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Slide11-1AdvertisingResearch
JoelJ.DavisChapter11:Measurement
Slide11-2MeasurementDefinedMeasurementisthewaybywhichabstract,typicallyunobservableconceptsarelinkedtoobservableevents.
Slide11-3TheMeasurementProcessThreemajortasksIdentifyanddefineconceptofinterestSpecifyanobservableeventEvaluateandreviseobservableevent
Slide11-4IdentifyandDefineConceptofInterestIdentifyconceptofinterestDevelopconceptualdefinitionDevelopoperationaldefinition
Slide11-5IdentifyConceptofInterest“Concept”isaninventednameforapropertyofanobject,person,stateorevent
Slide11-6IdentifyConceptofInterest“Concept”isaninventednameforapropertyofanobject,person,stateoreventSomeconceptshavewellagreeduponmeaningGenderIncome
Slide11-7IdentifyConceptofInterest“Concept”isaninventednameforapropertyofanobject,person,stateoreventSomeconceptshavewellagreeduponmeaningGenderIncomeOtherlessconcreteconceptspresentmeasurementchallengesAdvertisingawarenessBrandloyalty
Slide11-8ConceptualDefinition“Conceptualdefinition”expressesthecentralorcoreideaoftheconceptClearlystatesmajorcharacteristicsDistinguishesconceptfromsimilar,butdifferent,concepts
Slide11-9ConceptualDefinitionsof“BrandLoyalty”Consumer’scommitmenttorepurchasethebrandacrossrepeatedbuyingoccasionsConsumer’spredispositiontoconsistentlyspeakpositivelyaboutthebrandtofriendsandothersDispositiontowardabrandthatissofavorablethatitcreatesa“barriertoexit,”makingitdifficultforotherbrandstocompeteGreaterconsumptionofaparticularbrandversusconsumers’averagelevelofconsumption
Slide11-10“OperationalDefinition”Defined“Operationaldefinition”translatestheconceptualdefinitionintomoreormoreobservableeventsbyexplicitlydescribingconcept’smostimportantobservable,characteristics
Slide11-11MaryandPete’sOperationalDefinition
Slide11-12MegandJohn’sOperationalDefinition
Slide11-13OperationalDefinitionsof
“AttitudeTowardtheAd”ResearcherAFourdimensionsgood/bad
interesting/boring
creative/uncreative
relevant/notrelevantResearcherBTwodimensionsfavorable/unfavorable pleasant/unpleasantResearcherCSix
dimensionsgood/bad
creative/notcreative
stimulating/notstimulating
pleasant/unpleasant
informative/notinformative
believable/notbelievableResearcherDThreedimensionsboring/notboring
excellent/poor
exciting/notexciting
Slide11-14FromConceptualtoOperationalDefinitionExplicitlyspecifytheconceptofinterestExploredifferentaspectsoftheconcept’smeaning
Slide11-15FromConceptualtoOperationalDefinitionExplicitlyspecifytheconceptofinterestExploredifferentaspectsoftheconcept’smeaningExplicitlystatewhatcanbeobserved
Slide11-16FromConceptualtoOperationalDefinitionExplicitlyspecifytheconceptofinterestExploredifferentaspectsoftheconcept’smeaningExplicitlystatewhatcanbeobservedEvaluateandselectoneormoreofthealternatives
Slide11-17ThreeOperationalDefinitionsof
“WebSiteEngagement”Engagementisreflectedintheamountoftimeanddepthofinteractionexhibitedduringawebsitevisit.Higherlevelsofengagementarereflectedinmoreoveralltimespentonthesite,click-throughstodeepersitepages,andgreateroverallpageviews.Engagementisreflectedinconsumerattitudesaftersitevisit.Higherlevelsofengagementarereflectedinmorepositiveresponsestosurveyquestionsthatmeasurepersonalreactionstositecontent
(i.e.,interest,relevanceandappropriateness),feelingstowardthesite(i.e.,enjoymentandlikeability),andself-reportingofsitebehaviors(i.e.,relativeamountoftimespentonsiteversuscompetitivesites).Engagementisreflectedinheightenedphysiologicalresponsetoawebsite.Thisentailsincreasedheartrateandincreasedamountofbetawaveactivity.
