简介
■ 市场营销调查如何帮助企业制定经营计划并作出决策?
■ 如何进行市场营销调查?
■ 如何为一个营销调查项目做计划?
■ 如何分析和利用营销调查结果?
本书对上述问题及其他有关问题作了清楚而确切的解释。对于那些接受短期培训的管理者、MBA，以及想迅速了解这一问题核心内容的教师和学生来说，都不失为极具价值的参考书。?还可以作为管理人员的藏书，以及那些有抱负的管理人员完善自己知识和技能的参考资料?
目录
contents
1 introduction
vital inputs to business success
marketing: a business philosophy and a management
function
summary
2 marketing research
nature of marketing research
main divisions of marketing research
summary
3 sequential shges of marketingresearch
value of systematic approach
sampling methodology
summary
4 reseach tools
primary and secondary data
questionnaire methodologies
interviewing
attractions and potential hazards of qualitative research
suntmary
.5 research uses
basic techniques
continuous research
advertising research
industrial marketing research
primary data collection
export research
services research
summary
6 market segmentation analyses
role of market segmentation
life-style segmentation
industrial segmentation
summary
7 final stages of the survey
data processing tasks
preparation and presentation of survey report
summary
appendix a: desk research notes
appendix b: examples of questionnaires
appendix c: recommended reading
appendix d: case histories
index
1 introduction
vital inputs to business success
marketing: a business philosophy and a management
function
summary
2 marketing research
nature of marketing research
main divisions of marketing research
summary
3 sequential shges of marketingresearch
value of systematic approach
sampling methodology
summary
4 reseach tools
primary and secondary data
questionnaire methodologies
interviewing
attractions and potential hazards of qualitative research
suntmary
.5 research uses
basic techniques
continuous research
advertising research
industrial marketing research
primary data collection
export research
services research
summary
6 market segmentation analyses
role of market segmentation
life-style segmentation
industrial segmentation
summary
7 final stages of the survey
data processing tasks
preparation and presentation of survey report
summary
appendix a: desk research notes
appendix b: examples of questionnaires
appendix c: recommended reading
appendix d: case histories
index
Marketing research
- 名称
- 类型
- 大小
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