{"id":1629,"date":"2020-02-02T22:38:38","date_gmt":"2020-02-02T21:38:38","guid":{"rendered":"https:\/\/makevision.cz\/?p=1629"},"modified":"2020-11-24T22:58:03","modified_gmt":"2020-11-24T21:58:03","slug":"vyzkumy-nejsou-jen-pro-vyzkumniky","status":"publish","type":"post","link":"https:\/\/makevision.cz\/vyzkumy-nejsou-jen-pro-vyzkumniky\/","title":{"rendered":"Kdo m\u00e1 patent na d\u011bl\u00e1n\u00ed v\u00fdzkum\u016f? A kdo m\u016f\u017ee pozn\u00e1vat z\u00e1kazn\u00edky"},"content":{"rendered":"\n[et_pb_section fb_built=“1″ _builder_version=“3.22″ custom_padding=“0|0px|0|0px|false|false“][et_pb_row _builder_version=“3.25″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ max_width=“680px“ custom_padding=“27px|0px|21px|0px|false|false“ use_custom_width=“on“ custom_width_px=“680px“][et_pb_column type=“4_4″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.2.1″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“]

Posl\u00e1n\u00edm Makevisionu je krom\u011b jin\u00e9ho p\u0159ibli\u017eovat v\u00fdzkum st\u0159edn\u011b velk\u00fdm firm\u00e1m<\/strong>. Tedy t\u011bm, kter\u00e9 se doposud v\u00fdzkum\u016fm vyh\u00fdbaly. Jedn\u00edm z d\u016fvod\u016f jsou ur\u010dit\u011b n\u00e1klady \u2013 a\u017e doned\u00e1vna byly nap\u0159. reprezentativn\u00ed dotazn\u00edkov\u00e9 v\u00fdzkumy pro st\u0159edn\u011b velk\u00e9 firmy nedostupn\u00e9. Dal\u0161\u00edm d\u016fvodem m\u016f\u017ee b\u00fdt i aura odbornosti, kter\u00e1 se okolo t\u00e9matu v\u00fdzkum\u016f vzn\u00e1\u0161\u00ed<\/strong>. No a pak t\u0159ebo to, \u017ee tento segment firem ani nev\u00ed, jak jim mohou v\u00fdzkumu pomoct.\u00a0<\/span><\/p>\n

Slovo v\u00fdzkum s sebou nese p\u0159edstavu, \u017ee na to mus\u00edm m\u00edt specializaci. V\u00fdzkum p\u0159ece vy\u017eaduje striktn\u00ed dodr\u017eov\u00e1n\u00ed metodologick\u00fdch postup\u016f<\/strong>. Je to akademick\u00e1 discipl\u00edna. Nese s sebou \u010dasto strohou prezentaci, to aby n\u00e1hodou nedo\u0161lo b\u011bhem interpretace v\u00fdsledk\u016f ke zkreslen\u00ed.<\/span><\/p>\n

Metodologie pat\u0159\u00ed v\u00fdzkumn\u00edk\u016fm<\/span><\/h2>\n

Je to \u010d\u00e1ste\u010dn\u011b pravda. A rozhodn\u011b je pot\u0159eba m\u00edt na pam\u011bti, kter\u00e9 v\u0161echny vlivy mohou v\u00fdsledky v\u00fdzkumu ovlivnit. Proto\u017ee v\u017edycky n\u011bco takov\u00e9ho najdete. Metodologie existuje proto, abyste mohli v\u00fdzkumu v\u011b\u0159it<\/strong>, i pokud jste ho sami ned\u011blali. A aby bylo mo\u017en\u00e9 stejn\u00fd v\u00fdzkum ud\u011blat znovu. Nebo alespo\u0148 pochopit, pro\u010d v\u00fdzkumn\u00edk do\u0161el ke sv\u00fdm zji\u0161t\u011bn\u00edm, pokud jde o kvalitativn\u00ed v\u00fdzkum.<\/span><\/p>\n

Zkuste ale zm\u011bnit optiku \u2013 my se na v\u00fdzkumy d\u00edv\u00e1me<\/span> jako na pozn\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f<\/b>.\u00a0<\/span><\/p>\n

