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黑人牙膏知名度调查第二组成员名单黄倩茹杜嫚杨洋常媛媛戴晓燕朱欣怡陈秀专业班级国际商务1513指导教师李茹萍时间（2017年4月20日-5月1日）常州工程职业技术学院经贸学院目录摘要································································································································1一.调查方案···················································································································11.调查目的：·········································································································12.调查内容：·········································································································13.调查对象：··········································································································14.调查时间：··········································································································15.调查地点：··········································································································26.调查设计：·········································································································27.调查方法：··········································································································2二、报告形式：············································································································2三、调查数据的收集、整理与分析：········································································21.数据的收集：·····································································································22.数据的整理：·····································································································33.数据的分析与解释：·························································································3四、调研实践进度及流程安排：················································································3五、调查经费预算：····································································································3六、项目负责人和参与人员的情况:··········································································41.专项研究小组：·································································································41指导老师：································································································42项目负责人：····························································································42.调查分工：·········································································································4常州工程职业技术学院经济管理系市场调查报告1/4摘要随着人们生活水平的提高，大学生的生活观念发生了变化，因此对各种生活用品的要求也开始严格，开始追求健康，于是牙齿护理成为了人们每天必做的事情。牙膏作为必备生活用品之一，在大学生的消费中占有小部分的金额，各个超市中牙膏品种较多，功能较多，本次调查在于黑人牙膏购买情况分析，了解黑人牙膏在常州大学城消费者心中的定位，以掌握大学生购买牙膏的一些特征。提高黑人牙膏在大学生中的知名度、美誉度和忠诚度。一.调查方案1.调查目的：掌握消费者对黑人牙膏这个品牌的认识和看法，了解黑人牙膏分析这个品牌存在的问题。本次调查的主要目的是调查出消费者选择牙膏的主要依据是什么，从而来折射出黑人牙膏的发展方向。通过数据来分析消费者选择一种牙膏主要是根据牙膏的哪种使用效果。2.调查内容：（1）大学生对黑人牙膏的消费情况。（2）黑人牙膏在大学生心中的定位。（3）全面了解大学生对牙膏的消费观念。（4）大学生通过什么样的方式购买。（5）了解大学生使用黑人牙膏的规格。3.调查对象：在校大学生（分别在大一、大二、大三中抽取100人进行调查）4.调查时间：2017年4月20日-2017年5月1日常州工程职业技术学院经济管理系市场调查报告2/45.调查地点：常州工程职业技术学院6.调查设计：（1）设计调查问卷，明确调查内容和调查方向的设计（2）采用抽样调查的方法，以常州工程全校在校学生为主体，在一、二、三年级中按2：2：1比例分层抽样，用样本调查结果推断总体。具体抽样情况见下表：性别大一大二大三男40%40%20%女40%40%20%（3）针对调查的结果和被调查的反应，对问卷调查的结果得出最终调查问卷表。7.调查方法：实地调查法二、报告形式：以调查设计所出的问卷（见附表调查问卷设计.docx）的结果分析得出最终报告，报告主要通过书面报告将本次调查内容进行详细解释，以书面形式反馈给学校。三、调查数据的收集、整理与分析：为了确保本次调研研究的可行性，调研资料的整理和分析必须严格按照科学有效的方法来进行的，具体安排如下：1.数据的收集：常州工程职业技术学院经济管理系市场调查报告3/4编写结构性问卷，问卷内容环环相扣，对填写的问卷做到现场发放和回收，回收后装入文件袋，确保每一张问卷的有效性和真实性。2.数据的整理：采取实地验收，发现并及时处理掉不合格问卷，最终采用EXCEL对问卷数据进行统计整理。3.数据的分析与解释：运用EXCEL图表工具按调研目的需求进行分析、解释。四、调研实践进度及流程安排：本次调研活动从2017年4月20日至2017年5月1日。准备阶段：了解背景（1天）、界定调研问题、设计调研计划、设计问卷（审定修正）。2017年4月21日实用阶段：对已设计的问卷进行确认、印制和发放、填写。2017年4月23日整理阶段：对搜集的问卷进行甄别和整理，将信息输人计算机制成EXCEL表。2017年4月25日分析阶段：运用统计学知识和工具对搜集的信息进行各项统计分析，为撰写报告提供合理数据。2017年4月26日至2017年4月30日总结阶段：撰写调查报告（总结）。2017年5月1日五、调查经费预算：问卷印刷：10元（100份）常州工程职业技术学院经济管理系市场调查报告4/4杂费：30元礼品：20元（填写报告送笔，批发）合计：60元六、项目负责人和参与人员的情况:1.专项研究小组：1指导老师：李茹萍2项目负责人：黄倩茹、朱欣怡、杨洋、杜嫚、戴晓燕、常媛媛、陈秀2.调查分工：调研方案撰写：杨洋、黄倩茹问卷调查设计：杨洋、杜嫚问卷调查确认：常媛媛问卷调查印制、发放：朱欣怡、杜嫚、陈秀、常媛媛问卷调查甄别、整理：朱欣怡、戴晓燕、黄倩茹问卷信息统计分析、撰写总结：黄倩茹、杨洋、戴晓燕（调查人员可随时调动）