市场营销调查

Contents
1Introduction
Vitalinputstobusinesssuccess
Marketing:abusinessphilosophyandamanagement
function
Summary
2Marketingresearch
Natureofmarketingresearch
Maindivisionsofmarketingresearch
Summary
3Sequentialshgesofmarketingresearch
Valueofsystematicapproach
Samplingmethodology
Summary
4Reseachtools
Primaryandsecondarydata
Questionnairemethodologies
Interviewing
Attractionsandpotentialhazardsofqualitativeresearch
Suntmary
5Researchuses
Basictechniques
Continuousresearch
Advertisingresearch
Industrialmarketingresearch
Primarydatacollection
Exportresearch
Servicesresearch
Summary
6Marketsegmentationanalyses
Roleofmarketsegmentation
Life-stylesegmentation
Industrialsegmentation
Summary
7Finalstagesofthesurvey
Dataprocessingtasks
Preparationandpresentationofsurveyreport
Summary
AppendixA:Deskresearchnotes
AppendixB:Examplesofquestionnaires
AppendixC:Recommendedreading
AppendixD:Casehistories
Index