\u0158ekli byste, \u017ee je nutn\u00e9, aby z\u00e1kazn\u00edky pozn\u00e1vali jen v\u00fdzkumn\u00edci? Sami m\u00e1me za to, \u017ee je to pr\u00e1v\u011b pochopen\u00ed lid\u00ed, kte\u0159\u00ed u v\u00e1s pij\u00ed kafe, kte\u0159\u00ed chod\u00ed na z\u00e1chod s va\u0161\u00ed aplikac\u00ed v mobilu, nebo t\u011bch, kte\u0159\u00ed posad\u00ed svoje d\u00edt\u011b do va\u0161\u00ed autoseda\u010dky, t\u00edm, co ur\u010duje, jestli budete v byznysu \u00fasp\u011b\u0161n\u00ed. Proto si stoj\u00edme za t\u00edm, \u017ee pozn\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f by se firma m\u011bla v\u011bnovat, i kdy\u017e nem\u00e1 vlastn\u00edho v\u00fdzkumn\u00edka.<\/span><\/p>\n

V\u0161echno bude \u0161patn\u011b<\/span><\/h2>\n

Co se stane, kdy\u017e se nev\u00fdzkumn\u00edk pust\u00ed do v\u00fdzkum\u016f? Nej\u010dast\u011bj\u0161\u00ed obava je, \u017ee se vytvo\u0159\u00ed v\u00fdzkum, jeho\u017e pr\u016fb\u011bh bude ovlivn\u011bn neznalost\u00ed, v\u00fdsledky tak budou zkreslen\u00e9<\/strong> a cel\u00e1 akce ni\u010demu nepom\u016f\u017ee. Tohle se ur\u010dit\u011b m\u016f\u017ee st\u00e1t. Sami ale vid\u00edme n\u011bkolik zp\u016fsob\u016f, jak tohle riziko sn\u00ed\u017eit.<\/span><\/p>\n

1 \u2013 Ka\u017ed\u00fd v\u00fdzkum je n\u011bjak zkreslen\u00fd<\/span><\/h3>\n

Prvn\u00ed je uv\u011bdom\u011bn\u00ed si, \u017ee ka\u017ed\u00fd v\u00fdzkum je zkreslen\u00fd. Tohle se v\u00fdzkumn\u00edk\u016fm a popravd\u011b i n\u00e1m samotn\u00fdm moc nel\u00edb\u00ed. Jak jednoduch\u00e9 by to bylo, kdyby se dalo \u0159\u00edct, \u017ee realita je p\u0159esn\u011b takov\u00e1, jak v\u00fdzkumy popisuj\u00ed.<\/span><\/p>\n

Realita je p\u0159\u00edli\u0161 komplexn\u00ed a celkov\u011b to je sp\u00ed\u0161e ot\u00e1zka filozofick\u00e1 (co je re\u00e1ln\u00e9, co je pravda). Do praxe si odn\u00e1\u0161\u00edme hlavn\u011b osobn\u00ed nastaven\u00ed \u2013 up\u0159\u00edmnou snahu poznat lidi<\/strong> s c\u00edlem zlep\u0161it n\u011bco v jejich \u017eivotech (idealistick\u00e9, \u017ee?).<\/span><\/p>\n

2 \u2013 Systematick\u00fd p\u0159\u00edstup eliminuje v\u011bt\u0161inu chyb<\/span><\/h3>\n

Nad v\u0161emi v\u00fdzkumn\u00fdmi metodami existuje jeden obecn\u00fd proces<\/strong>, kter\u00fd \u2013 pokud n\u00e1m nebude vadit zjednodu\u0161en\u00ed \u2013 sta\u010d\u00ed pochopit a eliminujete 80 % potenci\u00e1ln\u00edch probl\u00e9m\u016f. A\u0165 je to<\/span> online focus group<\/span><\/a>, reprezentativn\u00ed dotazn\u00edkov\u00fd v\u00fdzkum, guerilla rozhovor nebo pozorov\u00e1n\u00ed.<\/span><\/p>\n

