營銷調(diào)研精要

內(nèi)容概要

　　本書的組織結(jié)構(gòu)遵循了營銷調(diào)研過程的邏輯性。作者從探討營銷調(diào)研的范圍入手，提供了問題確定及整個營銷調(diào)研過程的概要；接下來是對全球信息系統(tǒng)和互聯(lián)網(wǎng)的討論，包括數(shù)據(jù)收集的許多最新的信息技術(shù)和方法；接著，對探索性調(diào)研及二手?jǐn)?shù)據(jù)的收集的需要進(jìn)行了解釋；然后討論了原始數(shù)據(jù)收集的調(diào)研設(shè)計、調(diào)查、觀察調(diào)研以及實驗；接下來是對于測量和問卷的實用性解釋，并檢驗了抽樣設(shè)計和樣本容量；最后，解釋了基本數(shù)據(jù)分析，并說明了高級數(shù)據(jù)分析的概念。
　　本書適用于市場營銷專業(yè)師生、mba學(xué)生及企業(yè)高級管理人員。
　　本書中文翻譯版已經(jīng)由清華大學(xué)出版社出版。

作者簡介

作者：（美國）威廉·G.齊克芒德（William G.Zikmund） （美國）巴里·J.巴賓（Barry J.Babin）

書籍目錄

前言　
第1部分　導(dǎo)論　
　第1章　營銷調(diào)研的作用　
　第2章　信息系統(tǒng)與知識管理　
　第3章　營銷調(diào)研過程　
　第4章　營銷調(diào)研中人的因素：組織與道德問題　
第2部分　設(shè)計調(diào)研方法　
　第5章　定性調(diào)研　
　第6章　數(shù)字時代的二手?jǐn)?shù)據(jù)調(diào)研　
　第7章　調(diào)查研究　
　第8章　觀察　
　第9章　實施營銷實驗　
第3部分　測量　
　第10章　測量與態(tài)度量表　
　第11章　問卷設(shè)計　
第4部分　抽樣與統(tǒng)計理論　
　第12章　抽樣設(shè)計和抽樣過程　
　第13章　樣本容量的確定：統(tǒng)計理論的復(fù)習(xí)　
第5部分　分析與報告　
　第14章　基本數(shù)據(jù)分析　
　第15章　測量各組間差異以及變量間的關(guān)系　
　第16章　交流調(diào)研結(jié)果　
尾注　

章節(jié)摘錄

版權(quán)頁：插圖：The most common method of generatingprimary data is the survey. Most people haveseen the results of political surveys by Gallup orHarris Online, and some have been respondents（members of a sample who supply answers） tomarketing research questionnaires. A surveyis a research technique in which a sample isinterviewed in some form or the behavior ofrespondents is observed and described in someway. The term surveyor is most often reservedfor civil engineers who describe some piece ofproperty using a transit. Similarly, marketingresearchers describe some market segment usinga questionnaire. The task of writing a list ofquestions and designing the format of the printedor written questionnaire is an essential aspect ofthe development of a survey research design.Research investigators may choose to contactrespondents by telephone or mail, on the Internet,or in person. An advertiser spending nearly $3million for thirty seconds of commercial timeduring the Super Bowl may telephne peopleto quickly gather information concerning theirresponses to the advertising. A forklift truckmanufacturer trying to determine a cause for lowsales in the wholesale grocery industry mightchoose a mail questionnaire because the appro-priate executives are hard to reach by telephone.A manufacturer of a birth control device formen might determine the need for a versatilesurvey method wherein an interviewer can ask avariety of personal questions in a flexible format.While personal interviews are expensive, they arevaluable because investigators can use visual aidsand supplement the interviews with observations.Each of these survey methods has advantagesand disadvantages. A researcher's task is to findthe most appropriate way to collect the neededinformation.

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《營銷調(diào)研精要(第4版)》：清華營銷學(xué)系列英文版教材

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