{"id":731038,"date":"2020-06-08T05:11:37","date_gmt":"2020-06-08T12:11:37","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/hedef-kitle-nedir-ve-nasil-tanimlanir\/"},"modified":"2020-06-08T05:11:37","modified_gmt":"2020-06-08T05:11:37","slug":"hedef-kitle-nedir-ve-nasil-tanimlanir","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/hedef-kitle-nedir-ve-nasil-tanimlanir\/","title":{"rendered":"Hedef Kitle: Nedir ve nas\u0131l tan\u0131mlan\u0131r?"},"content":{"rendered":"

Hedef kitle, belirli bir grubun demografik kesimidir ve ya\u015f aral\u0131\u011f\u0131, cinsiyet, co\u011frafi konum, e\u011fitim d\u00fczeyi, sat\u0131n alma g\u00fcc\u00fc, sosyal s\u0131n\u0131f ve t\u00fcketim al\u0131\u015fkanl\u0131klar\u0131 gibi unsurlarla tan\u0131mlan\u0131r. Bu verileri bilmek iyi bir pazarlama stratejisinin ilk ad\u0131m\u0131d\u0131r \u00e7\u00fcnk\u00fc bize ideal m\u00fc\u015fterimizin kim oldu\u011fu hakk\u0131nda bilgi verir. Bunu tart\u0131\u015fal\u0131m.<\/p>\n

\n

\u0130\u00e7erik Dizini<\/p>\n

    \n
  1. Hedef kitle nedir?<\/a><\/li>\n
  2. Hedef kitle t\u00fcrleri<\/a><\/li>\n
  3. Hedef kitlenin \u00f6zellikleri<\/a><\/li>\n
  4. Hedef kitlenizden bir \u00f6rneklem b\u00fcy\u00fckl\u00fc\u011f\u00fc belirleme<\/a><\/li>\n<\/ol>\n<\/div>\n

    Hedef kitle nedir?<\/b><\/h2>\n

    Tan\u0131m:<\/b> Hedef kitle, ortak ilgi alanlar\u0131, demografik \u00f6zellikleri ve davran\u0131\u015flar\u0131 olan bir grup insand\u0131r. Pazar ara\u015ft\u0131rmac\u0131lar\u0131n\u0131n belirli \u00fcr\u00fcn ve hizmetler hakk\u0131nda t\u00fcketici geri bildirimi toplamas\u0131 gerekir. <\/span><\/p>\n

    M\u00fc\u015fteriniz olmayan veya ara\u015ft\u0131rma konusuyla ilgisi ya da bilgisi olmayan rastgele ki\u015filerden geri bildirim toplamak sorunlar\u0131 \u00e7\u00f6zmenize yard\u0131mc\u0131 olmayacakt\u0131r. De\u011ferli i\u015f i\u00e7g\u00f6r\u00fcleri elde etmek i\u00e7in, ara\u015ft\u0131rman\u0131z i\u00e7in do\u011fru ki\u015fileri hedeflemek \u00e7ok \u00f6nemlidir. Hedef kitlenizi analiz etmek, pazarlama stratejinizi olu\u015fturman\u0131n \u00f6nemli bir par\u00e7as\u0131d\u0131r.<\/span><\/p>\n

    Kat\u0131l\u0131mc\u0131lar\u0131n\u0131z\u0131 se\u00e7in<\/strong><\/a><\/p>\n

    Hedef kitle t\u00fcrleri<\/b><\/h2>\n

    Hedef kitlenizi \u00e7e\u015fitli \u00f6zelliklere g\u00f6re tan\u0131mlayabilirsiniz. Cinsiyet, ya\u015f, e\u011fitim ve gelir, hedef kitlenizi segmentlere ay\u0131rman\u0131z i\u00e7in yaln\u0131zca birka\u00e7 \u00f6rnektir. En iyi ara\u015ft\u0131rma sonu\u00e7lar\u0131n\u0131 elde etmek i\u00e7in bu kitleleri demografi, ilgi alanlar\u0131 ve sat\u0131n alma niyetleri olmak \u00fczere \u00fc\u00e7 kategoriye ay\u0131r\u0131n.<\/span><\/p>\n