Slide11-18FourLevelsofMeasurementNominalClassifyOrdinalPutinorderIntervalDeterminedifferencesRatioDeterminerelativestanding
Slide11-19NominalLevelMeasures Whatisyourgender? Male _____(1) Female _____(2)
Slide11-20NominalLevelMeasures Wasthebanneradclickedon? Yes _____(1) No _____(2)
Slide11-21NominalLevelMeasures Didthesitevisitorregisterforthenewsletter? Yes _____(1) No _____(2)
Slide11-22CharacteristicsofNominalMeasuresCategoriesmustbemutuallyexclusiveandexhaustive
Slide11-23CharacteristicsofNominalMeasuresCategoriesmustbemutuallyexclusiveandexhaustiveNumbershavenomeaning-areusedforclassificationonly
Slide11-24CharacteristicsofNominalMeasuresCategoriesmustbemutuallyexclusiveandexhaustiveNumbershavenomeaning-areusedforclassificationonlyAssumesinternalcategoryequivalence
Slide11-25OrdinalLevelMeasuresThinkaboutthetasteofthefivesoftdrinksthatyoujusttasted.Thenameofeachsoftdrinkisshownbelow.Pleaserankthesoftdrinkstoindicateyourtastepreference.Placea'1'nexttothesoftdrinkwhosetasteyoumostpreferred,a'2'nexttothesecondbestpreferredallthewaythrough'5',whichrepresentsthedrinkwhosetasteyouleastpreferred.Pleaseuseeachnumberfrom1to5onlyonce(therecanbenoties).
Coke _________ Dr.Pepper _________ Pepsi _________ Seven-Up _________ Sunkist _________
Slide11-26OrdinalLevelMeasuresThinkaboutthetasteofthefivesoftdrinksthatyoujusttasted.Thenameofeachsoftdrinkisshownbelow.Pleaserankthesoftdrinkstoindicateyourtastepreference.Placea'1'nexttothesoftdrinkwhosetasteyoumostpreferred,a'2'nexttothesecondbestpreferredallthewaythrough'5',whichrepresentsthedrinkwhosetasteyouleastpreferred.Pleaseuseeachnumberfrom1to5onlyonce(therecanbenoties).
Coke ____5_____ Dr.Pepper ____3_____ Pepsi ____4_____ Seven-Up ____1_____ Sunkist ____2_____
Slide11-27NoAveragingofOrdinalMeasures
Slide11-28CharacteristicsofIntervalLevelMeasuresPossessallfeaturesofnominalandordinalAdditionally,distancebetweenpointsassumedtobeequivalentThermometerCalendar
Slide11-29CharacteristicsofIntervalLevelMeasuresPossessallfeaturesofnominalandordinalAdditionally,distancebetweenpointsassumedtobeequivalentThermometerCalendarNotruezeropoint,socannotevaluaterelativedifferences
Slide11-30IntervalLevelMeasures Thinkaboutthecommercialthatyoujustsaw.Comparedtoothershampoocommercialshowwouldyouratethebelievabilityofthisspecificcommercial?
