调研总体规划

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一、确定调查目的饿了么是一家专门从事O2O外卖的网站，2014年正式进军湖北文理学院，并得到消费者和商家的认可。但饿了么进驻湖北文理学院是昙花一现还是能有长远的发展？此次我们得到饿了么襄阳代理的委托，分两方面针对商家和消费者进行调研，目的在于了解商家的意愿和支持率以及消费者对饿了么网站的态度，并希望能及时给出意见和建议，以此了解饿了么在湖北文理学院的发展前景。二、确定调研对象和调查单位。此次调研主要针对两方面人群：1.商家：此次调研针对湖北文理学院新区堕落街商家和老区512车站附近商家。2.消费者，此次调研的消费者主要是湖北文理学院学生。我们将分年级，分性别对学生进行分类调研。三、调查内容：(一)外卖市场环境调查1、外卖市场的容量及发展潜力;2、学院不同年级对外卖的消费状况;3、学校教学、生活环境对该行业发展的影响。(二)消费者调查1、消费者的消费心理(偏爱、经济、便利等)2、对外卖产品的了解程度(品种、口味、价格等)3、消费者对饿了么网站的满意度（界面体验、信息反馈、优惠力度）4、消费者消费能力、消费层次及消费比例的统计5、消费者对饿了么的改进意见(三)商家调查1、加入“饿了么”主要客户群2、加入“饿了么”以后，商家的营业额变化3、商家对“饿了么”的建议与意见四、饿了么调查提纲1、确定调查的主题：关于“饿了么”外卖网发展前景的调查报告2、调查的目的和意义分析3、确定调查的对象4、实践单位：湖北文理学院管院物流1211班5、实践时间：2014年11月6、确定调查方法：问卷调查（通过定性和定量的方法对数据进行分析）7、调查的内容：商家及消费者对“饿了么”外卖网的建议及意见8、实施调查步骤五、确定调查时间和调查工作期限市场调查工作环节所占比例（%）时间分配确定市场调查主题 52014.11.11—2014.11.18二手资料收集152014.11.19—2014.12.25起草市场调查方案102014.11.19—2014.12.25实地调查302014.12.2—2014.12.23资料调查与分析252014.12.24—2015.1.10撰写市场调查报告152015.1.11—2015.1.20六、确定调查地点调查地点与被