市场调研与分析_作者：陈祝平

MARKETINGRESEARCH&ANALYSIS(99200436)(E-mail:[e-mail]66136010):*89012401/3210.5299000200431200431:18]1,(),(P.Drucker):,,,(H.Simon):,,,,,,:;;;,:(1),;(2),;(3),;(4),,;(5),]2,SPSS,(MBA),,,,200312]1111351717182324333511:351237393939444648555860]2656621NM:6722:6870707079818383848510431:V81053210633FGI10711011011011713313314015241:PUR1534215543156]344157161161161163168184184190197199199199204215215222226227227239239242244248248255]42587125872259260260261264274274278286286F1287F2288290292292293299308311315315319324]1(MarketingResearch),,,;,1911(CurtisPublishingCompany),20,,,(P.Kotler),(P.Drucker):,19,,,H,:;;;,]2,,50,,:19,1919,,,,,,,,(AMA):,,,,,,,,,,,(),,,,,():(),7,,1990]3,,,,,,,,19,1920,,,,,,,()(),,,20,,,,,,20,:;;;()1911(CommercialRe-searchDivision),(C.Parlin),,]4,100,,(UnitedStatesRubberCompany)1915;(SwiftCompany)1917,,20,77%51%72%72%78%82%(),,,,,,1948,200,,(),,,,(MarketResearch)(MarketingResearch)(H.Boyd)(R.Westfall)1956,()(C.Duncan)1919(P.White)]51921,,(L.Brown)1937,2040,,,20,,:19101920,,;2030,,;205060,,;206080,,,;2090,,,,,,,,,,:;;(),,]61111:1.,,,,,(T.Kinnear),2080,30(),,,Kinnear,T.,Taylor,J.,MarketingResearch.NewYork,NJ:McGraw-Hill,1991,p.30.]71%2%,80%,,,,(),,(),,,,75%80%()0.1%0.2%,,,,,,,,,,,,,,,,,,:,?,2000(1),5758:,,2001(8),13]8,,,,,2.,,,,,,,,,,,2080,50044;100033;5000851,:A.C.(A.C.Nielsen,8.8);(IMSInternational,3.65);(SellArea-Marketing,Inc.,3.2);(InformationResources,1.29);(Re-searchInternational,1.03)MORISERVICES(MORI)1969,,,19981700MORI,,,,,,,,]9,MORIMORI:(),,,,,2021,,,(11)1125()()%ACNielsen80î1525Ë.468¤.1IMSHealth74î1275Ë.760¤.7TheKantarGroup57î773¨.574¤.8TaylorNelsonSofres41î601¨.372¤.3InformationResource17î546¨.323¤.7NFOWordwide38î457¨.261¤.3NielsenMediaResearch2×453¨.32�.6GfKGroupAG34î414¨.055¤.6UnitedInformationGroup6×246¨.363¤.0IpsosGroupS.A.20î245¨.871¤.3:,,2002(5),5962]10()()%Westat1×242¨.0TheArbitron2×215¨.43�.7MaritzMarketingResearch3×174¨.331¤.0MarketFacts2×160¨.015¤.1VideoResearch2×153¨.4TheNPDGroup13î143¨.418¤.4MarketingIntelligence2×110¨.31�.4OpinionResearch8×109¨.436¤.0J.D.PowerAndAssociates5×75‘.412¤.5RoperStarchWorldwide3×65‘.713¤.2DentsuResearch1×59‘.40�.3SampleInstitutGmBH&Co.Kg758‘.554¤.8AbtAsociates3×50‘.815¤.0SifoResearch&Consulting3×49‘.721¤.1IBOPEGroup7×749¨.429¤.7:MarketingNews,August14,2000.,,,,(),,11:1.(ResearchDirector),]114,,2.(AssistantDirectorofResearch),,3.(Statistician/DataProcessingSpecialist),,,,4.(SeniorAnalyst),,()5.