| 市场研究中人性化问卷的设计思路及应用 |
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| 引用本文： | 孙灵祎,徐宗俊,陈宓.市场研究中人性化问卷的设计思路及应用[J].现代制造工程,2005(Z1). |
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| 作者姓名： | 孙灵祎 徐宗俊 陈宓 |
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| 作者单位： | 重庆大学机械工程学院 重庆400044 |
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| 摘 要： | 在全球化竞争和买方市场的压力面前,获取消费者信息并对其需求进行深入有效的分析,是几乎所有生产厂商新产品开发、巩固品牌、占领市场并得以长足发展的有效方法。而传统的市场调研中,基于简单的、结构化的提问-回答式问卷已经远远不能满足需要。来自消费者和市场的数据情报需要用更广泛的方式获取,需要更深入的分析挖掘,从而得出有利于产品开发战略决策的重要信息。在立足新产品开发最前端的策划阶段,将国内企业在市场研究中普遍薄弱的消费者深度信息获取和挖掘作为切入点,提出一种基于语言隐喻技术的人性化问卷设计理念、原则及包括语义库在内的应用思路。
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| 关 键 词： | 市场研究 语言隐喻引出技术 新产品策划 语义库 |
New applied research and designed thinking of humanization questionnaire on marketing research |
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| Sun Lingyi,Xu Zongjun,Chen Mi.New applied research and designed thinking of humanization questionnaire on marketing research[J].Modern Manufacturing Engineering,2005(Z1). |
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| Authors: | Sun Lingyi Xu Zongjun Chen Mi |
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| Abstract: | Under the extensive pressure of global competition and buyer's market,new product development is confronting an unprecedented challenges and opportunities.However,simple traditional market research methods can hardly reach the needs so far.A great amount of new research approaches and data mining tools are highly requested.This thesis focuses on the use of literal-based metaphor elicitation technology in NPD,putting forward a series of theory frames and application suggestions. |
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| Keywords: | Marketing research Literal-based metaphor elicitation technology New product development and planning Semanteme sifting process |
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