Verybelievable ____(1) Slightlybelievable ____(2) Slightlyunbelievable ____(3) Veryunbelievable ____(4)
Slide11-31ComparingLevelsofMeasurement
Slide11-32ComparingLevelsofMeasurement
Slide11-33ComparingLevelsofMeasurement
Slide11-34CharacteristicsofRatioLevelMeasuresPossessalldescriptivepowerofnominal,ordinalandintervalmeasuresHaveatruezeropointAllowsforadirectcomparisonofamountsordegree
Slide11-35RatioLevelMeasuresThinkaboutthereasonswhyyoupurchaseaparticularchildren'scereal.Manypotentialreasonsarelistedbelow.Weareinterestedinknowingtherelativeimportanceofthesereasonsinyourpurchasedecision.Assumethatyouhave100points.Dividethepointsamongthereasonsbelowtoindicateeachreason'srelativeimportance.Themorepointsyougivesomething,themoreimportantitis.Youcangiveasmanyorasfewpointsasyouwishtoeachreason.Pleasemakecertainthatyourtotalequals100points. Allnatural ___________ Childrenlikeit ___________ Containsfruit ___________ Lowprice ___________ Low/nofat ___________ TOTAL ____100___
Slide11-36SelectingaLevelofMeasurementDeterminedbyCharacteristicorattributebeingmeasuredDesireddepthofdetailLevelofdetailrequiredfordataanalysisGeneralrule:Collectdataathighestlevelofmeasurement
Slide11-37HighestLevelofMeasurement Nominal: Intowhichofthefollowinggroupsdoesyouragefall? Under18 __(1) 18to29 __(2) 30to49 __(3) 50andolder__(4)
Ratio: Whatisyourage?________________
Slide11-38Open-EndedQuestionsAllowindividualorobservertoreplyinownwordsNofixed,predeterminedsetofanswers
Slide11-39Open-EndedQuestions:ExampleTellmeinyourownwordswhatthecommercialsaidorshowedabouttheadvertisedproduct?Whatdoyouthinkaretheprinciplebenefitsofahaircareproductthatcombinesshampooandconditioner?Whyhaveyoustoppedusinggenericchildren'saspirin?
Slide11-40AdvantagesofOpen-endedQuestionsResponsesnotinfluencedbyprespecifiedlistsProvidecontentforanswerstoclosed-endedquestionsGoodwaytointroducetopicarea
Slide11-41DisadvantagesofOpen-endedQuestionsResponsescanbeincomplete,irrelevant,incomprehensibleMoretimetoadministerPlacegreaterdemandonrespondent’sverbalskillsAnalysisismoretimeconsuming
Slide11-42Closed-endedQuestionsPresentalistoffixedanswersorresponseAdvantagesLessvariabilityinresponseEasierforrespondenttoanswerQuickertoadministerFacilitatedataanalysis
Slide11-43Closed-EndedQuestions:CautionsShouldonlybeusedwhenfullrangeofoptionsisknownandpresentedCarefulnottocueorbias
Slide11-44ReliabilityandValidityReliabilitymeasurestheextenttowhichameasureconsistentlyprovidessameresultsValidityassesseshowaccuratelyameasureactuallymeasureswhatwethinkitismeasuring
Slide11-45ReliableButNotValid
Slide11-46ValidButNotReliable
Slide11-47NeitherValidNorReliable
Slide11-48ReliableandValid
Slide11-49AssessingReliabilityTest-Retestreliabilityrepeatsadministrationoftestitemunderequivalentconditionstosamegroupofpeople
Slide11-50AssessingReliabilityTest-RetestreliabilityrepeatsadministrationoftestitemunderequivalentconditionstosamegroupofpeopleAlternativeformgivesalternativeformsofitemtosamegroup,administeredattwodifferentpointsintime
Slide11-51AssessingValidityFacevalidity-consensusofagreementConcurrentvalidity-comparetoacceptedmeasurePredictivevalidity-determineextenttowhichtoday’smeasureaccuratelypredictsdifferent,futuremeasure
Slide11-52Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.
