5.调研报告撰写和决策路径 * 调研报告的结构和撰写要求 * 各种数据和图标的呈现 * 市场调研和营销决策路径 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
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课程介绍 评价详情(0)
培训受众:
* 偶尔做一些小型调研的营销人员
课程收益:
通过本课程的学习，公司既可以独立进行一些简单的调研，从而减少成本，又可以把握外部公司调研的准确性。
课程大纲
* 市场调研的概念
* 特点和意义
2.调研目标和问题的界定
* 从管理问题到需要收集和分析的信息
* 界定问题的原则和思路
*调研贯穿产品的整个生命周期
3.制定调研计划
* 调研目的和信息缺口
* 资料收集和来源
* 调研方法及其特点
* 定性调研的特点和应用
* 定量调研的抽样原则和问卷设计
* 统计分析和调研总结要求
* 调研预算和时间表
4.执行调研项目
* 企业内部市场调查部门的设置
* 企业外部市场调查组织的类型和选择原则
* 项目执行的流程和质量管理
5.调研报告撰写和决策路径
* 调研报告的结构和撰写要求
* 各种数据和图标的呈现
* 市场调研和营销决策路径
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
本课程名称： 如何开展市场调研
查看更多：市场营销公开课