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
Basic Concepts in Samples and Sampling


9.1 Basic Concepts in Samples and Sampling

9.1.1  Population and census

Population(总体): the entire group under study as defined by research objectives

A census（普查） is an accounting of the complete population.

9.1.2 Sample and Sample Unit

Sample（样本）: a subset of the population that should represent the entire group

能够代表整个总体情况的总体子集

Sample unit（样本单位）: the basic level of investigation

调研中最基本的被调查者

9.1.3 Sample Frame and Sample Frame Error

A sample frame（抽样框）: a master list of the entire population

总体中总体单位的总清单，可能存在与总体不一致的问题

总体中样本单位的主要来源

Sampling frame error（抽样框误差）:  the degree to which the sample frame fails to account for all of the population

抽样框不能反映整个总体的程度

9.1.4 Sampling error

Sampling error（抽样误差）: any error in a survey that occurs because a sample is used

因调查中使用样本而产生的误差

样本选择方法（抽样框）与样本容量都会影响抽样误差

9.1.5 Reasons for Taking a Sample

1. Practical considerations such as cost and population size

2. Inability of researcher to analyze huge amounts of data generated by census

3. Samples can produce precise results