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[{"key": "dc.contributor.advisor", "value": "Asunta, Laura", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hiipakka, Emilia", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2016-11-16T09:25:25Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2016-11-16T09:25:25Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2016", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1643051", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/51896", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkimuksessa selvitettiin millaista markkinointiviestint\u00e4\u00e4 Lapuan hiippakunnan seurakunnissa t\u00e4ll\u00e4 hetkell\u00e4 tehd\u00e4\u00e4n, ja miten asiakasl\u00e4ht\u00f6ist\u00e4 toimintaa ja viestint\u00e4\u00e4 seurakunnissa toteutetaan. Nykytilannetta verrattiin seurakuntien k\u00e4yt\u00f6ss\u00e4 olevan J\u00e4sen 360\u00b0 -segmentointity\u00f6kalun dataan seurakuntien alueella asuvan v\u00e4est\u00f6n mediank\u00e4yt\u00f6st\u00e4 sek\u00e4 suhtautumisesta seurakunnan j\u00e4senyyteen ja viestint\u00e4\u00e4n. Kahden aineiston valossa pyrittiin muodostamaan kokonaisn\u00e4kemys seurakuntien tekem\u00e4st\u00e4 viestinn\u00e4st\u00e4 \u2013 onko se relevanttia, ovatko resurssit suunnattu oikein ja mit\u00e4 seurakunnissa voitaisiin tehd\u00e4 toisin.\r\n\r\nTutkimus on kohdeorganisaation tarpeista ja l\u00e4ht\u00f6kohdista k\u00e4sin toteutettu tapaustutkimus. Mukana tutkimuksessa oli 22 seurakuntaa hiippakunnan alueelta. Tutkimus toteutettiin seurakuntien viestint\u00e4vastaaville l\u00e4hetetyll\u00e4 kyselytutkimuksella, J\u00e4sen 360\u00b0 -ty\u00f6kalun datan analyysill\u00e4 ja vertaamalla n\u00e4it\u00e4 kahta aineistoa kesken\u00e4\u00e4n.\r\n\r\nTutkimuksessa eroja l\u00f6ytyi erityisesti seurakuntien t\u00e4ll\u00e4 hetkell\u00e4 hy\u00f6dynt\u00e4mist\u00e4 markkinointiviestinn\u00e4n keinoista ja mediakanavista, sek\u00e4 viestinn\u00e4n tavoitteista ja teemoista. Tutkimustulokset antavat seurakunnille selkeit\u00e4 viitteit\u00e4 entist\u00e4 j\u00e4senl\u00e4ht\u00f6isemm\u00e4n viestinn\u00e4n toteuttamiseen. Maaper\u00e4 seurakuntien viestinn\u00e4lle ei ole kuitenkaan hedelm\u00e4llinen. Viestinn\u00e4n halutaan j\u00e4\u00e4v\u00e4n et\u00e4iseksi, eik\u00e4 sit\u00e4 haluta kuluttaa yksil\u00f6ityn\u00e4 tai henkil\u00f6kohtaiseksi koetuissa kanavissa. Tutkimustulosten mukaan my\u00f6s seurakuntien j\u00e4senl\u00e4ht\u00f6isess\u00e4 toiminnassa l\u00f6ytyi ristiriitaisuuksia. Tutkittavat seurakunnat tiet\u00e4v\u00e4t millaista j\u00e4senl\u00e4ht\u00f6isyyden pit\u00e4isi olla, ja ne arvioivat itsens\u00e4 keskim\u00e4\u00e4r\u00e4ist\u00e4 j\u00e4senl\u00e4ht\u00f6isemm\u00e4ksi. Aitoa j\u00e4senymm\u00e4rryksen omaksumista jarruttavat kuitenkin rajalliset resurssit ja sis\u00e4\u00e4np\u00e4ink\u00e4\u00e4ntynyt toimintakulttuuri.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Emilia Hiipakka (emelsaar) on 2016-11-16 09:25:24.743568. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2016-11-16T09:25:25Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201611164636.pdf: 1480349 bytes, checksum: d0b6d728c68ac494217c9c7a49df7ac2 (MD5)\r\nlicense.html: 4855 bytes, checksum: 254789b7a0c44f37bed01624389b18b4 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2016-11-16T09:25:25Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201611164636.pdf: 1480349 bytes, checksum: d0b6d728c68ac494217c9c7a49df7ac2 (MD5)\r\nlicense.html: 4855 bytes, checksum: 254789b7a0c44f37bed01624389b18b4 (MD5)\r\n Previous issue date: 2016", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (136 sivua)", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "Lapuan hiippakunta", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "J\u00e4senl\u00e4ht\u00f6inen markkinointiviestint\u00e4 seurakunnissa : Case: Lapuan hiippakunnan seurakunnat", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201611164636", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities", "language": "en", 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