本教材是一本介紹市場(chǎng)調(diào)查和分析基礎(chǔ)理論與方法的本科教材。本教材依據(jù)市場(chǎng)調(diào)查與分析的基本流程，涵蓋調(diào)查方案策劃、二手資料調(diào)查、定量調(diào)查方法、定性調(diào)查方法、抽樣理論和方法、現(xiàn)場(chǎng)數(shù)據(jù)誤差控制、數(shù)據(jù)處理以及基于SPSS和Python的數(shù)據(jù)分析方法等完整的環(huán)節(jié)。在理論和方法的基礎(chǔ)上，本書還引入了最新的市場(chǎng)調(diào)查案例，對(duì)枯燥的理論和方法進(jìn)行解讀和應(yīng)用，提升了書本的可讀性和實(shí)用性。通過本書的學(xué)習(xí)，讀者可以學(xué)習(xí)市場(chǎng)調(diào)查的基本理論和方法，同時(shí)跟隨書本進(jìn)行數(shù)據(jù)分析操作，學(xué)會(huì)基本的數(shù)據(jù)分析方法，并可以關(guān)注到市場(chǎng)數(shù)據(jù)分析的前沿——Python在市場(chǎng)調(diào)查分析中的應(yīng)用。教材依據(jù)市場(chǎng)調(diào)查與分析的管理流程，分為五個(gè)篇章，包括導(dǎo)論、調(diào)查方法、數(shù)據(jù)獲取、數(shù)據(jù)分析技術(shù)以及調(diào)查結(jié)果應(yīng)用。每個(gè)篇章依據(jù)社會(huì)調(diào)查方法論，包含了這個(gè)篇章的基本方法，一共十七章。目前本教材已經(jīng)更新部分案例，包括”中國(guó)美好生活大調(diào)查”、Keep、中國(guó)新能源汽車市場(chǎng)、大華股份、農(nóng)夫山泉、華潤(rùn)超市、途牛旅游、新浪微博、中國(guó)旅游市場(chǎng)調(diào)查等十多個(gè)國(guó)內(nèi)市場(chǎng)和品牌案例。教材將采用新形態(tài)，在書中嵌入二維碼呈現(xiàn)本書的數(shù)字資源，這些資源根據(jù)章節(jié)需要，包括案例資料、習(xí)題資料、慕課平臺(tái)、思政視頻資料、軟件操作視頻資料、虛擬仿真實(shí)驗(yàn)接入等。
前言
第一章 市場(chǎng)研究導(dǎo)論 ·······················································································.1
第一節(jié) 市場(chǎng)研究的概念 ··············································································.1
第二節(jié) 市場(chǎng)研究行業(yè)的產(chǎn)生及發(fā)展 ·······························································.3
第三節(jié) 市場(chǎng)研究和職業(yè)道德 ········································································.5
第二章 市場(chǎng)研究方案設(shè)計(jì) ·················································································.7
第一節(jié) 市場(chǎng)研究的流程 ··············································································.9
第二節(jié) 市場(chǎng)研究方法 ················································································.12
第三節(jié) 市場(chǎng)研究計(jì)劃 ················································································.16
第三章 二手資料收集 ·······················································································21
第一節(jié) 二手資料概述 ················································································.22
第二節(jié) 二手資料的應(yīng)用 ·············································································.23
第三節(jié) 二手資料的評(píng)估 ·············································································.24
第四節(jié) 二手資料的來源 ·············································································.26
第四章 定性調(diào)查 ·····························································································31
第一節(jié) 觀察法 ·························································································.32
第二節(jié) 焦點(diǎn)小組訪談法 ·············································································.38
第三節(jié) 深度訪談法 ···················································································.43
第五章 定量調(diào)查 ·····························································································51
第一節(jié) 人工操作方法 ················································································.52
第二節(jié) 計(jì)算機(jī)操作方法 ·············································································.55
第三節(jié) 自我管理調(diào)查 ················································································.55
第六章 測(cè)量 ···································································································62
第一節(jié) 測(cè)量的概述 ···················································································.63
第二節(jié) 測(cè)量技術(shù) ······················································································.63
第三節(jié) 態(tài)度測(cè)量 ······················································································.67
第七章 問卷設(shè)計(jì) ·····························································································72
第一節(jié) 問卷設(shè)計(jì)概述 ················································································.73
第二節(jié) 問題設(shè)計(jì) ······················································································.74
第三節(jié) 問卷結(jié)構(gòu)設(shè)計(jì) ················································································.78
第四節(jié) 問卷版式設(shè)計(jì) ················································································.82
第五節(jié) 網(wǎng)絡(luò)問卷設(shè)計(jì) ················································································.83
第八章 抽樣技術(shù)與管理 ····················································································86
第一節(jié) 抽樣調(diào)查的概念和步驟 ····································································.86
第二節(jié) 抽樣方法 ······················································································.88
第三節(jié) 確定樣本容量 ················································································.91
第四節(jié) 抽樣誤差的控制 ·············································································.94
第九章 現(xiàn)場(chǎng)數(shù)據(jù)收集與誤差控制 ········································································98
第一節(jié) 市場(chǎng)研究中的非抽樣誤差 ·································································.99
第二節(jié) 現(xiàn)場(chǎng)數(shù)據(jù)收集誤差控制 ··································································.101
第三節(jié) 數(shù)據(jù)收集的其他誤差 ·····································································.103
第四節(jié) 調(diào)查問卷檢查 ··············································································.104
第十章 數(shù)據(jù)資料的整理 ·················································································.107
第一節(jié) 數(shù)據(jù)分析準(zhǔn)備 ··············································································.107
第二節(jié) 數(shù)據(jù)編碼與錄入 ···········································································.109
第三節(jié) 信度分析 ·····················································································.111
第四節(jié) 描述統(tǒng)計(jì)分析 ··············································································.114
第十一章 均值檢驗(yàn) ·······················································································.120
第一節(jié) 均值檢驗(yàn)與市場(chǎng)細(xì)分 ·····································································.120
第二節(jié) 單樣本均值假設(shè)檢驗(yàn) ·····································································.122
第三節(jié) 兩個(gè)獨(dú)立樣本的均值假設(shè)檢驗(yàn) ·························································.124
第四節(jié) 多個(gè)獨(dú)立樣本的均值假設(shè)檢驗(yàn)：方差分析 ··········································.128
第十二章 關(guān)聯(lián)分析 ·······················································································.136
第一節(jié) 變量間的關(guān)系 ··············································································.137
第二節(jié) 列聯(lián)表分析 ·················································································.140
第三節(jié) 皮爾遜相關(guān)分析 ···········································································.144
第四節(jié) 回歸分析 ····················································································.150
第十三章 降維分析 ·······················································································.163
第一節(jié) 主成分分析 ·················································································.164
第二節(jié) 因子分析 ····················································································.168
第十四章 聚類分析與判別分析 ········································································.179
第一節(jié) 聚類分析 ····················································································.180
第二節(jié) 判別分析 ····················································································.184
第十五章 Python 在市場(chǎng)研究中的應(yīng)用 ······························································.193
第一節(jié) Python 概述 ·················································································.193
第二節(jié) 利用 Python 爬取數(shù)據(jù) ·····································································.195
第三節(jié) 利用 Python 進(jìn)行市場(chǎng)數(shù)據(jù)分析 ·························································.198
第四節(jié) 利用 Python 進(jìn)行文本分析 ·······························································.203
第十六章 調(diào)查結(jié)果表述 ·················································································.209
第一節(jié) 書面報(bào)告 ····················································································.210
第二節(jié) 口頭報(bào)告 ····················································································.213
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