnemez veya \u00e7arp\u0131lamaz. Aral\u0131kl\u0131 veriler nicel bir veri t\u00fcr\u00fc oldu\u011fundan, a\u015fa\u011f\u0131daki gibi \u00e7oklu veri analizi y\u00f6ntemleri kullan\u0131labilir <\/span>
\n SWOT analizi<\/span>
\n<\/a>, <\/span>
\n TURF analizi<\/span>
\n<\/a>, <\/span>
\n konjoint analizi<\/span>
\n<\/a> ve <\/span>
\n trend anali\u0307zi\u0307<\/span>
\n<\/a> y\u00fcr\u00fct\u00fclebilir.<\/span><\/p>\n\n
\n Oran \u00d6l\u00e7e\u011fi<\/span>
\n<\/a> mutlak s\u0131f\u0131r\u0131n varl\u0131\u011f\u0131yla birlikte yukar\u0131daki 3 \u00f6l\u00e7e\u011fin t\u00fcm \u00f6zelliklerine sahip olan sondan bir \u00f6nceki \u00f6l\u00e7\u00fcm \u00f6l\u00e7e\u011fidir. De\u011fi\u015fkenlerin s\u0131f\u0131r i\u00e7in bir se\u00e7ene\u011fi oldu\u011fu, iki de\u011fi\u015fken aras\u0131ndaki fark\u0131n ayn\u0131 oldu\u011fu ve se\u00e7enekler aras\u0131nda belirli bir s\u0131ralama oldu\u011fu varsay\u0131larak hesaplan\u0131r. Negatif bir de\u011ferin bulunmad\u0131\u011f\u0131 a\u011f\u0131rl\u0131k, boy, zaman vb. baz\u0131 oran \u00f6l\u00e7e\u011fi \u00f6rnekleridir. Bu <\/span>
\n oran veri \u00f6l\u00e7e\u011fi<\/span>
\n<\/a> de\u011ferler toplanabilir, \u00e7\u0131kar\u0131labilir, b\u00f6l\u00fcnebilir ve \u00e7arp\u0131labilir ve oran verileri i\u00e7in benzersiz bir istatistiksel analiz m\u00fcmk\u00fcnd\u00fcr.<\/span><\/p>\n
\n Aral\u0131k \u00d6l\u00e7e\u011fi vs Oran \u00d6l\u00e7e\u011fi<\/span>
\n<\/a><\/p>\nPazar Ara\u015ft\u0131rmas\u0131 Soru T\u00fcrleri: \u00d6rneklerle 10 Pazar Ara\u015ft\u0131rmas\u0131 Soru T\u00fcr\u00fc<\/b><\/h3>\n
\n Niteliksel<\/span>
\n<\/a> veya <\/span>
\n nicel veriler<\/span>
\n<\/a>. Nitel veriler odak gruplar\u0131, g\u00f6r\u00fc\u015fmeler yoluyla toplanabilir, <\/span>boylamsal \u00e7al\u0131\u015fmalar<\/span><\/a> ve daha fazlas\u0131. Nicel veriler anketler arac\u0131l\u0131\u011f\u0131yla toplanabilir, <\/span>
\n anketler<\/span>
\n<\/a> ve <\/span>
\n g\u00f6r\u00fc\u015fmeler<\/span>
\n<\/a>. En yayg\u0131n kullan\u0131lan soru t\u00fcrlerinden baz\u0131lar\u0131 \u015funlard\u0131r:<\/span><\/p>\nPazar Ara\u015ft\u0131rmas\u0131 Sorular\u0131: A\u00e7\u0131k U\u00e7lu mu Kapal\u0131 U\u00e7lu mu?<\/b><\/h2>\n
\n a\u00e7\u0131k u\u00e7lu sorular <\/span>
\n<\/a>veya <\/span>
\n kapal\u0131 u\u00e7lu sorular<\/span>
\n<\/a>?<\/span><\/p>\nKapal\u0131 U\u00e7lu ve A\u00e7\u0131k U\u00e7lu Pazar Ara\u015ft\u0131rmas\u0131 Sorular\u0131<\/b><\/h2>\n
\n\n
\n Kapal\u0131 U\u00e7lu Sorular <\/b><\/td>\n A\u00e7\u0131k U\u00e7lu Sorular <\/b><\/td>\n<\/tr>\n \n \u00dcr\u00fcn\u00fcm\u00fczden memnun kald\u0131n\u0131z m\u0131?<\/p>\n \n
\u00dcr\u00fcn\u00fcm\u00fczden ne kadar memnunsunuz ya da de\u011filsiniz?<\/td>\n<\/tr>\n \n \u00dcr\u00fcn sizin i\u00e7in faydal\u0131 m\u0131?<\/p>\n \n
Bu \u00fcr\u00fcn\u00fcn ne kadar faydal\u0131 oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyorsunuz? G\u00f6r\u00fc\u015flerinizi l\u00fctfen payla\u015f\u0131n.<\/td>\n<\/tr>\n \n Bu \u00fcr\u00fcn\u00fc d\u00fczenli olarak kullanaca\u011f\u0131n\u0131z\u0131 d\u00fc\u015f\u00fcn\u00fcyor musunuz?<\/p>\n \n
Bu \u00fcr\u00fcn g\u00fcnl\u00fck i\u015flerinizi yapma \u015feklinizi nas\u0131l de\u011fi\u015ftirebilir?<\/td>\n<\/tr>\n \n Bu \u00fcr\u00fcn\u00fcn kullan\u0131m\u0131 kolay m\u0131?<\/p>\n \n
\u00dcr\u00fcnle ilgili en \u00e7ok kafa kar\u0131\u015ft\u0131ran \u015fey neydi?<\/td>\n<\/tr>\n \n \u00dcr\u00fcnle ilgili verilen bilgiler yeterli miydi?<\/p>\n \n
\u00dcr\u00fcn hakk\u0131nda daha fazla bilgi edinmek ister misiniz?<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n Pazar Ara\u015ft\u0131rmas\u0131 Sorular\u0131 en iyi nas\u0131l kullan\u0131l\u0131r?<\/b><\/h2>\n