《市场营销调查 英文版》PDF下载

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  • 作  者:(英)彼得·M·奇斯耐尔(Peter M. Chisnall)著
  • 出 版 社:北京:中国人民大学出版社;普兰蒂斯霍尔出版公司
  • 出版年份:1997
  • ISBN:7300024572
  • 页数:211 页
图书介绍:

Contents 1

1 Introduction 1

Vitalinputs to business success 1

Marketing:a business philosophy and a management 3

function 5

Summary 5

2 Marketing research 6

Nature of marketing research 6

Maindivisions of marketing research 11

Summary 13

3 sequential stages of marketing research 14

Value of systematic approach 14

Sampling methodology 20

Summary 29

4 Research tools 30

Primary and secondary data 30

Questionnaire methodologies 31

Interviewing 40

Attractions and potential hazards of qualitative research 46

Summary 51

5 Research uses 52

Basic techniques 52

Continuous research 52

Advertising research 55

Industrial marketing research 61

Primary data collection 65

Export research 68

Services research 73

Summary 75

6 Market segmentation analyses 76

Role of market segmentation 76

Life-style segmentation 81

Industrial segmentation 91

Summary 109

7 Final stages of the survey 110

Data processing tasks 110

Preparation and presentation of survey report 113

Summary 119

Appendix A:Desk research notes 121

Appendix B:Examples of questionnaires 131

Appendix C:Recommended reading 168

Appendix D:Case histories 171

Index 207