Ðåôåðàòû

Ýêçàìåíàöèîííûå âîïðîñû è áèëåòû ïî ïðåäìåòó ÌÀÐÊÅÒÈÍÃÎÂÛÅ ÈÑÑËÅÄÎÂÀÍÈß È ÀÍÀËÈÇ çà âåñåííèé ñåìåñòð 2001 ãîäà

Ýêçàìåíàöèîííûå âîïðîñû è áèëåòû ïî ïðåäìåòó ÌÀÐÊÅÒÈÍÃÎÂÛÅ ÈÑÑËÅÄÎÂÀÍÈß È ÀÍÀËÈÇ çà âåñåííèé ñåìåñòð 2001 ãîäà

ÏÐÈÌÅÐÍÛÉ ÏÅÐÅ×ÅÍÜ ÝÊÇÀÌÅÍÀÖÈÎÍÍÛÕ ÂÎÏÐÎÑÎÂ

Ìàðêåòèíãîâûå èññëåäîâàíèÿ è àíàëèç

1. Äàéòå îïðåäåëåíèå ïîíÿòèÿ "ìàðêåòèíãîâûå èññëåäîâàíèÿ".

2. Ïåðå÷èñëèòå áàçîâûå âàðèàíòû êîìïëåêñíûõ èññëåäîâàíèé.

3. Íà îñíîâå êàêèõ ìåòîäèê ïðîâîäÿòñÿ êîëè÷åñòâåííûå è êà÷åñòâåííûå

èññëåäîâàíèÿ?

4. ×òî òàêîå ðåéòèíã?

5. ×òî òàêîå ìîíèòîðèíã?

6. ×òî íàçûâàþò âíåêàáèíåòíîé ðàáîòîé â ìàðêåòèíãîâûõ èññëåäîâàíèÿõ?

7. Äàéòå õàðàêòåðèñòèêó êà÷åñòâåííîãî èññëåäîâàíèÿ.

8. ×òî òàêîå ðàçâåäûâàòåëüíîå èññëåäîâàíèå è â ÷åì ñîñòîèò åãî öåëü?

9. Äëÿ ÷åãî ïðåäíàçíà÷åíî îöåíî÷íîå èññëåäîâàíèå?

10. ×òî èçó÷àþò â õîäå ðàçëè÷íûõ ìàðêåòèíãîâûõ èññëåäîâàíèé?

11. Íàçîâèòå ÷åòûðå îñíîâíûõ ýòàïà ìàðêåòèíãîâîãî èññëåäîâàíèÿ.

12.  ÷åì çàêëþ÷àåòñÿ àíàëèç âòîðè÷íûõ èñòî÷íèêîâ èíôîðìàöèè?

13. Íà êàêèå ãðóïïû ìîæíî ïîäðàçäåëèòü öåëè èññëåäîâàíèÿ?

14. Íàçîâèòå òðè ñïîñîáà ñáîðà ïåðâè÷íûõ äàííûõ.

15. Êàêèå ìåòîäû êîììóíèêàöèè èñïîëüçóþòñÿ äëÿ ïðîâåäåíèÿ ìàðêåòèíãîâîãî

èññëåäîâàíèÿ?

16. Ïî÷åìó íåîáõîäèìà âûðàáîòêà ãèïîòåçû ìàðêåòèíãîâîãî èññëåäîâàíèÿ?

17. Êàêèå àëüòåðíàòèâû âîçíèêàþò â õîäå âûðàáîòêè êîíöåïöèè ñáîðà äàííûõ?

18.  ÷åì ñîñòîÿò ïðåèìóùåñòâà âòîðè÷íîãî èññëåäîâàíèÿ?

19. Íàçîâèòå ìåòîäû, èñïîëüçóåìûå äëÿ ïîëó÷åíèÿ èíôîðìàöèè â ìàðêåòèíãå.

20. Íàçîâèòå äâà òèïà ëè÷íûõ èíòåðâüþ.

21. Äàéòå ïîäðîáíóþ õàðàêòåðèñòèêó ãðóïïîâîìó èíòåðâüþ êàê ìåòîäó ñáîðà

èíôîðìàöèè.

22. Êàê ïðîâîäèòñÿ ãëóáèííîå èíòåðâüþ?

23. ×òî òàêîå òàáóëèðîâàíèå?

24. ×òî õàðàêòåðíî äëÿ îäíîìåðíûõ ìåòîäîâ øêàëèðîâàíèÿ?

25. Ïåðå÷èñëèòå âèäû àíêåòèðîâàíèÿ.

26. Îõàðàêòåðèçóéòå î÷íîå èíòåðâüþèðîâàíèå.

27. Îõàðàêòåðèçóéòå ìåòîäèêó êîíòåíò-àíàëèçà.

28. Îõàðàêòåðèçóéòå ìåòîä ñáîðà èíôîðìàöèè – èíòåðâüþ ïî òåëåôîíó.

29. ×òî òàêîå îïðîñ? Êàê ïðîâîäèòñÿ ïðÿìîé îïðîñ?

30. Ïî êàêèì ïàðàìåòðàì îãðàíè÷èâàåòñÿ ãåíåðàëüíàÿ ñîâîêóïíîñòü?

31. ×òî òàêîå âûáîðêà? Êàêèì îáðàçîì äåëàåòñÿ âûáîðêà?

32. Êàêèìè îáñòîÿòåëüñòâàìè îáóñëîâëåíà íåîáõîäèìîñòü âûáîðêè?

33. ×òî íàçûâàþò îøèáêîé ðåïðåçåíòàòèâíîñòè?

