市场研究术语中英文对照.docx

1、市场研究术语中英文对照市场研究行业词汇英语翻译 财富杂志Fortune案头调研Desk Research奥美公司Ogilvy & Mather白色商品White Goods百乐门Parliament百威啤酒Budweiser包裹销售法Banded Pack宝洁公司Procter & Gamble宝丽来Polaroid宝马BMW边际成本Marginal Cost边际收益Marginal Benefit标准差，均差Standard Deviation别克Buick波立兹调查公司Alfred Politz Research, Inc波旁王朝Ancient Age Bourbon波特福洛分析Porte

2、folio Analysis产品差异Product Differentiation产品生命周期Product Life Cycle产品系列Product Line产品组合Product Mix阐述Presentation超级市场Supermarket成对比较法Paired Comparisons成功的理想主义者Successful Idealist承诺型消费者Committed Buyer程度测试Tachistoscope橙色商品Orange Goods冲动购买Impulse Buying重叠率Duplication抽样Sampling传销Pyramid Selling传阅发行量Pass-on

3、 Circulation词语联想法Word Associaton刺激营销Incentive Marketing促销Promotion达彼思广告公司Ted Bates & Copany大卫奥格威David Ogilvy戴比尔斯De Beers丹尼尔斯塔奇公司Danile Starch & Staff弹性Elasticity到达率Reach道奇Dodge第三者法Third-Person Technique第一提及Top of Mind电话访问Telephone Interview电通广告公司Dentsu电子售点数据EPOS Data定量研究Quantitative Research定位Positi

4、oning定性研究Qualitative Research动机研究Motivation Research读者Readers读者人数Readership独特销售主张Unique Selling Proposition杜邦公司Du Pont多方面衡量Multi-dimensional Scaling多品牌战略Multi-brand Strategy惰性销售Inertia Selling恩格尔曲线Engel Curves二手资料Secondary Data发行量Circulation发行量稽核组织ABC仿造Me Too访谈Interview访问员Interviewer非处方药OTC菲力普莫里斯公司P

5、hilip Morris Company菲亚特FIAT肥皂剧Soap Opera分刊测试Split-run Test分销Distribution丰田TOYATA缝隙分析Gap Analysis浮动插播Floating Spot辅助回想Aided Recall付费发行量Paid Circulation复核Back Checking复核Validation富豪汽车VOLVO富可视Infocus富士胶卷FUJI FILM覆盖率Coverage盖凡尼克皮肤反应测试仪Galvanic Skin Response Meter盖洛普暨罗宾逊调查公司Gallup & Robinson,Inc概念测试Conce

6、pt Testing高度介入产品High Invovement Procuct革新消费者Innovators葛瑞广告Grey Advertising公众调查公司Audience Research,Inc贡献Contrubution购买周期Buying Cycle孤独守巢人Empty Nesers鼓动销售Hard Sell故事板/分镜头表Storyboard故事完成法Story Completion观察调研法Obseravtion Study广告Advertising广告/销售比率Advertising/Sales Ratio广告比重Advertising Weight广告标准Advertisi

7、ng Standard广告调查基金会(美国)Advertising Research Foundation广告概要Advertising Brief广告口号Slogan广告目标即广告效果评测Defining Advertising Goals for Measured Advertising Results国际商用机器公司IBM过度杀伤Overkill过滤审查Screening哈佛商学院Harvard Business School红色商品Red Goods互补品Complements花旗集团Citigroup华尔街Wall Street黄金时段Prime Time辉 瑞Pfizer混合调查O

8、mnibus Research混和调研Omnibus Research基本读者Primary Reader稽核Audit吉芬商品Giffen Goods吉列Gillette集团购买Organizational Buying集中度Affinity集中市场细分Concentrated Segmentation计算机辅助的电话采访Computer Assisted Telephone Interviewing记忆测试Recall Test记忆性Memorability佳能Canan家乐福Carrefour家庭(户)House Hold家庭稽核Home Audit家庭生活周期Family Life C

9、ycle甲壳虫Bettle价格分析Values Analysis价格敏感Price Sensitive价格歧视Price Discrimination价格战Price War间接调研Off-the-research建议价格Recommended Price箭牌口香糖Wrigley讲究派头的诉求Snob Appeal交叉销售Cross-selling交替需求Alternate Demand焦点小组(讨论)Focus group (Discussion)/Interview-FGD/FGI 角色扮演Role Playing阶式渗透Cascading结构化访问Structured Interview

10、金佰利Kimberly-Clark浸透策略Penetration Strategy精工SEIKO句子完成法Sentence Completion决策群Decision Making Unit决定性调研Conclusive Research卡通测试Cartoon Tests开放题Open-ended Question开机率Homes Using TV柯达Kodak壳牌Shell可变价格Variable Pricing可口可乐Coca-Cola可丽舒Kleenex可信度Believability克莱斯勒Chrysler克劳德霍普金斯Claude Hopkins客观看法Outside View肯德基

11、炸鸡Kentucky Fried Chicken口碑广告Word-of-mouth Advertising快流量消费品Fast-moving Consumer Goods拉力Pulling Power拦截访问Intercept Interview乐观奔命者Optimistic Striver离差Deviation李奥贝纳Leo Burnett李佛兄弟公司Lever Brothers力士Lux连带外部效应Network Externality联合调研/辛迪加Syndicated Research联合分析Conjoint Analysis联合利华公司Unilever联想Association Te

12、chniques练习性预演Dry Run两步收费Two-part Tariff量表Scale劣等商品Inferior Goods零售周期Wheel of Retailing零头定价法Odd-even Pricing漏斗深入法Funnel Approach露华浓Revlon乱数表Random-number Table罗塞瑞夫斯Rosser Reevse罗夏测试Rorschach Test骆驼Camal马丁迈耶Martin Mayer麦当劳McDonalds麦肯爱里克森广告公司Mccann-Erickson麦氏威尔咖啡Maxwell House Coffee卖方市场Sellers Market满意

13、购买者Satisfied Buyer盲测Blind Test毛评点Gross Ratting points媒体分析Media Analysis每千人(户)成本Cost Per Thousand Figure每千人成本Cost Per Mille美孚Mobil美国报纸发行人协会American Newspaper Publishers Association美国电报电话公司AT&T美国广播公司ABC美国广告代理商协会4AsThe American Association of Advertising Agencies美国民意研究中心American Institute of Public Opi

14、nion美国营销协会American Marketing Association美国运通American Express描述性调研Descriptive Research民意测验Opinion Poll明尼苏达矿务及制造业公司3M模似Simulation姆姆巧克力M&M耐克Nike尼尔逊公司A. C. Nielsen尼尔逊全国电视指数Nielsen National Television Index尼尔逊受众测定器Nielsen audiometer尼尔逊指数Nielsen Index欧宝OPEL欧洲民意测验和市场调研协会ESOMAR帕累托原理Pareto Principle派生需求Derived Demand攀比效应Bandwagon Effect判断性抽样Judgement Sampling旁氏Ponds陪伴购物Accompanied Shopping