    Demografiye dayal\u0131 izleyici kitlesi: <\/b>Demografi, bireyleri tan\u0131mlayan sosyo-ekonomik fakt\u00f6rlerdir. Demografik fakt\u00f6rler ya\u015f, e\u011fitim, co\u011frafi konum, cinsiyet, gelir ve benzeri \u00f6zellikleri i\u00e7erir.<\/span><\/p>\n

    \u00d6rne\u011fin, pandeminin gen\u00e7 \u00f6\u011frenciler \u00fczerindeki etkisine ili\u015fkin bir ara\u015ft\u0131rma \u00e7al\u0131\u015fmas\u0131 y\u00fcr\u00fctmek i\u00e7in, n\u00fcfusu 25.000’den fazla olan il\u00e7elerdeki 18-24 ya\u015f aras\u0131ndaki hem erkek hem de kad\u0131n \u00f6\u011frencileri hedefleyin.<\/span><\/p>\n

    Sat\u0131n alma niyetlerine dayal\u0131 kitle: <\/b>E-ticaret i\u015fletmeleri \u00e7ok say\u0131da sat\u0131n alma niyeti verisi kullan\u0131r. Bu, potansiyel m\u00fc\u015fterilerin sat\u0131n alma niyetlerini ve ilgi alanlar\u0131n\u0131 anlamak i\u00e7in sahip olmalar\u0131 gereken \u00e7ok \u00f6nemli bir bilgidir. <\/span><\/p>\n

    \u00d6rne\u011fin, ara\u015ft\u0131rmac\u0131lar bireyleri \u00f6zellikle bakt\u0131klar\u0131 veya ilgi g\u00f6sterdikleri \u00fcr\u00fcnlere g\u00f6re grupland\u0131rmaktad\u0131r. Bu, \u00fcr\u00fcn ve hizmetlerin beklentilerine ili\u015fkin geri bildirimlerini almak ve bunlar\u0131 daha da geli\u015ftirmek i\u00e7in bireyleri hedeflemelerine yard\u0131mc\u0131 olur.<\/span><\/p>\n

    Ki\u015fisel ilgi alanlar\u0131na dayal\u0131 izleyici kitlesi:<\/b> \u0130lgi alanlar\u0131 bir bireyin hobilerini, tutkular\u0131n\u0131, davran\u0131\u015flar\u0131n\u0131, hakk\u0131nda okuduklar\u0131 ve arad\u0131klar\u0131 \u015feyleri olu\u015fturur. Film t\u00fcrlerinden m\u00fczik t\u00fcr\u00fcne, arabalara, kitaplara ve dansa kadar her \u015fey olabilir.<\/span><\/p>\n

    \u00d6rne\u011fin, aksiyon filmi merakl\u0131lar\u0131na yeni bir aksiyon filmi sunabilir ve ger\u00e7ek geri bildirimler toplamak i\u00e7in belirledi\u011finiz farkl\u0131 parametreler \u00fczerinden geri bildirimlerini alabilirsiniz.<\/span><\/p>\n

    Hedef kitlenin \u00f6zellikleri<\/b><\/h2>\n

    Ara\u015ft\u0131rmac\u0131lar, n\u00fcfusun tamam\u0131 hakk\u0131nda \u00e7\u0131kar\u0131mlarda bulunmak i\u00e7in do\u011fru hedef kitleyi \u00f6rneklemelidir. Lojistik kayg\u0131lar, b\u00fct\u00e7e k\u0131s\u0131tlamalar\u0131 ve zaman k\u0131s\u0131tlamalar\u0131 nedeniyle n\u00fcfusun tamam\u0131n\u0131 ara\u015ft\u0131rmak m\u00fcmk\u00fcn de\u011fildir. T\u00fcm n\u00fcfusu daha k\u00fc\u00e7\u00fck par\u00e7alara b\u00f6lmek ve bunlardan \u00e7\u0131kar\u0131mlar yapmak, b\u00fcy\u00fck bir n\u00fcfusu ara\u015ft\u0131rman\u0131n en bilimsel yoludur. <\/span><\/p>\n

