如何开展市场调研

1.市场调研的概念和意义
市场调研的概念
特点和意义

2.调研目标和问题的界定
从管理问题到需要收集和分析的信息
界定问题的原则和思路
调研贯穿产品的整个生命周期

3.制定调研计划
调研目的和信息缺口
资料收集和来源
调研方法及其特点
定性调研的特点和应用
定量调研的抽样原则和问卷设计
统计分析和调研总结要求
调研预算和时间表

4.执行调研项目
企业内部市场调查部门的设置
企业外部市场调查组织的类型和选择原则
项目执行的流程和质量管理

5.调研报告撰写和决策路径
调研报告的结构和撰写要求
各种数据和图标的呈现
市场调研和营销决策路径


1. Concept and importance
Market research definition and development
Feature and importance

2. Objectives identification
From management dilemma to researchable info.
Key objectives and research issues identification
Market research is in line with product life cycle

3. Research planning
Objective and information gap
Information collection and source
Research methods and the features
Quantitative research features and application
Sampling and questionnaire design principals
Analysis and conclusion requirements
Budget and timing

4. Research project implementation
In-house research department set-up
External research house types and selection criteria
Project process and quality control

5. Research reporting and decision making path
Report compiling structure and principles
Data and charts presentation
Market research and marketing decision making path