Co t\u00edm mysl\u00edme?<\/span><\/p>\n

    \n
  1. Na za\u010d\u00e1tku v\u00fdzkumu si stanov\u00edte c\u00edle<\/strong>, p\u0159edem promysl\u00edte, co chcete zjistit a co v\u0161echno m\u016f\u017ee v\u00fdsledky ovlivnit.<\/span><\/li>\n
  2. Budete se sna\u017eit vybrat vhodn\u00e9 respondenty<\/strong> a uv\u011bdom\u00edte se, koho z v\u00fdzkumu vylu\u010dujete kv\u016fli zp\u016fsobu, kter\u00fdm respondenty vyb\u00edr\u00e1te. Pos\u00edl\u00e1te dotazn\u00edk e-mailem na va\u0161e z\u00e1kazn\u00edky \u2013 odpov\u00ed v\u00e1m sp\u00ed\u0161e ti, kte\u0159\u00ed v\u00e1s maj\u00ed r\u00e1di. D\u011bl\u00e1te online fokusku \u2013 ur\u010dit\u011b se nep\u0159ihl\u00e1s\u00ed lidi, kte\u0159\u00ed nejsou p\u0159ipojeni k internetu.<\/span><\/li>\n
  3. P\u0159i tvorb\u011b ot\u00e1zek si budete d\u00e1vat bacha na to, jak se pt\u00e1te<\/strong>. Nesm\u00edte lidem tla\u010dit sv\u016fj n\u00e1zor a nesm\u00edte slo\u017eitost\u00ed ot\u00e1zky zp\u016fsobit to, \u017ee ji v\u016fbec nepochop\u00ed. Takhle se t\u0159eba<\/span> dopt\u00e1v\u00e1me u kvalitativn\u00edch v\u00fdzkum\u016f<\/span><\/a>.<\/span><\/li>\n
  4. P\u0159i sb\u011bru dat si pak d\u00e1v\u00e1te pozor, abyste sami sv\u00fdm jedn\u00e1n\u00edm nezkreslili v\u00fdsledky<\/strong>. U offline kvalitativn\u00edch metod je role tazatele nebo moder\u00e1tora slo\u017eit\u011bj\u0161\u00ed ne\u017e u online metod.<\/span><\/li>\n
  5. Do vyhodnocen\u00ed pak nebudete prom\u00edtat svoje n\u00e1zory<\/strong>. Sta\u010d\u00ed si ke ka\u017ed\u00e9mu tvrzen\u00ed naj\u00edt v datech oporu. A op\u011bt m\u00edt up\u0159\u00edmn\u00fd z\u00e1jem poznat lidi.<\/span><\/li>\n
  6. Kdy\u017e pak p\u0159ed\u00e1v\u00e1te v\u00fdsledky d\u00e1l, sna\u017e\u00edte se je p\u0159edat tak, aby si ka\u017ed\u00fd mohl s\u00e1m ud\u011blat obr\u00e1zek o tom, jak zji\u0161t\u011bn\u00ed vzniklo<\/strong>. Na \u00farovni v\u00fdzkumu sep\u00ed\u0161ete, jak jste k poznatk\u016fm p\u0159i\u0161li. Ke graf\u016fm p\u0159id\u00e1te i pln\u00e9 zn\u011bn\u00ed ot\u00e1zky. U nereprezentativn\u00edch dotazn\u00edk\u016f budete prezentovat sp\u00ed\u0161e absolutn\u00ed hodnoty ne\u017e procenta\u2026<\/span><\/li>\n<\/ol>\n

    3 \u2013 M\u00e1te se koho zeptat<\/span><\/h3>\n

    Tento proces nen\u00ed jednoduch\u00fd \u2013 je prost\u011b t\u0159eba nau\u010dit se z\u00e1klady<\/strong>. To aby nedo\u0161lo k nedorozum\u011bn\u00ed, \u017ee m\u016f\u017eete za\u010d\u00edt zkoumat bez jak\u00e9koliv p\u0159\u00edpravy.<\/span><\/p>\n

    Pokud s v\u00fdzkumy za\u010d\u00edn\u00e1te, m\u00e1te dneska mnohem v\u00edc mo\u017enost\u00ed, kde se u\u010dit. M\u00e1me Google, kde ur\u010dit\u011b najdete n\u011bjak\u00fd online kurz (t\u0159eba<\/span> na Udemy jich n\u011bkolik je<\/span><\/a>), existuj\u00ed konzultanti a agentury<\/strong>, se kter\u00fdmi se o v\u00fdzkumech m\u016f\u017eete bavit (tohle nem\u00e1 b\u00fdt self-promo, spoustu dobr\u00e9 pr\u00e1ce odv\u00e1d\u00ed t\u0159eba <\/span>Tereza Kosnarov\u00e1<\/span><\/a> \u2013 a\u010d s na\u0161\u00edm \u010dl\u00e1nkem mo\u017en\u00e1 nebude \u00fapln\u011b souhlasit ;)). Dokonce i velk\u00e9 agentury za\u010d\u00ednaj\u00ed b\u00fdt p\u0159\u00edstupn\u00e9.<\/span><\/p>\n

