Market Research and AnalysisPDF电子书下载

CHAPTER 1 INTRODUCTION 3

The Rise of Market Research and Analysis 6

Some Weaknesses in Present Market Research and Analysis Practice 8

General Plan of the Book 10

Market Research and Market Analysis 12

CHAPTER 2 TYPES AND USES OF MARKET RESEARCH AND ANALYSIS 16

National Market Analysis and Wholesale or Retail Market Analysis 16

Industrial Market Analysis and Consumer Market Analysis 17

Qualitative and Quantitative Analysis 18

Types of Market Analysis 19

Qualitative Market Analysis 19

Quantitative Market Analysis 31

Product Analysis 33

Market Trend Analysis 39

Sales Analysis 43

Dealer Analysis 47

Advertising and Sales Promotion Analysis 49

Other Types of Market Analyses 57

CHAPTER 3 SCIENTIFIC METHOD 58

What is Scientific Method 59

The Basic Methods of Science 63

The Historical Method 63

The Inductive Method 66

The Deductive Method 68

The Analytical Method 71

The Experimental Method 73

The General Techniques of Special Scientific Fields 75

Statistics 75

Accounting 76

Engineering 79

Psychology 80

Sociology 82

CHAPTER 4 BASIC MARKET ANALYSIS METHODS 84

The Survey Method 85

Factual Surveys 86

Opinion Surveys 87

Interpretive Surveys 89

The Observational Method 96

The Experimental Method in Market Analysis 98

The Accuracy of Market Analysis Methods 104

The Alternative Use of Market Analysis Methods 109

The Combination of Methods 110

CHAPTER 5 MARKET ANALYSIS PROCEDURE 112

The Situation Analysis 117

The Informal Investigation 120

Planning the Analysis 123

Gathering Data 131

Tabulation and Analysis 133

Interpretation 140

Presentation of the Results 141

Follow-Up 142

CHAPTER 6 THE SITUATION ANALYSIS 144

How the Situation Analysis is Made 146

Distinction Between the Situation Analysis and the Data-Gathering Step 147

The Use of Standard Outlines 148

Nature of Information Obtained in the Situation Analysis 149

The Product 149

The Company，Industry，and Competition 153

The Market 155

Channels of Distribution 156

The Sales Organization 160

Advertising and Sales Promotion 162

CHAPTER 7 THE INFORMAL INVESTIGATION 165

Purpose 165

How the Informal Investigation is Made 167

Informal Consumer Interviews 173

Informal Dealer Interviews 180

Informal Key Interviews 188

CHAPTER 8 PLANNING THE INVESTIGATION—DETERMINING PURPOSES；TYPES AND SOURCES OF DATA 194

Determining the Purposes of the Analysis 194

Steps in Stating the Purposes of the Investigation 196

Determining the Types and Sources of Data 199

How to Determine the Types and Sources of Data to Be Used 202

CHAPTER 9 PLANNING THE INVESTIGATION—PREPARATION OF THE FORMS TO BE USED IN GATHERING DATA 207

Types of Questionnaires 208

The Elements of the Questionnaire 214

General Rules for Constructing Questionnaires 222

Preparation of Forms for Observations and Experiments 243

CHAPTER 10 PLANNING THE INVESTIGATION—PLANNING THE SAMPLE；DETERMINING OPERATING PLANS AND COSTS 247

Planning the Sample 247

The General Theory of Sampling 248

The Major and Minor Universe；Gross and Sub-Samples 250

The Difficulty of Obtaining Random Samples 252

Determining the Nature of the Major Universe 254

Determining the Nature of the Minor Universes 256

Determining the Number of Interviews Necessary for Reliability 257

Determining the Distribution of Interviews Necessary for Proportionality 260

Limitations of Statistical Formulae and Tables Used in Planning and Testing Samples for a Market Analysis 261

Effect of the Size of a Sample on Its Soundness 264

Determining Operating Plans and Costs 265

CHAPTER 11 GATHERING DATA 268

Gathering Secondary Data 268

The Sources of Secondary Data 268

Appraising Secondary Data 273

Gathering Primary Data 279

The Test Investigation 279

Gathering Data by Mail Questionnaires 280

Gathering Data by Personal Interviews 282

Supervision 282

Selecting Investigators 284

Training Field Investigators 287

Instructions to Persons Gathering Data 289

Interviews with Executives and Other Important Persons 294

Checking the Field Force 295

Handling the Observational Work 296

Handling Experiments 298

CHAPTER 12 TABULATION AND ANALYSIS—EDITING DATA AND TESTING THE SAMPLE 303

Editing Data 303

Testing the Validity of the Sample 310

Testing for Reliability 311

The Cumulative Frequency Method 312

The Group Rotation Method 319

Calculation of the Probable Error of the Sample 323

Testing for Proportionality 325

Adjustment for Proportionality 327

CHAPTER 13 TABULATION AND ANALYSIS—TABULATING AND DRAWING STATISTICAL CONCLUSIONS 330

Tabulation 331

Rules for Obtaining Accuracy in Tabulation 334

Obtaining the Most Significant Meaning from the Data 340

Machine versus Hand Tabulation 342

Advantages of Machine Tabulation 342

Disadvantages of Machine Tabulation 345

Drawing Statistical Conclusions 347

CHAPTER 14 INTERPRETATION 354

How Far the Market Analyst Should Go in Interpreting His Findings into Business Policy 354

The Problem of Interpretation 356

Making Logical Interpretations 357

Standards for Interpretation 359

Making Policy Interpretations That Will Be Followed 366

CHAPTER 15 PRESENTATION OF THE RESULTS 373

Importance of the Reports 373

Primary Principles of Presentation 374

The Technical Report 376

The Popular Report 379

Forms for Popular Reports 380

How to Write a Popular Report 383

How to Make a Popular Presentation Dramatic 386

Standards in Graphic Presentation 393

Checking the Reports 399

The Follow-Up 400

CHAPTER 16 QUANTITATIVE MARKET ANALYSIS：ITS USES AND LIMITATIONS 402

Importance of Quantitative Analysis 403

The Uses of Quantitative Analysis 403

Total Sales Quotas 404

Territorial Sales Quotas 404

Quotas for Individuals 405

Boundaries of Sales Territories 406

Concentration of Sales Efforts 407

Distribution of Sales Force 407

Distribution of Advertising 408

Appraisal of Efficiency 410

Limitations of Quantitative Market Analysis 412

CHAPTER 17 QUANTITATIVE MARKET ANALYSIS—METHODS OF QUANTITATIVE ANALYSIS 421

The Direct Data Method 421

The Corollary Data Method 426

The Single Index Method 427

The Batten，Barton，Durstine and Osborn Index 430

The Curtis Index 431

The Crowell Index 432

The International Magazine Company Index 433

The McCann Index 434

The Retail Sales Index 435

The Arbitrary Factors Method 437

The Family Budget Method 441

The Consumption Rate Method 442

The Multiple Correlation Method 444

CHAPTER 18 THE ROLE OF MARKET ANALYSIS IN BUSINESS AND ECONOMICS 449

The Part Market Analysis Plays in the Theory and Practice of Marketing 449

Some Economic Aspects of Market Analysis 454

The Organization of Market Analysis Work 456

The Individual Firm 456

Organizations Specializing in Market Analysis 459

Advertising Agency Research 460

Research by Advertising Media and Other Organizations 462

The Limitations of Market Research and Analysis 464

SELECTED READINGS 467

INDEX 475