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调研报告

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目录

一、调查背景·····························································2

二、调研项目简介·························································2

三、调研目的·····························································2

四、调研内容······························································2

（一）调研范围·······························································3

（二）调研对象·······························································3

（三）调研样本·······························································3

（四）调研内容·······························································3

五、研究框架设计

（一）研究方法·······························································3

（二）进度安排·······························································4

六、调研过程

（一）调查对象·······························································5

（二）二手资料收集···························································5

（三）定性调研（焦点问题小组访谈）·············································5

（四）问卷设计与试调研·······················································5

（五）制定抽样方案和正式调研·················································5

（六）样本有效性检验·························································5

（七）数据处理·······························································5

七、现状分析

（一）基本描述分析···························································6

（二）基于消费者行为选择的深层探究··········································12

（三）附录：编码方案·························································20

八、对策建议·································································21

九、改进完善···············································