Marketing Research

1.Marketing manager often commit marketing research,formal studies of specific problems and opportunities.世界经理人管家:r B&Y:@bz
2.Information is a critical ingredient in formulating and implementing a sucessful marketing strategy.世界经理人管家a@PHG'Z f
3.Marketing research is the systematic design,collection,analysis,and reporting of data and findings relevant to a specific marketing situation facing the company.世界经理人管家)Td_+t~ `
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4.Companies normally budgets marketing research at 1% to 2% of company sales.50% to 80% of this money is spent directly b the marketing research department.The remainder is to spend buying the service of outside marketing research firms.
7nr,G@ W0 5.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.
H1^q_1U0 6.Marketing research firms fall into three categories:syndicated/多元的 service research firms,customer marketing research firms,special-line marketing research firms.
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fE'm0 7.Designing a research plan calls for decision on the data sources,research approaches,research instrument,sampling plan,and contact method.
"o0t1md([.h0 8.Researchers usually start with investigation by examining secondary data to see whether their problem can be partly or wholly sovled without collecting costly primary data.世界经理人管家:u @/O&bQ-u
9.Primary data can collect in four ways:observation,focus groups,surveys and experiment.
x'y/a-b`S-@0 10.While obsrvation and focus groups are best suited for exploratory/探索性的 research，surveys are best suited for descriptive research and experiment for causal research.世界经理人管家k4X]G7R zG
11.The advantage of observation methods is that there is no reporting bais and potential bias caused by the interviewer,and the interviewing process is eliminated or reduced.世界经理人管家0G4H;m%j9t4~5H-BI
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12.Experimental research is the most scientific,valid research.
bhF w_&Z7lL?Z0 13.Marketing researches have a choice of two main research instruments in collecting primary data:questionaire and mechanical devices.世界经理人管家 V0qz@4CJK;v1[
14.Survey research involves interviewing a target group,for example,potential customers to obtain the desired information.Normally a questionaire is essential to ensure a successful survey.
,OQ!Lh1Ke0 15.In preparing a questionaire,the professional marketing researcher carefully chooses the questions and their form,wording,and sequence.世界经理人管家8T&a0b[Xrkw E
16.A good questionaire has three main characteristics:It is XXXXXX;it is easy for respondent to anwser and for the interviewer to record;it keeps the interview to the point and obtain desired information.世界经理人管家ge'a2X{Gz0tS7_
17.Close-ended questions pre-specify all the possible answers,and respondents make a choice among them.Open-ended questions allow respondents to anwser in their own words.世界经理人管家(w`&V6W0~^e
18.Sampling is the selection of a subset or group from a population that is representative of the entire population.世界经理人管家y,fcS,bur'DH3X
19.Large samples give more reliable results than small samples.However,samples less than 1% of a population can often provide good reliability,give a credible sampling procedure.世界经理人管家(ePIlr/aV
20.Mail questionaires require XXXXXX and clearly worded questions,and the responses rate in usually low and /or slow.世界经理人管家wHN q,o
21.Telephone interviewing is the best method of gathering information quickly,as the drawback is that the interviews have to be short and not too personal.世界经理人管家Kzw1D^#G*JMH
22.Personal interviewing is the most expensive method and requires more administrative planning and supervision.It is also subject to interviewer bias or distortion.
:Lg$Rg#t/K|0 23.We can pinpoint seven characteristics of good marketing research:scientific method,research creativity,multiple methods,interdependence of models and data,value and cost of information,healty skepticism,ethical marketing.
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gu'{0 24.One important qualification about comparability in muti-country survey work is that comparability does not necessarily result from sameness of method.世界经理人管家x&w\s(G4TTm;s9\T
25.Comparability of data depends upon either knowing that methods will produce identical measurements or knowing how to correct and biases that may exit.
