Interni raziskovalni paneli v Sloveniji

magistrsko delo

Nejc Nadu (Author), Vasja Vehovar (Mentor)

Abstract

Hiter tehnološki napredek je spodbudil razvoj novih marketinških tehnologij, ki jih zaznamujejo predvsem hitrost procesov in kakovost podatkov. V tem okviru v magistrskem delu obravnavamo tako imenovane interne raziskovalne panele (IRP), kjer gre za trajen nabor oseb, ki so določenemu podjetju podale soglasje, da bodo kontinuirano sodelovale v različnih spletnih raziskavah za interne potrebe tega podjetja. Pregled virov kaže na izrazito pomanjkanje gradiva, ki bi obravnavalo IRP, tako v pogledu vzpostavljanja kot tudi v smislu primerjav z alternativnimi pristopi. Posledično ne preseneča tudi terminološka nejasnost glede opredelitve in poimenovanja IRP. V magistrskem delu najprej pregledamo obstoječe vire, posebej širši okvir marketinškega okolja, kamor se IRP vsebinsko umeščajo, ter področje spletnih anket, ki predstavlja osnovni metodološki okvir. V empiričnem delu smo izvedli poglobljene intervjuje z izbranimi podjetji, ki so vzpostavila oziroma vzpostavljajo IRP, z marketinškim strokovnjaki ter s ponudniki programske rešitve. Poznavanje in razumevanje koncepta smo preverili tudi z manjšo anketo oziroma kvalitativno poizvedbo med podjetji. Kot glavno zaznano prednost IRP deležniki navajajo gradnjo odnosa s strankami oziroma skupino strank ter prednost hitrega in stroškovno učinkovitega raziskovalnega preverjanja, glavna slabost pa je dodatna obremenitev kadrov podjetja ter metodološki problem z reprezentativnostjo.

Keywords

marketinški informacijski sistem;marketinško raziskovanje;spletno raziskovanje;spletni paneli;interni raziskovalni paneli;

Data

Language:	Slovenian
Year of publishing:	2023
Typology:	2.09 - Master's Thesis
Organization:	UL ALUO - Academy of Fine Arts and Design
Publisher:	[N. Nadu]
UDC:	303:339.138(043.2)
COBISS:	168562179
Views:	60
Downloads:	13
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Internal research panels in Slovenia
Secondary abstract:	Rapid technological progress has stimulated the development of new marketing technologies, characterised by process speed and data quality. In this context, the master’s thesis discusses the so-called internal research panels (IRPs), which represent a group of individuals who have given their consent to a specific company to continuously participate in various online research activities for the company’s internal purposes. A review of the sources shows a distinct lack of materials addressing IRPs, both in terms of their establishment and in terms of comparisons with alternative approaches. Therefore, the terminological ambiguity regarding the definition and naming of IRPs comes as no surprise. In the master’s thesis, we first review the existing sources, particularly the broader context of the marketing environment in which IRPs are contextualised and the field of online surveys, which constitutes the basic methodological framework. In the empirical part, we conducted in-depth interviews with selected companies that have set up or are in the process of setting up IRPs, marketing experts and software solution providers. Knowledge and understanding of the concept were also tested through a brief survey or qualitative inquiry among the companies. The main perceived advantage of IRPs is their role in building relationships with customers or customer groups, as well as the advantage of quick and cost-effective research validation, while the main disadvantage is the additional burden on the company’s staff and the methodological problem of representativeness.
Secondary keywords:	marketing information system;marketing research;online research;online panels;internal research panels;Družboslovno raziskovanje;Trženje;Spletne ankete;Univerzitetna in visokošolska dela;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	107 str.
ID:	20034051