市场研究基本概念.ppt

步骤1: 研究项目介绍 这次市场研究主要针对哪种具体的产品 / 服务? 对于公司或市场来说，这是不是一种全新的产品 / 服务？ 公司为什么要将这种产品/服务推向市场? 该产品具体的特性是什么? 公司希望如何推出市场，并向谁出售这种产品? 公司希望该产品上市后取得怎样的销售量和市场份额? 预计何时进行产品/服务的投放及市场开发? 步骤2: 研究计划书 明确地阐述所需调查的营销问题的实质。 精确地定义所需调查的产品 / 服务。 精确地定义样本群。 主要的测量范围, 例如：购买态度 / 动机 / 频率、广告到达率…….. 采用的研究方法 。 调查结果的准确程度。 调查的费用和时间。 本研究适用的条件。 研究人员对于某些研究类型的工作经验 步骤3: 数据收集 基本数据 a) 观察 b) 定性 c) 定量 次要数据 a) 内部的 b) 外部的 数据抽样、访问、复核 步骤4: 数据分析及评估 整理数据 编码 逻辑查错 交叉数据表 用统计方法进行测量 步骤5: 研究报告 / 做口头报告 主要结论 具体的调查方法 调查结果（文本+数据表+图表) 总结及建议 列出数据表 我们目前经常所作的市场研究 事业群主导，广州顶津监督执行 ★ 使用习惯和态度研究（UA调查） 每年一次 ★ 广告测试 ★ 新产品上市概念测试 事业群规划，广州顶津执行 ★ 口味测试 ★ 包装测试 ★ 代言人测试 ★ 事业群规划铺市率调查 广州顶津规划执行 ★ 广州顶津铺市率调查 * In talking to many of our clients over the last two years, they have consistently told us about the pressures on their business and the ever increasing speed of change. * In talking to many of our clients over the last two years, they have consistently told us about the pressures on their business and the ever increasing speed of change. * In talking to many of our clients over the last two years, they have consistently told us about the pressures on their business and the ever increasing speed of change. * In talking to many of our clients over the last two years, they have consistently told us about the pressures on their business and the ever increasing speed of change. * * In talking to many of our clients over the last two years, they have consistently told us about the pressures on their business and the ever increasing speed of change. * In talking to many of our clients over the last two years, they have consistently told us about the pressures on their business and the ever increasing speed of change. * In talking to many of our clients over the last two years, they have consistently told us about the pressures on their business and the ever increasing speed of change. * In talking to many of our clients over the last two years, they have consistently told us about the pressures on their business and the ever