andforecastingdemand(市場營銷,科特勒,英文版)(完整版)
【正文】 noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings.” Now plete the story. ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ 21 Question Types – Picture (Empty Balloons) 22 Qualitative Measures ? Shadowing ? Behavior mapping ? Consumer journey ? Camera journals ? Extreme user interviews ? Storytelling ? Unfocused groups 23 Mechanical Devices ? Galvanometers ? Tachistoscope ? Eye cameras ? Audiometers ? GPS 24 Sampling Plan ? Sampling unit: Who is to be surveyed? ? Sample size: How many people should be surveyed? ? Sampling procedure: How should the respondents be chosen? 25 Types of Samples Probability ? Simple random ? Stratified random ? Cluster Nonprobability ? Convenience ? Judgment ? Quota 26 Contact Methods ? Mail questionnaire ? Telephone interview ? Personal interview ? Online interview 27 Characteristics of Good Marketing Research ? Scientific method ? Research creativity ? Multiple methods ? Interdependence ? Value and cost of information ? Healthy skepticism ? Ethical marketing 28 Table Marketing Metrics ? External ? Awareness ? Market share ? Relative price ? Number of plaints ? Customer satisfaction ? Distribution ? Total number of customers ? Loyalty ? Internal ? Awareness of goals ? Commitment to goals ? Active support ? Resource adequacy ? Staffing levels ? Desire to learn ? Willingness to change ? Freedom to fail
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