营销调研案例.docx

市场营销调研 案例与习题 经济管理学院 2009.3. PAGE PAGE 10 一家电生产厂家想通过市场调查了解以下问题： a.企业产品的知名度； b.产品的市场占有率； c.用户对产品质量的评价及满意程度1)请你设计出一份调查方案 2)你认为这项调查采取哪种调查方法比较合适？ 一家商场想要通过调查了解以下问题： a.顾客的流量； b.顾客对商场服务的满意程度 你认为a 应采取什么调查方法？ 你认为b 应采取什么调查方法比较合适？ 如果这项调查采取问卷调查方法，你认为问卷应采取什么方式发放？ 一家新型家具制造商想要了解以下问题： a.潜在的市场范围； b.产品品牌的知名度； c.顾客愿意承受的价格。 请你设计一份能够取得必要信息的问卷。 某家具厂生产的小圆桌销路一般，该厂营销人员认为，夏季人们常在外乘凉，携带方便的小圆桌将受欢迎。于是就决定生产一种钢木结构的折叠式小圆桌。为了解其效果，进行了一次有控制组的事前事后对比实验。自 7 月 15 日开始，时间为 2 个月，有关数据如下： 某家具厂圆桌实验统计表 组别实验组 组别 实验组 控制组 项目 实验前销量 实验期间销量 620 1000 600 700 根据上述资料，估算： 该实验调查的绝对实验效果？ 该项实验的相对实验效果？ You are a consultant to Coca-Cola USA working on a marketing research project for Diet Coke . Use the on-line databases in your library to compile a list of articles related to the Coca-Cola Company, Diet Coke, and the soft drink industry published during the past year. Welcome Inc. is a chain of fast-food restaurants located in major metropolitan areas in the South. Sales have been growing very slowly for the last two years. Management has decided to add some new items to the menu, but first they want to know more about their customers and their preferences. List two hypotheses. What kind of research design is appropriate? Why? Conduct an on-line data search to obtain background information on an industry of your choice (e.g. sporting goods). Your search should encompass both qualitative and quantitative information. Identify the type of scale (nominal, ordinal, interval, or ratio) being used in each of the following. Please explain your reasoning. I like to solve cross-word puzzles. Disagree Agree 1 2 3 4 5 How old are you? Please rank the following activities in terms of your preference by assigning ranks 1 to 5. Reading magazines Watching television Dating Shopping Eating What is your Social Security number? On an average weekday, how much time do you spend doing your homework and class assignments? Less than 15 minutes 15 to 30 minutes 31 to 60 minutes 61 to 120 minutes More than 120 minu