场调查与预测英文版

1、1市场研究基本过程：六个步骤市场研究方法和分类2市场调查确定问题时要做的四个方面的工作、影响因素通常确定途径的因素3市场调研方案设计重要内容：2、4、6六个环节，明确所需要的信息，确定问题很重要，程序很重要，设计方式，因果关系调研，关于试调研，抽样调查，样本规模设计，三种调研方 式：探索性，描述性，因果关系10问卷设计：抽样调查方式样本容量确定，误差，程序，九个步骤。11抽样分类，随机不随机，抽样过程，几种抽样方法，简单随机，系统抽样，分层抽样以及分类。分群和分类区别，配额抽样及其表格画法，抽样误差确定，样本确定（公式）计算器随机和非随机之间，问卷，抽样调查。题型：填空题：十道选择题：几道判断

2、题：简答题：计算题：40多分（课本）5、6个大题：设计问卷实际应用题型填空题:二选择题三判断题四简答题五计算题六实际应用大题市场调查与预测题目:IMarketing Research ProcessStep 1: Problem DefinitionStep 2: Development of an Approach to the ProblemStep 3: Research Design FormulationStep 4: Fieldwork or Data CollectionStep 5: Data Preparation and AnalysisStep 6: Report Pre

3、paration and Presentation2Classification of Marketing ResearchProblem Identification ResearchResearch undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market cha

4、racteristics, sales analysis, forecasting, and trends research.Market Potential ResearchMarket Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting ResearchBusiness Trends ResearchProblem Solving ResearchResearch undertaken to help solve specific marketing problems. Exampl

5、es: segmentation, product, pricing, promotion, and distribution research.Segmentation ResearchProduct ResearchPromotion ResearchDistribution Research二：ITasks involved in Problem Definition 问题定义中包含的任务i. Discussions with Decision Makers 和决策制定者沟通ii. Interview s with Industry Experts 和工业专家面谈iii. Seconda

6、ry Data Analysis 收集二手数据iv. Qualitative Research 定性研究2Environmental Context of the Problem 确定问题时的影响因素i. Past Information and Forecast s 过去的信息和预测ii. Resources and Constraints 资源和约束条件iii. Objectives 客观事实iv. Buyer Behavior 消费者行为v. Legal Environment 法律环境vi. Economic Environment 经济环境vii. Marketing and Tec

7、hnological Skills 市场和技术能力Factors to be Considered in the Environmental Context of the Problem3Components of an Approach 方法的组成Objective/Theoretical Foundations 理论基础Analytical Model 分析模型Research Questions 研究问题Hypotheses问题假设Specification of the Information Needed 所需信息的说明书1Components of a Research Desig

8、n 调研方案设计内容Define the information needed (Chapter 2)界定需要的信息Design the exploratory, descriptive, and/or causal phases of the research (Chapters 3 - 7)确定研究探究性，描述性和因果分析的阶段Specify the measurement and scaling procedures (Chapters 8 and 9)确定度量和比例程序Construct and pretest a questionnaire (interviewing form) o

9、r an appropriate form for datacollection (Chapter 10)设计和试调研问卷Specify the sampling process and sample size (Chapters 11 and 12)制定抽样程序和样本容量Develop a plan of data analysis (Chapter 14)数据分析计划2A Classification of Marketing Research Designs 市场调查设计分类(1) Exploratory Research Design 探究性研究(2) Conclusive Resea

10、rch Design决策性研究1) Descriptive Research 描述性研究Cross-Sectional Design Single Cross-Sectional Design Multiple Cross-Sectional DesignLongitudinal Design2) CausalResearch因果关系研究3 A Comparison of Basic Research Design sExploratoryDescriptiveCausalObjective:Discovery of ideasDescribemarket Determinecauseand

11、insightscharacteristicsor andeffectfunctionsrelationshipsCharacteristics:Flexible, versatileMarked by theprior Manipulationofformulationof oneormorespecific hypothesesindependentvariablesOften the front endPreplannedandof total researchstructured designControl of otherdesignmediatingvariablesExpert

12、surveysSecondary dataPilot surveysSurveys十：1 Questionnaire DefinitionA questionnaire is a formalized set of questions for obtaining information from respondents.It must translate the information needed into a set of specific questions that the respondents can and will answer.A questionnaire must upl

13、ift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview.A questionnaire should minimize response error.2(1) Specify the Information Needed(2) Specify the Type of Interviewing Method(3) Determine the Content of Individual Questions(

14、4) Design the Question to Overcome the Respondent ' s Inability and Unwillingness to Answer(6) Decide the Question Structure(6) Determine the Question Wording(7) Arrange the Questions in Proper Order(8) Identify the Form and Layout(9) Reproduce the Questionnaire(10) 曰 iminate Bugs by Pre-testing

15、1A Classification of Sampling Techniquesi. Nonprobability Sampling Techniquesa. Convenience Samplingb. Judgmental Samplingc. Quota Samplingd. Snowball Samplingii. Probability Sampling Techniquesa. Simple Random Samplingb. Systematic Samplingc. Stratified Samplingd. Cluster Samplinge. Other Probabili

16、ty Sampling Techniques 2The Sampling Design Processi. Define the Target Populationii. Determine the Sampling Frameiii. Select a Sampling Techniqueiv. Determine the Sample Sizev. Execute the Sampling Process3Sample Sizes Used in Marketing Research StudiesType of StudyMinimum SizeProblem identification research500(e.g. market potential)Problem-solvi