如何開展市場(chǎng)調(diào)研

1.市場(chǎng)調(diào)研的概念和意義
市場(chǎng)調(diào)研的概念
特點(diǎn)和意義

2.調(diào)研目標(biāo)和問(wèn)題的界定
從管理問(wèn)題到需要收集和分析的信息
界定問(wèn)題的原則和思路
調(diào)研貫穿產(chǎn)品的整個(gè)生命周期

3.制定調(diào)研計(jì)劃
調(diào)研目的和信息缺口
資料收集和來(lái)源
調(diào)研方法及其特點(diǎn)
定性調(diào)研的特點(diǎn)和應(yīng)用
定量調(diào)研的抽樣原則和問(wèn)卷設(shè)計(jì)
統(tǒng)計(jì)分析和調(diào)研總結(jié)要求
調(diào)研預(yù)算和時(shí)間表

4.執(zhí)行調(diào)研項(xiàng)目
企業(yè)內(nèi)部市場(chǎng)調(diào)查部門的設(shè)置
企業(yè)外部市場(chǎng)調(diào)查組織的類型和選擇原則
項(xiàng)目執(zhí)行的流程和質(zhì)量管理

5.調(diào)研報(bào)告撰寫和決策路徑
調(diào)研報(bào)告的結(jié)構(gòu)和撰寫要求
各種數(shù)據(jù)和圖標(biāo)的呈現(xiàn)
市場(chǎng)調(diào)研和營(yíng)銷決策路徑


1. Concept and importance
Market research definition and development
Feature and importance

2. Objectives identification
From management dilemma to researchable info.
Key objectives and research issues identification
Market research is in line with product life cycle

3. Research planning
Objective and information gap
Information collection and source
Research methods and the features
Quantitative research features and application
Sampling and questionnaire design principals
Analysis and conclusion requirements
Budget and timing

4. Research project implementation
In-house research department set-up
External research house types and selection criteria
Project process and quality control

5. Research reporting and decision making path
Report compiling structure and principles
Data and charts presentation
Market research and marketing decision making path