Marketing Research

1.Marketing manager often commit marketing research,formal studies of specific problems and opportunities.世界经理人管家c Z9N5o4F+~'h
2.Information is a critical ingredient in formulating and implementing a sucessful marketing strategy.
%W(|xre+B&D0 3.Marketing research is the systematic design,collection,analysis,and reporting of data and findings relevant to a specific marketing situation facing the company.
+u#R0z6x@xGE1@\;w0 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.
A:P&qiAr5z0 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.
ai9j!_$w$w0 6.Marketing research firms fall into three categories:syndicated/多元的 service research firms,customer marketing research firms,special-line marketing research firms.世界经理人管家s{#h*L%cj
7.Designing a research plan calls for decision on the data sources,research approaches,research instrument,sampling plan,and contact method.世界经理人管家4Ap+n7qzB
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.
&Y"oG:@/F&U0 9.Primary data can collect in four ways:observation,focus groups,surveys and experiment.
jbssCm0 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 Af T*u^
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fujy&MP/eW X
12.Experimental research is the most scientific,valid research.
)jcsA)S)f0ob*[0 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)bL
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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.
+G2l/WBIK&~I3I^0 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B){lJ:P:D9s#v
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L|3y%mU#c.W
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.rnZ[ k LQ&[arW
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3@.v_9Hvi
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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Y%i
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20.Mail questionaires require XXXXXX and clearly worded questions,and the responses rate in usually low and /or slow.
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Z}L%b`#W$Q0 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 bE|#}
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22.Personal interviewing is the most expensive method and requires more administrative planning and supervision.It is also subject to interviewer bias or distortion.世界经理人管家]!d6G+~VBB
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.世界经理人管家uPI;x2G
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24.One important qualification about comparability in muti-country survey work is that comparability does not necessarily result from sameness of method.
Bo ~Fs K0 25.Comparability of data depends upon either knowing that methods will produce identical measurements or knowing how to correct and biases that may exit.
A3M#N#T.Eq#Kx-N3B6d&@0 26.The two basic sampling methods in use today are probabilistic and non-probabilistic sampling.
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`;m)Uv0 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.
/x W'S7v,i7I,j0 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*Ei] OL'P#h-L+b(G/o!K
29.The objective of cluster analysis is to group variable into clusters that maximize within-group similarities and between-group differences.
?;g^0z@j@:P[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8p8?(UX3_0\1pR [
31.Forecasting takes place during the planning cycle and is the basis upon which marketing objectives are determined.世界经理人管家%@:Sw$G+Ib6p
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.
D#@a4u5KI4iv:t0 33.Clearly,when one seeks to forecast demand or sales,the higher the corroboration that one can obtain the better.
yuvG }0 34.Very few products or services lend themselves to easy forecasting.
(w^4uG6]Y,u/TS0 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w+an!S H/Xc
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-F+OC6T.c
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V)h usY Wf+k1s
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2FCqago5D
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.世界经理人管家W8_Vpn*m8dh
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1~^_UN7{Z
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.世界经理人管家6A%V&WHQ{7W F6L-b6}b
42.Do not assure that the information you get is comparable or accurate.
F)P5W/z*h0 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FpCJ#Q;C1H
44.Regression analysis can be a powerful tool for predicting demand.
4GXHS$^.`](P0 45.If the researcher elects to use multiple regression tactics,which is the use of independent or predictor variables to estimate a dependent variables,there are computer programs available today taht follow a stepwise procedure.
uRgaqR b Y(o C-_d0 46.Focus group interviews/焦點座談 are the most widely used qualitative research technique.
!O"be_P0 47.In contrast to primary data,which originate with the researcher for the specific purpose of the problem at hand,secondary data are data originally collected for other purpose.世界经理人管家/XX0zo9lDPR
48.Secondary data can be obtained quickly and are relatively inexpensive.
S[4^j``0 49.Syndicated sources are companies that collect and sell common pools of designed to serve a number of clients.世界经理人管家D!I${$~NwBA
50.Different research methods may have different reliabilities in different countries.
aL'?Q/Om0 51.Marketing research data have rarely collected by the persons who design the research.世界经理人管家 Ww+[0s3E[*v{c~
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.
;p UH7r L pl-W8BT0 53.With the globalization of markets,international marketing research is burgeoning rapidly.
.nDrR,Ms*qDD5}0 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#O8rVW-M,]h

