市場調查與預測英文版

1、1市場研究基本過程：六個步驟市場研究方法和分類2市場調查確定問題時要做的四個方面的工作、影響因素通常確定途徑的因素3市場調研方案設計重要內容：2、4、6六個環(huán)節(jié)，明確所需要的信息，確定問題很重要，程序很重要，設計方式，因果關系調研，關于試調研，抽樣調查，樣本規(guī)模設計，三種調研方式：探索性，描述性，因果關系10問卷設計：抽樣調查方式樣本容量確定，誤差，程序，九個步驟。11抽樣分類，隨機不隨機，抽樣過程，幾種抽樣方法，簡單隨機，系統抽樣，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）計算器隨機和非隨機之間，問卷，抽樣調查。題型：填空題：十道選擇題：幾道判斷題

2、：簡答題：計算題：40多分（課本）5、6個大題：設計問卷實際應用題型填空題:二選擇題三判斷題四簡答題五計算題六實際應用大題市場調查與預測題目: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收集二手數據iv. QualitativeResearch定性研究2EnvironmentalContextoftheProblem確定問題時的影響因素i. PastInformationandForecasts過去

6、的信息和預測ii. ResourcesandConstraints資源和約束條件iii. Objectives客觀事實iv. BuyerBehavior消費者行為v. LegalEnvironment法律環(huán)境vi. EconomicEnvironment經濟環(huán)境vii. MarketingandTechnologicalSkills市場和技術能力FactorstobeConsideredintheEnvironmentalContextoftheProblem3ComponentsofanApproach方法的組成Objective/TheoreticalFoundations理論基礎Anal

7、yticalModel分析模型ResearchQuestions研究問題Hypotheses問題假設SpecificationoftheInformationNeeded所需信息的說明書1ComponentsofaResearchDesign調研方案設計內容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)設計和試調研問卷Specifythesamplingprocessandsamplesize(Chapters11and12)制定抽樣程序和樣本容量Developaplanofdataanalysis(Chapter14)數據分析計劃2AClassificationofMarketingResearchDesigns市場調查設計分類(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