Mnoho spole\u010dnost\u00ed je v\u00a0dne\u0161n\u00ed dob\u011b t\u00e9m\u011b\u0159 nuceno d\u011blat pr\u016fzkum trhu. Jsou to p\u0159edev\u0161\u00edm spole\u010dnosti, kter\u00e9 vstupuj\u00ed na trh nebo pl\u00e1nuj\u00ed p\u0159edstaven\u00ed nov\u00e9ho produktu. To je velmi opr\u00e1vn\u011bn\u00fd p\u0159\u00edstup, d\u00edky kter\u00e9mu se vyhnou necht\u011bn\u00fdm strategick\u00fdm chyb\u00e1m, vylep\u0161it pl\u00e1n spole\u010dnosti, up\u0159esnit, kter\u00e9 oblasti sp\u00ed\u0161e vy\u017eaduj\u00ed pozornost a kter\u00e9 jsou vedlej\u0161\u00ed. Pr\u016fzkum spot\u0159ebitelsk\u00fdch preferenc\u00ed, po\u017eadavk\u016f nebo neust\u00e1l\u00e9 dohl\u00ed\u017een\u00ed na v\u00fdvoj situace je tak\u00e9 d\u016fle\u017eit\u00fdm komponentem strategie rozvoje spole\u010dnosti, kter\u00e1 se nechce, ocitnou pozadu za konkurenc\u00ed nebo s\u00a0nimi sd\u00edlet c\u00edlov\u00e9 tr\u017en\u00ed segmenty.<\/p>\n
Existuj\u00ed r\u016fzn\u00e9 n\u00e1zory a p\u0159\u00edstupy k\u00a0prov\u00e1d\u011bn\u00ed pr\u016fzkumu trhu. Je\u0161t\u011b ne\u017e za\u010dnete o jejich nutnosti pochybovat, je t\u0159eba zv\u00e1\u017eit, jestli tu nejsou n\u011bjak\u00e9, kter\u00e9 by pomohli vylep\u0161it nejvhodn\u011bj\u0161\u00ed strategii pro firmu a jej\u00ed produkty. Existuje kvantitativn\u00ed a kvalitativn\u00ed pr\u016fzkum trhu. V\u00a0tomto \u010dl\u00e1nku se jim budeme v\u011bnovat.<\/p>\n
Kvalitativn\u00ed pr\u016fzkum trhu pom\u00e1h\u00e1 identifikovat motivy, kter\u00e9 ovliv\u0148uj\u00ed rozhodnut\u00ed spot\u0159ebitele p\u0159i n\u00e1kupu a tak\u00e9 o\u010dek\u00e1v\u00e1n\u00ed, kter\u00e1 p\u0159i jejich n\u00e1kupu maj\u00ed. Na rozd\u00edl od kvantitativn\u00edho pr\u016fzkumu, kter\u00fd je zalo\u017een na z\u00edsk\u00e1n\u00ed ur\u010dit\u00e9ho mno\u017estv\u00ed n\u00e1zor\u016f respondent\u016f a umo\u017e\u0148uje vyvozovat z\u00e1v\u011bry na z\u00e1klad\u011b statistick\u00fdch \u00fadaj\u016f. Kvalitativn\u00ed pr\u016fzkum nen\u00ed standardizov\u00e1n a umo\u017e\u0148uje vytv\u00e1\u0159et hypot\u00e9zy o chov\u00e1n\u00ed a reakc\u00edch z\u00e1kazn\u00edk\u016f. Jak\u00fd dopad maj\u00ed r\u016fzn\u00e9 faktory na jejich rozhodov\u00e1n\u00ed. Jin\u00fdmi slovy, prvn\u00ed jeden druh pr\u016fzkumu ja zalo\u017een na \u010d\u00edslech a druh\u00fd na slovech.<\/p>\n
\u00dakoly, kter\u00e9 \u0159e\u0161\u00ed kvalitativn\u00ed pr\u016fzkum trhu:<\/p>\n
– Stanoven\u00ed po\u017eadavk\u016f a d\u016fvod\u016f pro n\u00e1kup ur\u010dit\u00e9ho zbo\u017e\u00ed;<\/p>\n
– V\u00fdzkum vn\u00edm\u00e1n\u00ed propaga\u010dn\u00edch materi\u00e1l\u016f, produkt\u016f a PR kampan\u00ed;<\/p>\n
– Zhodnocen\u00ed z\u00e1kaznick\u00e9 nebo obchodn\u00ed slu\u017eby.<\/p>\n
Kvalitativn\u00ed pr\u016fzkum trhu poskytuje p\u0159\u00edle\u017eitost nejen anal\u00fdzy motivace a reakce kupuj\u00edc\u00edch, ale d\u00edky speci\u00e1ln\u00edm technik\u00e1m tak\u00e9 odhaluje podv\u011bdom\u00e9 slo\u017eky chov\u00e1n\u00ed za ur\u010dit\u00fdch podm\u00ednek.<\/p>\n
Hlavn\u00edmi metodami kvalitativn\u00edch pr\u016fzkum\u016f trh\u016f jsou hloubkov\u00e9 rozhovory, odborn\u00e9 rozhovory, skupinov\u00e9 diskuze.<\/p>\n
Hloubkov\u00fd rozhovor je neform\u00e1ln\u00edm typem osobn\u00edho rozhovoru, kter\u00fd je \u0159\u00edzen psychologick\u00fdm odborn\u00edkem, kter\u00fd n\u00e1sleduje p\u0159edem p\u0159ipraven\u00fd sc\u00e9n\u00e1\u0159.\u00a0 C\u00edlem pohovoru je sledovat reakce respondenta a jeho postoj k r\u016fzn\u00fdm probl\u00e9m\u016fm. Psycholog vyz\u00fdv\u00e1 dotazovan\u00e9ho k diskuzi o t\u00e9matech z\u00e1jmu a analyzuje jeho reakce. Pr\u016fzkumu se obvykle \u00fa\u010dastn\u00ed jeden respondent, av\u0161ak \u00fa\u010dast dvou nebo t\u0159\u00ed dal\u0161\u00edch lid\u00ed je tak\u00e9 dovolena. Pro hlub\u0161\u00ed n\u00e1slednou anal\u00fdzu neverb\u00e1ln\u00edch reakc\u00ed je z rozhovoru po\u0159\u00edzena videonahr\u00e1vka.<\/p>\n
