国际市场营销（双语版）3.TheInternationalMarketingResearch.pptx

Vanessa Chen Applied Foreign Languages Department, PYP ;教学目标;3.1 Introduction;Marketing research process;(1) Define the problem and research objectives确定问题与调研目标;(2) Develop the research plan 制订调研计划;(3) Collect the information 收集信息与数据;(4) Analyse the information分析信息;(5) Report the findings 撰写调研总结报告;美国航空公司对飞机上提供电话服务的调研;一、确定问题与调研目标;二、拟定调研计划;三、收集信息 四、分析信息;五、提出结论;3.2 Methods of international marketing research 国际市场营销调研方法;The sources of information信息来源渠道;信息来源的渠道（Source）;International marketing research approaches国际市场营销调研方法;观察法的任务和作用;3．国际市场营销调研工具;问卷调查(Questionnaires);Directions to Respondents Include a brief explanation of the purpose of the questionnaire. Include clear explanation of how to complete the questionnaire. ;Steps to design and administer questionnaires ;When to use a questionnaire? ;What kind of questions do we ask? ;Samples of opened questions;Samples of closed questions;Open questions Vs. Closed questions;Discuss: Are the wordings of these questions right or wrong? Why? ;Comments ;4．Sampling plan 抽样计划;5．Contact methods 接触方法;面谈访问;电话访问;邮寄调查;网络调查;Homework