《Market Research and Analysis》求取 ⇩

CHAPTER 1INTRODUCTION3

The Rise of Market Research and Analysis6

Some Weaknesses in Present Market Research and Analysis Practice8

General Plan of the Book10

Market Research and Market Analysis12

CHAPTER 2TYPES AND USES OF MARKET RESEARCH AND ANALYSIS16

National Market Analysis and Wholesale or Retail Market Analysis16

Industrial Market Analysis and Consumer Market Analysis17

Qualitative and Quantitative Analysis18

Types of Market Analysis19

Qualitative Market Analysis19

Quantitative Market Analysis31

Product Analysis33

Market Trend Analysis39

Sales Analysis43

Dealer Analysis47

Advertising and Sales Promotion Analysis49

Other Types of Market Analyses57

CHAPTER 3SCIENTIFIC METHOD58

What is Scientific Method59

The Basic Methods of Science63

The Historical Method63

The Inductive Method66

The Deductive Method68

The Analytical Method71

The Experimental Method73

The General Techniques of Special Scientific Fields75

Statistics75

Accounting76

Engineering79

Psychology80

Sociology82

CHAPTER 4BASIC MARKET ANALYSIS METHODS84

The Survey Method85

Factual Surveys86

Opinion Surveys87

Interpretive Surveys89

The Observational Method96

The Experimental Method in Market Analysis98

The Accuracy of Market Analysis Methods104

The Alternative Use of Market Analysis Methods109

The Combination of Methods110

CHAPTER 5MARKET ANALYSIS PROCEDURE112

The Situation Analysis117

The Informal Investigation120

Planning the Analysis123

Gathering Data131

Tabulation and Analysis133

Interpretation140

Presentation of the Results141

Follow-Up142

CHAPTER 6THE SITUATION ANALYSIS144

How the Situation Analysis is Made146

Distinction Between the Situation Analysis and the Data-Gathering Step147

The Use of Standard Outlines148

Nature of Information Obtained in the Situation Analysis149

The Product149

The Company，Industry，and Competition153

The Market155

Channels of Distribution156

The Sales Organization160

Advertising and Sales Promotion162

CHAPTER 7THE INFORMAL INVESTIGATION165

Purpose165

How the Informal Investigation is Made167

Informal Consumer Interviews173

Informal Dealer Interviews180

Informal Key Interviews188

CHAPTER 8PLANNING THE INVESTIGATION—DETERMINING PURPOSES；TYPES AND SOURCES OF DATA194

Determining the Purposes of the Analysis194

Steps in Stating the Purposes of the Investigation196

Determining the Types and Sources of Data199

How to Determine the Types and Sources of Data to Be Used202

CHAPTER 9PLANNING THE INVESTIGATION—PREPARATION OF THE FORMS TO BE USED IN GATHERING DATA207

Types of Questionnaires208

The Elements of the Questionnaire214

General Rules for Constructing Questionnaires222

Preparation of Forms for Observations and Experiments243

CHAPTER 10PLANNING THE INVESTIGATION—PLANNING THE SAMPLE；DETERMINING OPERATING PLANS AND COSTS247

Planning the Sample247

The General Theory of Sampling248

The Major and Minor Universe；Gross and Sub-Samples250

The Difficulty of Obtaining Random Samples252

Determining the Nature of the Major Universe254

Determining the Nature of the Minor Universes256

Determining the Number of Interviews Necessary for Reliability257

Determining the Distribution of Interviews Necessary for Proportionality260

Limitations of Statistical Formulae and Tables Used in Planning and Testing Samples for a Market Analysis261

Effect of the Size of a Sample on Its Soundness264

Determining Operating Plans and Costs265

CHAPTER 11GATHERING DATA268

Gathering Secondary Data268

The Sources of Secondary Data268

Appraising Secondary Data273

Gathering Primary Data279

The Test Investigation279

Gathering Data by Mail Questionnaires280

Gathering Data by Personal Interviews282

Supervision282

Selecting Investigators284

Training Field Investigators287

Instructions to Persons Gathering Data289

Interviews with Executives and Other Important Persons294

Checking the Field Force295

Handling the Observational Work296

Handling Experiments298

CHAPTER 12TABULATION AND ANALYSIS—EDITING DATA AND TESTING THE SAMPLE303

Editing Data303

Testing the Validity of the Sample310

Testing for Reliability311

The Cumulative Frequency Method312

The Group Rotation Method319

Calculation of the Probable Error of the Sample323

Testing for Proportionality325

Adjustment for Proportionality327

CHAPTER 13 TABULATION AND ANALYSIS—TABULATING AND DRAWING STATISTICAL CONCLUSIONS330

Tabulation331

Rules for Obtaining Accuracy in Tabulation334

Obtaining the Most Significant Meaning from the Data340

Machine versus Hand Tabulation342

Advantages of Machine Tabulation342

Disadvantages of Machine Tabulation345

Drawing Statistical Conclusions347

CHAPTER 14 INTERPRETATION354

How Far the Market Analyst Should Go in Interpreting His Findings into Business Policy354

The Problem of Interpretation356

Making Logical Interpretations357

Standards for Interpretation359

Making Policy Interpretations That Will Be Followed366

CHAPTER 15PRESENTATION OF THE RESULTS373

Importance of the Reports373

Primary Principles of Presentation374

The Technical Report376

The Popular Report379

Forms for Popular Reports380

How to Write a Popular Report383

How to Make a Popular Presentation Dramatic386

Standards in Graphic Presentation393

Checking the Reports399

The Follow-Up400

CHAPTER 16QUANTITATIVE MARKET ANALYSIS：ITS USES AND LIMITATIONS402

Importance of Quantitative Analysis403

The Uses of Quantitative Analysis403

Total Sales Quotas404

Territorial Sales Quotas404

Quotas for Individuals405

Boundaries of Sales Territories406

Concentration of Sales Efforts407

Distribution of Sales Force407

Distribution of Advertising408

Appraisal of Efficiency410

Limitations of Quantitative Market Analysis412

CHAPTER 17QUANTITATIVE MARKET ANALYSIS—METHODS OF QUANTITATIVE ANALYSIS421

The Direct Data Method421

The Corollary Data Method426

The Single Index Method427

The Batten，Barton，Durstine and Osborn Index430

The Curtis Index431

The Crowell Index432

The International Magazine Company Index433

The McCann Index434

The Retail Sales Index435

The Arbitrary Factors Method437

The Family Budget Method441

The Consumption Rate Method442

The Multiple Correlation Method444

CHAPTER 18THE ROLE OF MARKET ANALYSIS IN BUSINESS AND ECONOMICS449

The Part Market Analysis Plays in the Theory and Practice of Marketing449

Some Economic Aspects of Market Analysis454

The Organization of Market Analysis Work456

The Individual Firm456

Organizations Specializing in Market Analysis459

Advertising Agency Research460

Research by Advertising Media and Other Organizations462

The Limitations of Market Research and Analysis464

SELECTED READINGS467

INDEX475