市场营销调查

■ 市场营销调查如何帮助企业制定经营计划并作出决策? ■ 如何进行市场营销调查? ■ 如何为一个营销调查项目做计划? ■ 如何分析和利用营销调查结果? 本书对上述问题及其他有关问题作了清楚而确切的解释。对于那些接受短期培训的管理者、MBA，以及想迅速了解这一问题核心内容的教师和学生来说，都不失为极具价值的参考书。它还可以作为管理人员的藏书，以及那些有抱负的管理人员完善自己知识和技能的参考资料。

Contents
1 Introduction
Vital inputs to business success
Marketing: a business philosophy and a management
function
Summary
2 Marketing research
Nature of marketing research
Main divisions of marketing research
Summary
3 Sequential shges of marketingresearch
Value of systematic approach
Sampling methodology
Summary
4 Reseach tools
Primary and secondary data
Questionnaire methodologies
Interviewing
Attractions and potential hazards of qualitative research

Prefac Marketing research has a specific function: to aid effective planning and decision making in markets. These may be of many kinds .and involve consumer, industrial, commercial and institutional activities. In my well-established (and lengthier) book on marketing research (McGraw-Hill, 3rd edition, 1986), I proposed that marketing research should be viewed as a form of applied research which, while imposing on its praclitioners the rigours and discipline of scientific enquiry. has a pragmatic purpose. Hence. an obiective posture ..