在產(chǎn)教融合、校企合作已成為職業(yè)教育基本制度的背景下，本教材以真實(shí)的營銷調(diào)研項(xiàng)目為載體，力圖展現(xiàn)營銷調(diào)研理論運(yùn)用到調(diào)研實(shí)踐中的具體做法，為調(diào)研人員提供運(yùn)用調(diào)研知識解決問題的原型：以培養(yǎng)高職生營銷調(diào)研能力為目標(biāo)，通過真實(shí)的營銷調(diào)研項(xiàng)目，將營銷調(diào)研八大模塊（確定營銷調(diào)研主題和具體組成部分、制定營銷調(diào)研計(jì)劃書、選擇調(diào)研方法、設(shè)計(jì)市場調(diào)查問卷、設(shè)計(jì)抽樣方案、實(shí)施調(diào)研和獲取信息、整理分析市場調(diào)查資料、撰寫營銷調(diào)研報(bào)告）中的知識和實(shí)際應(yīng)用貫穿到整個(gè)調(diào)研項(xiàng)目中，具有較強(qiáng)的實(shí)操性和創(chuàng)新性。本教材適合市場營銷、電子商務(wù)、國際貿(mào)易等財(cái)經(jīng)類專業(yè)高職生使用，對營銷調(diào)研有興趣的實(shí)際工作者也可參考之。
肖勝昔，男，副教授，研究方向?yàn)槭袌鰻I銷學(xué)，現(xiàn)任職于湖州職業(yè)技術(shù)學(xué)院經(jīng)濟(jì)與管理學(xué)院，任職期間先后獲得湖州職業(yè)技術(shù)學(xué)院教學(xué)成果獎、教學(xué)質(zhì)量獎等獎勵。
目錄
項(xiàng)目一 營銷調(diào)研概述......001
引導(dǎo)案例........................002
任務(wù)一 營銷調(diào)研的含義、作用及原則................................................................003
任務(wù)二 營銷調(diào)研的內(nèi)容....................................................................................008
任務(wù)三 營銷調(diào)研的分類..................................................................................010
任務(wù)四 營銷調(diào)研的程序......................................................................................013
課后思考練習(xí)題..................................................................................015
項(xiàng)目二 確定營銷調(diào)研主題和具體組成部分..............................................................017
引導(dǎo)案例................................................................................................018
任務(wù)一 確定營銷調(diào)研主題和具體調(diào)研目標(biāo)的步驟.....................................020
任務(wù)二 確定營銷調(diào)研主題的系列案例分析............................................025
課后思考練習(xí)題................................................................................................028
課外調(diào)研實(shí)戰(zhàn)項(xiàng)目詳解..................................................................................028
項(xiàng)目三 制定營銷調(diào)研計(jì)劃書.............................................................................031
引導(dǎo)案例.....................................................................................................032
任務(wù)一 營銷調(diào)研計(jì)劃書的含義及作用.......................................................035
任務(wù)二 營銷調(diào)研計(jì)劃書的內(nèi)容...........................................................................036
任務(wù)三 制定和評價(jià)營銷調(diào)研計(jì)劃書.........................................................038
課后思考練習(xí)題............................................................................................043
課外調(diào)研實(shí)戰(zhàn)項(xiàng)目詳解..........................................................................................043
項(xiàng)目四 選擇調(diào)研方法...................................................................................046
引導(dǎo)案例..........................................................................................................047
任務(wù)一 文案調(diào)研法............................................................................................048
任務(wù)二 訪問調(diào)研法..............................................................................................051
任務(wù)三 觀察法................055
任務(wù)四 實(shí)驗(yàn)調(diào)研法....................060
任務(wù)五 焦點(diǎn)小組訪談法........................................................063
課后思考練習(xí)題...................................................................................................066
課外調(diào)研實(shí)戰(zhàn)項(xiàng)目詳解.......................................................................................066
項(xiàng)目五 設(shè)計(jì)市場調(diào)查問卷.........................................................................067
引導(dǎo)案例.............................................................................................................068
任務(wù)一 調(diào)查問卷的種類和結(jié)構(gòu)...................................................................069
任務(wù)二 調(diào)查問卷設(shè)計(jì)過程.....................................................................072
課后思考練習(xí)題..................................................................................................082
課外調(diào)研實(shí)戰(zhàn)項(xiàng)目詳解...........................................................................082
項(xiàng)目六 設(shè)計(jì)抽樣方案..........................................................................087
引導(dǎo)案例...........................................................................................088
任務(wù)一 抽樣調(diào)查概述........................................................................................089
任務(wù)二 抽樣調(diào)查技術(shù).......................................................................095
任務(wù)三 抽樣中的誤差及應(yīng)對................................................................102
課后思考練習(xí)題..........................................................................................106
課外調(diào)研實(shí)戰(zhàn)項(xiàng)目詳解....................................106
項(xiàng)目七 實(shí)施調(diào)研和獲取信息.................................................................110
引導(dǎo)案例...............................................................................................111
任務(wù)一 訪問員的選擇和培訓(xùn)..............................................................111
任務(wù)二 調(diào)研工作控制........................................................................117
課后思考練習(xí)題..................................................................................................118
課外調(diào)研實(shí)戰(zhàn)項(xiàng)目詳解..........................................................................119
項(xiàng)目八 整理分析市場調(diào)查資料.......................................121
引導(dǎo)案例.............................................................................................................122
任務(wù)一 資料的整理理...........................................................................................126
任務(wù)二 資料的初步分析——編制統(tǒng)計(jì)圖表.........................................................130
任務(wù)三 集中趨勢分析.........................................................................................136
任務(wù)四 對比分析................................................................................................140
課后思考練習(xí)題....................................................................................................................143
課外調(diào)研實(shí)戰(zhàn)項(xiàng)目詳解...........................................................................................144
項(xiàng)目九 撰寫營銷調(diào)研報(bào)告...............................................................................157
引導(dǎo)案例.................................................................................................................158
任務(wù)一 調(diào)研報(bào)告的格式和撰寫要求.......................................................................165
任務(wù)二 調(diào)研口頭報(bào)告............................................................................................170
課后思考練習(xí)題.........................................................................................................171
課外調(diào)研實(shí)戰(zhàn)項(xiàng)目詳解.................................................................................172
參考文獻(xiàn)............................................................................................................................196
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