营销调研

杨洋

目录

  • 1 第一章  营销调研导论
    • 1.1 本章节学习目标
    • 1.2 课前案例
    • 1.3 章节内容
    • 1.4 扩展资料学习
    • 1.5 本章习题
  • 2 第二章 营销调研过程和界定调研内容
    • 2.1 本章学习目标
    • 2.2 课前案例
    • 2.3 章节内容
    • 2.4 扩展资料学习
    • 2.5 本章习题
  • 3 第三章 调研设计
    • 3.1 本章学习目标
    • 3.2 课前案例
    • 3.3 章节内容
    • 3.4 扩展资料学习
    • 3.5 章节作业
  • 4 第四章 二手数据和配套信息
    • 4.1 本章学习目标
    • 4.2 课前案例
    • 4.3 章节内容
    • 4.4 扩展资料学习
  • 5 第五章 定性调研方法
    • 5.1 本章学习目标
    • 5.2 课前案例
    • 5.3 章节内容
    • 5.4 扩展学习资料
  • 6 第六章 数据收集方法
    • 6.1 本章学习目标
    • 6.2 课前案例
    • 6.3 章节内容
    • 6.4 扩展学习资料
  • 7 第七章 测量与问卷设计
    • 7.1 本章学习目标
    • 7.2 课前案例
    • 7.3 章节内容
    • 7.4 扩展学习资料
  • 8 第八章 抽样方法
    • 8.1 本章学习目标
    • 8.2 课前案例
    • 8.3 章节内容
    • 8.4 扩展学习资料
    • 8.5 本章习题
  • 9 第九章 样本容量
    • 9.1 本章学习目标
    • 9.2 课前案例
    • 9.3 章节内容
    • 9.4 扩展学习资料
  • 10 第十章 实地访问与数据审核
    • 10.1 本章学习目标
    • 10.2 课前案例
    • 10.3 章节内容
    • 10.4 扩展学习资料
  • 11 第十一章 描述分析、参数估计和假设检验
    • 11.1 本章学习目标
    • 11.2 课前案例
    • 11.3 章节内容
    • 11.4 扩展学习资料
  • 12 第12章 差异分析
    • 12.1 本章学习目标
    • 12.2 课前案例
    • 12.3 章节内容
    • 12.4 扩展学习资料
扩展学习资料

本部分提供中英文学术期刊论文供同学们课外学习,通过理论知识的学习加深对课程内容的理解,学习科学问题的提出和解决问题的理论框架、思路和研究方法,积累理论知识并提升科研素养,全面提升同学们的科研能力和综合分析能力。

This part provides Chinese and English academic journal papers for students to study outside class, deepen their understanding of the course content through the study of theoretical knowledge, learning how to put foward the scientific questions, and studying the theoretical framework, ideas and research methods for solving scientific questions, accumulating theoretical knowledge and improving scientific research literacy, and comprehensively improving students' scientific research ability and comprehensive analysis ability.

1.中文学术期刊论文(Chiness academic papers)

学习目的:在延展课本知识的同时,领悟国内学者的学术思想,并进行独立自我思考,增强学术思维锻炼,学习学术论文的理论框架和写作方式等,提升自身的学术素养。

Learning Objectives: while extending the textbook knowledge, trying to understand the academic thoughts of domestic scholars, conducting independent self thinking, enhancing academic thinking exercise, studying the theoretical framework and writing methods of academic papers, and improve students’ academic literacy.

2.英文学术期刊论文(English Academic Research Paper)

Goal:To improve the English reading ablity, and to konw about the research ideas and fontier of western research. At the same time, to enrich students' knowledge reservation and improve academic training.

(1)Fan H, Gao W, Han B. How does (im) balanced acceptance of robots between customers and frontline employees affect hotels’ service quality?[J]. Computers in Human Behavior, 2022, 133: 107287.

Abstract:With the increasingly prevalent of service robots in tourism and hospitality sectors, service success relies heavily on robot acceptance. However, most of tourism practitioners are challenged by a dilemma of focusing on customer or employee acceptance of robots. Borrowing the lenses of resource-based view and information processing theory, this study explores the differential effectiveness of imbalanced robotic strategy (i.e., higher/ lower customer acceptance of robots than employee acceptance) implemented by hotels in driving service quality under customer-side (i.e., customer demandingness) and employee-side (i.e., frontline task ambidexterity) demand uncertainties. Polynomial regression analysis on a dataset of 1066 matched customer-employee dyads reveals that, an imbalanced robotic strategy is superior than a balanced one for service quality. In addition, when customer demandingness is high, a customer-focused robotic strategy (i.e., higher customer acceptance of robots than employee acceptance) is the optimal choice to improve service quality. However, when frontline task ambidexterity is high, the positive effects of imbalanced robotic strategy on service quality diminish. This study contributes to the literature on and practices of robot acceptance from a customer-robot-employee triadic perspective.


3. 行业发展研究报告(Industry Development Research Report)

行业发展研究报告是由行业协会或专业的咨询公司发布的关于本行业发展现状或未来发展趋势的研究报告,报告内容囊括了行业发展的政策解读,带有充分数据说明的现状分析,以及经过市场调研或数据统计得出的未来发展趋势的预测,是同学们获取二手数据以及对相关行业深入了解的有效途径。