国际市场营销学17e中英文对照PPT（凯特奥拉57406）教学课件170831-IM17-PPT-第08章-通过营销调研建立全球视野-Developing a Global Vision through Marketing Research.pptxVIP

Chapter 8;第 8 章;Learning Objectives;学习目标;Marketing Research;营销调研;International Marketing Research;国际营销调研;Bill Gates interacts with customers;比尔·盖茨与客户的交流;Breadth and Scope of International Marketing Research;国际营销调研的广泛性和范围;The Research Process;营销调研的过程;Defining the Problem andEstablishing Research Objectives;问题的界定与调研目标的确定;Problems of Availability and Use of Secondary Data;二手资料的可获得性和利用问题;Shortcomings Faced by Foreign Markets;国外市场资料的不足之处;Validating Secondary Data;验证二手资料;Gathering Primary Data:Quantitative and Qualitative Research;原始资料的收集：定量调研与定性调研;Types of Marketing Research;营销调研的类型;Lego’s Olivi