Slide12-53AdvertisingResearch
JoelJ.DavisChapter12:WritingSurveyQuestions
Slide12-54TypesofNominalLevelQuestionsDichotomousMultiplechoiceChecklists
Slide12-55DichotomousQuestionsSimplesttypeofnominalmeasureUsedtoclassifyintotwoexhaustive,mutuallyexclusivegroups
Slide12-56DichotomousQuestionsSimplesttypeofnominalmeasureUsedtoclassifyintotwoexhaustive,mutuallyexclusivegroupsMostcommonformuses“yes”and“no”optionsDoyourecallseeinganyBubbleYumadvertisinginthelast24hours? Yes__________ No__________
Slide12-57Beyond“Yes”and“No”DoyoupreferdietsoftdrinksflavoredwithNutraSweetorAspartame? NutraSweet__________ Aspartame__________ Whatisyourgender? Male__________ Female__________
Slide12-58AdvantagesofDichotomousQuestionsEasyforrespondenttoanswerSimpletoedit,code,tabulateandanalyzeWorkwellforskippatterns
Slide12-59DichotomousQuestionsandSkipPatterns1.Areyoucurrentlymarriedorsingle? Married__________
CONTINUEWITHQ.2 Single__________
SKIPTOQ.3
2.Howlonghaveyoubeenmarried?FILLINYEARSBELOW. __________YEARSMARRIED
CONTINUEWITHQ.4
3.Haveyoueverbeenmarried? Yes_______ No_______
4.INTERVIEWCONTINUES
Slide12-60MultipleChoiceQuestionsNominalmeasuresthatpresentthreeormoreexclusiveandexhaustivecategoriesofresponseUsedwhenneedistocategorizeintosmaller,morefocusedcategoriesthanarepermittedbydichotomousquestions
Slide12-61MultipleChoiceQuestionsIntowhichofthefollowinggroupsdoesyourtotal,annualhouseholdincomefall? Under$15,000 ________ $15,000-$24,999 ________ $25,000-$34,999 ________ $35,000-$44,999 ________ $45,000-$54,999 ________ $55,000andover ________
Slide12-62RequirementsforQuestionSuccessMustbeexhaustiveAnappropriateresponseforeveryrespondentMustbeexclusiveNooverlapacrossresponsecategoriesandeachrespondentfitsintoonlyonecategory
Slide12-63CategoriesNotExhaustiveorExclusive Howmanychildrenundertheageof18arecurrentlylivingfull-timeinyourhousehold? 1-2 ________ 3-4 ________ 5-6 ________ 6ormore ________
Slide12-64CategoriesAreExhaustiveandExclusive Howmanychildrenundertheageof18arecurrentlylivingfull-timeinyourhousehold? None ________ 1-2 ________ 3-4 ________ 5-6 ________ 7ormore ________
Slide12-65CategoriesNotExhaustiveandExclusiveWhichbrandoflaundrydetergentdidyoubuylast? All ________ Cheer ________ Tide ________
Slide12-66AdditionalTypesofMultipleChoiceQuestionsWhatistheonemostimportantreasonwhyyoupurchasedaToyotaautomobile? Advertising________ Price ________ Warranty ________ Other ________SPECIFY:________________________Doyouplantopurchaseahomeinthenexttwelvemonths? Definitelyyes ________ Probablyyes ________ Probablyno ________ Definitelyno ________
Slide12-67AdvantagesofMultipleChoiceQuestionsFlexibleformatAppropriatetowiderangeofsituationsEasytocode,edit,tabulate,andanalyze
Slide12-68Caution:AvoidBiasCadillac Cadillac FordDodge Ford Saturn
Ford Dodge CadillacSaturn Saturn DodgeOther(Specify) Other(Specify) Other(Specify)
Slide12-69Caution:ReasonableResponseOptions
0-notimeatall ________ ?hour ________ 1to2hours ________ 2?to4hours ________ 4?to6hours ________ 6?ormorehours ________
Slide12-70DichotomousorMultipleChoice?Dichotomousshouldonlybeusedwhenentirerangeofresponseconsistsoftwo(andonlytwo)commonlyused/acceptedcategories
Slide12-71DichotomousorMultipleChoice?Whatisyourhighestlevelofeducation? Highschooldiplomaorless _______ Somecollegeorbeyond _______
