工商管理专业英语unit9.ppt

1、Unit 9 Types of Marketing Research作者：南开大学商学院作者：南开大学商学院 李桂华李桂华Business School of Nankai UniversityGlossaryGlossaryhypotheses:n.an idea which is thought suitable to explain the facts about something 假设；假说classify:v.to arrange or place(animals,plants,books,etc.)into classes;divide according to class 分类

2、；归类exploratory:adj.(of an action)done in order to learn something（指某一措施，举动）探索的；探险的descriptive:adj.that describes 叙述的；描写的causal:adj.having cause原因的；因果关系的；表示原因或理由的crystallize:v.to(cause to)become clear,settled,or fixed in form（使）具体化；使变得明确；定形identify:v.to prove or show the identity of 认明；认出contemplatio

3、n:n.the act of thinking deeply and quietly;deep thought 思考；沉思paramount:adj.fml great above all others;highest in power or importance（正式）至上的；最重要的；最高权力的diagnostic:adj.of or relating to diagnosing 诊断的predict:v.to see or describe(a future happening)in advance as a result of knowledge,experience,reason,e

4、tc.预言；预测Business School of Nankai UniversityGlossaryGlossaryconcomitant:adj.fml existing or happening together(with something else)（正式）伴随而来的；并存的；连带的plurality:n.the state of being plural 复数marginal:adj.(of a place(SEAT)in parliament)which may be lost by a small number of votes（指国会席位）以少数选票差距失败spurious

5、:adj.1.not really the product of the time,writer,etc.,show or claimed 假的；伪造的；假托的 2.like something else but falsely so 拟似的；假的salient:adj.standing out most noticeably or importantly 显著的；特出的alternative:adj.(of 2 things)that may be used,had,done,etc.,instead of another;other（两物中）可用来代替另一个的；其他的pragmatic:a

6、dj.dealing with matters in the way that seems best under the actual conditions,rather than following a general principle;practical 实际的；实用主义的Business School of Nankai UniversityKey Terms and ConceptsExploratory research:Initial research conducted to clarify and define the nature of problem.Descriptiv

7、e research:Research designed to describe characteristics of a population or phenomenon.Causal research:Research conducted to identify cause-and-effect relationships among variables.Concomitant variation:The way in which two phenomena or events vary together.相随变量，共变因素Business School of Nankai Univers

8、ityTextTextlMarketing research provides information to reduce uncertainty.It helps focus decision-making.Sometimes marketing researchers know exactly what their marketing problems are and design careful studies to test specific hypotheses.For example,a soft drink company introducing a new clear cola

9、 might want to know whether a gold or silver label would make the packaging more effective.This problem is fully defined and an experiment may be designed to answer the marketing question with little preliminary investigation.Business School of Nankai UniversitytextlIn more ambiguous circumstances m

10、anagement may be totally unaware of a marketing problem.For example,McDonalds may notice that Mos Burgers,a competition in the Japanese market,introduced Mos Roast Katsu Burger,a roast pork cutlet drenched in traditional Japanese Katsu sauce and topped with shredded cabbage.The managers may not unde

11、rstand much about Japanese consumers feelings about this menu item.Ordinarily,mine exploratory research is necessary to gain insights into the nature of such a problem.To understand the variety of research activity,it is beneficial to categorize types of marketing research.Business School of Nankai

12、Universitytextl Marketing research can be classified on the basis of either technique or function.Experiments,surveys,and observational studies are just a few common research techniques.Classifying research by its purpose or function shows how the nature of the marketing problem influences the choic

13、e of methods.The nature of the problem will determine whether the research is(1)exploratory,(2)descriptive,or(3)causal.Business School of Nankai UniversitytextExploratoryExploratorylExploratory research is conducted to clarify the nature of ambiguous problems.Management may have discovered a general

14、 problem,but it may need research to gain a better understanding of the dimensions of the problem and to aid analysis.Exploratory research is not intended to provide conclusive evidence from which to determine a particular course of action.Usually exploratory research is conducted with the expectati

15、on that subsequent research will be required to provide such conclusive evidence.Rushing into detailed surveys before less expensive and more readily available sources of information have been exhausted can lead to serious mistakes.Business School of Nankai UniversitytextlFor example,suppose a Chine

16、se fast-food restaurant chain is considering expanding its hours and product line with a breakfast menu,Exploratory research with a small number of current customers might find a strong negative reaction to eating a spicy vegetable breakfast at a Chinese fast food outlet.Thus,exploratory research might help crystallize a problem and identify information needed for future research.Business School of Nankai UniversitytextDescriptive Research Descriptive Research lThe major purpose of descriptive r