(Analyst),,,,,:(1);(2);(3);(4);(5);(6);(7);(8);(9);(10);(11)Kinnear,T.,Taylor,J.,MarketingResearch.NewYork,NJ:McGraw-Hill,1991,p.35.]12:,;,,::,;,:,,;,:,;,2000;:,,,620,;,:,;,:,,;,::,;,:,:,]13;,,::,;,:,6.(JuniorAnalyst),,7.(Librarian),,(),8.(ClericalSupervisor),9.(FieldWorkDirector),,,10.(Full-TimeInterviewer),,,,,Kinnear,T.,Taylor,J.,MarketingResearch.NewYork,NJ:McGraw-Hill,1991,pp.3738.]1411.(TabulatingandClericalHelp),(),,,,,1962;(MarketResearchCouncil)1968;(FTC)1.,FTC,:,FTC,FTC,,;,,;,;,,;,,,,,]15,,FTC2.,:,(),,,,,,,,,206080,,,,?(P&G)ArthurD.Little,FranklinAssociates?,1988,:,]16?!1991,?3.,,,,,,,,,:,,;;,()20,2000,500(),11,,:(1),,252:60,24%;3,1.19%,(2),,,,,,,,:,,2001(5),3637:,,2001(9),3638,2000850,:,,2001(1),2729:,,2003(4),3031:,,2002(4),1213]17,,,(3),,,,,,,,,,,,,,(AMA)1961:,2080,(MarketingManagement),(MarketingDecision-Churchill,G.,MarketingResearch.Chicago,NJ:TheDrydenPress,1983,p.11.]18Making),(MarketingInformationSystem,MIS):,,,,1988:,,,,,,,,,,,?,,5():(),237,1990()P:(),117,,1988]19(12):;;;12;()(ProblemFormulation),,,,,(),(ResearchDesign),(),,(DataCollection)()()()(Data)(Information),(DataA-nalysis),(),()()()(),]201998,,,288,,0.04%,99.96%:(1),,83.68%,19:63.19%,32.64%,29.86%,13.19%,12.15%,11.81%,10.76%,7.29%,5.21%,4.51%,3.82%,3.13%,2.78%,2.43%,1.74%,1.39%,0.35%,5.21%,,,(2),,:79.86%,49.13%,44.10%,33.68%,20.14%,12.50%,10.76%,7.99%,7.64%,(CD)6.06%,5.90%,,,,]214.51%,4.17%,2.43%,1.74%,6.25%,,,,(3),,?:,73.61%,,72.57%,,57.29%,5.90%,53.81%,,43.4%14.93%:,,,(4):80014.23%,60080011.11%,40060021.88%,20040037.50%,2009.27%,200400?,204.17%,205020.49%,5010032.29%,10015020.83%,]2215020014.24%,2003004.17%,3004000.35%,40010000.69%,10000.69%,2.18%,20150,,,:,,,,(A.C.Burns)(R.f.Bush),:()()():,,1999(2),3031():(),497,,2001]23,(),,;;;,,(),,,5,,,,,,(),,,,,,,,,,,,,]24,(),(),,,2090,(AT&T)3.47,,19901997,,70,(),,,,,,,:(ColgatePalmolive),(IrishSpring),,,5%,:,,2002(5),2728:,,2002(6),3738]25,,,,,,,,,,,,,,,,,,,,,,(PepsiCo)2080,12.7%,(PhilipMorrisCo.)(Seven-Up)(Coca-Cola)(Sprite),(Teem),,,,Kinnear,T.,Taylor,J.,MarketingResearch.NewYork,NJ:McGraw-Hill,1991,pp.34.]26,,,,,19846,18,,,,,,3,,3.5%4.5%,,1986,6,10,,TaurusSableLTDMarquis,,:198634,,TaurusSableLTDMarquis,,,30,,5,50,10,Kinnear,T.,Taylor,J.,MarketingResearch.NewYork,NJ:McGraw-Hill,1991,pp.89.]27,1400,2040800,8020,40250,,,,,1974,,,45,,,,,,,,,1%3%,13,,,,,4,13(),,Kinnear,T.,Taylor,J.,MarketingResearch.NewYork,NJ:McGraw-Hill,1991,pp.910.:,,2002(7),2728]2813,,,,,,,,,,,,,,,(),]29::;;;:;;;:;;;;:;;;(),:;;;;;;,3,100,12,,,,,:???,,,,,2]30,,,,3,,,:????,:;;;;;:;;;;:;;;;;,,,,,,,,,:,,1999(5),3334;:,,2000(3),7273;:,,2002(7),2728:,,1999(11),4041]31(),,