工商管理英語Chapter 6 市場調(diào)查

[00:00.00]detail n. vt. [00:00.73]細節(jié) 詳述 [00:01.46]avenue n. [00:02.14]大街 [00:02.82]personal a. [00:03.59]個人的 [00:04.36]independent a. [00:05.09]獨立的 [00:05.83]somewhere adv. [00:06.52]在某處 [00:07.21]abroad adv. [00:08.01]在國外 [00:08.80]actually adv. [00:09.40]事實上 [00:10.00]A:Right,I'd just like to check some details first. [00:11.74]好的，我只想先查對一些細節(jié)。 [00:13.48]It's Mr.And Mrs.J.Reynolds,isn't it? [00:14.80]你是雷諾先生和雷諾太太，對吧? [00:16.12]B:Yes. [00:16.77]是的。 [00:17.42]A:The address is 21 Pine Avenue? [00:18.78]地址是松樹大街21號嗎? [00:20.14]B:Yes. [00:20.72]對。 [00:21.29]A:Your telephone number is 56822,is that right? [00:23.38]你們的電話號碼是56822，對嗎? [00:25.47]B:No,it's 56882. [00:27.18]不，是56882。 [00:28.89]A:Thanks.Now I hope you don't mind if I ask you some personal questions? [00:31.01]謝謝?，F(xiàn)在我問您一些個人問題，希望您不要在意。 [00:33.12]B:No,go ahead. [00:33.91]沒關(guān)系，請問吧。 [00:34.69]A:First,do you own this house? [00:35.91]首先，這所房子是你們自己的嗎? [00:37.12]B:Yes,we do. [00:37.96]對，是自己的。 [00:38.79]A:How many people live in it? [00:39.64]這里住幾口人? [00:40.49]B:Well there's myself,my husband and two sons. [00:42.55]嗯，我、我先生和兩個兒子。 [00:44.62]A:So four of you. [00:45.64]那么，是四口人。 [00:46.65]Where does your husband work? [00:47.57]您先生在哪兒工作? [00:48.48]B:He works at Courtaulds. [00:49.40]他在Courtaulds工作。 [00:50.31]A:And do you work? [00:51.08]您工作嗎? [00:51.85]B:No,I'm at home. [00:52.66]不，我呆在家里。 [00:53.47]A:Right,your sons are at school then? [00:54.73]好的，那么兩個兒子都上學吧? [00:55.98]B:Yes,that's right. [00:57.05]對，沒錯。 [00:58.12]A:Do they go to the local school? [00:59.38]他們在本地上學嗎? [01:00.63]B:No,they both go into town to the Independent Boys School. [01:02.51]不，兩個都在城里上公立學校。 [01:04.39]A:Now,both you and your husband have a car? [01:05.87]好，您和您先生都有汽車吧? [01:07.34]B:Yes,we do. [01:08.08]對，我們都有。 [01:08.81]A:Roughly how many miles do you do a year? [01:10.64]你們一年大概行駛多少英里? [01:12.46]B:Well,about 5,000. [01:13.46]嗯，大概5000英里。 [01:14.45]A:Your husband's car is a company car,is that right? [01:15.98]您先生的車是公司的，對嗎? [01:17.51]B:Yes. [01:18.12]對。 [01:18.73]A:How many holidays a year do you take? [01:19.95]一年有幾次假期? [01:21.16]B:Normally two. [01:21.95]一般兩次。 [01:22.73]A:In this country or abroad? [01:23.84]在國內(nèi)還是到國外去度假? [01:24.95]B:Usually a summer holiday abroad and a week somewhere in England in autumn. [01:28.11]一般暑假到國外去，秋天在英格蘭什么地方度過一周的時間。 [01:31.27]A:Somewhere by the sea? [01:32.16]是海邊什么地方嗎? [01:33.05]B:No,we normally go to Scotland walking. [01:34.68]不，我們通常到蘇格蘭去徒步旅行。 [01:36.31]A:Right,just a couple more questions;then I'm finished. [01:37.88]好，還有一兩個問題就完了。 [01:39.45]Do you mind telling me how much you normally spend on your summer holiday? [01:41.92]您能不能告訴我你們暑假一般花費是多少? [01:44.39]B:Well I suppose about 1,000. [01:46.34]嗯，我想大約1000英鎊吧。 [01:48.30]A:And this year you plan to go abroad? [01:49.68]那么你們今年計劃出國嗎? [01:51.05]B:Yes,Greece actually. [01:52.29]對，是希臘。 [01:53.53]A:Well,thank you very much,Mrs.Reynolds. [01:55.55]好的，雷諾太太，非常感謝。 [01:57.58]You've been very helpful. [01:58.41]您真是幫了忙。 [01:59.25]B:You're welcome. [01:59.93]別客氣。 [02:00.61]marketing research [02:01.48]市場調(diào)研 [02:02.36]exploratory research [02:03.69]探索性調(diào)研 [02:05.02]descriptive research [02:05.95]描述性調(diào)研 [02:06.88]causal research [02:07.71]因果性調(diào)研 [02:08.55]primary data [02:09.42]初級資料 [02:10.30]secondary data [02:11.21]次級資料 [02:12.13]observation methods [02:12.99]觀察法 [02:13.85]questionnaire [02:14.57]問卷法 [02:15.29]interviewers [02:16.01]訪談員 [02:16.72]A marketing manager often commits marketing research,to formal studies of specific problems and opportunities. [02:21.07]市場營銷管理者經(jīng)常進行市場調(diào)查或針對特定的問題和市場機會進行正式的研究。 [02:25.42]Information is a critical ingredient in formulating and implementing a successful marketing strategy. [02:30.39]制定和實施一項成功的市場營銷戰(zhàn)略，信息是至關(guān)重要的一部分。 [02:35.35]Marketing research is the systematic design,collection,analysis,and reporting of date and findings relevant to a specific marketing situation facing the company. [02:43.51]市場調(diào)研是系統(tǒng)地設計、收集、分析并報告與公司面臨的特定市場營銷狀況有關(guān)的數(shù)據(jù)和調(diào)查結(jié)果。 [02:51.68]Companies normally budgets marketing research at 1% to 2% of company sales. [02:54.77]通常公司用于市場調(diào)研的預算約占公司銷售額的1%到2%。 [02:57.87]50% to 80% of this money is spent directly by the marketing research department. [03:01.24]其中50%到80%直接用于公司的市場調(diào)研部門。 [03:04.61]The remainder is spent buying the service of outside marketing research firms. [03:07.57]其余則用于購買外部市場調(diào)查公司的服務。 [03:10.54]There are two ways to conduct marketing research;one is to design and implement a study with in_house staff,the other is to use an outside firm specializing in marketing research. [03:18.28]開展市場調(diào)研有兩種方式：一是由公司內(nèi)專職部門進行調(diào)研設計和實施，二是由公司外的專業(yè)公司負責。 [03:26.03]Marketing research firms fall into three categories: [03:28.14]市場調(diào)研公司可以分為三種類型： [03:30.26]syndicated_service research firms,customer marketing research firms,special_line marketing research firms. [03:34.94]多元服務市場調(diào)研公司、面向顧客的市場調(diào)查公司和專業(yè)市場調(diào)研公。 [03:39.61]Designing a research plan calls for decision on the data sources,research approaches,research instrument,sampling plan,and contact method. [03:46.59]設計調(diào)查計劃時，要確定資料來源，調(diào)查手段，抽樣方法和聯(lián)系方法。 [03:53.56]Researchers usually start their investigation by examining secondary data to see whether their problem can be partly or wholly solved without collecting costly primary data. [04:00.21]調(diào)研人員開始調(diào)查時總是先收集次級資料以判斷問題是否部分或全部解決了，而不是先去收集成本很高的初級資料。 [04:06.86]Primary data can be collected in four ways;observation,focus groups,surveys and experiment. [04:11.45]收集初級資料的方法有四種：觀察、專題討論、問卷調(diào)查和實驗。 [04:16.05]While observation and focus groups are best suited for exploratory research,surveys are best suited for descriptive research and experiment for causal research. [04:22.22]觀察法和專題討論法適用于探索性調(diào)研，問卷調(diào)查法適用于描述性調(diào)研，而實驗法適用于因果性調(diào)研。 [04:28.38]The advantage of observation methods is that there is no reporting bias and potential bias caused by the interviewer,and the interviewing process is eliminated or reduced. [04:34.74]觀察法的優(yōu)點在于無記錄偏差和訪談員潛在偏誤，并取消或減少了訪談過程。 [04:41.10]Experimental research is the most scientific,valid research. [04:43.39]實驗法是最科學最有效的調(diào)查方法。 [04:45.68]Marketing researchers have a choice of two main research instruments in collecting primary data: [04:49.01]調(diào)研人員在收集初級資料時有兩種主要的調(diào)查手段： [04:52.34]questionnaire and mechanical devices. [04:53.64]問卷和儀器。 [04:54.95]Survey research involves interviewing a target group,for example,potential customers to obtain the desired information. [04:59.31]問卷調(diào)查包括與目標主體(如潛在顧客)進行訪談，以獲得所需信息。 [05:03.67]Normally a questionnaire is essential to ensure a successful survey. [05:06.76]一般為保證調(diào)查成功，使用問卷是必要的。 [05:09.84]In preparing a questionnaire,the professional marketing researcher carefully chooses the questions and their form,wording,and sequence. [05:15.69]設計問卷時，專業(yè)的市場調(diào)查員必須精心確定所提的問題及其內(nèi)容、形式、措辭和次序。 [05:21.54]A good questionnaire has three main characteristics:it is simple;it is easy for the respondent to answer and for the interviewer to record;it keeps the interview to the point and obtains desired information. [05:30.28]一份高質(zhì)量的問卷有三個特點：簡單：被訪者易于回答而訪談員便于記錄：保證訪談不跑題。 [05:39.02]Close_ended questions pre_specify all the possible answers,and respondents make a choice among them. [05:43.26]封閉式問題事先確定了所有可能的答案，答卷人可以從中選擇一個答案。 [05:47.51]Open_ended questions allow respondents to answer in their own words. [05:49.69]開放式問題允許答卷人用自己的語言回答問題。 [05:51.87]Sampling is the selection of a subset or group from a population that is representative of the entire population. [05:55.94]抽樣是從總體中抽選出具有代表性的一組樣本。 [06:00.02]Large samples give more reliable results than small samples. [06:02.45]大規(guī)模樣本比小規(guī)模樣本的結(jié)果更可靠。 [06:04.88]However,samples less than 1% of a population can often provide good reliability,give a credible sampling procedure. [06:09.82]但如果抽樣程序正確的話，不到總體的1%就能提供很好的準確性。 [06:14.75]Mail questionnaires require simple and clearly worded questions,and the response rate is usually low and/or slow. [06:19.15]郵寄的問卷要求問題簡單清楚，通常問卷回收率低，回收也慢。 [06:23.56]Telephone interviewing is the best method of gathering information quickly,but the drawback is that the interviews have to be short and not too personal. [06:30.01]電話訪問是快速收集信息的最好方法，但缺點是訪問時間短，也不能過于個人化。 [06:36.46]Telephone interviewing is the best method of gathering information quickly,but the drawback is that the interviews have to be short and not too personal. [06:41.70]電話訪問是快速收集信息的最好方法，但缺點是訪問時間短，也不能過于個人化。 [06:46.94]telephone interview [06:47.84]電話訪問 [06:48.74]Personal interviewing is the most expensive method and requires more administrative planning and supervision. [06:52.56]面訪成本最高，需要更多的管理計劃和監(jiān)督。 [06:56.39]It is also subject to interviewer bias or distortion. [06:58.59]也容易受訪談員的偏見或曲解的影響。 [07:00.78]We can pinpoint seven characteristics of good marketing research:Scientific method,research creativity,multiple methods, [07:06.66]有效市場調(diào)研有七個特征：科學的方法、調(diào)查的創(chuàng)造性、多種方法、 [07:12.54]interdependence of models and data,value and cost of information,healthy skepticism,ethical marketing. [07:17.21]模型和數(shù)據(jù)的相互依賴、信息的價值和成本匹配、正常的懷疑態(tài)度和合乎職業(yè)道德的市場營銷。 [07:21.89]One important qualification about comparability in multi_country survey work is that comparability does not necessarily result from sameness of method. [07:27.83]在進行多國/地區(qū)市場調(diào)研中，得出一個重要的認識：用同樣方法調(diào)研取得的結(jié)果不一定具有可比性。 [07:33.77]Comparability of data depends upon eigher knowing that methods will produce identical measurements or knowing how to correct any biases that may exist. [07:39.23]數(shù)據(jù)信息可互相比較，這取決于或者明確了方法度量的一致，或者了解如何矯正偏誤。 [07:44.69]The two basic sampling methods in use today are probabilistic and non_probabilistic sampling. [07:48.32]目前使用的兩種抽樣的基本方法是概率抽樣和非概率抽樣。 [07:51.95]Prominent among the various techniques that can help to extrapolate past date into future trends are the following:time series,least squares method,exponential smoothing,regression and correlation. [08:00.39]由歷史數(shù)據(jù)推測未來趨勢的眾多方法中較突出的有：時間序列法、最小平方法、指數(shù)平滑法、回歸分析和相關(guān)分析。 [08:08.83]The general rule is the more developed the country,the greater the information available. [08:11.73]一般地，國家越發(fā)達，可獲得的信息越多。 [08:14.63]In less developed countries statistical and research services are relatively primitive. [08:17.48]不發(fā)達國家統(tǒng)計信息及調(diào)研服務水平相對不發(fā)達。

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