市场营销课件08-survey-overview.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 8: Survey Research Surveys Surveys ask respondents for information using verbal or written questioning Respondents Respondents are a representative sample of people Gathering Information via Surveys Quick Inexpensive Efficient Accurate Flexible Problems Poor Design Improper Execution Random Sampling Error A statistical fluctuation that occurs because of change variation in the elements selected for the sample Systematic Error Systematic error results from some imperfect aspect of the research design or from a mistake in the executi