市场调查,是一切营销决策、广告决策的基础和关键;准确性、客观性是市场调查的生命力之所在。如何最大限度地控制调查误差,尽可能地减少、降低甚至避免调查操作误差,不仅是每一家调研单位最需要迫切解决的问题,也是困扰中国调查业发展的最大障碍,是学术界一直在努力探讨的热点和难点问题。市场调查误差种类很多,其中最为主要的、可控性最强的当推非抽样误差。本文结合自己 Market research is the basis and key of all marketing decisions and advertising decisions. Accuracy and objectivity are the vitality of market research. It is not only the most urgent problem to be solved urgently by every research institute, but also the biggest obstacle to the development of China’s investigation industry. How to minimize the error of investigation, minimize or even reduce the error of investigation and operation is why the academia has been trying hard to discuss Hot and difficult issues. There are many types of market research errors, the most important of which are the most controllable ones, when non-sampling errors are pushed. This article combines their own