绝对实用的营销英语.ppt

Sunshine 讲解： 制作： 翻译： 查阅： 校正： 4.Create a Research Design To test hypotheses and find solutions to marketing problems. a marketer creats a reach design,a master plan or model for conducting marketing research . 测试假说,找出一个解决市场营销问题的方案.一个营销者通过创造了一个达到设计、总体规划和模型来进行市场调查。 In planning a research project ,marketers must be sure that the study will measure what they intend to measure. 在规划的一个研究项目里,商人必须确保来衡量他们意愿措施的研究。 A second important research design consideration is the selection of respondents（调查对象）.Marketing researchs use sampling techniques to determine which consumers to includes in their studies. 另一个重要的研究设计是考虑所选择的受访者。市场调查者利用采样技术来确定哪些消费者包含在他们的研究里。 5.Collect Data Marketing researchs gather two kinds of data :secondary data and primary （原始的）data.Secondary data is information from previously（以前的） published or compiled（编辑） sources. 市场营销研究必须收集两种数据:二手资料和原始资料。二次数据信息来自于以前出版的或编辑的资料。 .Census（人口） data is an example .Primary data refers to information collected for the first time specifically for a marketing reach study . 人口数据就是一个例子。原始数据指的是第一次收集的信息，特别是明确市场及研究。 An example of primary data is statistics collected from a survey that asks current customers about their preferences for product improvements . 例如原始性数据统计调查，询问他们现有客户关于他们偏好的产品的改进。 Secondary data offers two important advantages:it is almost always less expensive to gather than primary data and researchs usually spend less time to locate and use secondary data . 二手数据提供了两个重要的优势:一是便宜,几乎总是比原始资料收集与研究通常花更少的时间来定位和使用二手资料。 A research study that requires primary data may take three or four months to complete,while a research can often gather secondary data in a matter of days . 一项调查研究表明,需要的原始数据可能要三、四个月的时间来完成,而另一项研究表明通常在几天之内就能聚集到二手资料。 Secondary data does have limitations that primary data does not.First,published information can quickly become obsolete. 二手数据的局限性是原始数据没有的。首先，公开发布的消息很快就过时了 A marketer analyzing the population o