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工商管理英語Chapter6 市場調查

時間:2006-01-08 16:00來源:互聯網 提供網友:zhx821120   字體: [ ]
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    (單詞翻譯:雙擊或拖選)

  [00:00.00]detail    n.     vt.
[00:00.73]細節          詳述
[00:01.46]avenue     n.
[00:02.14]大街
[00:02.82]personal     a.
[00:03.59]個人的
[00:04.36]independent     a.
[00:05.09]獨立的
[00:05.83]somewhere    adv.
[00:06.52]在某處
[00:07.21]abroad     adv.
[00:08.01]在國外
[00:08.80]actually    adv.
[00:09.40]事實上
[00:10.00]A:Right,I'd just like to check some details first.
[00:11.74]好的,我只想先查對一些細節。
[00:13.48]It's Mr.And Mrs.J.Reynolds,isn't it?
[00:14.80]你是雷諾先生和雷諾太太,對吧?
[00:16.12]B:Yes.
[00:16.77]是的。
[00:17.42]A:The address is 21 Pine Avenue?
[00:18.78]地址是松樹大街21號嗎?
[00:20.14]B:Yes.
[00:20.72]對。
[00:21.29]A:Your telephone number is 56822,is that right?
[00:23.38]你們的電話號碼是56822,對嗎?
[00:25.47]B:No,it's 56882.
[00:27.18]不,是56882。
[00:28.89]A:Thanks.Now I hope you don't mind if I ask you some personal questions?
[00:31.01]謝謝。現在我問您一些個人問題,希望您不要在意。
[00:33.12]B:No,go ahead.
[00:33.91]沒關系,請問吧。
[00:34.69]A:First,do you own this house?
[00:35.91]首先,這所房子是你們自己的嗎?
[00:37.12]B:Yes,we do.
[00:37.96]對,是自己的。
[00:38.79]A:How many people live in it?
[00:39.64]這里住幾口人?
[00:40.49]B:Well there's myself,my husband and two sons.
[00:42.55]嗯,我、我先生和兩個兒子。
[00:44.62]A:So four of you.
[00:45.64]那么,是四口人。
[00:46.65]Where does your husband work?
[00:47.57]您先生在哪兒工作?
[00:48.48]B:He works at Courtaulds.
[00:49.40]他在Courtaulds工作。
[00:50.31]A:And do you work?
[00:51.08]您工作嗎?
[00:51.85]B:No,I'm at home.
[00:52.66]不,我呆在家里。
[00:53.47]A:Right,your sons are at school then?
[00:54.73]好的,那么兩個兒子都上學吧?
[00:55.98]B:Yes,that's right.
[00:57.05]對,沒錯。
[00:58.12]A:Do they go to the local school?
[00:59.38]他們在本地上學嗎?
[01:00.63]B:No,they both go into town to the Independent Boys School.
[01:02.51]不,兩個都在城里上公立學校。
[01:04.39]A:Now,both you and your husband have a car?
[01:05.87]好,您和您先生都有汽車吧?
[01:07.34]B:Yes,we do.
[01:08.08]對,我們都有。
[01:08.81]A:Roughly how many miles do you do a year?
[01:10.64]你們一年大概行駛多少英里?
[01:12.46]B:Well,about 5,000.
[01:13.46]嗯,大概5000英里。
[01:14.45]A:Your husband's car is a company car,is that right?
[01:15.98]您先生的車是公司的,對嗎?
[01:17.51]B:Yes.
[01:18.12]對。
[01:18.73]A:How many holidays a year do you take?
[01:19.95]一年有幾次假期?
[01:21.16]B:Normally two.
[01:21.95]一般兩次。
[01:22.73]A:In this country or abroad?
[01:23.84]在國內還是到國外去度假?
[01:24.95]B:Usually a summer holiday abroad and a week somewhere in England in autumn.
[01:28.11]一般暑假到國外去,秋天在英格蘭什么地方度過一周的時間。
[01:31.27]A:Somewhere by the sea?
[01:32.16]是海邊什么地方嗎?
[01:33.05]B:No,we normally go to Scotland walking.
[01:34.68]不,我們通常到蘇格蘭去徒步旅行。
[01:36.31]A:Right,just a couple more questions;then I'm finished.
[01:37.88]好,還有一兩個問題就完了。
[01:39.45]Do you mind telling me how much you normally spend on your summer holiday?
[01:41.92]您能不能告訴我你們暑假一般花費是多少?
[01:44.39]B:Well I suppose about 1,000.
[01:46.34]嗯,我想大約1000英鎊吧。
[01:48.30]A:And this year you plan to go abroad?
[01:49.68]那么你們今年計劃出國嗎?
[01:51.05]B:Yes,Greece actually.
