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政大典藏 > College of Commerce > Department of Business Administation > Theses > Item 140.119/88266

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/88266

Title:	行銷研究系統之規劃與設計 The Planning and Design of Marketing Research System
Authors:	張志豪 Chang, Chih Hao
Contributors:	黃思明 Hwang, Se Ming 張志豪 Chang, Chih Hao
Keywords:	行銷研究系統資訊系統單一來源系統資訊系統規劃 Marketing Research System Information System Single-source system
Date:	1994 1993
Issue Date:	2016-04-29 15:15:08 (UTC+8)
Abstract:	資訊科技的快速發展促使行銷研究的作法轉變：由調查法(survey)轉變為觀察法(observation)，掃描器、電腦網路、資料庫等等資訊科技的出現，使得行銷研究開始使用資訊系統提供資訊，而取代了傳統專案式的行銷研究方法。Single-source系統利用資料庫、光學掃描器等電子式的裝置，利用消費者固定樣本，衡量相同消費者所接受的行銷刺激及對這些刺激的反應，建立行銷因果關係的連結。國外single-source系統行之有年，國內尚未有任何的應用，因此本研究將從資訊系統規劃的觀點來進行single-source系統的規劃與設計。
Description:	碩士國立政治大學企業管理學系 81355026
Source URI:	http://thesis.lib.nccu.edu.tw/record/#B2002003648
Data Type:	thesis
Appears in Collections:	[Department of Business Administation] Theses

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