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原文传递 A PRIMER ON CONSUMER MARKETING RESEARCH: PROCEDURES, METHODS, AND TOOLS.

题名：	A PRIMER ON CONSUMER MARKETING RESEARCH: PROCEDURES, METHODS, AND TOOLS.
作者：	Lappin-JE; Figoni-P; Sloan-SM
关键词：	INTELLIGENT-VEHICLE-HIGHWAY-SYSTEMS; MARKETING-RESEARCH; PROCEDURES-; METHODS-; SURVEYS-DATA-COLLECTION; DATA-ANALYSIS; INTERVIEWING-; SAMPLE-STAT; PREDICTION-ANALYSIS-TECHNIQUES
摘要：	This primer is a guide to the approach, procedures, and research tools used by private industry in predicting consumer response. It is designed to provide the non-marketing researcher with a good understanding of how this particular type of human behavior research is pursued. Some of the methods discussed include: focus groups, surveys, controlled experiments, questionnaires, sampling procedures, interviewing, and data analysis. The final two chapters focus on the challenges of doing marketing research on "revolutionary" products, or those products which the consumer has had no direct experience, as is the case with most Intelligent Vehicle Highway Systems (IVHS) products and services.
总页数：	1994/03. pp46 (4 App.)
报告类型：	科技报告