当代市场调研 名词

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1、《当代市场调研》名词第一章营销Marketing市场营销观念Marketingconcept消费者导向Consumerorientation目标导向Goalorientation系统导向Systemsorientation营销组合MarketingMix市场调研Marketingresearch描述功能Descriptivefunction诊断功能Diagnosticfunction预测功能Predictivefunction质量回报Returnonquality营销战略Marketingstrategy应用性

2、市场调研Appliedresearch基础性调研Basicresearch第二章定制市场调研公司Customoradhoc,marketingresearchfirms辛迪加服务调研公司Syndicatedserviceresearchfirms现场服务公司Fieldservicefirms战略伙伴关系Strategicpartnering第三章营销调研问题Marketingresearchproblem市场调研目标Marketresearchobjective管理决策问题Managementdecisionp

3、roblem试探性调研Exploratoryresearch假设Hypothesis调研设计Researchdesign描述性研究Descriptivestudies变量Variable因果性研究Causalstudies因变量Dependentvariable自变量Independentvariable时间序列Temporalsequence相随变化Concomitantvariation第11页共11页虚假联系Spuriousassociation询问调查Surveyresearch观察Observatio

4、nresearch实验Experiments随机样本Probabilitysamples非随机样本Nonprobabilitysamples调研申请Researchrequest计划性调研Programmaticresearch选择性调研Selectiveresearch评估性调研Evaluativeresearch第四章二手资料Secondarydata原始资料Primarydata内部数据库Internaldatabase数据库管理系统Databasemanagementsystem数据库管理软件Datab

5、asemanagementsoftware因特网Internet万维网WorldWideWeb,WWW统一参考地址UniformReferenceLocator,URL搜索引擎Searchengines网络新闻组Newsgroups地理图形信息系统Geographicinformationsystem决策支持系统Decisionsupportsystem,DSS第五章定性调研Qualitativeresearch定量调研Quantitativeresearch焦点小组访谈法Focusgroup群体动力Group

6、dynamics焦点小组测试室Focusgroupfacility焦点小组主持人Focusgroupmoderator讨论指南Discussionguide电话焦点小组访谈法Telephonefocusgroups双向焦点小组访谈法Two-wayfocusgroups名义分组会议Nominalgroupingsession,NGS深度访谈法Depthinterviews设射法Projectivetechniques第11页共11页词语联想法Wordassociationtests句子与故事完型法Sentence

7、andstorycompletion漫画测试法Cartoontests照片归类法Photosort消费者绘图法Consumerdrawings第三人称法Third-persontechniques第六章随机（抽样）误差Randomerror;randomsamplingerror系统误差Systematicerror抽样框误差Frameerror调研对象范围误差Populationspecificationerror抽选误差Selectionerror测量误差Measurementerror替代信息误差Surr

8、ogateinformationerror调研员误差Interviewererror测量工作误差Measurementinstrumentbias处理过程误差Processingerror拒访误差Nonresponsebias回答误差Responsebias入户访谈Door-to-doorinterviewing街上拦截法Mailinterceptinterviewing经理访谈Exe