UNIT 3 Marketing Research 0 营销调研
营销调研 Marketing Research UNIT 3
Contents Section I Special Terms 2 Section ll Text Study Section Ill Situational Dialogues ● Section IV Tasks
Contents Section I Special Terms 1 Section II Text Study 2 Section III Situational Dialogues 3 Section IV Tasks 4
Section I Special Terms Market Research It means the process of systematic gathering,recording,and analysis of data with respect to a particular market,which refers to a specific customer group in a specific geographic area. 市场研究 市场研究是指运用科学的方法，系统地收集、整理和分析有关某一具 体地理区域内、某一特定顾客群体的市场信息的过程
Market Research It means the process of systematic gathering, recording, and analysis of data with respect to a particular market, which refers to a specific customer group in a specific geographic area. 市场研究 市场研究是指运用科学的方法，系统地收集、整理和分析有关某一具 体地理区域内、某一特定顾客群体的市场信息的过程。 Section I Special Terms
Section I Special Terms Marketing Research Marketing research is meant to encompass research practices (including such techniques as surveys,focus groups,interviews,and detailing)that are primarily aimed toward obtaining information that would result in the improved sales of a particular product. 营销调研 营销调研使用包括市场调查、小组会议、个人访谈及产品宣传资料等多 种营销技巧来获取顾客的有效信息，以便推动某一具体产品的销售
Marketing Research Marketing research is meant to encompass research practices (including such techniques as surveys, focus groups, interviews, and detailing) that are primarily aimed toward obtaining information that would result in the improved sales of a particular product. 营销调研 营销调研使用包括市场调查、小组会议、个人访谈及产品宣传资料等多 种营销技巧来获取顾客的有效信息，以便推动某一具体产品的销售。 Section I Special Terms
Section II Text Study Pre-reading questions 1.What is marketing research? 2.Do you think marketing research is important or not,why? 3.How many approaches are available to a market researcher?
Section II Text Study Pre-reading questions 1. What is marketing research? 2. Do you think marketing research is important or not, why? 3. How many approaches are available to a market researcher?
Section II Text Study TextA Marketing Research Marketing research is often needed to ensure that we produce what customers really want and not what we think they want. There are two main approaches to marketing research:Primary and secondary research.Secondary research involves using information that others have already put together.For example,if you are thinking about starting a business making clothes for tall people,you don't need to ask every people about how tall they are to find out how many tall people exist-that information has already been published by the government.Primary research,in contrast, is designed and conducted by you.For example,you may need to find out whether consumers in your home town would like sweeter or tarter soft drinks and there is no such ready-made data available.So you have to do research on your own 0
Marketing research is often needed to ensure that we produce what customers really want and not what we think they want. There are two main approaches to marketing research: Primary and secondary research. Secondary research involves using information that others have already put together. For example, if you are thinking about starting a business making clothes for tall people, you don’t need to ask every people about how tall they are to find out how many tall people exist—that information has already been published by the government. Primary research, in contrast, is designed and conducted by you. For example, you may need to find out whether consumers in your home town would like sweeter or tarter soft drinks and there is no such ready-made data available. So you have to do research on your own. Marketing Research Section II Text Study Text A
Section II Text Study Several tools are at hand for market researchers,e.g.surveys,focus group,personal interviews and observations,etc. 1.Surveys are useful for getting a great deal of specific information. Surveys come in several different forms,such as mail survey,mail questionnaire,phone surveys and mall intercept interview etc. 2.Focus group is useful when a marketer wants to launch a new product or modify an existing one.A focus group usually involves having some 8-12 people come together in a room to discuss their consumption preferences and experiences. 3.Personal interview involves in-depth questioning of an individual about his or her interest in or experiences with a product. 4.Observations of consumers is often a powerful tool.Looking at how consumers select products may reveal how they make decisions and what they look for
Several tools are at hand for market researchers, e.g. surveys, focus group, personal interviews and observations, etc. 1. Surveys are useful for getting a great deal of specific information. Surveys come in several different forms, such as mail survey, mail questionnaire, phone surveys and mall intercept interview etc. 2. Focus group is useful when a marketer wants to launch a new product or modify an existing one. A focus group usually involves having some 8-12 people come together in a room to discuss their consumption preferences and experiences. 3. Personal interview involves in-depth questioning of an individual about his or her interest in or experiences with a product. 4. Observations of consumers is often a powerful tool. Looking at how consumers select products may reveal how they make decisions and what they look for. Section II Text Study
Section II Text Study In general,research should only be commissioned when it is worth the cost.Thus,research should normally be used in making specific decisions. Research will often help us reduce the risks associated with a new product,but it cannot take the risk away entirely.It is also important to confirm whether the research has been complete.For example,Coca-Cola did a great deal of research prior to releasing the New Coke,and consumers seemed to prefer the taste.However,consumers were not prepared to have this drink replace the traditional Coke,which was neglected by the research.As a result, the sales of New Coke didn't live up to the company's expectation
In general, research should only be commissioned when it is worth the cost. Thus, research should normally be used in making specific decisions. Research will often help us reduce the risks associated with a new product, but it cannot take the risk away entirely. It is also important to confirm whether the research has been complete. For example, Coca-Cola did a great deal of research prior to releasing the New Coke, and consumers seemed to prefer the taste. However, consumers were not prepared to have this drink replace the traditional Coke, which was neglected by the research. As a result, the sales of New Coke didn’t live up to the company’s expectation. Section II Text Study
Section II Text Study New Words and Expressions tart questionnaire mall intercept a时最的 n.(调查)问卷 n.购物中心 n是酸 launch in contrast on one's own t投放国 对比 单独的，独自的 modify consumption reveal commission t.修改，改动 n消费 ● t.揭示 vt.委托 release associate...with prior to .发行，推出 使发生联系 0 在前，居先
Section II Text Study launch vt. 投放 in contrast 对比 on one’s own tart adj. 酸的 questionnaire n. (调查) 问卷 mall n. 购物中心 intercept n. 拦截 单独的，独自的 modify vt. 修改，改动 consumption n. 消费 vt. 揭示 commission vt. 委托 release vt. 发行，推出 reveal associate…with 使发生联系 prior to 在前，居先 New Words and Expressions
Section II Text Study Exercise 1 Decide whether the statements are true(T)or false (F) according to the above text. 1.Primary research is designed and conducted by the researchers. [F] 2.The purpose of a survey is to process information. [F] 3.The people in a focus group are usually friends. [F] 4.A personal interview is a"face to face"free talk. [F] 5.Research helps companies get rid of risk. [F]
Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text. [ ] [ [ ] F ] F F [ ] [ F ] Section II Text Study F 1. Primary research is designed and conducted by the researchers. 2. The purpose of a survey is to process information. 3. The people in a focus group are usually friends. 4. A personal interview is a “face to face” free talk. 5. Research helps companies get rid of risk