5.调研报告撰写和决策路径 * 调研报告的结构和撰写要求 * 各种数据和图标的呈现 * 市场调研和营销决策路径 1. Concept and importance * Market research definition and development * Feature and importance
2. Objectives identification * From management dilemma to researchable info. * Key objectives and research issues identification * Market research is in line with product life cycle
3. Research Planning * Objective and information gap * Information collection and source * Research methods and the features * Quantitative Research features and application * Sampling and questionnaire design principals * Analysis and conclusion requirements * Budget and timing
4. Research project implementation * In-house research department set-up * External research house types and selection criteria * Project process and quality control
5. Research reporting and decision making path * Report compiling structure and principles * Data and charts presentation * Market research and marketing decision making path