【正文】 ................7 抽樣方案 ..........................................................................................................8 統(tǒng)計分析方法 ..................................................................................................8 調(diào)查預算與經(jīng)費 ..............................................................................................8 調(diào)查進度 ..........................................................................................................92．初步描述性統(tǒng)計 ................................................................................................10 ...........................................................................................16 衡陽首飾市場情況 ........................................................................................16問題 結婚購買意向 ...............................................................................................16問題 3 再次購買意向 ..................................................................................................17 衡陽鉆石市場情況 ........................................................................................18問題 4 鉆石的象征意義 ............................................................................................19問題 5 購買鉆石首飾的原因 ....................................................................................20問題 6 喜歡的鉆石首飾 ............................................................................................22問題 7 影響購買鉆石的因素 ....................................................................................22問題 8 購買鉆石的價格范圍 ....................................................................................23問題 9 購買鉆石的地點 ............................................................................................252 / 42問題 10 對鉆石品牌的態(tài)度 ........................................................................................26問題 11 金伯利的品牌認知度 ....................................................................................27問題 12 金伯利的廣告效果 ........................................................................................28問題 13 購買鉆石時擔心的問題 ................................................................................28問題 14 購買鉆石飾品最注重的三項 ........................................................................30問題 15 對購買鉆石首飾售后的要求 ........................................................................31問題 16 對金伯利“六?！钡恼J知度 ........................................................................31問題 17 消費者對“六?！敝凶钭⒅氐娜?............................................................33 SPSS 分析 .......................................................................................................34 性別與再次購買首飾的關系 ..............................................................................34 收入與選擇購買鉆戒價格范圍的關系 .............................................................34 品牌的認可度與愿意購買鉆戒價格的關系 .....................................................35 結婚購買意愿與再次購買意愿的交叉表 .........................................................36 ...............................................................................................................37 調(diào)查情況概述 .................................................................................................37 廣告情況分析 .................................................................................................39 SWOT 分析 ....................................................................................................40四．可行性建議 ..........................................................................................................41五、調(diào)查限制條件 ......................................................................................................43一、時空限制 .......................................................................