利用有系統的方法蒐集市場資料，以作出相關決策
Major objectives 主要目的
(1) Select the appropriate target market through obtaining information about specific characteristic of each market segment
(2) Decide a better marketing mix strategy & adjust the existing one
(3) Evaluate the effectiveness of a firm's marketing mix strategies
(4) Figure out the reason for some existing problems in the market
(1) 蒐集各市場組別特點的資料，選擇合適的目標市場
(2) 制定較理想的市場營銷組合策略，並調整現有策略
(3) 評估企業的市場營銷組合策略成效
(4) 找出市場上現有問題的成因
Basic principles for designing marketing research
設計市場研究的應用基本原則
(1) Data collection methods 資料搜集方法
(a) Observation Research 觀察研究
(b) Survey Research 調查研究- Questionnaire 問卷調查
(c) Qualitative Research 質化檢視 - Interview 面談
(2) Sampling techniques 抽樣技巧
(a) Random sampling 隨機抽樣
every member of the population has equal chance of being
selected 總體中每位成員均有相同機會被抽中
(b) Convenience sampling 便利抽樣
subjects are selected from the population because of their
convenient accessibility 以最方便的方法抽樣
(c) Stratified random sampling 分層隨機抽樣
the population is divided into mutually exclusive groups
and random samples are drawn from each group
先將總體以互斥的方法分組，再每組抽出樣本
連結 Link: Herman Yeung Blog 主目錄
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