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时间:2019-05-10
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4、essthevalue(andcost)oftheresearch.Constructaresearchproposal.Specifydatacollectionmethod/s.Specifytechniquesofmeasurement.Selectthesample.Datacollection.Analysisofresults.Presentinafinalreport.>>>>SussexUniversityJan2013EmmetHayesTerminologyofMarketingResearchPrimarydata-co
5、llectedfirsthand.Iexpectyoutodothis.Secondarydata-alreadyexists,‘deskresearch’.Quantitativeresearch-statisticalbasis.Qualitativeresearch-subjectiveandpersonal.Sampling-studyingpartofa‘population’tolearnaboutthewhole.MustbeStatisticallyRepresentative-difficult.>>>>SussexUniv
6、ersityJan2013EmmetHayesMarketingResearchTechniquesInterviews.face-to-face,telephone,postalquestionnaire,web.Attitudemeasurement.know/believeaboutanact/objectfeelaboutanact/objectbehavetowardsanobjectoract>>>>SussexUniversityJan2013EmmetHayesLikertscale.stronglyagree,agree,n
7、eitheragreenordisagree,disagree,stronglydisagreeDifferentialscales-differencesbetweenwords.practicalvimpracticalProjectivetechniques.sentencecompletionNumeric.Oneascaleof1-10DeltaTechniqueMarketingResearchTechniques>>>SussexUniversityJan2013EmmetHayesGroupdiscussionandfocus
8、group.Webbasedresearch–YouGov50p.SetTopBoxes–intelligent!Observation.homeaudit.dir
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