工商管理专业英语unit9.ppt

工商管理专业英语unit9.ppt

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Unit9TypesofMarketingResearch作者：

南开大学商学院作者：

南开大学商学院李桂华李桂华BusinessSchoolofNankaiUniversityGlossaryGlossaryhypotheses:

n.anideawhichisthoughtsuitabletoexplainthefactsaboutsomething假设；假说classify:

v.toarrangeorplace（animals,plants,books,etc.）intoclasses;divideaccordingtoclass分类；归类exploratory:

adj.（ofanaction）doneinordertolearnsomething（指某一措施，举动）探索的；探险的descriptive:

adj.thatdescribes叙述的；描写的causal:

adj.havingcause原因的；因果关系的；表示原因或理由的crystallize:

v.to（causeto）becomeclear,settled,orfixedinform（使）具体化；使变得明确；定形identify:

v.toproveorshowtheidentityof认明；认出contemplation:

n.theactofthinkingdeeplyandquietly;deepthought思考；沉思paramount:

adj.fmlgreataboveallothers;highestinpowerorimportance（正式）至上的；最重要的；最高权力的diagnostic:

adj.oforrelatingtodiagnosing诊断的predict:

v.toseeordescribe（afuturehappening）inadvanceasaresultofknowledge,experience,reason,etc.预言；预测BusinessSchoolofNankaiUniversityGlossaryGlossaryconcomitant:

adj.fmlexistingorhappeningtogether（withsomethingelse）（正式）伴随而来的；并存的；连带的plurality:

n.thestateofbeingplural复数marginal:

adj.（ofaplace（SEAT）inparliament）whichmaybelostbyasmallnumberofvotes（指国会席位）以少数选票差距失败spurious:

adj.1.notreallytheproductofthetime,writer,etc.,showorclaimed假的；伪造的；假托的2.likesomethingelsebutfalselyso拟似的；假的salient:

adj.standingoutmostnoticeablyorimportantly显著的；特出的alternative:

adj.（of2things）thatmaybeused,had,done,etc.,insteadofanother;other（两物中）可用来代替另一个的；其他的pragmatic:

adj.dealingwithmattersinthewaythatseemsbestundertheactualconditions,ratherthanfollowingageneralprinciple;practical实际的；实用主义的BusinessSchoolofNankaiUniversityKeyTermsandConceptsExploratoryresearch:

Initialresearchconductedtoclarifyanddefinethenatureofproblem.Descriptiveresearch:

Researchdesignedtodescribecharacteristicsofapopulationorphenomenon.Causalresearch:

Researchconductedtoidentifycause-and-effectrelationshipsamongvariables.Concomitantvariation:

Thewayinwhichtwophenomenaoreventsvarytogether.相随变量，共变因素BusinessSchoolofNankaiUniversityTextTextlMarketingresearchprovidesinformationtoreduceuncertainty.Ithelpsfocusdecision-making.Sometimesmarketingresearchersknowexactlywhattheirmarketingproblemsareanddesigncarefulstudiestotestspecifichypotheses.Forexample,asoftdrinkcompanyintroducinganewclearcolamightwanttoknowwhetheragoldorsilverlabelwouldmakethepackagingmoreeffective.Thisproblemisfullydefinedandanexperimentmaybedesignedtoanswerthemarketingquestionwithlittlepreliminaryinvestigation.BusinessSchoolofNankaiUniversitytextlInmoreambiguouscircumstancesmanagementmaybetotallyunawareofamarketingproblem.Forexample,McDonaldsmaynoticethatMosBurgers,acompetitionintheJapanesemarket,introducedMosRoastKatsuBurger,aroastporkcutletdrenchedintraditionalJapaneseKatsusauceandtoppedwithshreddedcabbage.ThemanagersmaynotunderstandmuchaboutJapaneseconsumersfeelingsaboutthismenuitem.Ordinarily,mineexploratoryresearchisnecessarytogaininsightsintothenatureofsuchaproblem.Tounderstandthevarietyofresearchactivity,itisbeneficialtocategorizetypesofmarketingresearch.BusinessSchoolofNankaiUniversitytextlMarketingresearchcanbeclassifiedonthebasisofeithertechniqueorfunction.Experiments,surveys,andobservationalstudiesarejustafewcommonresearchtechniques.Classifyingresearchbyitspurposeorfunctionshowshowthenatureofthemarketingprobleminfluencesthechoiceofmethods.Thenatureoftheproblemwilldeterminewhethertheresearchis

（1）exploratory,

（2）descriptive,or（3）causal.BusinessSchoolofNankaiUniversitytextExploratoryExploratorylExploratoryresearchisconductedtoclarifythenatureofambiguousproblems.Managementmayhavediscoveredageneralproblem,butitmayneedresearchtogainabetterunderstandingofthedimensionsoftheproblemandtoaidanalysis.Exploratoryresearchisnotintendedtoprovideconclusiveevidencefromwhichtodetermineaparticularcourseofaction.Usuallyexploratoryresearchisconductedwiththeexpectationthatsubsequentresearchwillberequiredtoprovidesuchconclusiveevidence.Rushingintodetailedsurveysbeforelessexpensiveandmorereadilyavailablesourcesofinformationhavebeenexhaustedcanleadtoseriousmistakes.BusinessSchoolofNankaiUniversitytextlForexample,supposeaChinesefast-foodrestaurantchainisconsideringexpandingitshoursandproductlinewithabreakfastmenu,ExploratoryresearchwithasmallnumberofcurrentcustomersmightfindastrongnegativereactiontoeatingaspicyvegetablebreakfastataChinesefastfoodoutlet.Thus,exploratoryresearchmighthelpcrystallizeaproblemandidentifyinformationneededforfutureresearch.BusinessSchoolofNankaiUniversitytextDescriptiveResearchDescriptiveResearchlThemajorpurposeofdescriptiver