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论文作者:留学生论文论文属性:ppt登出时间:2011-05-24编辑:anterran点击率:4835
论文字数:1010论文编号:org201105241117332404语种:英语 English地区:英国价格:免费论文
关键词:InternationalMarketing Research留学生英语作业ppt模板
International Marketing Research
Chapter Outline
1) Overview
2) Marketing Research goes International
3) A Framework for International Marketing Research
The Environment
Marketing Environment
Government Environment
Legal Environment
Economic Environment
Structural Environment
Informational & Technological Environment
Socio-Cultural Environment
4) Survey Methods
Telephone Interviewing and CATI
In-Home Personal Interviews
Mall Intercept & CAPI
Mail Interviews
Mail Panels
Electronic Surveys
5) Measurement & Scaling
6) Questionnaire Translation
7) Ethics in Marketing Research
8) Summary
4) Survey Methods
Telephone Interviewing and CATI
In-Home Personal Interviews
Mall Intercept & CAPI
Mail Interviews
Mail Panels
Electronic Surveys
5) Measurement & Scaling
6) Questionnaire Translation
7) Ethics in Marketing Research
8) Summary
Framework for Int’l Marketing Research
Survey Methods Telephone Interviewing and CATI
In the United States and Canada, telephone interviewing is the dominant mode of questionnaire administration. The same situation exists in some of the European countries such as Sweden and the Netherlands.
In many of the other European countries, such as Great Britain, Finland and Portugal, telephone interviewing is not the most popular method.
In Hong Kong, 96% of households can be contacted by telephone. Yet, given the culture, this is not the most important mode of data collection.
In developing countries, only a few households have telephones. Telephone directories tend to be incomplete and outdated. In many cultures, face-to-face relationships are predominant. These factors severely limit the use of telephone interviewing.
Telephone interviews are most useful with relatively upscale consumers who are accustomed to business transactions by phone or consumers who can be reached by phone and can express themselves easily.
In the United States and Canada, telephone interviewing is the dominant mode of questionnaire administration. The same situation exists in some of the European countries such as Sweden and the Netherlands.
In many of the other European countries, such as Great Britain, Finland and Portugal, telephone interviewing is not the most popular method.
In Hong Kong, 96% of households can be contacted by telephone. Yet, given the culture, this is not the most important mode of data collection.
In developing countries, only a few households have telephones. Telephone directories tend to be incomplete and outdated. In many cultures, face-to-face relationships are predominant. These factors severely limit the use of telephone interviewing.
Telephone interviews are most useful with relatively upscale consumers who are accustomed to business transactions by phone or consumers who can be reached by phone and can express themselves easily.
Mall intercepts constitute about 15 % of the interviews in Canada and 20% in the United States.
While mall intercepts are being conducted in some European countries, such as Sweden, they are not popular in Europe or developing countries.
In contrast, central location/street interviews constitute the dominant method of collecting survey data in France and the Netherlands.
However, some interesting developments with respect to computer-assi本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。