《 市场营销英语》 课件U2 How to Do Market Research Definition,Types and Process

点击职业英语主编：史洁职业英语模块ZoomIn实用市场营销英语新世纪高等职业教育行业英语类课程规划教材02UnitHowtoDoMarketResearch:Definition,TypesandProcessPartⅠChatFreelyWalt:Goodmorning!I’mWalt,HRmanager.Welcometo theinterview.Jamie:MorningMr.Walt.I’mJamie.Thanksforthischance.I’mreallyexcited.Walt:Startwithyourbackground.Whyapplyhere?Jamie:ImajoredinMarketing.Istudieddigitalstrategies.Yourcampaignsmatchmygoals.Walt:Howdidyoufindus?Whatcaughtyoureye?Jamie:Throughaclasscasestudy.Yourmulti-platformmarketing,usingsocialmedia,email,andin-store,isreallyeffective.Walt:Pleaseshareaprojectwhereyougotresults.ChinesePartⅠChatFreelyJamie:Wemadefunnypostersandpostedthemaroundcampus.Wealsocreatedshortvideos andsharedthemonDouyin.Becauseoftheseefforts,theclub’smembershipgrewby50%intwoweeks.Walt:Thatisawesome.Onelastquestion:Whatarethekeyskillsforamarketertoday?Jamie:Ithinklifelonglearningandcreativity.Marketschangefast.Ifwestoplearning,we’llfallbehind.Creativitymakescampaignsstandout.Walt:Goodanswers!We’llletyouknowourdecisionnextweek.Jamie:Thankyou!Iamlookingforwardtoit.ChinesePartⅠChatFreely市场部职位面试沃尔特：早上好！我是沃尔特，人力资源经理。欢迎来参加面试。杰米：早上好，沃尔特先生。我是杰米。感谢您给我这次机会，我非常兴奋。沃尔特：先谈谈你的背景。为什么申请我们公司？杰米：我主修市场营销，学过数字营销策略。贵公司的营销活动与我的求职意向相符。沃尔特：你是怎么找到我们的？什么吸引了你？杰米：通过课堂案例研究。贵公司多平台营销，利用社交媒体、电子邮件和实体店，效果非常显著。沃尔特：请分享一个你取得成果的项目。BackPartⅠChatFreely杰米：我们制作了有趣的海报，在校园里张贴。还制作了短视频，发布在抖音上。由于这些努力，两周内俱乐部会员人数增长50%。沃尔特：太棒了。最后一个问题：您认为当今营销人员的关键技能是什么？杰米：我认为是终身学习和创造力。市场变化很快。如果我们停止学习，就会落后。创造力能让营销活动脱颖而出。沃尔特：回答得很好！我们下周会通知您结果。BackPartⅠChatFreelyPartⅠChatFreelyPartⅠChatFreelyTask1QuickDiscussion

Ifyouhavenointernshipsorbigprojectsincollege,howcanyoufindordinaryschooltasksorassignmentsthatshowyouhavetheskillsneededforthejob?Task2Recitetheabovedialogueandrole-playitwithyourpartner.PartⅡReadDeeply

Discussthefollowingquestionswithyourgroupmembers:Imagineyou’regoingtoopenabubbleteashop(奶茶店)nearyourschool.Whatresearchmethodswouldyouchooseto understandstudents’flavorpreferencesandshoppinghabits?Why?PartⅡReadDeeplyHowtoDoMarketResearch:Definition,TypesandProcess

Beforestartingoffaproject,businessorstudy,oneofthemostimportantthingstodois research.Everybusinesshasits ownsetoftargetusers.It’simpossibletounderstandyourusers, theirhabits,expectations,andbehaviorswithout

detailedmarketresearch.

DefinitionofMarketResearch

Marketresearchisaprocessofgatheringinformationaboutyourtargetaudience,consumers,andcompetitors.Thisprocesstypicallyinvolvesseveralsteps,suchasidentifying theresearch objectives,determiningtheresearchmethod,developingtheresearchinstrument,collecting dataandreportingthefindings.Thedatagatheredinmarketresearchincludesdemographics, psychographics,behavioraldata,markettrends,competitordata,andcustomerfeedback.ChinesePartⅡReadDeeply

TypesofMarketResearch

1. Primary Research

Itinvolvescollectingoriginaldatadirectlyfromsourcesorthroughfirst-handexperiences.Itistailoredtoanswerspecificresearchquestions.

Thefollowingarethemethodstodoprimarymarketresearch:

Interviews:One-on-onediscussionsprovidingin-depthinsights.

Surveys:Broaddatacollectionthroughquestionnaires.

FocusGroups:Groupdiscussionstoaccessconsumeropinions.

Observations:Behavioralassessmentsinnaturalsettings.

Experiments:Controlledstudiestoestablishcauseandeffect.ChinesePartⅡReadDeeply

Eachmethodoffersuniquebenefits,suchasdetailedpersonalinsightsfrominterviewsor large-scalesurveydata.

2.SecondaryResearch

Itusesexistingdatacompiledbyothers,oftenfordifferentpurposes.

Thefollowingarethemethodstodosecondarymarketresearch:

LiteratureReviews:Analysisofacademicandindustrypublications.

StatisticalAnalysis:Examinationofexistingdatasets.

Meta-analysis:Combiningresultsfrommultiplestudies.