[01:52.29]對,是希臘。
[01:53.53]A:Well,thank you very much,Mrs.Reynolds.
[01:55.55]好的,雷諾太太,非常感謝。
[01:57.58]You've been very helpful.
[01:58.41]您真是幫了忙。
[01:59.25]B:You're welcome.
[01:59.93]別客氣。
[02:00.61]marketing1 research
[02:01.48]市場調研
[02:02.36]exploratory research
[02:03.69]探索性調研
[02:05.02]descriptive research
[02:05.95]描述性調研
[02:06.88]causal research
[02:07.71]因果性調研
[02:08.55]primary data
[02:09.42]初級資料
[02:10.30]secondary data
[02:11.21]次級資料
[02:12.13]observation methods
[02:12.99]觀察法
[02:13.85]questionnaire
[02:14.57]問卷法
[02:15.29]interviewers
[02:16.01]訪談員
[02:16.72]A marketing manager often commits marketing research,to formal studies of specific problems and opportunities.
[02:21.07]市場營銷管理者經常進行市場調查或針對特定的問題和市場機會進行正式的研究。
[02:25.42]Information is a critical ingredient in formulating2 and implementing4 a successful marketing strategy.
[02:30.39]制定和實施一項成功的市場營銷戰略,信息是至關重要的一部分。
[02:35.35]Marketing research is the systematic5 design,collection,analysis,and reporting of date and findings relevant to a specific marketing situation facing the company.
[02:43.51]市場調研是系統地設計、收集、分析并報告與公司面臨的特定市場營銷狀況有關的數據和調查結果。
[02:51.68]Companies normally budgets marketing research at 1% to 2% of company sales.
[02:54.77]通常公司用于市場調研的預算約占公司銷售額的1%到2%。
[02:57.87]50% to 80% of this money is spent directly by the marketing research department.
[03:01.24]其中50%到80%直接用于公司的市場調研部門。
[03:04.61]The remainder is spent buying the service of outside marketing research firms.
[03:07.57]其余則用于購買外部市場調查公司的服務。
[03:10.54]There are two ways to conduct marketing research;one is to design and implement3 a study with in_house staff,the other is to use an outside firm specializing in marketing research.
[03:18.28]開展市場調研有兩種方式:一是由公司內專職部門進行調研設計和實施,二是由公司外的專業公司負責。
[03:26.03]Marketing research firms fall into three categories:
[03:28.14]市場調研公司可以分為三種類型:
[03:30.26]syndicated_service research firms,customer marketing research firms,special_line marketing research firms.
[03:34.94]多元服務市場調研公司、面向顧客的市場調查公司和專業市場調研公。
[03:39.61]Designing a research plan calls for decision on the data sources,research approaches,research instrument,sampling plan,and contact method.
[03:46.59]設計調查計劃時,要確定資料來源,調查手段,抽樣方法和聯系方法。
[03:53.56]Researchers usually start their investigation6 by examining secondary data to see whether their problem can be partly or wholly solved without collecting costly7 primary data.
[04:00.21]調研人員開始調查時總是先收集次級資料以判斷問題是否部分或全部解決了,而不是先去收集成本很高的初級資料。
[04:06.86]Primary data can be collected in four ways;observation,focus groups,surveys and experiment.
[04:11.45]收集初級資料的方法有四種:觀察、專題討論、問卷調查和實驗。
[04:16.05]While observation and focus groups are best suited for exploratory research,surveys are best suited for descriptive research and experiment for causal research.
[04:22.22]觀察法和專題討論法適用于探索性調研,問卷調查法適用于描述性調研,而實驗法適用于因果性調研。
[04:28.38]The advantage of observation methods is that there is no reporting bias8 and potential bias caused by the interviewer,and the interviewing process is eliminated or reduced.
[04:34.74]觀察法的優點在于無記錄偏差和訪談員潛在偏誤,并取消或減少了訪談過程。
[04:41.10]Experimental research is the most scientific,valid research.
[04:43.39]實驗法是最科學最有效的調查方法。
[04:45.68]Marketing researchers have a choice of two main research instruments in collecting primary data:
[04:49.01]調研人員在收集初級資料時有兩種主要的調查手段:
[04:52.34]questionnaire and mechanical devices.
[04:53.64]問卷和儀器。
[04:54.95]Survey research involves interviewing a target group,for example,potential customers to obtain the desired information.
[04:59.31]問卷調查包括與目標主體(如潛在顧客)進行訪談,以獲得所需信息。
[05:03.67]Normally a questionnaire is essential to ensure a successful survey.
[05:06.76]一般為保證調查成功,使用問卷是必要的。
[05:09.84]In preparing a questionnaire,the professional marketing researcher carefully chooses the questions and their form,wording,and sequence.
