作者	NareshK.Malhotra
出版社
出版时间	1998-08-01

特色：
这本市场调研（影印版）体系清晰、系统，内容通俗易懂、实用，既注重市场调研的理论体系，又注重实际应用；既注重定性研究，又注重定量分析，并较为充分地展示了统计分析方法和计算机在现代市场调研中的应用。书中运用大量的图片、图形、表格和例子辅助解释基本概念。适合作大学工商管理院系的本科生教材和研究生教材，并可作为工商管理人员的培训教材或参考书。

这是一部反映了现代国际市场调研领域*新趋势的书籍。作者将市场调研作为一个完整的过程，对市场调研的理论、方法、技术和策略等作了详尽的介绍。全书共分六个部分，按市场调研的基本程序展开，对调研问题的定义、调研设计、市场调研收集数据的方法、问卷设计、抽样设计、市场调研资料整理和统计分析的方法等给予介绍。片断：MarketingResearchMarketingresearchcomprisesoneofthemostimportantandfascinatingfacetsofmarketing.Inthischapter,wedescribethenatureofmarketingresearch,emphasizingitsroleofprovidinginformationformarketingdecisionmakingandprovideseveralreal-lifeexamplestoillustratethebasicconceptsofmarketingresearch.Wegiveaformaldefinitionofmarketingresearchandsubdividemarketingresearchintotwoareas:problemidentificationandproblem-solvingresearch.Weshowthatmarketingresearchisalsoanintegralpartofmarketinginformationsystemsordecisionsupportsystems.Next,weprovideanoverviewofmarketingresearchsuppliersandservices,alongwithguidelinesforselectingasupplier.Becauseofdemandforwellexecutedmarketingresearch,therearemanyexcitingcareeropportunitiesinthisfield.Wediscusstheseopportunities,alongwithethicalissues,anddescribethestagesofthemarketingresearchprocess.Toillustratethisprocess,weexaminethedepartmentstorepatronageproject,whichwasanactualmarketingresearchprojectconductedbytheauthor,anduseitasamnningexamplethroughoutthebook.Thetopicofintemationalmarketingresearchisintroducedanddiscussedsystematicallyinthesubsequentchapters.Theethicalaspectsofmarketingresearchandtheresponsibilitiesthatmarketingresearchstakeholdershavetothemselves,eachother,andtotheresearchprojectarepresentedanddevelopedinmoredetailthroughoutthetext.Thischapterconcludeswithanapplications-orienteddiscussionontheuseofmainframeandmicrocomputersinmarketingresearch,anotheremphasisthatpervadestheentirebook.WHATDOESMARKETINGRESEARCHENCOMPASS?Thetermmarketingresearchisbroadinmeaning;itisrelatedtoallaspectsofmarketing.Thefollowingexamplesprovideaflavorofthevariednatureofmarketingresearch.EXAMPIEBabyBellCrow,IJpThebreakupofAmerica'stelecommunicationsindustryin1983puttheburdenofbuildingpublicunderstandingandsupportontheresulting"BabyBell"companies.TheSt.Louis-basedSouthwestemBellusesmarketingresearchtomeasurecustomerperceptionsofitsservices.Thecompanyhasbeensuccessfulinbuildingpublicsupportwiththehelpofatelephonesurveycalledthecustomerattitudesurvey(CAS).ThisperiodicsurveyhashelpedSouthwestemBe'llidentifyandaddresscustomerconcems.Forexample,whencustomerscomplainedaboutdifficultywiththebillingformat,anew,easiertoreadandunder-standformatwasimplemented.AsaresultofCAS,positivecustomerattitudestowardthecompanyareatanall-timehighCustomerattitudesurveyshavehelpedSouthwestemBelltoestablishafavorableimage--"Theonetocallon."SouthwestemBell.EXAMPLETheMakingofaPresidentPresidentBillClintonusedmarketresearchtodeveloppoliciesandtopolishthosepoliciesoncetheywereinplace.Clintonandhisteammadeextensiveuseoffocusgroups(groupinterviews),telephoneandpersonalsurveys,andinterview-stylemeetingstounderstandwhatpeoplewereexpectingfromthepoliciesthataredeveloped.IntheeyesofthePresident,thetaxpayersofthecountrywerehisadministration's"customers."HisfirstbigtestcameduringhisfirstStateoftheUnionaddresswhenheunveiledhis"productofuncertaindemand,"aneweconomicpackagethatincludedhighertaxes.TheWhiteHouseusedmarketresearchtosmooththeroughedgesofthenewpackageandtosellittotheAmericanpeople.Theraisingoftaxeswastheultimatehardsell.Clintonmadeuseoffocusgroupsandtelephonesurveystodeterminehowtomakethenewpackagepalatable.Theresearchindicatedthatthepublicwaswillingtopayhighertaxessoastoreducethenationaldebt,buttheresearchalsorevealedthatitexpectedboththepresidentandCongresstodealwithwastefulfederalspending.Thus,deficitreductionwasanimportantaspectofthispackage.Oneadvertisingexecutivenotedthat"institutinganewpolicyisthesameasofferinganewproduct.Whenyoumarketanythingyouneedtoconcentrateontheendben-efit."BillClintonattemptedtodojustthatbymakingextensiveuseofmarketingresearchEXAMPIE.MarketinqResearchCivesNECaTallNeckWhenredesigningitspersonalcomputernotebook,NEC,aJapaneseelectronicscompany,firstwenttobusinessusersratherthanitsengineers.Manyuserswereobservedastohowtheyusetheirnotebookcomputers.Thisobservationprocessrevealedthatpeopleusinganotebookaregenerallyperformingmultipletaskswhentheyopenthemachine.Therefore,atwo-handedlatchwasinconvenient.Withthisinformationinhand,thecompanydesignedalatchsystemthatrequiredonlyonehandtooperate.Furtherresearchwasconductedusingfocusgroupsandcomputer-assistedpersonalinterviewing(CAPI).Itwasfoundthatversatilityandmodularitywereimportantfeaturestomostbusinesspeople.NECredesignedtheirnotebooktohavesnap-offpartstoallowversatilityinconfiguration,includingascreenthatcouldbediscotinectedandtumedaroundforotherstosee.Modularitywasalsoveryimportant,andmanyconsumersneededextendedbatterylifewhentravelinglongdistanceswithoutaccesstoanelectricaloutlet.NEC'snewdesignincorporatedseveralbatterypackstoallowforextendedbatteryuse.OtherfindingsthatemergedfromfocusgroupsandCAPIwerethatpeoplewereincreasinglytakingtheirnotebookswiththemeverywheretheywentandthatthemachineswerebecomingmoreapartofthenormalbusinessperson'slife.Withthisinmind,NECdesignedtheUltraLiteVersatohavemoreroundedfeaturesthanothernotebooksandtogivethenotebookthelookandfeelofaconsumeFapplianceratherthananofficeproduct.