目錄
項目一 營銷調(diào)研概述......001
引導案例........................002
任務一 營銷調(diào)研的含義、作用及原則................................................................003
任務二 營銷調(diào)研的內(nèi)容....................................................................................008
任務三 營銷調(diào)研的分類..................................................................................010
任務四 營銷調(diào)研的程序......................................................................................013
課后思考練習題..................................................................................015
項目二 確定營銷調(diào)研主題和具體組成部分..............................................................017
引導案例................................................................................................018
任務一 確定營銷調(diào)研主題和具體調(diào)研目標的步驟.....................................020
任務二 確定營銷調(diào)研主題的系列案例分析............................................025
課后思考練習題................................................................................................028
課外調(diào)研實戰(zhàn)項目詳解..................................................................................028
項目三 制定營銷調(diào)研計劃書.............................................................................031
引導案例.....................................................................................................032
任務一 營銷調(diào)研計劃書的含義及作用.......................................................035
任務二 營銷調(diào)研計劃書的內(nèi)容...........................................................................036
任務三 制定和評價營銷調(diào)研計劃書.........................................................038
課后思考練習題............................................................................................043
課外調(diào)研實戰(zhàn)項目詳解..........................................................................................043
項目四 選擇調(diào)研方法...................................................................................046
引導案例..........................................................................................................047
任務一 文案調(diào)研法............................................................................................048
任務二 訪問調(diào)研法..............................................................................................051
任務三 觀察法................055
任務四 實驗調(diào)研法....................060
任務五 焦點小組訪談法........................................................063
課后思考練習題...................................................................................................066
課外調(diào)研實戰(zhàn)項目詳解.......................................................................................066
項目五 設計市場調(diào)查問卷.........................................................................067
引導案例.............................................................................................................068
任務一 調(diào)查問卷的種類和結(jié)構...................................................................069
任務二 調(diào)查問卷設計過程.....................................................................072
課后思考練習題..................................................................................................082
課外調(diào)研實戰(zhàn)項目詳解...........................................................................082
項目六 設計抽樣方案..........................................................................087
引導案例...........................................................................................088
任務一 抽樣調(diào)查概述........................................................................................089
任務二 抽樣調(diào)查技術.......................................................................095
任務三 抽樣中的誤差及應對................................................................102
課后思考練習題..........................................................................................106
課外調(diào)研實戰(zhàn)項目詳解....................................106
項目七 實施調(diào)研和獲取信息.................................................................110
引導案例...............................................................................................111
任務一 訪問員的選擇和培訓..............................................................111
任務二 調(diào)研工作控制........................................................................117
課后思考練習題..................................................................................................118
課外調(diào)研實戰(zhàn)項目詳解..........................................................................119
項目八 整理分析市場調(diào)查資料.......................................121
引導案例.............................................................................................................122
任務一 資料的整理理...........................................................................................126
任務二 資料的初步分析——編制統(tǒng)計圖表.........................................................130
任務三 集中趨勢分析.........................................................................................136
任務四 對比分析................................................................................................140
課后思考練習題....................................................................................................................143
課外調(diào)研實戰(zhàn)項目詳解...........................................................................................144
項目九 撰寫營銷調(diào)研報告...............................................................................157
引導案例.................................................................................................................158
任務一 調(diào)研報告的格式和撰寫要求.......................................................................165
任務二 調(diào)研口頭報告............................................................................................170
課后思考練習題.........................................................................................................171
課外調(diào)研實戰(zhàn)項目詳解.................................................................................172
參考文獻............................................................................................................................196