工商專業(yè)ppt英語課件unit-9-types-of-marketing-researchppt

1、Unit 9 Types of Marketing Research1第一頁，共18頁。Process of marketing activityMarketingresearchMarketinganalysisMarketingplanMarketingimplementMarketingcontrol2第二頁，共18頁。What is marketing research?Marketing research is the systematic gathering, recording, and analysis of data about issues relating to mark

2、eting products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior.3第三頁，共18頁。Glossaryhypothesis haipsis n. 假說、假設(shè)、前提、猜測復(fù)數(shù)hypothesese.g. Sometimes marketing researchers know exactly what their marketing problems ar

3、e and design careful studies to test specific hypotheses.有時(shí)營銷調(diào)研人員確切知道他們的營銷問題(wnt)是什么，然后設(shè)計(jì)詳細(xì)的研究來檢驗(yàn)特定的假設(shè)。4第四頁，共18頁。Glossaryclassify klsifai v. 分類、歸類e.g. Marketing research can be classified on the basis of either technique or function.營銷調(diào)研可以根據(jù)技術(shù)或者(huzh)功能來進(jìn)行分類。5第五頁，共18頁。Glossaryexploratory ikspl:rtri

4、adj. 探索的、勘探的descriptive diskriptiv adj. 描述的、敘述的causal k:zl adj. 原因的、關(guān)于因果的e.g. The nature of the problem will determine whether the research is (1) exploratory, (2) descriptive, or (3) causal.問題的本質(zhì)(bnzh)將決定調(diào)研是探索性的、描述性的或是因果的。6第六頁，共18頁。Glossarycrystallize kristlaiz v. （使）具體化、結(jié)晶、成蜜餞、明確identify aidentifa

5、i v. 鑒定、識(shí)別、認(rèn)明、認(rèn)同e.g. Exploratory research might help crystallize a problem and identify information needed for future research.探索性研究(ynji)也許能幫助明確問題并識(shí)別出在未來的調(diào)研中所需要的信息。7第七頁，共18頁。Glossarycontemplation .kntemplein n. 注視、沉思、打算in/under contemplation 計(jì)劃(jhu)中v. contemplate 注視、沉思、打算e.g. Some Infiniti showroo

6、ms have contemplation zones. 一些英菲尼迪展廳中有沉思區(qū)。8第八頁，共18頁。Glossaryparamount prmaunt adj. 極為重要的、至高無上(zh go w shng)的n. 最高統(tǒng)治者e.g. Accuracy is of paramount importance in descriptive research.準(zhǔn)確性在描述性研究中極為重要。9第九頁，共18頁。Glossarydiagnostic .daignstik adj. 診斷(zhndun)的、特征的n. 診斷(zhndun)程序、癥狀、診器e.g. In other words, a

7、 diagnostic analysis is performed when consumers answer questions such as “Why do you feel that way?”. 換句話說，當(dāng)消費(fèi)者回答諸如“為什么你會(huì)那樣想”的問題時(shí)就用到了診斷(zhndun)性分析。10第十頁，共18頁。Glossarypredict pridikt v. 預(yù)言、預(yù)報(bào)、預(yù)知、預(yù)測e.g. In causal studies researchers typically have an expectation about the relationship to be explained

8、, such as predicting the influence of price, packaging, advertising, and the like on sales.在因果關(guān)系研究中，研究人員通常對所要解釋的關(guān)系有一個(gè)期望，例如預(yù)測價(jià)格、包裝、廣告等等(dn dn)因素對銷售額的影響。11第十一頁，共18頁。Glossaryconcomitant knkmitnt adj. 相伴的、共存的n. 附隨物e.g. In the above example, some evidence of concomitant variation exists because advertisi

9、ng and sales appear to be associated.在上例中，有一些相隨變量的證據(jù)存在，因?yàn)閺V告和銷售(xioshu)似乎是相關(guān)的。12第十二頁，共18頁。Glossaryplurality plurlti n. 復(fù)數(shù)(fsh)、大多數(shù)、超過票數(shù)、大量反義詞：singularity 單數(shù)、單獨(dú)e.g. A plurality of causes is possible. 大多數(shù)原因都是可能的。13第十三頁，共18頁。Glossarymarginal m:dinl adj. 邊際的、末端的、僅以微弱多數(shù)獲勝的n. margin 邊緣、余地、頁邊空白、利潤e.g. It is

10、 more likely that near the end of the race, marginal candidates withdrew.更有可能的是接近競選(jngxun)尾聲，末尾的候選人退出了。14第十四頁，共18頁。Glossaryspurious spjuris adj. 假的、偽造的salient seiljnt adj. 突出的、顯著的、活躍的n. 突出部分e.g. In these examples the third variable that is the source of the spurious association is a very salient fa

11、ctor readily identifiable as the true influence of change.在這些例子中，第三(d sn)變量虛假聯(lián)系的來源，是一個(gè)很容易被認(rèn)為是真正影響變化的突出因素。15第十五頁，共18頁。Glossaryalternative :lt:ntiv adj. 兩者擇一的、供選擇的、非主流的n. 替換物、取舍e.g. However, within the complex environment in which managers operate, identifying alternative or complex causal facts can b

12、e difficult.然而，在管理者運(yùn)作的復(fù)雜環(huán)境中，識(shí)別其他(qt)的或復(fù)雜的因果事實(shí)很困難。16第十六頁，共18頁。Glossarypragmatic prgmtik adj. 實(shí)用主義的、實(shí)際的e.g. A number of marketing experiments are conducted by both theory developers and pragmatic business people.許多營銷實(shí)驗(yàn)都是由理論研究者與實(shí)際業(yè)務(wù)人員共同(gngtng)實(shí)施的。17第十七頁，共18頁。三種營銷調(diào)研(dio yn)類型的對比目的作用探索性研究提供對問題或狀況的理解加深對市場問題的理解，幫助分清需要進(jìn)一步研究的真正問題。有助于考察、解釋消費(fèi)者動(dòng)機(jī)