市场调查与预测英文版市场调查与预测英文版.doc

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 市场调查与预测题目： 一填空题： 二选择题 三判断题 四简答题 五计算题 六实际应用大题 一： 1Marketing Research Process Step 1: Problem Definition Step 2: Development of an Approach to the Problem Step 3: Research Design Formulation Step 4: Fieldwork or Data Collection Step 5: Data Preparation and Analysis Step 6: Report Preparation and Presentation 2Classification of Marketing Research Problem Identification Research Research 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 characteristics, sales analysis, forecasting, and trends research. Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research Problem Solving Research Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research. Segmentation Research Product Research Promotion Research Distribution Research 二： 1Tasks 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. Secondary 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 Technological Skill