收集的信息能支持老板的決策嗎 你如何判別收集的信息是否有效 調(diào)研有哪些方式 可以從哪些途徑獲得信息 如何有效
通過本課程的學(xué)習(xí)，公司既可以獨(dú)立進(jìn)行一些簡(jiǎn)單的調(diào)研，從而減少成本，又可以把握外部公司調(diào)研的準(zhǔn)確性。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)和問題的界定
* 從管理問題到需要收集和分析的信息
* 界定問題的原則和思路
*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)研的抽樣原則和問卷設(shè)計(jì)
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* 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
市場(chǎng)調(diào)研服務(wù)的選擇者和使用者