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ÁÎËÜØÀß ËÅÍÈÍÃÐÀÄÑÊÀß ÁÈÁËÈÎÒÅÊÀ - ÐÅÔÅÐÀÒÛ - Ýêçàìåíàöèîííûå âîïðîñû è áèëåòû ïî ïðåäìåòó ÌÀÐÊÅÒÈÍÃÎÂÛÅ ÈÑÑËÅÄÎÂÀÍÈß È ÀÍÀËÈÇ çà âåñåííèé ñåìåñòð 2001 ãîäàÝêçàìåíàöèîííûå âîïðîñû è áèëåòû ïî ïðåäìåòó ÌÀÐÊÅÒÈÍÃÎÂÛÅ ÈÑÑËÅÄÎÂÀÍÈß È ÀÍÀËÈÇ çà âåñåííèé ñåìåñòð 2001 ãîäàÏÐÈÌÅÐÍÛÉ ÏÅÐÅ×ÅÍÜ ÝÊÇÀÌÅÍÀÖÈÎÍÍÛÕ ÂÎÏÐÎÑΠÌàðêåòèíãîâûå 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? ?????S????????? ???S? ?? ??S™?S?? ?????®??????? ???????????? ? ?????? ???S? ? 1 68. ??? ????S ???®S™?®??S????S ????S???©?®?S ????S™?®???S ? ® ?S? ??????? S©? ?S??? 69. ? ?S? ??????? ??S????S??®? ®???????©? ????S™?®????? 70. ??? ??????S??? ™?? ?™???S???? ?S??™?® ???????®????? 71. ????? ??????? ???™S?????? ?????? ??? ????? ????? ™????? ® ????S???©S? 72. ?S?S??????S ????? ?????™S???. 73. ????S ®?????? ™????? ???? ??®S?S?? ® ???S?S? 74. ??????S ????? ????S??? ????S????????-?S©?S???????©? ??????? ??????????? ?????. ??®. ???S™??? -------------------------------------------------- ?????S????????? ???S? ?? ??S™?S?? ?????®??????? ???????????? ? ?????? ???S? ? 2 1. ??©™? ???®?™???? ??S???®??S ????S???©?®?S ????S™?®???S? 75. ????S ????S?????®? ®???????? ® ??™S ®???????? ????S???? ????? ™?????? 76. ???????S??????S ?S??™ ????? ?????????? ? ?????S ???S?®??. ®??? ?????? ???S?®??. 77. ????S ??????S??????? ?????? ??? ????? ????? ™????? ® ????S???©S. 78. ? ?S? ??????? ???S??®S???S ???????? ????S???S???? 79. ? ????? ??????? ???®?™???? ©???????S ???S?®??, ? ® ????? ???????????? ?????-©?????? 80. ??????S ®?????????? ???©??S???©? ???????®????. ??®. ???S™??? -------------------------------------------------- ?????S????????? ???S? ?? ??S™?S?? ?????®??????? ???????????? ? ?????? ???S? ? 3 2. ????S ??™?????? ??????S??????? ?????S??®S???©? ????S???©?®?©? ????S™?®????. 81. ??????S ????®??S ??????? ????? ?S?®????? ™?????. 82. ??? ????®??? ®?S?????S???? ??????? ® ????S???©?®?? ????S™?®?????? 83. ??? ????S ®??????? ????? ??????? ™S??S??? ®??????? 84. ????? ?????????? ????? ???????? ? ??????? ????S???S?????? ???S??? 85. ?? ????? ????S???? ???????????????? ?S??™? ??????? ™?????? 86. ??? ????S ?????S?-??????? ??®. ???S™??? -------------------------------------------------- ?????S????????? ???S? ?? ??S™?S?? ?????®??????? ???????????? ? ?????? ???S? ? 4 3. ??? ?S©? ??S™??????S?? ??S?????S ????S???©?®?S ????S™?®???S? 87. ? ?S? ???????S??? ?????? ®?S??S? ???????®??? 88. ????S ??™?????? ??????S??????? ??™?®?™???????? ???S?®?? ??? ?S??™? ????? ??????????. 89. ??? ???S™S???? ?S????™???? ®S?????? ®??????? 90. ??? ????S ???S????? ®??????? ????®??S ????®??S ????? ????S???©?®?? ????S™?®????. 91. ??? ?S©? ??S™??????S? ®??????????? ?S??™? 92. ™?????S? ????? ???????® ?®??S??? ®S?????? ?????? ? 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