Slide12-72DichotomousorMultipleChoice?Whatisyourhighestlevelofeducation? Lessthanhighschool _____ Highschooldiploma _____ Somecollege _____ Collegedegreeorhigher_____
Slide12-73ChecklistQuestionsCombinesaseriesofrelateddichotomousquestionsintosinglequestionLesstimeconsumingLesstedious
Slide12-74ChecklistQuestionsThinkaboutallthemusic-relatedvideosyou’vewatchedonlineinthepasttwodays.Whichofthefollowingtypesofmusicwerefeaturedinthevideos?Youcancheckasmanyorasfew(orevennoitems)asapply. Blues ______ Classical ______ Country ______ Folk ______ Jazz ______ Techno ______ Rap/HipHop ______ Rock/Pop ______ Ska ______
Slide12-75ChecklistQuestionsThinkaboutthecommercialyoujustsaw.Whichofthefollowingwordsorphrasesdescribehowyoufeelaboutthecommercial?Youcancheckasmanyorasfew(orevennoitems)asapply. Entertaining ______ Confusing ______ Silly ______ Believable ______ Fun ______ Annoying ______ . ______ . ______ etc. ______
Slide12-76ChecklistQuestionsMustexplicitlydefineselectioncriteriaInstructionsmustmakeitclearthatthereisnosetnumberofitemsthatmustbecheckedOrderchoicestoreducebias
Slide12-77OrdinalLevelQuestionsAskrespondenttoorderlistofitemsusingapredeterminedcharacteristicMostcommonformofquestionisrankorder
Slide12-78RankOrderQuestionYouhavejustvisitedthehomepagesoffoursocialnetworkingsites:Bebo,Facebook,MySpace,andTwitter.Pleaserankthehomepageswithregardtotheiroverallappealtoyou.Placea'1'nexttothesitethathasthegreatestappeal,a'2'bythesitewiththenextmostappeal,through'4'whichyouwouldplacenexttothesitewhosehomepageyoufoundleastappealing.Therecanbenotiesandpleaseuseeachnumberonlyonce. Bebo _______ Facebook _______ MySpace _______ Twitter _______
Slide12-79IntervalLevelQuestionsProvideinformationonrankorderofitemsProvideanestimateofrelativedistancebetweenitemsMostcommonformisratingscale
Slide12-80RatingScaleHowbelievableorunbelievablewasthecommercialyoujustsaw? Verybelievable _____ Slightlybelievable _____ Neitherbelievableorunbelievable _____ Slightlyunbelievable _____ Veryunbelievable _____
Slide12-81RatingScaleHowbelievableorunbelievablewasthecommercialyoujustsaw? Verybelievable _____ Slightlybelievable _____ Neitherbelievableorunbelievable _____ Slightlyunbelievable _____ Veryunbelievable _____
Slide12-82RatingScaleHowbelievableorunbelievablewasthecommercialyoujustsaw?
Verybelievable _____
Slightlybelievable _____ Neitherbelievableorunbelievable _____ Slightlyunbelievable _____ Veryunbelievable _____
Slide12-83RatingScaleHowbelievableorunbelievablewasthecommercialyoujustsaw? Verybelievable _____ Slightlybelievable _____ Neitherbelievableorunbelievable _____ Slightlyunbelievable _____ Veryunbelievable _____
Slide12-84ConsiderationsinRatingScalesNumberofscaleoptionsScalebalanceUseofaneutraloptionFrameofreference
Slide12-85RatingScaleBalanceBalancedscale
Stronglyagree Slightlyagree Slightlydisagree StronglydisagreeUnbalancedscale
Pleased Slightlydispleased Somewhatdispleased Stronglydispleased Verystronglydispleased
Slide12-86RatingScale:NeutralOptionNoneutraloption
Stronglyagree Slightlyagree Slightlydisagree StronglydisagreeNeutraloption
Stronglyagree Slightlyagree Neitheragreenordisagree Slightlydisagree Stronglydisagree
Slide12-87RatingScale:FrameofReferenceNoncomparativescalesaskforratingwithoutanexplicitframeofreference“Thinkaboutthecommercialyoujustsaw.Howbelievableorunbelievablewouldyousaythecommercialwas?”
