市場調(diào)查與預(yù)測英文版

1、1市場研究基本過程：六個(gè)步驟市場研究方法和分類2市場調(diào)查確定問題時(shí)要做的四個(gè)方面的工作、影響因素通常確定途徑的因素3市場調(diào)研方案設(shè)計(jì)重要內(nèi)容：2、4、6六個(gè)環(huán)節(jié)，明確所需要的信息，確定問題很重要，程序很重要，設(shè)計(jì)方式，因果關(guān)系調(diào)研，關(guān)于試調(diào)研，抽樣調(diào)查，樣本規(guī)模設(shè)計(jì)，三種調(diào)研方式：探索性，描述性，因果關(guān)系10問卷設(shè)計(jì)：抽樣調(diào)查方式樣本容量確定，誤差，程序，九個(gè)步驟。11抽樣分類，隨機(jī)不隨機(jī)，抽樣過程，幾種抽樣方法，簡單隨機(jī)，系統(tǒng)抽樣，分層抽樣以及分類。分群和分類區(qū)別，配額抽樣及其表格畫法，抽樣誤差確定，樣本確定（公式）計(jì)算器隨機(jī)和非隨機(jī)之間，問卷，抽樣調(diào)查。題型：填空題：十道選擇題：幾道判斷題

2、：簡答題：計(jì)算題：40多分（課本）5、6個(gè)大題：設(shè)計(jì)問卷實(shí)際應(yīng)用題型填空題:二選擇題三判斷題四簡答題五計(jì)算題六實(shí)際應(yīng)用大題市場調(diào)查與預(yù)測題目:IMarketingResearchProcessStep1:ProblemDefinitionStep2:DevelopmentofanApproachtotheProblemStep3:ResearchDesignFormulationStep4:FieldworkorDataCollectionStep5:DataPreparationandAnalysisStep6:ReportPreparationandPresentation2Classif

3、icationofMarketingResearchProblemIdentificationResearchResearchundertakentohelpidentifyproblemswhicharenotnecessarilyapparentonthesurfaceandyetexistorarelikelytoariseinthefuture.Examples:marketpotential,marketshare,image,marketcharacteristics,salesanalysis,forecasting,andtrendsresearch.MarketPotenti

4、alResearchMarketShareResearchMarketCharacteristicsResearchSalesAnalysisResearchForecastingResearchBusinessTrendsResearchProblemSolvingResearchResearchundertakentohelpsolvespecificmarketingproblems.Examples:segmentation,product,pricing,promotion,anddistributionresearch.SegmentationResearchProductRese

5、archPromotionResearchDistributionResearch二：ITasksinvolvedinProblemDefinition問題定義中包含的任務(wù)i. DiscussionswithDecisionMakers和決策制定者溝通ii. InterviewswithIndustryExperts和工業(yè)專家面談iii. SecondaryDataAnalysis收集二手?jǐn)?shù)據(jù)iv. QualitativeResearch定性研究2EnvironmentalContextoftheProblem確定問題時(shí)的影響因素i. PastInformationandForecasts過去

6、的信息和預(yù)測ii. ResourcesandConstraints資源和約束條件iii. Objectives客觀事實(shí)iv. BuyerBehavior消費(fèi)者行為v. LegalEnvironment法律環(huán)境vi. EconomicEnvironment經(jīng)濟(jì)環(huán)境vii. MarketingandTechnologicalSkills市場和技術(shù)能力FactorstobeConsideredintheEnvironmentalContextoftheProblem3ComponentsofanApproach方法的組成Objective/TheoreticalFoundations理論基礎(chǔ)Anal

7、yticalModel分析模型ResearchQuestions研究問題Hypotheses問題假設(shè)SpecificationoftheInformationNeeded所需信息的說明書1ComponentsofaResearchDesign調(diào)研方案設(shè)計(jì)內(nèi)容Definetheinformationneeded(Chapter2)界定需要的信息Designtheexploratory,descriptive,and/orcausalphasesoftheresearch(Chapters3-7)確定研究探究性，描述性和因果分析的階段Specifythemeasurementandscalingp

8、rocedures(Chapters8and9)確定度量和比例程序Constructandpretestaquestionnaire(interviewingform)oranappropriateformfordatacollection(Chapter10)設(shè)計(jì)和試調(diào)研問卷Specifythesamplingprocessandsamplesize(Chapters11and12)制定抽樣程序和樣本容量Developaplanofdataanalysis(Chapter14)數(shù)據(jù)分析計(jì)劃2AClassificationofMarketingResearchDesigns市場調(diào)查設(shè)計(jì)分類(1

9、) ExploratoryResearchDesign探究性研究(2) ConclusiveResearchDesign決策性研究1) DescriptiveResearch描述性研究Cross-SectionalDesignr-SingleCross-SectionalDesignMultipleCross-SectionalDesignLongitudinalDesign2) CausalResearch因果關(guān)系研究3AComparisonofBasicResearchDesignsExploratoryDescriptiveCausalObjective:Discoveryofideas

10、DescribemarketDeterminecauseandinsightscharacteristicsorandeffectfunctionsrelationshipsCharacteristics:Flexible,versatileMarkedbythepriorManipulationofformulationofoneormorespecifichypothesesindependentvariablesOftenthefrontendPreplannedandoftotalresearchstructureddesignControlofotherdesignmediating

11、variablesExpertsurveysSecondarydataPilotsurveysSurveys十：1 QuestionnaireDefinitionAquestionnaireisaformalizedsetofquestionsforobtaininginformationfromrespondents.Itmusttranslatetheinformationneededintoasetofspecificquestionsthattherespondentscanandwillanswer.Aquestionnairemustuplift,motivate,andencou

12、ragetherespondenttobecomeinvolvedintheinterview,tocooperate,andtocompletetheinterview.Aquestionnaireshouldminimizeresponseerror.2(1) SpecifytheInformationNeeded(2) SpecifytheTypeofInterviewingMethod(3) DeterminetheContentofIndividualQuestions(4) DesigntheQuestiontoOvercometheRespondent'sInabilit

13、yandUnwillingnesstoAnswer(6)DecidetheQuestionStructure(6)DeterminetheQuestionWordingArrangetheQuestionsinProperOrder(8) IdentifytheFormandLayout(9) ReproducetheQuestionnaire(10) EliminateBugsbyPre-testing1AClassificationofSamplingTechniquesi. NonprobabilitySamplingTechniquesa.ConvenienceSamplingb.Ju

14、dgmentalSamplingc.QuotaSamplingd.SnowballSamplingii. ProbabilitySamplingTechniquesa. SimpleRandomSamplingb. SystematicSamplingc. StratifiedSamplingd. ClusterSamplinge. OtherProbabilitySamplingTechniques2TheSamplingDesignProcessi. DefinetheTargetPopulationii. DeterminetheSamplingFrameiii. SelectaSamplingTechniqueiv. DeterminetheSampleSizev. ExecutetheSamplingProcess3SampleSizesUsedinMarketingResearchStudiesTypeofStudyMinimumSizeTypicalRangeProblemidentificationresearch5001,000-2,500(e.g.marketpot