市场研究——数据技术与情境案例
定价：￥49.80
作者： 曾宇容
出版时间：2024-08
出版社：电子工业出版社
- 电子工业出版社
- 9787121484193
- 1-1
- 540692
- 68260001-0
- 平塑
- 16开
- 2024-08
- 368
- 230
- 财经商贸大类
- 经济管理类
- 高职
内容简介
本教材是一本介绍市场调查和分析基础理论与方法的本科教材。本教材依据市场调查与分析的基本流程，涵盖调查方案策划、二手资料调查、定量调查方法、定性调查方法、抽样理论和方法、现场数据误差控制、数据处理以及基于SPSS和Python的数据分析方法等完整的环节。在理论和方法的基础上，本书还引入了最新的市场调查案例，对枯燥的理论和方法进行解读和应用，提升了书本的可读性和实用性。通过本书的学习，读者可以学习市场调查的基本理论和方法，同时跟随书本进行数据分析操作，学会基本的数据分析方法，并可以关注到市场数据分析的前沿——Python在市场调查分析中的应用。教材依据市场调查与分析的管理流程，分为五个篇章，包括导论、调查方法、数据获取、数据分析技术以及调查结果应用。每个篇章依据社会调查方法论，包含了这个篇章的基本方法，一共十七章。目前本教材已经更新部分案例，包括"中国美好生活大调查”、Keep、中国新能源汽车市场、大华股份、农夫山泉、华润超市、途牛旅游、新浪微博、中国旅游市场调查等十多个国内市场和品牌案例。教材将采用新形态，在书中嵌入二维码呈现本书的数字资源，这些资源根据章节需要，包括案例资料、习题资料、慕课平台、思政视频资料、软件操作视频资料、虚拟仿真实验接入等。
目录
前言
第一章 市场研究导论 ························································································ 1
第一节 市场研究的概念 ··············································································· 1
第二节 市场研究行业的产生及发展 ································································ 3
第三节 市场研究和职业道德 ········································································· 5
第二章 市场研究方案设计 ·················································································· 7
第一节 市场研究的流程 ··············································································· 9
第二节 市场研究方法 ················································································· 12
第三节 市场研究计划 ················································································· 16
第三章 二手资料收集 ·······················································································21
第一节 二手资料概述 ················································································· 22
第二节 二手资料的应用 ·············································································· 23
第三节 二手资料的评估 ·············································································· 24
第四节 二手资料的来源 ·············································································· 26
第四章 定性调查 ·····························································································31
第一节 观察法 ·························································································· 32
第二节 焦点小组访谈法 ·············································································· 38
第三节 深度访谈法 ···················································································· 43
第五章 定量调查 ·····························································································51
第一节 人工操作方法 ················································································· 52
第二节 计算机操作方法 ·············································································· 55
第三节 自我管理调查 ················································································· 55
第六章 测量 ···································································································62
第一节 测量的概述 ···················································································· 63
第二节 测量技术 ······················································································· 63
第三节 态度测量 ······················································································· 67
第七章 问卷设计 ·····························································································72
第一节 问卷设计概述 ················································································· 73
第二节 问题设计 ······················································································· 74
第三节 问卷结构设计 ················································································· 78
第四节 问卷版式设计 ················································································· 82
第五节 网络问卷设计 ················································································· 83
第八章 抽样技术与管理 ····················································································86
第一节 抽样调查的概念和步骤 ····································································· 86
第二节 抽样方法 ······················································································· 88
第三节 确定样本容量 ················································································· 91
第四节 抽样误差的控制 ·············································································· 94
第九章 现场数据收集与误差控制 ········································································98
第一节 市场研究中的非抽样误差 ·································································· 99
第二节 现场数据收集误差控制 ··································································· 101__e
第一章 市场研究导论 ························································································ 1
第一节 市场研究的概念 ··············································································· 1
第二节 市场研究行业的产生及发展 ································································ 3
第三节 市场研究和职业道德 ········································································· 5
第二章 市场研究方案设计 ·················································································· 7
第一节 市场研究的流程 ··············································································· 9
第二节 市场研究方法 ················································································· 12
第三节 市场研究计划 ················································································· 16
第三章 二手资料收集 ·······················································································21
第一节 二手资料概述 ················································································· 22
第二节 二手资料的应用 ·············································································· 23
第三节 二手资料的评估 ·············································································· 24
第四节 二手资料的来源 ·············································································· 26
第四章 定性调查 ·····························································································31
第一节 观察法 ·························································································· 32
第二节 焦点小组访谈法 ·············································································· 38
第三节 深度访谈法 ···················································································· 43
第五章 定量调查 ·····························································································51
第一节 人工操作方法 ················································································· 52
第二节 计算机操作方法 ·············································································· 55
第三节 自我管理调查 ················································································· 55
第六章 测量 ···································································································62
第一节 测量的概述 ···················································································· 63
第二节 测量技术 ······················································································· 63
第三节 态度测量 ······················································································· 67
第七章 问卷设计 ·····························································································72
第一节 问卷设计概述 ················································································· 73
第二节 问题设计 ······················································································· 74
第三节 问卷结构设计 ················································································· 78
第四节 问卷版式设计 ················································································· 82
第五节 网络问卷设计 ················································································· 83
第八章 抽样技术与管理 ····················································································86
第一节 抽样调查的概念和步骤 ····································································· 86
第二节 抽样方法 ······················································································· 88
第三节 确定样本容量 ················································································· 91
第四节 抽样误差的控制 ·············································································· 94
第九章 现场数据收集与误差控制 ········································································98
第一节 市场研究中的非抽样误差 ·································································· 99
第二节 现场数据收集误差控制 ··································································· 101__e
