市场研究

常亮

目录

  • 1 课程导言
    • 1.1 教学大纲
    • 1.2 为何学习市场研究
  • 2 Introduction to Marketing Research
    • 2.1 Marketing Research is Part of Marketing
    • 2.2 What is Marketing Research?
    • 2.3 What Are the Uses of Marketing Research?
    • 2.4 The Marketing Information System
  • 3 Defining the Problem and Research Objectives
    • 3.1 The Marketing Research Process
    • 3.2 Establish the Need for Marketing Research
    • 3.3 Define the Problem
    • 3.4 A Process for Defining the Problem and Research Objective
    • 3.5 Market Research Proposal
  • 4 Research Design
    • 4.1 Research Design
    • 4.2 Exploratory Research
    • 4.3 Descriptive Research
    • 4.4 Causal Research
    • 4.5 Test Marketing
  • 5 Secondary Data and Packaged Information（自学）
  • 6 Qualitative Research Techniques
    • 6.1 Quantitative, Qualitative, and Pluralistic Research
    • 6.2 Observation Techniques
    • 6.3 Focus Groups
    • 6.4 Other Qualitative Research Techniques
  • 7 Evaluating Survey Data Collection Methods（自学）
  • 8 Designing the Questionnaire
    • 8.1 Basic Question-Response Formats
    • 8.2 Basic Concepts in Measurement
    • 8.3 Types of Measures
    • 8.4 Interval Scales Commonly Used in Marketing Research
    • 8.5 Reliability and Validity of Measurements
    • 8.6 Designing a Questionnaire
    • 8.7 Questionnaire Organization
  • 9 Selecting the Sample
    • 9.1 Basic Concepts in Samples and Sampling
    • 9.2 Probability Versus Nonprobability Sampling Methods
    • 9.3 Developing A Sample Plan
  • 10 Determing the Size of a Sample
    • 10.1 Sample Size Axioms
    • 10.2 The Confidence Interval Method of Determining Sample Size
    • 10.3 The Sample Size Formula
    • 10.4 Other Methods of Sample Size Determination
  • 11 Dealing with Field Work（自学）
  • 12 Using Descriptive Analysis, Performing  Population Estimates, and Testing Hypotheses
    • 12.1 Types of Statistical Analyses
    • 12.2 Descriptive Analysis
    • 12.3 Statistical Inference
  • 13 Implementing Basic Differences Tests
    • 13.1 Differences are Important
    • 13.2 Testing for Significant Differences
    • 13.3 Analysis of Variance
  • 14 Making Use of Associations Tests
    • 14.1 Types of Relationship Between Two Variables
    • 14.2 Test of Relationship Between Two Nominal Variables
    • 14.3 Test of Relationship Between Two Metric Variables
  • 15 Understanding Regression Analysis Basics
    • 15.1 Regression Analysis
    • 15.2 Multiple Regression Analysis
  • 16 The Research Report
The Marketing Research Process

3.1 The Marketing Research Process 

Not always presented as an 11-step process.

Not all studies use all 11 steps.

You may be able to solve the problem with secondary data (a visit to the library ).

Few studies follow the steps in order.