营销调研态度测试attitude tests
中心场所测试central location tests
混杂测试clutter tests
直接提问法direct questioning
试验法experimental method
小组讨论focus group
正试调查formal research
成见效应halo effect
深度访问in-depth interview
非正式/ 试调查informal research
查询测试inquiry tests
深度调查技术intensive techniques
营销信息系统marketing information system, MIS
营销调查marketing research
市场markets
媒介种类media class
媒介调查media research
媒介细分media subclass
媒介单位media units
媒介载体media vehicles
产品merchandise
讯息message
动机motives
非概率抽样nonprobability samples
观察法observation method
事后测试post-testing
事前测试pre-testing
初级信息primary data
投射法projective techniques
定性调查qualitative research
定量调查quantitative research
随机概率抽样random probability samples
回忆测试recall tests
信度reliability
销售测试sales tests
样本sample
样本单位sample units
二级信息secondary data
全面调查survey
试验市场test market
通用产品代码universal product code
总体universe
营销调研效度validity
营销策划广告计划advertising plan
广告战略advertising strategy
自下而上式营销bottom-up marketing
传播媒介communications media
企业目标corporate objectives
创意组合creative mix
试验调查法empirical research method
整合营销传播integrated marketing communication
顾客终身价值lifetime customer value
营销目标marketing objectives
营销计划marketing plan
营销战略marketing strategy
需求一满足式目标need-satisfying objectives
目标/ 任务法objective/task method
销售百分比法percentage-of -sales method
产品概念product concept
关系营销relationship marketing
销售定向式目标sales-target objectives
市场份额法/ 广告份额法share-of-market/share-of-voice method
形势分析situation analysis
利益相关者stakeholder
S W O T分析（优势、弱势、机遇与威胁）strength/weakness/opportunity/threat analysis
战术tactics
目标受众target-audience
营销策划自上而下式营销top-down marketing
营销品牌兴趣brand interest
品牌忠诚brand loyalty
企业市场business markets
影响中心centers of influence
有意劝服路径central route to persuasion
认知cognition
消费行为consumer behavior
消费者决策过程consumer decision making process
消费者市场consumer markets
文化culture
现有顾客current customers
详尽可能性模型Elaboration Likelihood Model
环境因素environment
选择评估evaluation of alternatives
评估标准evaluative criteria
参考组evoked set
交换exchange
政府市场government markets
习惯habit
需要层次hierarchy of needs
工业市场industrial markets
营销信息性动机informational motives
人际影响interpersonal influences
认知learning
市场market
卖主marketers
营销marketing
大脑档案mental files
动机motivation
需要needs
被动生成动机negatively originated motives
非人员影响nonpersonal influences
舆论领袖opinion leader
集团买主organizational buyers
感知perception
感知过滤perceptual screens
无意劝服路径peripheral route to persuasion
个人过程personal processes
劝服persuasion
生理过滤physiological screens
主动生成动机positively originated motives
购后失调学说post-purchase dissonance
购后评估post-purchase evaluation
潜在顾客prospective customers
心理过滤psychological screens
参照人群reference groups
经销商市场reseller markets
选择性感知selective perception
自我意识self-concept
社会阶层social classes
刺激stimulus
亚文化subculture