34. ×òî òàêîå âûáîðêà? Ïåðå÷èñëèòå âèäû ñëó÷àéíûõ âûáîðîê.

35. Êàêèì îáðàçîì ðàçäåëÿþòñÿ îïðîñû êàê ôîðìà ñáîðà äàííûõ â ìàðêåòèíãå?

36. Íàçîâèòå íåäîñòàòêè è ïðåèìóùåñòâà ñâîáîäíîãî îïðîñà.

37. Ðàññêàæèòå, ÷òî ðåêîìåíäóåòñÿ äëÿ óëó÷øåíèÿ êà÷åñòâà îïðîñíûõ ëèñòîâ è

óñïåøíîãî ïðîâåäåíèÿ ñáîðà äàííûõ.

38. ×òî òàêîå âûáîðêà?

39. ×òî òàêîå îïðîñ êàê ñïîñîá ñáîðà ïåðâè÷íûõ äàííûõ?

40. Íàçîâèòå íåäîñòàòêè ìåòîäà íàáëþäåíèÿ.

41. Ñðàâíèòå ïðåèìóùåñòâà ïîëåâîãî è ëàáîðàòîðíîãî íàáëþäåíèÿ.

42. ×òî òàêîå ýêñïåðèìåíòàëüíûé ìåòîä?

43. Îõàðàêòåðèçóéòå ïàíåëü êàê ìåòîä èññëåäîâàíèÿ.

44. Êàêóþ èíôîðìàöèþ ìîæíî ïîëó÷èòü ñ ïîìîùüþ ïîòðåáèòåëüñêîé ïàíåëè?

45. Êàêóþ èíôîðìàöèþ ìîæíî ïîëó÷èòü ñ ïîìîùüþ ïàíåëè ðîçíè÷íîé òîðãîâëè?

46. ×òî òàêîå ïàíåëüíàÿ âûáîðêà? Íàçîâèòå îñíîâíûå ýòàïû ìàðêåòèíãîâûõ

èññëåäîâàíèé.

47. ×òî òàêîå ýêñïåðèìåíò êàê ñïîñîá ñáîðà ïåðâè÷íûõ äàííûõ?

48. Îõàðàêòåðèçóéòå ôîêóñ-ãðóïïó êàê îäèí èç ìåòîäîâ ñáîðà è àíàëèçà

èíôîðìàöèè â ïðîöåññå êà÷åñòâåííîãî èññëåäîâàíèÿ.

49. Êàêèå ñòàäèè âêëþ÷àåò â ñåáÿ íà÷àëüíûé ýòàï êà÷åñòâåííîãî èññëåäîâàíèÿ

ìåòîäîì ôîêóñ-ãðóïï?

50. Êàêîâû ïðàâèëà ñîñòàâëåíèÿ ïóòåâîäèòåëÿ?

51. Êàêîâû îñíîâíûå îáëàñòè ïðèìåíåíèÿ ôîêóñ-ãðóïï â Ðîññèè?

52. Ñ ÷åì ñâÿçàí ñëàáûé ñïðîñ íà ôîêóñ-ãðóïïû â Ðîññèè?

53. Êàêèå ïðîåêòèâíûå ìåòîäèêè èñïîëüçóþòñÿ ïðè ñîñòàâëåíèè ïóòåâîäèòåëÿ?

54. Ïî êàêèì êðèòåðèÿì êëàññèôèöèðóþòñÿ ìåòîäû àíàëèçà äàííûõ?

55. ×òî âêëþ÷àþò â ñåáÿ îïèñàòåëüíûå îäíîôàêòîðíûå ìåòîäû?

56.  ÷åì çàêëþ÷àåòñÿ ïðèìåíåíèå èíäóêòèâíûõ îäíîôàêòîðíûõ ìåòîäîâ?

57. Äëÿ ÷åãî ïðåäíàçíà÷åí âàðèàöèîííûé ìåòîä?

58. Äëÿ ÷åãî ïðåäíàçíà÷åí ôàêòîðíûé àíàëèç?

59. Îïèøèòå âîçìîæíîñòè ìíîãîìåðíîãî øêàëèðîâàíèÿ.

60. Äëÿ ÷åãî ïðèìåíÿþòñÿ äåòåðìèíèðîâàííûå ìåòîäû èññëåäîâàíèÿ îïåðàöèé?

61. Äëÿ ÷åãî ïðèìåíÿþòñÿ ìîäåëè ñåòåâîãî ïëàíèðîâàíèÿ è óïðàâëåíèÿ?

62. Äàéòå îïðåäåëåíèå ýêñòðàïîëÿöèè.

63. Ïåðå÷èñëèòå ýòàïû ïðîöåññà êîððåëÿöèîííî-ðåãðåññèîííîãî àíàëèçà

êîíúþíêòóðû ðûíêà.

64. Êîãäà äîñòèãàåòñÿ ìàêñèìàëüíûé ýôôåêò ïðîãíîçèðîâàíèÿ?

65. ×òî ÿâëÿåòñÿ îñíîâíîé çàäà÷åé êîìïëåêñíîãî èçó÷åíèÿ ðûíêà?

66. Ôóíêöèåé êàêèõ ôàêòîðîâ ÿâëÿåòñÿ âåëè÷èíà ñïðîñà è åìêîñòü ðûíêà â

êàæäûé êîíêðåòíûé ìîìåíò âðåìåíè?

67. Êàê ðàçëè÷àþòñÿ èññëåäîâàòåëüñêèå ïðîöåäóðû â çàâèñèìîñòè îò ñòàäèè

îáðàùåíèÿ òîâàðà èëè óñëóãè?

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