市场营销调查 英文版PDF电子书下载

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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

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