2021年市场调查与预测试卷考卷与答案.pdf

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1、市场调查与预测试卷（A）系别：班级：姓名：学号：题号一二三四五总分评卷人得分注意事项：1、本试卷满分100 分，2、答题时间：（闭卷考试）90分钟。一、名词解释（每题 4 分，本大题共 16 分）1.市场调查2.分层随机抽样技术3.市场需求预测4.点值估计值二、单项选择题（每题2 分，本大题共20分）1.下列关于市场调查说法错误的是（）A.市场调查为企业经营决策提供依据B.市场调查有助于企业开拓市场，开发新产品C.市场调查有利于企业在竞争中占据有利地位D.市场调查能保证企业增加销售，增加盈利2.问卷调查法的应用程序中，首当其冲的是要（）A.设计调查问卷B.选择、确定调查对象C.发放调查问卷D.

2、回收、审查调查问卷3.下列关于面谈调查法的优点说法不正确的是（）A.富于伸缩性 B.具有激励效果C.可获得较多资料 D.费用低、时间短4.实行消费者固定样本持续调查，要求在连续调查过程中（）A.样本固定不变，持续下去B.样本隔段时间变换一次，全部更换样本C.样本隔段时间变换一次，更换比重较小D.样本隔段时间变换一次，更换比重较大5.一般情况下，应被放在调查报告首页的内容是（）A.呈送函件 B.扉页得分评卷人得分评卷人精品w o r d 学习资料 可编辑资料-精心整理-欢迎下载-第 1 页，共 4 页C.目录 D.提要6.商品的各生命周期在市场上表现出来的状况不一样，其中成长期的表现是（）A.量

3、少，但缓慢增长 B.量大，且增长较快C.量 大，但 缓 慢 下 降D.量少，且迅速下降7.运用指数平滑法预测时，平滑系数的选择是非常重要的，当时间序列呈稳定的水平趋势时，应取（）A.较小值，如 0.10.3 B.居中值，如0.30.5 C.较大值，如 0.60.8 D.01之间随意取值8.相关系数-1 r 1,当（）时，表明变量间的线性相关程度越高。A.|r|越接近 1 B.|r|越接近 0 C.r 0 D.r0 9.运用多种判断方法进行预测，并将用各种方法求得的预测值加以比较，然后选择由不同方法获得的（）的预测值作为决策的依据。A.完全相等 B.相差比较大C.比较相近 D.不存在误差10.市

4、场预测程序是（）A.明确目的、收集资料、分析、预测B.收集资料、明确目的、分析、预测C.分析、明确目的、收集资料、预测D.明确目的、收集资料、预测、分析三、判断题（每题 1 分，本大题共 10 分）（注：以表示正确；以表示错误）1.只 要 预 测 准 确，决 策 就 会 是 正 确 的。（）2.调查内容较少，项目简单可采用面谈访问或留置问卷方式进行调查。（）3.市场预测是企业营销活动的起点和经营决策的前提。（）4.在抽样过程中，只要步骤严谨，方法得当，就不会出现误差。（）5.设计问卷时，有关问句的排列，要依照一定的逻辑顺序。（）6.面谈访问的技巧包括说、听、离三点。（）7.平均预测法包括算术平

5、均法、增长量平均法和发展速度平均法。（）8.调 查 成 果 是 调 查 报 告 的 核 心 内 容。（）得分评卷人精品w o r d 学习资料 可编辑资料-精心整理-欢迎下载-第 2 页，共 4 页文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8

6、A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z

7、5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R

8、1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2

9、M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK

10、9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK

11、2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M49.非随机抽样技术是指总体中每一个个体都具有被平等抽取的机会。（）

12、10.调查资料分析的第一步，通常是对每个问题进行单独分析。（）四、填空题（每空 1 分，本大题共 10 分）1.按调查样本产生的方式，市场调查可分为_、_、_、_。2.随机抽样技术包括、_ 四种类型。3._，是询问调查中使用的以问题的形式系统地记载所需要调查的具体内容，让访问员向受访者发问并记录受访者答案，以收集第一手资料的一种书面文件。4._是调查人员在工作中对某事物、某问题进行深入细致的调查后，经过认真分析研究，最终形成的成果和结论。五、简答题（每题 6分，本大题共 24 分）1.市场调查应遵循哪 些原则？简述市场调查 程序。2.什么是抽样误差，影响误差大小的因素有哪些？3.调查报告的内容

13、包括哪几个方面？4.简述市场预测的一般过程六、计算题（每题 10分，本大题共 20 分）1.某次调查活动涉及的调查对象总体包括公务员 4 万人，企业管理人员10 万人和教育界人士 6 万人。拟采用分层比例抽样法从总体中抽取 2000 人作为调查样本，公务员、企业管理人员和教育界人士各应抽取多少人？2如表所示，试用增长量平均法预测2012年的销售利润，并将表格空余地方填满。某 企 业 近 几 年 产 品 销 售 利 润 表单位：万元得分评卷人得分评卷人得分评卷人精品w o r d 学习资料 可编辑资料-精心整理-欢迎下载-第 3 页，共 4 页文档编码:CK9Z5Z4X10X1 HK2R1O8R

14、1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9

15、M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z

16、4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O

17、8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8

18、A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z

19、5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R

20、1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4年份年销售利润逐期增长量趋势值2007 410-2008 470 2009 535 2010 600 2011 670 精品w o r d 学习资料 可编辑资料-精心整理-欢迎下载-第 4 页，共 4 页文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10

21、X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R

22、1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4

23、文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X

24、10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R

25、1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9

26、M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4文档编码:CK9Z5Z4X10X1 HK2R1O8R1R1 ZZ2C2M8A9M4