《市场调研与预测》属于市场营销专业的专业核心课。课程主要内容包括市场研究的基本概念、市场调研方案设计、抽样技术、测量和量表技术、资料收集方法（问卷法、小组座谈、观察法、市场实验法）、定量分析方法（数据分析、统计推断、方差分析、聚类分析、因子分析法、判别分析法）、资料搜集与定性预测、趋势预测及回归分析预测、市场调研报告的撰写和评价、市场分析与消费者调研、企业形象调研与零售调研、广告调研与网络营销调研、国际市场调研等。通过本课程的学习，使学生比较全面系统地掌握市场调研与预测的基础理论和调查的基本方法，具备分析基础数据和撰写调查报告的能力，并塑造严谨的市场调查态度，为组织的管理决策提供客观的市场数据和科学的依据。

Market Research and forecast belongs to the core course of marketing major. The main contents of the course include the basic concepts of market research, market research scheme design, sampling technology, measurement and scale technology, data collection methods (questionnaire method, group discussion, observation method, market experiment method), quantitative analysis method (data analysis, statistical inference, square analysis, cluster analysis, factor analysis, discriminant analysis), data collection and qualitative prediction, trend prediction and regression analysis prediction, writing and evaluation of market research report, market analysis and consumer research, corporate image research and retail research, advertising research and online marketing research, international market research, etc. Through the study of this course, students can comprehensively and systematically master the basic theories and methods of market research and prediction, have the ability to analyze basic data and write survey reports, and shape a rigorous attitude towards market research, so as to provide objective market data and scientific basis for the management and decision-making of the organization.