    Ara\u015ft\u0131rma sonu\u00e7lar\u0131n\u0131n kalitesi do\u011frudan hedef kitlenizin kim oldu\u011funa ba\u011fl\u0131d\u0131r. Hedef kitle kar\u0131\u015f\u0131m\u0131n\u0131 do\u011fru yaparsan\u0131z, pazar ara\u015ft\u0131rman\u0131z eyleme ge\u00e7irilebilir sonu\u00e7lar verecektir. <\/span><\/p>\n

    \u0130\u015fte ara\u015ft\u0131rmac\u0131lar\u0131n hedef kitlelerinden bir \u00f6rneklem<\/a> olu\u015fturmak i\u00e7in ak\u0131llar\u0131nda tutmalar\u0131 gereken \u00fc\u00e7 \u00f6zellik:<\/span><\/p>\n

    \"Hedef<\/p>\n

      \n
    1. \u00c7e\u015fitlilik:<\/b> Her zaman numunenin \u00e7e\u015fitli oldu\u011fundan emin olun. \u00d6rneklemin \u00e7e\u015fitlili\u011fini sa\u011flamak baz\u0131 durumlarda zor olabilir \u00e7\u00fcnk\u00fc n\u00fcfusun baz\u0131 b\u00f6l\u00fcmlerine ula\u015fmak veya onlar\u0131 ankete<\/a> kat\u0131lmaya ikna etmek zordur. Bir \u00f6rneklemin pop\u00fclasyonu ger\u00e7ekten temsil edebilmesi i\u00e7in \u00e7e\u015fitlilik g\u00f6stermesi gerekir. \u00c7e\u015fitlilik g\u00f6stermeyen ve t\u00fcm n\u00fcfusu temsil etmeyen bir \u00f6rneklemin ciddi ara\u015ft\u0131rma sonu\u00e7lar\u0131 vard\u0131r.<\/span><\/span><\/li>\n
    2. \u015eeffafl\u0131k: <\/b>N\u00fcfusun yap\u0131s\u0131 ve b\u00fcy\u00fckl\u00fc\u011f\u00fc \u00e7e\u015fitli fakt\u00f6rlere ba\u011fl\u0131d\u0131r. Ara\u015ft\u0131rmac\u0131lar, \u00f6rneklem se\u00e7im prosed\u00fcrleri hakk\u0131nda \u015feffafl\u0131k d\u00fczeyini korumak i\u00e7in bu k\u0131s\u0131tlamalar\u0131 tart\u0131\u015fmal\u0131d\u0131r. Anket sonu\u00e7lar\u0131n\u0131n do\u011fru bir bak\u0131\u015f a\u00e7\u0131s\u0131yla de\u011ferlendirilebilmesi i\u00e7in ara\u015ft\u0131rmac\u0131lar \u015feffaf olmal\u0131d\u0131r.<\/span><\/span><\/li>\n
    3. Tutarl\u0131l\u0131k: <\/b>Ara\u015ft\u0131rmac\u0131lar evreni iyice anlamal\u0131 ve anketi tam olarak ba\u015flatmadan \u00f6nce \u00f6rneklemin tutarl\u0131l\u0131\u011f\u0131n\u0131 test etmelidir. Bu, \u00f6zellikle ara\u015ft\u0131rma verilerimizde<\/a> fark etti\u011fimiz herhangi bir varyasyonun kar\u015f\u0131la\u015ft\u0131r\u0131labilir ve tutarl\u0131 \u00f6rneklerde benzer bir e\u011filimi yans\u0131tt\u0131\u011f\u0131ndan emin olmam\u0131z gereken durumlarda, zaman ve mekan i\u00e7indeki de\u011fi\u015fiklikleri izleyen ara\u015ft\u0131rmalar i\u00e7in son derece \u00f6nemlidir.<\/span><\/li>\n<\/ol>\n