[05:15.69]設計問卷時,專業的市場調查員必須精心確定所提的問題及其內容、形式、措辭和次序。
[05:21.54]A good questionnaire has three main characteristics:it is simple;it is easy for the respondent to answer and for the interviewer to record;it keeps the interview to the point and obtains desired information.
[05:30.28]一份高質量的問卷有三個特點:簡單:被訪者易于回答而訪談員便于記錄:保證訪談不跑題。
[05:39.02]Close_ended questions pre_specify all the possible answers,and respondents make a choice among them.
[05:43.26]封閉式問題事先確定了所有可能的答案,答卷人可以從中選擇一個答案。
[05:47.51]Open_ended questions  allow respondents to answer in their own words.
[05:49.69]開放式問題允許答卷人用自己的語言回答問題。
[05:51.87]Sampling is the selection of a subset or group from a population that is representative of the entire population.
[05:55.94]抽樣是從總體中抽選出具有代表性的一組樣本。
[06:00.02]Large samples give more reliable results than small samples.
[06:02.45]大規模樣本比小規模樣本的結果更可靠。
[06:04.88]However,samples less than 1% of a population can often provide good reliability,give a credible9 sampling procedure.
[06:09.82]但如果抽樣程序正確的話,不到總體的1%就能提供很好的準確性。
[06:14.75]Mail questionnaires require simple and clearly worded questions,and the response rate is usually low and/or slow.
[06:19.15]郵寄的問卷要求問題簡單清楚,通常問卷回收率低,回收也慢。
[06:23.56]Telephone interviewing is the best method of gathering10 information quickly,but the drawback is that the interviews have to be short and not too personal.
[06:30.01]電話訪問是快速收集信息的最好方法,但缺點是訪問時間短,也不能過于個人化。
[06:36.46]Telephone interviewing is the best method of gathering information quickly,but the drawback is that the interviews have to be short and not too personal.
[06:41.70]電話訪問是快速收集信息的最好方法,但缺點是訪問時間短,也不能過于個人化。
[06:46.94]telephone interview
[06:47.84]電話訪問
[06:48.74]Personal interviewing is the most expensive method and requires more administrative11 planning and supervision12.
[06:52.56]面訪成本最高,需要更多的管理計劃和監督。
[06:56.39]It is also subject to interviewer bias or distortion.
[06:58.59]也容易受訪談員的偏見或曲解的影響。
[07:00.78]We can pinpoint13 seven characteristics of good marketing research:Scientific method,research creativity,multiple methods,
[07:06.66]有效市場調研有七個特征:科學的方法、調查的創造性、多種方法、
[07:12.54]interdependence of models and data,value and cost of information,healthy skepticism,ethical marketing.
[07:17.21]模型和數據的相互依賴、信息的價值和成本匹配、正常的懷疑態度和合乎職業道德的市場營銷。
[07:21.89]One important qualification about comparability in multi_country survey work is that comparability does not necessarily result from sameness of method.
[07:27.83]在進行多國/地區市場調研中,得出一個重要的認識:用同樣方法調研取得的結果不一定具有可比性。
[07:33.77]Comparability of data depends upon eigher knowing that methods will produce identical measurements or knowing how to correct any biases14 that may exist.
[07:39.23]數據信息可互相比較,這取決于或者明確了方法度量的一致,或者了解如何矯正偏誤。
[07:44.69]The two basic sampling methods in use today are probabilistic and non_probabilistic sampling.
[07:48.32]目前使用的兩種抽樣的基本方法是概率抽樣和非概率抽樣。
[07:51.95]Prominent among the various techniques that can help to extrapolate past date into future trends are the following:time series,least squares method,exponential smoothing,regression and correlation15.
[08:00.39]由歷史數據推測未來趨勢的眾多方法中較突出的有:時間序列法、最小平方法、指數平滑法、回歸分析和相關分析。
[08:08.83]The general rule is the more developed the country,the greater the information available.
[08:11.73]一般地,國家越發達,可獲得的信息越多。
[08:14.63]In less developed countries statistical16 and research services are relatively17 primitive18.
