国际市场调研

　　本书介绍了国际市场营销调研的作用、范围、抽样设计、资料处理和调研报告。

暂缺《国际市场调研》作者简介

    CHAPTER 1 THE ROLE OF MARKET RESEARCH
   The Objective of Our Study
    Market Research in Management
    a) To recognize marketing opportunities and problems
    b) To find causes of problems
    c) To monitor and evaluate the marketing performance
    d) To predict future conditions
    e) To do market research for governments
    When is Market Research Needed?
    a) Time constraints
    b) Availability of data
    c) Nature of the decision
    d) Benefits versus costs
    Marketing Information System
    a) Recurrent information
    b) Monitoring information
    c) Requested information
    d) Multinational marketing information system
   CHAPTER 2 USING RESEARCH SUPPLIERS
   Making use of Market Research
    Using Research Agency
    a) Expertise
    b) Language
    c) Cost effectiveness
    d) Objectivity
    How to Choose An Agency
    a) Types of research agency
    b) Selection procedure
    The Contract with the Agency
    Working with Agencies
   CHAPTER 3 SCOPE OF RESEARCH
   Research on Environments
    a) Culture
    b) Politics and government regulations
    c) Economics and techniques
    d) Climate and geography
    e) Competition
    Research on Marketing Demand
    a) Consumption
    b) Derived demand
    Research on Marketing Practice
    a) Product
    b)Sales distribution and transportation
    c) Promotion
    d) Pricing
   CHAPTER 4 RESEARCH PROPOSAL
   Research Objectives
    a) Situation analysis
    b) Model development
    c) Statement of research objective
    Planning a Research Design
    a) Selecting the data collection method
    b) Planning a sampling
    c) Data gathering
    d) Data processing
    e) Conclusions and report preparation
    Research Budget and Time Schedule
   Appendix to Chapter 4
   An example of Research Proposal
   CHAPTER 5 SECONDARY DATA RESEARCH
    The Nature of Secondary Data
    Secondary Data Evaluation
    Sources of Secondary Data
    a) International data sources
    b) External data sources
    (1) Computerized data bases
    (2) Association
    (3) Syndicated services
    (4) Other published sources
    (5) Liberary
    (6) Foreign missions
    (7) International organizations
    (8) Government agencies
    (9) Chambers of commerce
    (10) Banks
    Market Screening Through Secondary
    Data Research
   CHAPTER 6 PRIARY DATA RESEARCH
   Survey Methods
    a) Survey problems
    b) Classification of survey
    (1) Classifying surveys on a temporal basis
    (2) Classifying surveys on a communication basis
    c) Types of survey
    (1) Telephone interviews
    (2) Mail interview
    (3) Personal interview
    (4) Computer interview
    (5) Group interview
    Observation
    Experimentation
   CHAPTER 7 QUESTIONNAIRE DESIGN
   What is Questionnaire?
   Questionnaire Construction Procedure
    a) Determine the specific information
    b) Determine the types of individual questions
    (1) Is the question necessary?
    (2) Is it within the experience of respondents?
    (3) Can the respondent remember the information?
    (4) Will the respondent have to make a big effort to
    answer the question?
    (5) Will respondents give the information?
    (6) Are several questions needed or is only one ques-
    tion enough?
    c) Determine the type of question
    (1) Open-ended question
    (2) Multiple-choice question
    (3) Dichotomous questions
    (4) Rating scales
    (5) Ranking method
    d) Determine the wording of questions
    e) Determine question sequence
    Determine Layout and Reproduction
   CHAPTER 8 SAMPLING DESIGN
   What is Sampling?
   Advantages of smpling
    (1) Cost saving
    (2) Time reducing
    (3) Partly inaccessible population
    (4) Destruction of units
    (5) Greater accuracy
    (6) Samplirig errors and data collection error
    Sampling process
    a) Denning 01 popuiation
    b) Defining a frame
    c) Sampling Units
    d) Selection of Sampling Method
    Sampling Method
    a) Probability samples
    (1) simple random samples
    (2) systematic samples
    (3) stratified samples
    (4) cluster samples
    b) Nonprobability samples
    (1) convenicnce samples
    (2) judgment samples
    (3) quota samples
    The Sample Size and Cost
   CHAPTER 9 DATA PROCESSING
    Controlling Field work
    a) Selection of field works
    b) Briefing sessioh for interviewers
    c) Supervision of field workers
    Transforming Raw Date into Information
    a) Editing
    b) In-house editing
    c) Coding
    Data A'nalysis
    a) One way frequency distribution
    b) Cross tabulation
    c) Data analysis and interpretation
   Appendix to Chapter 9
   An Example of Coding Book
   CHAPTER 10 RESEARCH REPORT
   Written Report
    a) Preparing the written research report: focus on the
    Chinese audience
    (1) Clearly present the objective of the study
    (2) Minize the reporting of the technical aspects of
    the project
    (3) Develop an interesting writing style
    (4) Use visual aids and round numbers
    b) Forms of reports
    (1) Title page
    (2) Table of contents
    (3) Summary of findings and recommendation
    (4) Introduction
    (5) The body
    (6) Conclusions and recommendations
    (7) Appendix
    Oral Report
    a) Preparing the oral report
    b) Delivering the oral report
    c) Graphic presentation of the results
    (1) Pie chart
    (2) Line chart
    (3) Stratum chart
    (4) Bar chart
    (5) Bar chart variations