市场调查与预测

写给老师的信 前言
任务1市场调查活动认知............................1
1.1
市场调查认知.............................................2

1.2
市场调查行业认知.....................................7

1.3 市场调查工作认知................................... 11小结...................................................................19教学做一体化训练............................................19同步实训...........................................................21学生自我学习总结............................................22



任务2市场调查活动准备..........................23
2.1
市场调查人员准备...................................24

2.2 市场调查项目准备...................................28

2.3
市场调查目标确立...................................32小结...................................................................36教学做一体化训练............................................36同步实训...........................................................39学生自我学习总结............................................40



任务3市场调查方案设计..........................41
3.1
市场调查方案认知...................................42

3.2 市场调查方案编写...................................45

3.3
市场调查方案评价...................................52小结...................................................................55教学做一体化训练............................................55同步实训...........................................................60学生自我学习总结............................................61



任务4市场调查方法选择..........................62
4.1
文案调查..................................................63

4.2
定性调查..................................................69

4.3
访问调查..................................................73

4.4
观察与实验调查.......................................79小结...................................................................84教学做一体化训练............................................84



录
同步实训...........................................................87学生自我学习总结............................................88

任务5市场调查抽样设计..........................90
5.1
抽样的准备..............................................91

5.2
抽样的组织..............................................95

5.3
抽样的实施..............................................99小结.................................................................105教学做一体化训练..........................................105同步实训.........................................................108学生自我学习总结..........................................109



任务6市场调查问卷设计........................110
6.1
市场调查问卷认知................................. 111

6.2 问卷设计程序认知................................. 116

6.3
问卷设计技术认知................................. 119小结.................................................................125教学做一体化训练..........................................125同步实训.........................................................127学生自我学习总结..........................................128



任务7市场调查活动组织........................130
7.1
市场调查人员的组成.............................131

7.2
市场调查人员的培训.............................134

7.3
市场调查活动的管理.............................140小结.................................................................144教学做一体化训练..........................................144同步实训.........................................................147学生自我学习总结..........................................148



任务8市场调查资料整理与分析..........149
8.1 调查资料整理认知.................................150

8.2
市场调查资料整理.................................153

8.3
市场调查资料分析.................................159小结.................................................................166



市场调查与预测
教学做一体化训练......................................... 166同步实训....................