!Iw&QXZ8Y,X0 26.The two basic sampling methods in use today are probabilistic and non-probabilistic sampling.世界经理人管家I3b\Q!^;C
27.Prominent among the various techniques that can help to extrapolate past data into future trends are the following:time series/時間序列法,least squares method/最小平方法,exponential smoothing/指數平滑法,regression and corrlaton.世界经理人管家e-^{W jt r
28.The general rule is the more developed the coutry,the greater the information available.In less developed countries statistical and research services are relatively primitive.世界经理人管家:T _.\|8oLM
29.The objective of cluster analysis is to group variable into clusters that maximize within-group similarities and between-group differences.
mx%fL]i1ph8zh5z{0 30.One of a company's major reasons for undertaking marketing research is to identify market opportunities.Specifically,the company need to measure and forecast the size,growth,and profit pontential of each opportunity.世界经理人管家!}t{a'Jc F aU
31.Forecasting takes place during the planning cycle and is the basis upon which marketing objectives are determined.
rs_gC8j0 32.All a forecast attempts to do is to quantity,to the best of one's ability and with the highest level of probability,what is likely to happen at a future data.世界经理人管家M~$U1\3cQ
33.Clearly,when one seeks to forecast demand or sales,the higher the corroboration that one can obtain the better.世界经理人管家D}(}z qu(f
34.Very few products or services lend themselves to easy forecasting.世界经理人管家7pd#o0[le"l;J
35.Cases of easy forecasting generally involve a product whose absolute level or trend is fairly constant and where competition is nonexistent(public utilities)or stable(pure oligopolies).世界经理人管家.v#Zm2s\}fX9A
36.Company commonly uses a thress-stage procedure to prepare a sales forecast.They prepare a macroeconomic forecast first,followed by an industry forecast,followed by a company sale forecast.世界经理人管家.zZ$^d-Oh]
37.The higher the degree of expertise upon which opinions are based,teh higher the quality of the forecast.世界经理人管家qu1H5IpaiaA_g4e]
38.Management science has taught us that in certain circumstances mathematical models can be powerful aids to planning and forecasting.世界经理人管家)~9Oy4C4f2_
39.The ultimate design and development of predictive models is a highly specialized task and belongs to the marketing management scientists,who know how to apply mathematics to the explanation,prediction and improvement of marketing processes.
'm;|+{m2fFo@P0 40.Where a few variables are in existence,one can resort to the multiple regression model,which can simulate the interplay among a number of such factors as advertising,selling,distribution points and their joint impact on sales.世界经理人管家Uz#| cyN(RFXhM6w
41.Use the available information in your own files,libraries,on-line databases,trade associations,and so on.Quite often,the information you are looking for is in your own files or in an easily obtainable public sources.

f;Rp;Kh6b3Kc.H5ZK(g4f0 42.Do not assure that the information you get is comparable or accurate.世界经理人管家sq b+RCHxuCI
43.A multiple-factor index measures potential demand indirectly,as proxies variables that either intuition or statistical analysis suggests can be closely correlated with the potential demand for the product under review.世界经理人管家 UY4Ti7yDTW
44.Regression analysis can be a powerful tool for predicting demand.世界经理人管家%Z5a3O EP:Q+q,}/h
45.If the researcher elects to use multiple regression tactics,which is the use of independent or predictor variables to estimate a dependent variables,there are computer programs available today taht follow a stepwise procedure.
m"a*@Wvo0 46.Focus group interviews/焦點座談 are the most widely used qualitative research technique.
Rfiv)R*RO0 47.In contrast to primary data,which originate with the researcher for the specific purpose of the problem at hand,secondary data are data originally collected for other purpose.
M}u@YH&C_6`0 48.Secondary data can be obtained quickly and are relatively inexpensive.世界经理人管家E0NW:GG*N.B
49.Syndicated sources are companies that collect and sell common pools of designed to serve a number of clients.
