市场调研实务全套配套课件原书第4版pptim pp00.ppt

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1、Table2.1DifferencesbetweenquantitativeandqualitativeresearchTable2.2SummaryofkeyfeaturesofresearchdesignsBox3.4Example:TypesofobjectivesBox5.1Example:UsesandbenefitsofsecondaryresearchBox6.2Howtodecide:Individualinterviewsorgroups?Box8.1Example:Criteriausedindefinin

2、gthepopulationBox8.1Example:Criteriausedindefiningthepopulation(Continued)Box8.2Example:ApplicationsofsamplingtechniquesBox8.3Example:SampledetailsfromtheLifeandTimesSurvey2010Box8.8Howdoyouselectindividuals?ThenextbirthdayruleandtheKishGridTable8.3ExampleofaKishGri

3、dBox9.23Example:PilotstudychecklistBox10.2Example:AqualitativeprojectresearchcostingBox10.2Example:Aqualitativeprojectresearchcosting(Continued)Box11.3Example:Anintroductiontoanin-depthinterviewBox11.4Example:ExtractsfromdiscussionguidesBox11.4Example:Extractsfromdi

4、scussionguides(Continued)Box12.1HowtoprepareabriefingforfieldworkBox12.5Example:FromextractionstocodingframeBox12.7Example:AsetoftopbreaksBox12.9HowtodostandardchecksontablesBox13.2HowtothinkforwardtotheanalysisBox14.2Example:PreparingacodebookBox14.4Exampleofacross

5、-tabulationusingdemographicvariablesBox14.5Example:DatareductionBox14.5Example:Datareduction(Continued)Box16.3Example:ReportheadingsBox16.3Example:Reportheadings(Continued)Box16.7Howtocheckareportdraft