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
Regression Analysis

15.1 Regression Analysis

15.1.1 Bivariate Linear Regression Analysis

Regression analysis（回归分析） is a predictive analysis technique in which one or more variables are used to predict the level of another by use of the straight-line formula.

Bivariate regression means only two variables are being analyzed, and researchers sometimes refer to this case as “simple regression.”

15.1.2 Basic Regression Analysis Concepts

Independent variable（自变量）: used to predict the independent variable (x in the regression straight-line equation)

Dependent variable（因变量）: that which is predicted (y in the regression straight-line equation)

Least squares criterion（最小二乘准则）: used in regression analysis; guarantees that the “best” straight-line slope and intercept will be calculated

15.1.3 Improving Regression Analysis

Identify any outlier（异常值）: a data point that is substantially outside the normal range of the data points being analyzed

15.1.4 Multiple Regression Analysis

Multiple regression analysis uses the same concepts as bivariate regression analysis but uses more than one independent variable.

A general conceptual model（概念模型） identifies independent and dependent variables and shows their basic relationships to one another.