Содержание
- 2. US Auto Sales http://www.theatlantic.com/business/archive/2010/11/october-auto-sales-decline-from-september-but-rise-from-2009/66074/
- 3. http://e-janco.com/browser.htm
- 4. webstigma.com webstigma.com
- 5. http://www.kommersant.ru/doc/2946095
- 6. Маркетинговая информация нужна маркетеру для таких решений как идентификация проблем потребителей выявление рыночных возможностей прогнозирование и
- 7. Маркетинговая информационная система и маркетинговая среда Маркетинговая информационная система – система генерирования, хранения и распространения информации,
- 8. Объект (потребители, конкуренты, 4 Р) 2. Источники • внешняя external • внутренняя internal опыт, БД, эксп.
- 9. Формирование информации маркетинг-менеджером
- 10. виды ми (по целям): • Предварительное, или разведывательное (exploratory) • Описательное, или дескриптивное (descriptive) • Причинное
- 11. Marketing Research 7th Edition © Aaker, Kumar, Day Problem Explorator y Research Probable Causes Causal Research
- 12. Marketing Research 7th Edition © Aaker, Kumar, Day Type and Nature of Services customer-buyer / design
- 13. Syndicated Research A research study which is conducted and funded by a market research firm but
- 14. Custom study ? Omnibus study? Syndicated study is cross between a syndicated study and a custom
- 15. Омнибусные исследования Всероссийский Омнибус GfK | GfK Russia -2016 1-я волна ( Имиджевые исследования * Изучение
- 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- The Marketing Research Process Define
- 17. 1. Определение проблемы и постановка цели Проведение предварительного исследования (и формулирование гипотез) 3. Разработка плана исследования
- 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Step (2): Develop the Research
- 19. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Data Sources Internal External Secondary
- 20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Research Approaches Observation Focus Group
- 21. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Focus Group in Session
- 22. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Research Instruments Questionnaires Qualitative Measures
- 23. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Question Types—Dichotomous In arranging this
- 24. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Question Types—Multiple Choice With whom
- 25. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Question Types—Likert Scale Indicate your
- 26. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Question Types—Semantic Differential American Airlines
- 27. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Question Types—Importance Scale Airline food
- 28. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Question Types—Rating Scale American Airlines’
- 29. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Question Types— Intention to Buy
- 30. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Question Types—Completely Unstructured What is
- 31. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Question Types—Word Association What is
- 32. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Question Types— Sentence Completion When
- 33. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Question Types—Story Completion “I flew
- 34. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Question Types—Picture (Empty Balloons)
- 35. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Question Types—Thematic Apperception Test Make
- 36. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 4- Sampling Plan ● Sampling unit:
- 37. Контакт с респондентами (1-плохо, 4 – отлично)
- 38. Marketing Research 7th Edition © Aaker, Kumar, Day Primary Research on the Internet E-mail Surveys Web-based
- 39. Решения о сборе первичной информации
- 40. Варианты методов выборки
- 41. Размер выборки 1. Арбитражный подход – % от общего кол-ва потребителей, например, 5% 2. Традиционный подход,
- 42. Размер выборки при небольшом числе потенц-х клиентов/респондентов ( ген-й сов-ти), напр. В2В Используется предельный мультипликатор где
- 43. Marketing Research 7th Edition Participants in marketing research activities Information Users Information Suppliers: Inside Company Information
- 45. Скачать презентацию