工商管理英语Chapter 6 市场调查
[00:00.73]细节 详述
[00:01.46]avenue n.
[00:02.14]大街
[00:02.82]personal a.
[00:03.59]个人的
[00:04.36]independent a.
[00:05.09]独立的
[00:05.83]somewhere adv.
[00:06.52]在某处
[00:07.21]abroad adv.
[00:08.01]在国外
[00:08.80]actually adv.
[00:09.40]事实上
[00:10.00]A:Right,I'd just like to check some details first.
[00:11.74]好的，我只想先查对一些细节。
[00:13.48]It's Mr.And Mrs.J.Reynolds,isn't it?
[00:14.80]你是雷诺先生和雷诺太太，对吧?
[00:16.12]B:Yes.
[00:16.77]是的。
[00:17.42]A:The address is 21 Pine Avenue?
[00:18.78]地址是松树大街21号吗?
[00:20.14]B:Yes.
[00:20.72]对。
[00:21.29]A:Your telephone number is 56822,is that right?
[00:23.38]你们的电话号码是56822，对吗?
[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]谢谢。现在我问您一些个人问题，希望您不要在意。
[00:33.12]B:No,go ahead.
[00:33.91]没关系，请问吧。
[00:34.69]A:First,do you own this house?
[00:35.91]首先，这所房子是你们自己的吗?
[00:37.12]B:Yes,we do.
[00:37.96]对，是自己的。
[00:38.79]A:How many people live in it?
[00:39.64]这里住几口人?
[00:40.49]B:Well there's myself,my husband and two sons.
[00:42.55]嗯，我、我先生和两个儿子。
[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]您先生在哪儿工作?
[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]您工作吗?
[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，那么两个儿子都上学吧?
[00:55.98]B:Yes,that's right.
[00:57.05]对，没错。
[00:58.12]A:Do they go to the local school?
[00:59.38]他们在本地上学吗?
[01:00.63]B:No,they both go into town to the Independent Boys School.
[01:02.51]不，两个都在城里上公立学校。
[01:04.39]A:Now,both you and your husband have a car?
[01:05.87]好，您和您先生都有汽车吧?
[01:07.34]B:Yes,we do.
[01:08.08]对，我们都有。
[01:08.81]A:Roughly how many miles do you do a year?
[01:10.64]你们一年大概行驶多少英里?
[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]您先生的车是公司的，对吗?
[01:17.51]B:Yes.
[01:18.12]对。
[01:18.73]A:How many holidays a year do you take?
[01:19.95]一年有几次假期?
[01:21.16]B:Normally two.
[01:21.95]一般两次。
[01:22.73]A:In this country or abroad?
[01:23.84]在国内还是到国外去度假?
[01:24.95]B:Usually a summer holiday abroad and a week somewhere in England in autumn.
[01:28.11]一般暑假到国外去，秋天在英格兰什么地方度过一周的时间。
[01:31.27]A:Somewhere by the sea?
[01:32.16]是海边什么地方吗?
[01:33.05]B:No,we normally go to Scotland walking.
[01:34.68]不，我们通常到苏格兰去徒步旅行。
[01:36.31]A:Right,just a couple more questions;then I'm finished.
[01:37.88]好，还有一两个问题就完了。
[01:39.45]Do you mind telling me how much you normally spend on your summer holiday?
[01:41.92]您能不能告诉我你们暑假一般花费是多少?
[01:44.39]B:Well I suppose about 1,000.
[01:46.34]嗯，我想大约1000英镑吧。
[01:48.30]A:And this year you plan to go abroad?
[01:49.68]那么你们今年计划出国吗?
[01:51.05]B:Yes,Greece actually.
[01:52.29]对，是希腊。
[01:53.53]A:Well,thank you very much,Mrs.Reynolds.
[01:55.55]好的，雷诺太太，非常感谢。
[01:57.58]You've been very helpful.
[01:58.41]您真是帮了忙。
[01:59.25]B:You're welcome.
[01:59.93]别客气。
[02:00.61]marketing research
[02:01.48]市场调研
[02:02.36]exploratory research
[02:03.69]探索性调研
[02:05.02]descriptive research
[02:05.95]描述性调研
[02:06.88]causal research
[02:07.71]因果性调研
[02:08.55]primary data
[02:09.42]初级资料
[02:10.30]secondary data
[02:11.21]次级资料
[02:12.13]observation methods
[02:12.99]观察法
[02:13.85]questionnaire
[02:14.57]问卷法
[02:15.29]interviewers
[02:16.01]访谈员
[02:16.72]A marketing manager often commits marketing research,to formal studies of specific problems and opportunities.
[02:21.07]市场营销管理者经常进行市场调查或针对特定的问题和市场机会进行正式的研究。
[02:25.42]Information is a critical ingredient in formulating and implementing a successful marketing strategy.
[02:30.39]制定和实施一项成功的市场营销战略，信息是至关重要的一部分。
[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]市场调研是系统地设计、收集、分析并报告与公司面临的特定市场营销状况有关的数据和调查结果。
[02:51.68]Companies normally budgets marketing research at 1% to 2% of company sales.
