实用商务英语综合教程（中级）Unit 5 Market Research.ppt

Step7. Translating: ask the class to finish Task12 according to the language points learned in the passage. (10 minutes) Step8. Summary Fast reading and Case Study I. Teaching objectives: The Ss are expected to learn: 1. the reading skills to find out the general idea and specific information; 2. how to adapt to the new research trends. II. Teaching focus: To learn to adapt to the new research trrends III. Teaching difficulty: The reading skills to find out the general idea and specific information VI. Teaching length: 90 minutes IV. Teaching procedure: Step1. Greet the class and announce the tasks. Step2. Lead-in questions: What changes have happened in the means of doing market research? (2 minutes) Step3. Reading skills: ask the class to skim the passage and outline its logical structure, then talk about their answers in pairs. Ask 2 pairs to present to the class. (20 minutes) Research Trends General idea: The evolution of marketing research has been dramatic with the development of marketing tools and techniques. 1.introduction: the changes and significance; 2. internet technologies; 3. other technologies; 4. merging data sources; 5. research as promotion; 6. consequences: 1) privacy concerns 2) respondent cooperation. Step4. Reading skills: ask the class to scan the passage and find out the answers to Tasks13and 14 based on the key words in each question and the outline made in Step3. (20 minutes) Step5. Intensive reading: ask the class to read through the passage in details and find out the specific information for each part of the key points. (10 minutes) Step6. Case Study. Ask the class to read through the case and talk about reasons resulting in the polling result. (10 minutes) Step7. Discussion. Ask the class to talk about the questions in Task15 in pairs based on the case study. Then ask two pairs to present to the class. (15-20minutes) Step8. Summary Grammar and Writing I. Teaching objectives: The Ss a