本教材是一本介绍市场调查和分析基础理论与方法的本科教材。本教材依据市场调查与分析的基本流程，涵盖调查方案策划、二手资料调查、定量调查方法、定性调查方法、抽样理论和方法、现场数据误差控制、数据处理以及基于SPSS和Python的数据分析方法等完整的环节。在理论和方法的基础上，本书还引入了最新的市场调查案例，对枯燥的理论和方法进行解读和应用，提升了书本的可读性和实用性。通过本书的学习，读者可以学习市场调查的基本理论和方法，同时跟随书本进行数据分析操作，学会基本的数据分析方法，并可以关注到市场数据分析的前沿——Python在市场调查分析中的应用。教材依据市场调查与分析的管理流程，分为五个篇章，包括导论、调查方法、数据获取、数据分析技术以及调查结果应用。每个篇章依据社会调查方法论，包含了这个篇章的基本方法，一共十七章。目前本教材已经更新部分案例，包括”中国美好生活大调查”、Keep、中国新能源汽车市场、大华股份、农夫山泉、华润超市、途牛旅游、新浪微博、中国旅游市场调查等十多个国内市场和品牌案例。教材将采用新形态，在书中嵌入二维码呈现本书的数字资源，这些资源根据章节需要，包括案例资料、习题资料、慕课平台、思政视频资料、软件操作视频资料、虚拟仿真实验接入等。

前言
第一章 市场研究导论 ·······················································································.1
第一节 市场研究的概念 ··············································································.1
第二节 市场研究行业的产生及发展 ·······························································.3
第三节 市场研究和职业道德 ········································································.5
第二章 市场研究方案设计 ·················································································.7
第一节 市场研究的流程 ··············································································.9
第二节 市场研究方法 ················································································.12
第三节 市场研究计划 ················································································.16
第三章 二手资料收集 ·······················································································21
第一节 二手资料概述 ················································································.22
第二节 二手资料的应用 ·············································································.23
第三节 二手资料的评估 ·············································································.24
第四节 二手资料的来源 ·············································································.26
第四章 定性调查 ·····························································································31
第一节 观察法 ·························································································.32
第二节 焦点小组访谈法 ·············································································.38
第三节 深度访谈法 ···················································································.43
第五章 定量调查 ·····························································································51
第一节 人工操作方法 ················································································.52
第二节 计算机操作方法 ·············································································.55
第三节 自我管理调查 ················································································.55
第六章 测量 ···································································································62
第一节 测量的概述 ···················································································.63
第二节 测量技术 ······················································································.63
第三节 态度测量 ······················································································.67
第七章 问卷设计 ·····························································································72
第一节 问卷设计概述 ················································································.73
第二节 问题设计 ······················································································.74
第三节 问卷结构设计 ················································································.78
第四节 问卷版式设计 ················································································.82
第五节 网络问卷设计 ················································································.83
第八章 抽样技术与管理 ····················································································86
第一节 抽样调查的概念和步骤 ····································································.86
第二节 抽样方法 ······················································································.88
第三节 确定样本容量 ················································································.91
第四节 抽样误差的控制 ·············································································.94
第九章 现场数据收集与误差控制 ········································································98
第一节 市场研究中的非抽样误差 ·································································.99
第二节 现场数据收集误差控制 ··································································.101
第三节 数据收集的其他误差 ·····································································.103
第四节 调查问卷检查 ··············································································.104
第十章 数据资料的整理 ·················································································.107
第一节 数据分析准备 ··············································································.107
第二节 数据编码与录入 ···········································································.109
第三节 信度分析 ·····················································································.111
第四节 描述统计分析 ··············································································.114
第十一章 均值检验 ·······················································································.120
第一节 均值检验与市场细分 ·····································································.120
第二节 单样本均值假设检验 ·····································································.122
第三节 两个独立样本的均值假设检验 ·························································.124
第四节 多个独立样本的均值假设检验：方差分析 ··········································.128
第十二章 关联分析 ·······················································································.136
第一节 变量间的关系 ··············································································.137
第二节 列联表分析 ·················································································.140
第三节 皮尔逊相关分析 ···········································································.144
第四节 回归分析 ····················································································.150
第十三章 降维分析 ·······················································································.163
第一节 主成分分析 ·················································································.164
第二节 因子分析 ····················································································.168
第十四章 聚类分析与判别分析 ········································································.179
第一节 聚类分析 ····················································································.180
第二节 判别分析 ····················································································.184
第十五章 Python 在市场研究中的应用 ······························································.193
第一节 Python 概述 ·················································································.193
第二节 利用 Python 爬取数据 ·····································································.195
第三节 利用 Python 进行市场数据分析 ·························································.198
第四节 利用 Python 进行文本分析 ·······························································.203
第十六章 调查结果表述 ·················································································.209
第一节 书面报告 ····················································································.210
第二节 口头报告 ····················································································.213