Y!E1^|K4[4Q2e0 50.Different research methods may have different reliabilities in different countries.世界经理人管家(f+q&V9K3{j*@^G
51.Marketing research data have rarely collected by the persons who design the research.世界经理人管家)k OgN J)\
52.The selection of a data analysis strategy should be based on the earlier steps of the marketing research process,know characteristics of teh data,properiteis of statistical techniques,and the background and philosophy of the research.世界经理人管家)\*TP v3r"pL#G,HZ~s
53.With the globalization of markets,international marketing research is burgeoning rapidly.世界经理人管家5yAMW2r:f%K
54.The environment prevailing in the international markets influences the marketing research process.Important aspects of this environment include the marketing,government,legal,economic,structural,informational and technological,and sociocultural environment.世界经理人管家w^9oF:PS0r

Professional Terms
"Sl*_~C!tY:f r$z0 1marketing research世界经理人管家9D\])C Qh6a"Gg
2exploratory research/探索性調研世界经理人管家5p}(c'H
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3descriptive research/描述性調研
flQ4n+F@0 4causal research/因果性調研世界经理人管家2b/VU!S+R xxc~b@
5research proposal世界经理人管家e'eZ_P0[
6research design
G$S/o.fvX/ua7GX0 7literature search/文獻檢索
5S1l2Q0_0cq(mD1C0 8experience search/經驗調查世界经理人管家([yfGAv(ww d\au
9focus group/專題討論，焦點座談
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@On%WaT,m6PKj%l0 10analisis of selected cases 案例分析法世界经理人管家3p~QS ZAc~W
11dummy table/預分組表世界经理人管家~UzQ/Ht}k dT
12cross-sectional study/橫向研究世界经理人管家\N-j#eS
13longitudinal study/縱向研究
u2~/n-Y1]_c0 14true panel/真固定樣本世界经理人管家2U0WM8EFL
15omnibus panel/多用的固定樣本
`x1G7};gO+ud#WF;W%N0 16Brand switching matrix/品牌跳轉矩陣世界经理人管家:K!jt%v7O9h
17primary data/初級資料
0ps3Bo3@;}o0 18secondary data
_+yLKxd1}8_u.M{*X0 19raw data/原始資料世界经理人管家K5Flq2B'M8Q,W7[|c
20field study/實地調研
)f0i~-w~6a0 21desk study/桌案調研
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m0 22communication methods/詢問法
4?WsB9@K&m&pM0 23observation methods/觀察法
GF0p0Gn.s0 24questionaire/問卷法世界经理人管家7B.wtQ/bz?
25interviewers世界经理人管家Dy-o:N\tBZHcA
26respondents/interviewees
'UYs(i3t p6~!O+?)e0 27in-home personal interview/入戶訪問
Ji{L4qV1d*U3g8E0 28personal interview in public places/公共場所訪問世界经理人管家~*ki/kWr
29telephone interview世界经理人管家jQow(n8U A
30mailing questionaire世界经理人管家0Cb5cNC|j|U
31sending questionaire
8XHdw@4V6v0 32media carrying questionaire
l[ z,I aV0T%Vu c7}]0 33commodity attaching questionaire/商品附發問卷法世界经理人管家+F$~S$LlFI
34computer aid interview
c&ef+A.E5x3X0 35sample survey
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P9W"{Y&t%d0 36complete survey全面調查
,mmU$|8SC0 37probabilistic sampling/概率性抽樣世界经理人管家U9d L j@:}
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38non-probabilistic sampling
8R.s5X;DYHtH#s8A$l0 39convenient sampling/方便抽樣，隨意抽樣世界经理人管家9gm.emct
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40accidental sampling/偶遇抽樣
n4UD[ UMZQ0 41judgement sampling/判斷抽樣，估計抽樣世界经理人管家`8fB}:H2rR t{^
42purposive sampling/立意抽樣世界经理人管家d PC?@4?P? B
43quota sampling/定額抽樣，配額抽樣世界经理人管家Z}:G,Zuvl}
44XXXXXX random sampling/簡單隨機抽樣
:l @(T'N5I.B8w0 45systematic sampling/等距抽樣世界经理人管家N3ZNw il*|
46stratified sampling/分層抽樣
t:J)} Gm0 47cluster sampling/整群抽樣
R`E~N \M+hn0 48multi-stage sampling/多階段抽樣
^Z#Ny&L:_+x0 49observation bias/觀測偏誤世界经理人管家P`!a5u0B
50classification/分組

O1kSA6`x)I"ax,z0 51one-way tabulation/單向列表世界经理人管家D]Mn2z0x
52Cross tabulation/交叉列表世界经理人管家7` I/]:].X$n"i)z
53regression analysis世界经理人管家Ja1Jqp,BM;S,I
54multiple-factor indexes analysis
#c+YLYLt!U+ic n)n0 55comparative analysis/比較分析
)H.m)W)~R$i"W3[0 56correlation analysis/相關分析
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GI um RW0 57survey of buyers' intention/購買者意圖調查法世界经理人管家!C-Z9D7_hKms
58composite of sales force opinions/銷售人員意見綜合法
1j?4wO)E:@Qs0 59expert opinion/專家意見法世界经理人管家jZ2my7`sz(LB
60group-dicision methods/集體討論法
Lm+c\-`C&gA0 61pooling of individual estimates/個人預測意見綜合法世界经理人管家"rrnX8_2U
62Delphi method/德爾菲法
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Z2E+^2e(?+m0 63market-test method試銷法