Chapter4Marketresearchs第四章市场研究方法.doc

Chapter 4 Market research methods 第四章市场研究方法 The costs of obtaining, processing, storing and delivering information is relatively inexpensive. 获取，处理费用，储存和提供信息的成本较低。 True 正确的 False (the costs can increase quickly, forcing managers to decide if the information is worth the expense) 假 （的费用也迅速增加，迫使经理决定是否值得的信息费用为） The principal methods for colleting primary data are observation,surveys,and controlled experiments. 为colleting原始数据的主要方法是观察，调查和控制实验。 True 正确的 False 假 Which of the following is a problem with using internal databases? 下列哪一项是与使用内部数据库的问题？ the information was collected for another reason 搜集资料的一个原因 the information is in the wrong format 该信息是错误的格式 the information may be out of date 该信息可能已过时 all of the above 以上所有 The goal of _ is to improve strategic decision making, access and track competitors actions, and to provide early warning of opportunities and threats. _的目标是提高战略决策，访问和跟踪竞争对手的举动，并提供机会和威胁预警。 competitive research analysis 竞争力的研究分析 marketing intelligence 营销情报 information technology 信息技术 marketing segmentation 市场细分 A new source for competitor-supplied information is the Internet. 一种新来源竞争对手提供的信息是互联网。 True 正确的 False 假 What are the four steps (in order) of the marketing research process? 什么是四个步骤（按顺序）市场营销研究的过程？ What are the six steps (in order) of the mar keting research process? 什么是六个步骤（按顺序）2008年3月 客厅 的 研究过程？ Define the problem, conducting exploratory research,formulating a hypothesis,creating a research design,collecting data, interpreting and presenting the research information. 定义问题，进行探索性研究，制定一个假设，建立一个研究设计，数据收集，解释和提出的研究信息。 Define the problem, conducting exploratory research,formulating a hypothesis, interpreting and presenting the research information creating a research design,collecting data. 定义问题，进行探索性研究，制定一个假说，解释和提出的研究资料建立的研究设计，收集数据。 Conducting exploratory research,formulating a hypothesis,creating a research design,collecting data, Define the problem, interpreting and presenting the research information. 开展探索性研究，制定一个假设，建立一个研究设计，收集数据，定义问题，解释和提出的研究信息。 Develop the research plan, exploratory research,formulating a hypothesis,creating a research design,collecting data, Define the problem, interpreting and presenting the research information. 制定研究计划，探索性研究，制定一个假设，建立一个研究设计，收集数据，定义问题，解释和提出的研究信息。 What is the often the hardest step in the marketing research process? 什么是经常在市场调查过程中最困难的一步？ defining the problem 界定问题 developing the research plan 制定研究计划 implementing the research plan 实施研究计划 reporting the findings 报告的调查结果 _ consists of information that already exists having been collected prior to the research plan. _包括已经存在有被收集之前的研究计划的信息。 Primary data 原始数据 Secondary data 二手数据 Exploratory data 探索数据 Sales research 销售研究 Which form of data can usually be obtained more quickly and at a lower cost? 构成的数据 ， 通常可以得到更迅速 ， 以较低的成本？ 1. primary 1。小学 2. census 2。普查 3. secondary 3。中学 Researchers usually start with _ when developing the research plan. 研究人员通常从_在发展的研究计划。 primary data 原始数据 secondary data 二手数据 projection research 投影研究 sales research 销售研究 Primary data must be relevant, current, unbiased, and _. 原始数据 ， 必须有相关性，目前，不偏不倚，和_。 1. complete 1。完成 2. accurate 2。精确 3. inexpensive 3。低廉 4. collected before secondary data 4在二级数据收集。 One of the following is NOT a current survey research method. It is contact by _. 以下一项不是现有的调查研究方法。这是联络_。 a. online use 答 ： 网络上的使用 b. mail 湾邮件 c. telephone 角电话 d. fax d.传真 e. none of the above 无以上 All of the following are disadvantages of telephone interviewing except one. 以下全是除一个面试电话的缺点。 Which one? 哪一个？ a. higher cost than mail questionnaires 答 ： 费用高于邮寄问卷 b. introduces interviewer bias 湾推出访谈偏见 c. under time pressures some interviewers might cheat 角的时间压力下 ， 有些面试者可能会欺骗 d. interviewers tend to interpret answers similarly d.