工商管理英語Chapter 6 市場調(diào)查
[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(xué)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(xué)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(xué)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(shè)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(yù)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(wù)。
[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(shè)計和實施，二是由公司外的專業(yè)公司負責(zé)。
[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(wù)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(shè)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(xué)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(shè)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(xué)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(wù)水平相對不發(fā)達。