Diskuzn\u00ed skupiny spadaj\u00ed pod kvalitativn\u00ed pr\u016fzkum trhu. Jedn\u00e1 se o kolektivn\u00ed rozhovor zam\u011b\u0159en\u00fd na specifick\u00e9 t\u00e9ma. Diskuzn\u00ed skupina se oby\u010dejn\u011b skl\u00e1d\u00e1 s\u00a08-12 vybran\u00fdch respondent\u016f, kte\u0159\u00ed diskutuj\u00ed o konkr\u00e9tn\u00ed ot\u00e1zce. B\u011bhem tohoto procesu je tak\u00e9 po\u0159izov\u00e1n video z\u00e1znam. V\u00a0z\u00e1vislosti na pr\u016fb\u011bhu konverzace lze list sporn\u00fdch ot\u00e1zek pozm\u011bnit nebo doplnit. Toto je velmi popul\u00e1rn\u00ed typ pr\u016fzkumu, proto\u017ee je flexibiln\u00ed a efektivn\u00ed a nab\u00edz\u00ed p\u0159\u00edle\u017eitost pochopit p\u0159\u00ed\u010diny chov\u00e1n\u00ed a motivy z\u00e1kazn\u00edka.<\/p>\n
Odborn\u00fd rozhovor, typ pr\u016fzkumu zalo\u017een\u00fd na n\u00e1zorech odborn\u00edk\u016f dan\u00e9 oblasti. Jeho c\u00edlem je zobecnit teoretick\u00e9 znalosti a praktick\u00e9 zku\u0161enosti odborn\u00edk\u016f ve v\u00fdzkumn\u00e9 ot\u00e1zce. Spolehlivost a relevance p\u0159ijat\u00fdch informac\u00ed je v tomto p\u0159\u00edpad\u011b velmi vysok\u00e1. Odborn\u00fd pr\u016fzkum m\u016f\u017ee b\u00fdt pou\u017eit za okolnost\u00ed, kdy kvantitativn\u00ed pr\u016fzkum nen\u00ed mo\u017en\u00e9 prov\u00e9st nebo je ne\u00fa\u010dinn\u00fd. N\u00e1sledn\u00e1 anal\u00fdza a zpracov\u00e1n\u00ed shrom\u00e1\u017ed\u011bn\u00fdch dat je pro tento typ v\u00fdzkumu velmi d\u016fle\u017eit\u00e1.<\/p>\n
Bez ohledu na to, pro jak\u00fd druh pr\u016fzkumu trhu se rozhodnete, spolupr\u00e1ce s\u00a0Examinare u\u010din\u00ed va\u0161i pr\u00e1ci pohodln\u011bj\u0161\u00ed a produktivn\u011bj\u0161\u00ed. Poskytneme v\u00e1m komplexn\u00ed podporu a asistenci p\u0159i prov\u00e1d\u011bn\u00ed pr\u016fzkum\u016f. Klidn\u011b za v\u00e1s ud\u011bl\u00e1me v\u0161echnu pr\u00e1ci i sami. Pokud m\u00e1te z\u00e1jem o kvalitn\u00ed pr\u016fzkum trhu, kontaktujte spole\u010dnost Examinare \u2013 Skandin\u00e1vsk\u00e9ho l\u00eddra pro online pr\u016fzkumy a v\u00fdzkum.<\/p>\n","protected":false},"excerpt":{"rendered":"
Mnoho spole\u010dnost\u00ed je v dne\u0161n\u00ed dob\u011b t\u00e9m\u011b\u0159 nuceno d\u011blat pr\u016fzkum trhu. Jsou to p\u0159edev\u0161\u00edm spole\u010dnosti, kter\u00e9 vstupuj\u00ed na trh nebo pl\u00e1nuj\u00ed p\u0159edstaven\u00ed nov\u00e9ho\u2026<\/p>\n","protected":false},"author":0,"featured_media":7692,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-13322","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-okategoriserade"],"acf":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/examinare.ecommerce.theonlykroon.com\/wp-content\/uploads\/sites\/5\/2026\/10\/news-56.webp","_links":{"self":[{"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/cs\/wp-json\/wp\/v2\/posts\/13322","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/cs\/wp-json\/wp\/v2\/comments?post=13322"}],"version-history":[{"count":1,"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/cs\/wp-json\/wp\/v2\/posts\/13322\/revisions"}],"predecessor-version":[{"id":13323,"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/cs\/wp-json\/wp\/v2\/posts\/13322\/revisions\/13323"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/cs\/wp-json\/wp\/v2\/media\/7692"}],"wp:attachment":[{"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/cs\/wp-json\/wp\/v2\/media?parent=13322"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/cs\/wp-json\/wp\/v2\/categories?post=13322"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/cs\/wp-json\/wp\/v2\/tags?post=13322"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}