營銷調(diào)研全套資料ppt課件-資料下載頁
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【正文】 偶遇樣本；主觀樣本；定額樣本；滾雪球樣本 概率樣本設計 簡單隨機；系統(tǒng)；分層；整群 樣本量的的確定 經(jīng)驗法；統(tǒng)計法 回答率問題 趨勢分析 Sampling (review) Two major concerns 1. Cost ? Sample size ? Method of data collection (phone, mail, personal ? interview) 2. Information accuracy ? Sample representativeness ? Respondent error ? Administrative error Basic questions What kind of sample? How large should it be? Sampling Problem China Light considered offering customer consulting service in which the pany would help to make homes more energy efficient. To decide how much customers would like this service, they mailed questionnaires to all of their 500,000 home customers together with February bill. About 25,000 households responded. The returned responses indicated a very high level of interest in the service. So China Light hired many service workers for heavy demand. However, actual demand turned out to be low. What happened? 參考文獻 1. 麥克丹尼爾、蓋茲著，范秀成等譯： 《 當代市場調(diào) 》 , 原書第 4版 , 第 1213章， 2022，機械工業(yè)出版社。 2. Malhotra, N. K. 1996. Marketing Research: An Applied Orientation, Chapters 11－ 12, . Upper Saddle River, NJ: Prentice Hall International, Inc. 3. Kish, L. 1965. Survey Sampling. New York: John Wiley amp。 Sons. 4. 袁方、王漢生， 1997： 《 社會研究方法教程 》 第七章，北京大學出版社。
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