Professional Terms世界经理人管家*KxDT
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1marketing research
,oB7^4rD#g'j$R}0 2exploratory research/探索性調研
"`j#]5[q-f{0 3descriptive research/描述性調研
V*k E2{2M0 4causal research/因果性調研
k l&_(XH[6@0 5research proposal
,?@UCA0 6research design
W8E5Q2K7NJaWV0 7literature search/文獻檢索
hc*y+f#_0 8experience search/經驗調查世界经理人管家!D.WX!mL N| GX]
9focus group/專題討論，焦點座談

c+qE,xo X*aM0 10analisis of selected cases 案例分析法世界经理人管家Aa%tL(?na]V5I
11dummy table/預分組表世界经理人管家xhBHePuq0aq
12cross-sectional study/橫向研究世界经理人管家6yi1^;~qj}j:t
13longitudinal study/縱向研究
C.{jBt$hc0 14true panel/真固定樣本
K~?FGTL O0 15omnibus panel/多用的固定樣本世界经理人管家Z(P?Kiu s
16Brand switching matrix/品牌跳轉矩陣
,G4{(Lwd:R&|-X4R0 17primary data/初級資料
FX*yF"Z4E0 18secondary data
a6~7c;u[*| \0 19raw data/原始資料
~h2O|n0 20field study/實地調研
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l)qQ0 21desk study/桌案調研
&["u*i^7Ez1k0 22communication methods/詢問法世界经理人管家J/V&f+\m
23observation methods/觀察法世界经理人管家f4u|e(w_6at$i;y
24questionaire/問卷法世界经理人管家1T7l;Boz H[
25interviewers
,U A;pTL4Y.m3yU s0 26respondents/interviewees
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ag0 27in-home personal interview/入戶訪問世界经理人管家a}]H4H:d{s
28personal interview in public places/公共場所訪問

i(w$d8w?JHmv;`0 29telephone interview世界经理人管家'}0C"KN$a
30mailing questionaire
a7@ukuM8[%c[8vH:A0 31sending questionaire
t5{z#XoU0 32media carrying questionaire世界经理人管家jIoo8t
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33commodity attaching questionaire/商品附發問卷法
x3tc:Rp)N(J'o0 34computer aid interview
/KN ~.N K:M}*U@:N^0 35sample survey世界经理人管家0sjGg"_+fKF^i
36complete survey全面調查世界经理人管家&xUZF ~z;a1Q
37probabilistic sampling/概率性抽樣
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;pI;Y&}[r Lr0 39convenient sampling/方便抽樣，隨意抽樣世界经理人管家 B`[z[]i%T
40accidental sampling/偶遇抽樣
Rh4M Xe"L-Mls0 41judgement sampling/判斷抽樣，估計抽樣
6[\ ukZ` s$Y$Z0 42purposive sampling/立意抽樣
e}[,z+R!q0 43quota sampling/定額抽樣，配額抽樣
BX;ln{(n0 44XXXXXX random sampling/簡單隨機抽樣
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D#vY?:|wE|0 45systematic sampling/等距抽樣
TV"t&yZw%]E0 46stratified sampling/分層抽樣
U7J.t(S/xIZJ0 47cluster sampling/整群抽樣世界经理人管家x9pvb vK:p
48multi-stage sampling/多階段抽樣
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50classification/分組
}-i0`*HjGhK3i0 51one-way tabulation/單向列表世界经理人管家]JL6N7c{*y]
52Cross tabulation/交叉列表世界经理人管家(mDi]t
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53regression analysis
/ism$[+[+f\0 54multiple-factor indexes analysis世界经理人管家(a8ht+{_!vl6l
55comparative analysis/比較分析世界经理人管家uS(w#]U,g
56correlation analysis/相關分析
Tj!yXU3a0 57survey of buyers' intention/購買者意圖調查法
JT$Ck7w9dV d0 58composite of sales force opinions/銷售人員意見綜合法世界经理人管家8X oc:z&a1k9]e}
59expert opinion/專家意見法世界经理人管家IB9r)xG~P
60group-dicision methods/集體討論法
IR.?c4c:Fp0 61pooling of individual estimates/個人預測意見綜合法
)n,l`3\ bc*\0 62Delphi method/德爾菲法世界经理人管家q'Yp Y!NT ^$v
63market-test method試銷法