[02:54.77]通常公司用于市场调研的预算约占公司销售额的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%直接用于公司的市场调研部门。
[03:04.61]The remainder is spent buying the service of outside marketing research firms.
[03:07.57]其余则用于购买外部市场调查公司的服务。
[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]开展市场调研有两种方式：一是由公司内专职部门进行调研设计和实施，二是由公司外的专业公司负责。
[03:26.03]Marketing research firms fall into three categories:
[03:28.14]市场调研公司可以分为三种类型：
[03:30.26]syndicated_service research firms,customer marketing research firms,special_line marketing research firms.
[03:34.94]多元服务市场调研公司、面向顾客的市场调查公司和专业市场调研公。
[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]设计调查计划时，要确定资料来源，调查手段，抽样方法和联系方法。
[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]调研人员开始调查时总是先收集次级资料以判断问题是否部分或全部解决了，而不是先去收集成本很高的初级资料。
[04:06.86]Primary data can be collected in four ways;observation,focus groups,surveys and experiment.
[04:11.45]收集初级资料的方法有四种：观察、专题讨论、问卷调查和实验。
[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]观察法和专题讨论法适用于探索性调研，问卷调查法适用于描述性调研，而实验法适用于因果性调研。
[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]观察法的优点在于无记录偏差和访谈员潜在偏误，并取消或减少了访谈过程。
[04:41.10]Experimental research is the most scientific,valid research.
[04:43.39]实验法是最科学最有效的调查方法。
[04:45.68]Marketing researchers have a choice of two main research instruments in collecting primary data:
[04:49.01]调研人员在收集初级资料时有两种主要的调查手段：
[04:52.34]questionnaire and mechanical devices.
[04:53.64]问卷和仪器。
[04:54.95]Survey research involves interviewing a target group,for example,potential customers to obtain the desired information.
[04:59.31]问卷调查包括与目标主体(如潜在顾客)进行访谈，以获得所需信息。
[05:03.67]Normally a questionnaire is essential to ensure a successful survey.
[05:06.76]一般为保证调查成功，使用问卷是必要的。
[05:09.84]In preparing a questionnaire,the professional marketing researcher carefully chooses the questions and their form,wording,and sequence.
[05:15.69]设计问卷时，专业的市场调查员必须精心确定所提的问题及其内容、形式、措辞和次序。
[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]一份高质量的问卷有三个特点：简单：被访者易于回答而访谈员便于记录：保证访谈不跑题。
[05:39.02]Close_ended questions pre_specify all the possible answers,and respondents make a choice among them.
[05:43.26]封闭式问题事先确定了所有可能的答案，答卷人可以从中选择一个答案。
[05:47.51]Open_ended questions allow respondents to answer in their own words.
[05:49.69]开放式问题允许答卷人用自己的语言回答问题。
[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]抽样是从总体中抽选出具有代表性的一组样本。
[06:00.02]Large samples give more reliable results than small samples.
[06:02.45]大规模样本比小规模样本的结果更可靠。
[06:04.88]However,samples less than 1% of a population can often provide good reliability,give a credible sampling procedure.
[06:09.82]但如果抽样程序正确的话，不到总体的1%就能提供很好的准确性。
[06:14.75]Mail questionnaires require simple and clearly worded questions,and the response rate is usually low and/or slow.
[06:19.15]邮寄的问卷要求问题简单清楚，通常问卷回收率低，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]电话访问是快速收集信息的最好方法，但缺点是访问时间短，也不能过于个人化。
[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]电话访问是快速收集信息的最好方法，但缺点是访问时间短，也不能过于个人化。
[06:46.94]telephone interview
[06:47.84]电话访问
[06:48.74]Personal interviewing is the most expensive method and requires more administrative planning and supervision.
[06:52.56]面访成本最高，需要更多的管理计划和监督。
[06:56.39]It is also subject to interviewer bias or distortion.
[06:58.59]也容易受访谈员的偏见或曲解的影响。
[07:00.78]We can pinpoint seven characteristics of good marketing research:Scientific method,research creativity,multiple methods,
[07:06.66]有效市场调研有七个特征：科学的方法、调查的创造性、多种方法、
[07:12.54]interdependence of models and data,value and cost of information,healthy skepticism,ethical marketing.
[07:17.21]模型和数据的相互依赖、信息的价值和成本匹配、正常的怀疑态度和合乎职业道德的市场营销。
[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]在进行多国/地区市场调研中，得出一个重要的认识：用同样方法调研取得的结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]数据信息可互相比较，这取决于或者明确了方法度量的一致，或者了解如何矫正偏误。
[07:44.69]The two basic sampling methods in use today are probabilistic and non_probabilistic sampling.
[07:48.32]目前使用的两种抽样的基本方法是概率抽样和非概率抽样。
[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]由历史数据推测未来趋势的众多方法中较突出的有：时间序列法、最小平方法、指数平滑法、回归分析和相关分析。
[08:08.83]The general rule is the more developed the country,the greater the information available.
[08:11.73]一般地，国家越发达，可获得的信息越多。
[08:14.63]In less developed countries statistical and research services are relatively primitive.
[08:17.48]不发达国家统计信息及调研服务水平相对不发达。
