ky50分享资源《市场调查与分析》第5章定量调查.ppt-点.pptVIP

10、邮寄问卷调查 邮寄问卷调查是将设计好的问卷制成邮件 附上回邮信封寄给被调查者 被调查者填写好后再寄给研究者 邮寄调查的优缺点 优点 节省费用 调查区域广 被调查者作答自由度大 避免访问员偏见 便于联系 缺点 回收率低 有意无意漏答问题 答卷者可能不是目标受调查者 低教育程度无法回答 对回答日期无法控制 缺乏机动性 邮寄问卷调查的新发展 互联网用户 电子邮件 第五节 调查方法的选择 * Summary Overview Effective marketing provides consumers with a variety of ways to meet their unique needs. Most carpet consumers live far away from the carpet factories. S S Mills helps to overcome this spatial separation. Key Issues SS Mills uses direct distribution to sell its carpet. S S appeals to the consumer who wants to save money and forego some of the benefits of shopping in a retail store. Other customers want to see a large selection at a local store--and the retail store might provide extra services. Discussion Question: Try to think of a product or service category in which consumers tend to expect--and receive--more choices over time. How have marketers responded to these needs? This slide relates to material on p. 21. * Summary Overview Effective marketing provides consumers with a variety of ways to meet their unique needs. Most carpet consumers live far away from the carpet factories. S S Mills helps to overcome this spatial separation. Key Issues SS Mills uses direct distribution to sell its carpet. S S appeals to the consumer who wants to save money and forego some of the benefits of shopping in a retail store. Other customers want to see a large selection at a local store--and the retail store might provide extra services. Discussion Question: Try to think of a product or service category in which consumers tend to expect--and receive--more choices over time. How have marketers responded to these needs? This slide relates to material on p. 21. * Summary Overview Effective marketing provides consumers with a variety of ways to meet their unique needs. Most carpet consumers live far away from the carpet factories. S S Mills helps to overcome this spatial separation. Key Issues SS Mills uses direct distribution to sell its carpet. S S ap