    Nechte si prvn\u00ed v\u00fdzkum zpracovat, konzultujte s v\u00fdzkumn\u00edkem zad\u00e1n\u00ed v\u00fdzkumu, nechte si d\u00e1t zp\u011btnou vazbu na dotazn\u00edk nebo sc\u00e9n\u00e1\u0159e diskuze, p\u0159izv\u011bte v\u00fdzkumn\u00edka k vyhodnocen\u00ed. Cest, jak si nechat pomoct, je mnoho.\u00a0<\/span><\/p>\n

    4 \u2013 \u010c\u00edm v\u00edce v\u00fdzkum\u016f ud\u011bl\u00e1te, t\u00edm sp\u00ed\u0161e se vyvarujete chyb<\/span><\/h3>\n

    Chceme tedy \u0159\u00edct, \u017ee pokud se v\u00fdzkum\u016fm budete vyh\u00fdbat, nikdy se to nezlep\u0161\u00ed<\/strong>. A pokud se vr\u00e1t\u00edme k \u00favodu \u010dl\u00e1nku, zkuste tvrdit, \u017ee se jako firma nemus\u00edte v\u011bnovat pozn\u00e1v\u00e1n\u00ed sv\u00fdch z\u00e1kazn\u00edk\u016f, proto\u017ee je to metodologicky slo\u017eit\u00e9.<\/span><\/p>\n

    Metodologie v\u00e1m nem\u00e1 br\u00e1nit d\u011blat v\u00fdzkumy, naopak<\/span><\/h2>\n

    Vn\u00edm\u00e1me, \u017ee pot\u0159eba firem pozn\u00e1vat z\u00e1kazn\u00edky roste<\/strong> (a vlastn\u011b nejenom v byznysu a marketingu, ale t\u0159eba i v oblasti soci\u00e1ln\u00edch t\u00e9mat) a nen\u00ed tolik hotov\u00fdch v\u00fdzkumn\u00edk\u016f<\/strong>, kte\u0159\u00ed by to v\u0161echno zvl\u00e1dli sami.<\/span><\/p>\n

    Tohle klade st\u00e1le v\u011bt\u0161\u00ed n\u00e1roky na majitele firem, podnikatele, lidi, kte\u0159\u00ed vyv\u00edj\u00ed produkty a slu\u017eby. Je to dal\u0161\u00ed oblast, kde by m\u011bli m\u00edt alespo\u0148 minim\u00e1ln\u00ed znalosti.<\/span><\/p>\n

    Pokud jste v t\u00e9hle roli \u2013 nebojte se v\u00fdzkum\u016f a metodologie<\/strong>. Ch\u00e1peme, \u017ee ta slova mohou v dne\u0161n\u00ed rychl\u00e9 dob\u011b n\u011bkomu zn\u00edt jak z archivu akademie v\u011bd \u2013 metodologie je tu ale od toho, aby v\u00fdzkumy d\u00e1valy smysl a m\u011bly p\u0159\u00ednos<\/strong>. A to je to, o co n\u00e1m jde.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

    Posl\u00e1n\u00edm Makevisionu je krom\u011b jin\u00e9ho p\u0159ibli\u017eovat v\u00fdzkum st\u0159edn\u011b velk\u00fdm firm\u00e1m. Tedy t\u011bm, kter\u00e9 se doposud v\u00fdzkum\u016fm vyh\u00fdbaly. Jedn\u00edm z d\u016fvod\u016f jsou ur\u010dit\u011b n\u00e1klady \u2013 a\u017e doned\u00e1vna byly nap\u0159. reprezentativn\u00ed dotazn\u00edkov\u00e9 v\u00fdzkumy pro st\u0159edn\u011b velk\u00e9 firmy nedostupn\u00e9. Dal\u0161\u00edm d\u016fvodem m\u016f\u017ee b\u00fdt i aura odbornosti, kter\u00e1 se okolo t\u00e9matu v\u00fdzkum\u016f vzn\u00e1\u0161\u00ed. No a pak t\u0159ebo to, \u017ee […]<\/p>\n","protected":false},"author":3,"featured_media":1630,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"1080","footnotes":""},"categories":[6],"tags":[],"yoast_head":"\nKdo m\u00e1 patent na pozn\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f? < Makevision<\/title>\n<meta name=\"description\" content=\"\u017de m\u00e1me jako v\u00fdzkumn\u00edci patent na d\u011bl\u00e1n\u00ed v\u00fdzkum\u016f? 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