      Kat\u0131l\u0131mc\u0131lar\u0131n\u0131z\u0131 se\u00e7in<\/strong><\/a><\/p>\n

      Hedef kitlenizden bir \u00f6rneklem b\u00fcy\u00fckl\u00fc\u011f\u00fc belirleme<\/b><\/h2>\n

      Ara\u015ft\u0131rmada<\/a>, hedef kitlenize anket uygulamak m\u00fcmk\u00fcn de\u011fildir. Hedef kitlenizdeki herkesi hedeflemeniz de tavsiye edilmez. T\u00fcm pop\u00fclasyona ili\u015fkin \u00e7\u0131kar\u0131mlarda bulunmak i\u00e7in bu hedeften bir \u00f6rneklem almal\u0131s\u0131n\u0131z. \u0130\u015fte \u00f6rneklem b\u00fcy\u00fckl\u00fc\u011f\u00fcn\u00fcz\u00fc belirlemek<\/a> i\u00e7in baz\u0131 ipu\u00e7lar\u0131:<\/span><\/p>\n

        \n
      1. Ara\u015ft\u0131rma hedefinizi belirleyin: \u00d6nce ara\u015ft\u0131rma hedeflerinizi belirleyin. Ara\u015ft\u0131rman\u0131z\u0131n tam olarak neyi ba\u015farmas\u0131n\u0131 istedi\u011finizi bilin. Ara\u015ft\u0131rma, hedef konumunuzda ikamet eden t\u00fcm n\u00fcfus hakk\u0131nda projeksiyonlar yapmak i\u00e7in kullan\u0131lacak m\u0131? Bu alanlar hakk\u0131nda netli\u011fe sahip olun.<\/span><\/b><\/b><\/li>\n
      2. Hassas seviye:<\/b> Ara\u015ft\u0131rman\u0131zla ula\u015fmak istedi\u011finiz hassasiyet d\u00fczeyi hakk\u0131nda bir beklentiniz olsun. \u00d6rneklem b\u00fcy\u00fckl\u00fc\u011f\u00fcn\u00fcz\u00fc pop\u00fclasyonunuzun b\u00fcy\u00fckl\u00fc\u011f\u00fcne g\u00f6re ayarlayabilirsiniz.<\/span><\/span><\/li>\n
      3. G\u00fcven seviyesi:<\/b> G\u00fcven seviyesi risk ile orant\u0131l\u0131d\u0131r. Riskinizin minimum olmas\u0131n\u0131 istiyorsan\u0131z, g\u00fcven d\u00fczeyiniz y\u00fcksek olmal\u0131d\u0131r ve bunun tersi de ge\u00e7erlidir. Ara\u015ft\u0131rman\u0131n kritikli\u011fi konusunda g\u00fcven seviyenizi se\u00e7in.<\/span><\/span><\/li>\n
      4. Yan\u0131t oran\u0131:<\/b> Alman\u0131z muhtemel yan\u0131t oran\u0131n\u0131 belirleyin. N\u00fcfusunuz \u00e7ok b\u00fcy\u00fckse ve d\u00fc\u015f\u00fck bir yan\u0131t oran\u0131 bekliyorsan\u0131z, \u00f6rneklem b\u00fcy\u00fckl\u00fc\u011f\u00fcn\u00fcz\u00fc art\u0131r\u0131n. K\u00fc\u00e7\u00fck bir \u00f6rneklem, \u00f6zellikle de farkl\u0131 bir pop\u00fclasyonda, size arad\u0131\u011f\u0131n\u0131z do\u011frulu\u011fu vermeyecektir.<\/span><\/li>\n<\/ol>\n

