营销调研Survey-Research.ppt

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Bangor Transfer Abroad Programme,Marketing Research,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,SURVEY RESEARCH,Based on simple idea:,“”the best way to find out what consumers think is to ask them.”,Zikmund,Survey Research,A method of collecting primary data by communicating with a representative sample of people,Survey Research Design,The way the environment is controlled or,organized,Environmental variables to control,When the survey is given,How the survey is given,The sample size,Number of groups,The more environmental control,the more,accurate the results will be,Properly conducted Surveys can be:,Quick,Inexpensive,Efficient,Accurate,Flexible,Problems with Surveys come from:,Nonresponse error,Response bias,Administrative error,NonResponse Error,The difference between a survey that includes only respondents and a perfect survey that also includes nonrespondents,Administrative Error,-data processing error,-sample selection error,-interviewer error,-interviewer cheating,Types of Sampling:,Personal Interviews,Intercepts,Telephone interviews,Self administered,questions,Mail questionnaires,Email,