面试往往同样的答案解释 e. A and D A和D If a marketer wanted to collect large amounts of information at a low cost per respondent, she could use _. 如果一个营销人员要收取每答辩低成本大量的信息，她可以使用_。 telephone interviews 电话访问 mail questionnaires 邮寄问卷 focus groups 焦点团体 approach interviews 方法访谈 If a marketer wanted to collect information quickly and allow for flexible answers, he should use _. 如果一个营销人员要迅速收集资料 ， 并允许灵活的答案，他应该使用_。 telephone interviews 电话访问 mail questionnaires 邮寄问卷 focus groups 焦点团体 approach interviews 方法访谈 Interviewer bias is often greater with _. 面试者的偏见往往是加强与_。 telephone interviews 电话访问 mail questionnaires 邮寄问卷 focus groups 焦点团体 online surveys 在线调查 If an interviewer wanted to reach the teen market, a fast and low cost method would be to use _. 如果面试者要达到青少年市场，快速 ， 低成本的方法是使用_。 telephone interviews 电话访问 mail questionnaires 邮寄问卷 focus groups 焦点团体 online surveys 在线调查 Which of the following is not one of the decisions a marketer must make when designing a sample? 下列哪项不是营销人员的决定时 ， 必须使设计的样本呢？ who should be sampled 谁应该抽样 how many people should be sampled 有多少人应当抽样 how the people in the sample should be chosen 如何抽样人民应该选择 all of the above are important sampling decisions 所有上述决定是重要的抽样 One of the biggest challenges facing marketing researchers today is that some consumers believe collecting the research violates their privacy. 面临的最大的市场研究人员今天面临的挑战之一是 ， 一些消费者认为 ， 收集研究侵犯他们的隐私。 True 正确的 False 假 How many ways are the marketing research method? 有哪些方法是市场研究方法？ 1.Secondary data collection 数据收集1.Secondary 2.Sampling techniques 2.Sampling技术 3.Primary rsearch methods 3.Primary rsearch方法 (1)Observation method （1）观察法 (2) Survery method:eg,telephone interviews,questionnaire,personal interviews,focus group,mail surveys,online surveys,experimental method. （2）Survery方法：例如，电话访问，问卷调查，个人访谈，焦点小组，邮件调查，网上调查，实验方法。 What is the quality of marketing information? 什么是市场营销信息的质量？ Accuracy :Accuracy ,or precision ,in research estimates ,and the outcomes of findings based upon good response rates and properly conducted marketing research ,will help those in marketing management to take the most appropriate or the best decisions. 精度：精度，或精度，在研究的估计，并根据调查结果后 ， 良好的反应率和适当地进行市场研究，将有助于在营销管理那些采取最适当的或最佳的决定。 Reliability :It is based upon whether the results or findings could be extrapolated to the larger population of consumers. 可靠性：它是根据结果是否或结果可能会推到消费者的人口较多。 Timeliness:It is important as research might have been commissioned by clients to feed their marketing planning procedures at a pre-specified date .Moreover ,research needs to be timely in delivering outcomes as the marketing environment is constantly outcomes as the marketing environment is constantly evolving and changing . 及时性：这是重要的研究可能被客户所委托饲料按预先指定的日期营销规划程序。此外，研究必须在提供的市场营销环境的结果及时在不断的营销环境是不断变化的结果和变化。 Response rates: It will vary depending on the ability of researchers to encourage participation or to offer incentives to respondents to aid their investigations. 响应率：这将取决于研究人员的能力 ， 以鼓励参与或提供诱因 ， 受访者帮助他们调查。 What is primary data? 什么是原始数据？ primary data refers to information collected for the first time specifically for a marketing research study. 主数据是指首次进行市场调查研究专门收集的信息。 What is the market research process? 什么是市场调研的过程？ Define the problem, 定义问题， conducting exploratory research, 进行探索性研究， formulating a hypothesis, 制定一个假说， creating a research design, 建立一个以研究设计， collecting data, 收集数据， interpreting and presenting the research information. 解释和提出的研究信息。 Provide the advantages/benefits of each of the contact methods. 提供的优点/接触的每一种方法的好处。 Mail questionnaires can be used to collect large amounts of information at a low cost per respondent. Respondents may give more honest answers to more questions than to an unknown interviewer in person or on the phone. 邮寄问卷可用于收取每答辩低成本大量的信息。受访者可能会更加诚实的答案 ， 而不是由于身份不明者或是在手机上更多的问题。 Also, no interviewer is involved to bias the answers. 另外，面试没有涉及偏见的答案。 Telephone interviewing is one o