        \u00d6rnekleminizin b\u00fcy\u00fckl\u00fc\u011f\u00fcn\u00fc hesaplamak i\u00e7in yard\u0131ma m\u0131 ihtiyac\u0131n\u0131z var? Endi\u015felenmeyin, bu hesaplamay\u0131 sizin i\u00e7in yapacak \u00fccretsiz bir ara\u00e7 olu\u015fturduk.<\/p>\n

        \u00dccretsiz \u00d6rneklem B\u00fcy\u00fckl\u00fc\u011f\u00fc Hesaplay\u0131c\u0131s\u0131<\/strong><\/a><\/p>\n

        Hedef kitlenizi uygun \u015fekilde se\u00e7in. \u0130lk seferde do\u011fru yap\u0131n. Zamandan ve maliyetten tasarruf etmek i\u00e7in yeniden ara\u015ft\u0131rma yapmaktan ka\u00e7\u0131n\u0131n. Ayr\u0131ca, baz\u0131 pazar yerleri her ge\u00e7en g\u00fcn geli\u015fti\u011finden, bug\u00fcn\u00fcn senaryosunda yap\u0131lan ara\u015ft\u0131rmalar \u00f6ng\u00f6r\u00fclebilir gelecekte ge\u00e7erli olmayacakt\u0131r.<\/span><\/p>\n

        Hedef kitlemizin ne oldu\u011funu bilmek ve onu do\u011fru bir \u015fekilde tan\u0131mlamak, m\u00fcmk\u00fcn oldu\u011funca etkili bir i\u015f stratejisi olu\u015fturmak i\u00e7in \u00e7ok \u00f6nemlidir. Ayr\u0131ca, potansiyel m\u00fc\u015fteri olan kullan\u0131c\u0131lara y\u00f6nelik eylemleri hedeflerken bize rakiplerimize g\u00f6re avantaj sa\u011flar.<\/p>\n

        QuestionPro’nun geni\u015f kitle a\u011f\u0131n\u0131<\/a> deneyin. 22 milyondan fazla mobil kullan\u0131ma haz\u0131r ve \u00e7ift tarafl\u0131 anket kat\u0131l\u0131mc\u0131s\u0131ndan<\/a> olu\u015fan bir havuzla, do\u011fru karar vermek i\u00e7in y\u00fcksek kaliteli i\u00e7g\u00f6r\u00fclere eri\u015fti\u011finizden emin olun.<\/span><\/p>\n

        DAHA FAZLA BI\u0307LGI\u0307 EDI\u0307NI\u0307N<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

        Hedef kitle, belirli bir grubun demografik kesimidir ve ya\u015f aral\u0131\u011f\u0131, cinsiyet, co\u011frafi konum, e\u011fitim d\u00fczeyi, sat\u0131n alma g\u00fcc\u00fc, sosyal s\u0131n\u0131f […]<\/p>\n","protected":false},"author":65,"featured_media":699767,"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":[1121],"tags":[],"yoast_head":"\nHedef Kitle: Nedir ve nas\u0131l tan\u0131mlan\u0131r? | QuestionPro<\/title>\n<meta name=\"description\" content=\"Hedef kitle, belirli bir grubun demografik kesimidir ve ya\u015f aral\u0131\u011f\u0131, cinsiyet, co\u011frafi konum, e\u011fitim d\u00fczeyi, sat\u0131n alma g\u00fcc\u00fc, sosyal s\u0131n\u0131f ve t\u00fcketim\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.questionpro.com\/blog\/tr\/hedef-kitle-nedir-ve-nasil-tanimlanir\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hedef Kitle: Nedir ve nas\u0131l tan\u0131mlan\u0131r? 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