Slide12-88RatingScale:FrameofReferenceNoncomparativescalesaskforratingwithoutanexplicitframeofreference“Thinkaboutthecommercialyoujustsaw.Howbelievableorunbelievablewouldyousaythecommercialwas?”Comparativescalesprovideaframeofreference“Thinkaboutthecommercialyoujustsaw.Howbelievableorunbelievablewouldyousaythecommercialwascomparedtootherbeeradvertising?”
Slide12-89RatingScale:AlternativeFormatThinkaboutWal-Mart’srecentattemptstopromoteitscommitmenttotheenvironment.ReadeachphrasebelowandthenindicatetheextenttowhichyouagreeordisagreethatthephrasedescribesWal-Mart’senvironmentalefforts.Foreachphrase,indicateyouropinionbyplacingacheckintheappropriatecolumn. StronglySlightly SlightlyStrongly
Agree
Agree
Disagree
Disagree Isdoingsoonlyforprofit _____ _____ ______ ______ Issincere _____ _____ ______ ______ Isagoodcorporatecitizen _____ _____ ______ ______ Isaleader _____ _____ ______ ______ Isexploitive _____ _____ ______ ______
Slide12-90ConstantSumQuestionThinkaboutthereasonswhyyoupurchaseaparticularchildren'scereal.Somepotentialreasonsareinthefollowinglist.Weareinterestedinknowingtherelativeimportanceofthesereasonsinyourpurchasedecision.Assumethatyouhave100points.Dividethepointsamongthefollowingreasonstoindicatetherelativeimportanceofeachreason.Themorepointsyougivesomething,themoreimportantitis.Youcangiveasmanyorasfewpointsasyouwishtoeachreason.Pleasemakecertainthatyourtotalequals100points. Allnatural _____ Childrenlikeit _____ Containsfruit _____ Lowfat _____ Lowprice _____ Lowsugar _____ TOTAL _100_
Slide12-91ConstantSumQuestion
Thinkaboutthereasonswhyyoupurchaseaparticularchildren'scereal.Somepotentialreasonsareinthefollowinglist.Weareinterestedinknowingtherelativeimportanceofthesereasonsinyourpurchasedecision.Assumethatyouhave100points.Dividethepointsamongthefollowingreasonstoindicatetherelativeimportanceofeachreason.Themorepointsyougivesomething,themoreimportantitis.Youcangiveasmanyorasfewpointsasyouwishtoeachreason.Pleasemakecertainthatyourtotalequals100points. Allnatural _____ Childrenlikeit _____ Containsfruit _____ Lowfat _____ Lowprice _____ Lowsugar _____ TOTAL _100_
Slide12-92ConstantSumQuestion
Thinkaboutthereasonswhyyoupurchaseaparticularchildren'scereal.Somepotentialreasonsareinthefollowinglist.Weareinterestedinknowingtherelativeimportanceofthesereasonsinyourpurchasedecision.Assumethatyouhave100points.Dividethepointsamongthefollowingreasonstoindicatetherelativeimportanceofeachreason.Themorepointsyougivesomething,themoreimportantitis.Youcangiveasmanyorasfewpointsasyouwishtoeachreason.Pleasemakecertainthatyourtotalequals100points. Allnatural _____ Childrenlikeit _____ Containsfruit _____ Lowfat _____ Lowprice _____ Lowsugar _____ TOTAL _100_
Slide12-93ConstantSumQuestion
Thinkaboutthereasonswhyyoupurchaseaparticularchildren'scereal.Somepotentialreasonsareinthefollowinglist.Weareinterestedinknowingtherelativeimportanceofthesereasonsinyourpurchasedecision.Assumethatyouhave10
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