[08:17.48]不發達國家統計信息及調研服務水平相對不發達。


點擊收聽單詞發音收聽單詞發音  

1 marketing Boez7e     
n.行銷,在市場的買賣,買東西
參考例句:
  • They are developing marketing network.他們正在發展銷售網絡。
  • He often goes marketing.他經常去市場做生意。
2 formulating 40080ab94db46e5c26ccf0e5aa91868a     
v.構想出( formulate的現在分詞 );規劃;確切地闡述;用公式表示
參考例句:
  • At present, the Chinese government is formulating nationwide regulations on the control of such chemicals. 目前,中國政府正在制定全國性的易制毒化學品管理條例。 來自漢英非文學 - 白皮書
  • Because of this, the U.S. has taken further steps in formulating the \"Magellan\" programme. 為此,美國又進一步制定了“麥哲倫”計劃。 來自百科語句
3 implement WcdzG     
n.(pl.)工具,器具;vt.實行,實施,執行
參考例句:
  • Don't undertake a project unless you can implement it.不要承擔一項計劃,除非你能完成這項計劃。
  • The best implement for digging a garden is a spade.在花園里挖土的最好工具是鐵鍬。
4 implementing be68540dfa000a0fb38be40d32259215     
v.實現( implement的現在分詞 );執行;貫徹;使生效
參考例句:
  • -- Implementing a comprehensive drug control strategy. ――實行綜合治理的禁毒戰略。 來自漢英非文學 - 白皮書
  • He was in no hurry about implementing his unshakable principle. 他并不急于實行他那不可動搖的原則。 來自辭典例句
5 systematic SqMwo     
adj.有系統的,有計劃的,有方法的
參考例句:
  • The way he works isn't very systematic.他的工作不是很有條理。
  • The teacher made a systematic work of teaching.這個教師進行系統的教學工作。
6 investigation MRKzq     
n.調查,調查研究
參考例句:
  • In an investigation,a new fact became known, which told against him.在調查中新發現了一件對他不利的事實。
  • He drew the conclusion by building on his own investigation.他根據自己的調查研究作出結論。
7 costly 7zXxh     
adj.昂貴的,價值高的,豪華的
參考例句:
  • It must be very costly to keep up a house like this.維修這么一幢房子一定很昂貴。
  • This dictionary is very useful,only it is a bit costly.這本詞典很有用,左不過貴了些。
8 bias 0QByQ     
n.偏見,偏心,偏袒;vt.使有偏見
參考例句:
  • They are accusing the teacher of political bias in his marking.他們在指控那名教師打分數有政治偏見。
  • He had a bias toward the plan.他對這項計劃有偏見。
9 credible JOAzG     
adj.可信任的,可靠的
參考例句:
  • The news report is hardly credible.這則新聞報道令人難以置信。
  • Is there a credible alternative to the nuclear deterrent?是否有可以取代核威懾力量的可靠辦法?
10 gathering ChmxZ     
n.集會,聚會,聚集
參考例句:
  • He called on Mr. White to speak at the gathering.他請懷特先生在集會上講話。
  • He is on the wing gathering material for his novels.他正忙于為他的小說收集資料。
11 administrative fzDzkc     
adj.行政的,管理的
參考例句:
  • The administrative burden must be lifted from local government.必須解除地方政府的行政負擔。
  • He regarded all these administrative details as beneath his notice.他認為行政管理上的這些瑣事都不值一顧。
12 supervision hr6wv     
n.監督,管理
參考例句:
  • The work was done under my supervision.這項工作是在我的監督之下完成的。
  • The old man's will was executed under the personal supervision of the lawyer.老人的遺囑是在律師的親自監督下執行的。
13 pinpoint xNExL     
vt.準確地確定;用針標出…的精確位置
參考例句:
  • It is difficult to pinpoint when water problems of the modern age began.很難準確地指出,現代用水的問題是什么時候出現的。
  • I could pinpoint his precise location on a map.我能在地圖上指明他的準確位置。
14 biases a1eb9034f18cae637caab5279cc70546     
偏見( bias的名詞復數 ); 偏愛; 特殊能力; 斜紋
參考例句:
  • Stereotypes represent designer or researcher biases and assumptions, rather than factual data. 它代表設計師或者研究者的偏見和假設,而不是實際的數據。 來自About Face 3交互設計精髓
  • The net effect of biases on international comparisons is easily summarized. 偏差對國際比較的基本影響容易概括。
15 correlation Rogzg     
n.相互關系,相關,關連
參考例句:
  • The second group of measurements had a high correlation with the first.第二組測量數據與第一組高度相關。
  • A high correlation exists in America between education and economic position.教育和經濟地位在美國有極密切的關系。
16 statistical bu3wa     
adj.統計的,統計學的
參考例句:
  • He showed the price fluctuations in a statistical table.他用統計表顯示價格的波動。
  • They're making detailed statistical analysis.他們正在做具體的統計分析。
17 relatively bkqzS3     
adv.比較...地,相對地
參考例句:
  • The rabbit is a relatively recent introduction in Australia.兔子是相對較新引入澳大利亞的物種。
  • The operation was relatively painless.手術相對來說不痛。
18 primitive vSwz0     
adj.原始的;簡單的;n.原(始)人,原始事物
參考例句:
  • It is a primitive instinct to flee a place of danger.逃離危險的地方是一種原始本能。
  • His book describes the march of the civilization of a primitive society.他的著作描述了一個原始社會的開化過程。
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