{"id":30412,"date":"2020-10-29T10:00:00","date_gmt":"2020-10-29T09:00:00","guid":{"rendered":"https:\/\/www.surveyeah.com\/kas-teadsid-et-sind-voidakse-tarbijapaneelist-valja-visata\/"},"modified":"2022-10-12T10:20:49","modified_gmt":"2022-10-12T08:20:49","slug":"kas-teadsid-et-sind-voidakse-tarbijapaneelist-valja-visata","status":"publish","type":"post","link":"https:\/\/www.surveyeah.com\/et\/kas-teadsid-et-sind-voidakse-tarbijapaneelist-valja-visata\/","title":{"rendered":"Kas teadsid, et sind v\u00f5idakse tarbijapaneelist v\u00e4lja visata?"},"content":{"rendered":"\n

Jah, seda t\u00f5esti juhtub! Selgitame, miks seda tehakse ja kuidas seda v\u00e4ltida. <\/h2>\n\n

Tarbijauuringud on kiire ja usaldusv\u00e4\u00e4rne viis tarbijate soovide ja vajaduste v\u00e4ljaselgitamiseks: tundide v\u00f5i p\u00e4evade jooksul leiame sihtr\u00fchma kuuluvad inimesed ning teisendame nende arvamused, eelistused ja soovid kasulikuks teabeks.<\/p>\n\n

Seda juhul, kui paneeli liikmete vastused on kvaliteetsed.<\/p>\n\n

Tagamaks, et tarbijate arvamusi kogutakse \u00f5igelt sihtr\u00fchmalt ning et need kajastavad nende tegelikke eelistusi ja k\u00e4itumist, rakendavad turu-uuringute ettev\u00f5tted mitmesuguseid kvaliteedikontrolli meetodeid.<\/p>\n\n

Eelk\u00f5ige peab paneel olema \u00f5ige suurusega, see t\u00e4hendab \u00fcldjuhul koosnema v\u00e4hemalt tuhandest inimesest, ning olema demograafiliselt representatiivne<\/a>. Kui need tuhat inimest ei anna aga ausaid vastuseid, v\u00f5ib olla vajalik ajutine v\u00f5i p\u00fcsiv osalemiskeeld.<\/p>\n\n

Kuidas ja miks see juhtub ning mida peaksid uuringutes osalejana v\u00f5i turu-uurijana teadma?<\/p>\n\n

Trikiga k\u00fcsimused sohitegijate tuvastamiseks<\/h3>\n\n

Esimene samm on s\u00f5eluda v\u00e4lja inimesed, kes ei vasta ausalt v\u00f5i ei m\u00f5tle iga vastust piisavalt l\u00e4bi. Sohitegijate \u00e4ratundmiseks on eri meetodeid<\/a>, aga \u00fcks levinumaid on trikiga k\u00fcsimuste lisamine k\u00fcsimustikku.<\/p>\n\n

Trikiga k\u00fcsimused k\u00e4sitlevad suhteliselt harvu juhtumeid. N\u00e4iteks v\u00f5idakse k\u00fcsida, kas oled eelmise kuu jooksul ostnud boamao. Selliseid k\u00fcsimusi on mitu, nii et kui sa juhuslikult t\u00f5esti ostsid hiljuti boamao, on palju v\u00e4hem t\u00f5en\u00e4oline, et ostsid samal ajal ka peene sportauto ja m\u00f5ne muu konkreetse asja. <\/p>\n\n

T\u00e4helepanu p\u00f6\u00f6ramine k\u00f5ige kiirematele ja aeglasematele<\/h3>\n\n

Lisaks vastustele registreeritakse ja anal\u00fc\u00fcsitakse ka vastamisele kulunud aega. Igal uuringul on standardaeg, mis kulub vastuste andmiseks, n\u00e4iteks 7 v\u00f5i 15 minutit. <\/p>\n\n

Kui paneeli liige l\u00f5petab vastamise palju kiiremini v\u00f5i palju aeglasemalt, on \u00fcsna t\u00f5en\u00e4oline, et ta pole eriti teemasse s\u00fcvenenud v\u00f5i et ta on samal ajal internetis surfanud ja igasuguseid muid asju teinud. Igal juhul kannatab vastuste kvaliteet. <\/p>\n\n

Vales riigis vastamisega v\u00f5ib kaasneda osalemiskeeld<\/h3>\n\n

K\u00f5igi uuringus osalejate geograafilist asukohta j\u00e4lgitakse veendumaks, et nad asuvad tegelikult seal riigis, kus nad v\u00e4idavad end olevat. See on oluline, kuna ettev\u00f5tted soovivad tavaliselt koguda arvamusi ja tagasisidet konkreetsetel sihtturgudel. Tagamine, et paneeli liikmed t\u00f5esti elavad nendes asukohtades, parandab vastuste kvaliteeti. <\/p>\n\n

Muidugi v\u00f5ib m\u00f5nikord juhtuda, et t\u00e4idad k\u00fcsimustiku teises riigis puhkusel olles v\u00f5i sugulasi k\u00fclastades. Kui aga k\u00f5ik vastused tulevad Bangladeshist, kuigi oled oma asukohaks m\u00e4\u00e4ranud Ameerika, tekib probleem.<\/p>\n\n

Osalemiskeeld v\u00f5ib olla ajutine v\u00f5i p\u00fcsiv<\/h3>\n\n

Mis juhtub, kui boamaotestil l\u00e4bi kukud v\u00f5i vastamisele liiga palju aega kulutad? Tavaliselt on esimene samm j\u00e4tta k\u00f5rvale \u00fcksnes selles uuringus antud vastused. Nii et isegi \u00e4\u00e4rmiselt ebat\u00f5en\u00e4oline ostuajalugu ei t\u00e4henda, et hea paneeli liige on t\u00e4ieliku osalemiskeelu saab. <\/p>\n\n

Korduvad kvaliteediprobleemid m\u00f5jutavad siiski osalejate kvaliteedihinnet. Sellele v\u00f5ib j\u00e4rgneda v\u00e4hemate uuringukutsete saamine v\u00f5i ajutine osalemiskeeld. M\u00f5nel juhul, n\u00e4iteks kui avastatakse, et osaleja kasutab mitut e-posti aadressi, et osaleda samas uuringus mitu korda, blokeeritakse k\u00f5ik kontod. <\/p>\n\n

Ka liiga innukad osalejad blokeeritakse<\/h3>\n\n

Uuringutes osalemine v\u00f5ib olla ahvatlev ja s\u00f5ltuvust tekitav: h\u00e4sti koostatud k\u00fcsimustikke on lust t\u00e4ita ja oma arvamuse avaldamine on ju tore.<\/p>\n\n

Turu-uuringute ettev\u00f5tted siiski ei taha, et k\u00f5igis uuringutes osaleksid samad inimesed, sest vastuste mitmekesisus on oluline kvaliteeditegur.<\/p>\n\n

Samas ei tohiks turu-uurijad ka paneeli liikmeid koormata<\/a> liiga paljude, liiga pikkade ja liiga sagedaste uuringutega. Kui turu-uuringute ettev\u00f5tted saadavad \u00fcksnes hoolikalt koostatud ja asjakohaseid uuringud tarbijatele, kes on motiveeritud oma arvamust jagama, on m\u00f5lemad pooled rahul.<\/p>\n\n

<\/p>\n\n

Foto: Priscilla Du Preez, Unsplash<\/p>\n","protected":false},"excerpt":{"rendered":"

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