Thesemethodshelpidentifytrendsandstandardswithoutthetimeandcostofprimarydata collection.ChinesePartⅡReadDeeply

ProcessofMarketResearch

Step1DefineResearchObjectives

Thefirststepinmarketresearchistoclearlydefineresearchobjectives.Thisinvolves identifyingthespecificinformationneeded,thetargetaudience,andthedesiredoutcomesofthe research.

Step2DesignaResearchPlan

Oncetheobjectivesaredefined,thenextstepistodesignaresearchplanthatoutlinesthe methodology,datacollectiontechniques,samplesize,andtimeline.Theresearchplanshouldbe Tailoredtoaddresstheresearchobjectivesandprovidereliableandvaliddata.ChinesePartⅡReadDeeply

Step3DataCollection

Inthisstage,dataiscollectedusingprimaryorsecondaryresearchmethods.Primary researchinvolvesgatheringdatadirectlyfromrespondentsthroughsurveys,interviews,focus groups, orobservations.Secondaryresearchinvolvesgatheringexistingdatafrompublished sources,industryreports,ordatabases.

Step4MarketResearchAnalysis

Oncethedataiscollected,itneedstobeanalyzedtoidentifypatterns,trends,andinsights. Thisinvolvesquantitativeresearchandanalysis,suchasstatisticaltechniques,andqualitative researchandanalysis,suchasthematiccodingorcontentanalysis.Thegoalistoderive meaningfulinsightsfromthedatathatcaninformdecision-making.ChinesePartⅡReadDeeply

Step5FinalMarketResearchInsights

Afteranalyzingthedata,thenextstepistointerpretthefindings.Thisinvolvesdrawing conclusions,identifyingkeytrends,andrelatingthemtotheresearchobjectives.Theinsights shouldprovidevaluableinformationthatguidesmarketingstrategies,productdevelopment,or businessdecisions.

Step

6

ReportResearchFindings

Thefinalstepistopresentresearchfindingsinaclearandconcisemanner.Amarketresearchreportincludesanexecutivesummary,methodology,findings,insights,andrecommendations. Thereportshouldeffectivelycommunicatetheresearchresultstostakeholdersandprovide actionablerecommendationsbasedontheinsights.

Whendonecorrectly,marketresearchcanminimizerisksandlosses,spurgrowth,and positionyouasaleaderinyourindustry.

ChinesePartⅡReadDeeply如何进行市场调研：定义、类型和流程在开始一个项目、业务或研究之前，最重要的事情之一就是调研。每个企业都有自己的一组目标用户。没有详细的市场调研，就不可能了解你的用户、他们的习惯、期望和行为。市场调研的定义市场调研是一个收集目标受众、消费者和竞争对手信息的过程。这个过程通常涉及几个步骤，例如确定调研目标、选择调研方法、开发调研工具、收集数据和报告结果。市场调研中收集的数据包括人口统计学、心理统计学、行为数据、市场趋势、竞争对手数据和客户反馈。BackPartⅡReadDeeply市场调研的类型1.初级调研初级调研涉及直接从来源或通过第一手经验收集原始数据。它是为回答具体的调研问题而量身定制的。以下是进行初级市场调研的方法：采访：一对一的讨论，提供深入的见解。调查：通过问卷收集广泛的数据焦点小组：获取消费者意见的小组讨论。观察：自然环境中的行为评估。实验：用于确定因果关系的对照研究。BackPartⅡReadDeeply每种方法都具有独特的优点，例如访谈所能获得的详细个人见解，或是大规模调研数据。2.二次调研二次调研使用其他人编译的现有数据，通常用于不同的目的。以下是进行二级市场调研的方法：文献评论：学术和行业出版物的分析。统计分析：对现有数据集的检查。元分析：结合多项研究的结果。这些方法有助于识别趋势和标准，而无需耗费初级调研数据收集所需的时间和成本。BackPartⅡReadDeeply市场调研的流程步骤1.定义调研目标市场调研的第一步是明确调研目标。这包括确定所需的具体信息、目标受众以及研究的预期成果。步骤2.设计调研计划一旦确定了目标，下一步就是设计一个调研计划，罗列出调研方法、数据收集技术、样本大小和时间表。调研计划应量身定制，以解决调研目标，并提供可靠和有效的数据。BackPartⅡReadDeeply步骤3.数据收集在这个阶段，使用初级或二级调研方法收集数据。初级调研通过调查、访谈、焦点小组或观察直接从受访者那里收集数据。二级调研从已发布的来源、行业报告或数据库中收集现有数据。步骤4.市场调研分析一旦数据收集完成，就需要对其进行分析以识别市场模式、趋势和见解。这可能涉及定量研究和分析，如统计技术，或定性研究和分析，如主题编码或内容分析。目标是从数据中获取有意义的见解，以辅助决策制定。BackPartⅡReadDeeply步骤5.最终的市场调研见解分析数据后，下一步是解释结果。这涉及得出结论，确定关键趋势，并将其与研究目标联系起来。见解应该提供有价值的信息，以指导营销策略、产品开发或业务决策。步骤6.报告调研结果最后一步是以清晰简洁的方式展示研究结果。市场调研报告包括执行摘要、方法论、调研结果、见解和建议。该报告应有效地将调研结果传达给利益相关者，并根据见解提供可操作的建议。如果实施得当，市场调研可以最大限度地降低风险和损失，促进增长，并使您在行业中处于领先地位。BackPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyBenefitsofLifelongLearning

Lifelonglearninghasmanybenefits.First,ithelpskeepyourbrainsharp,active,andhealthyConstantlychallengingyourbraincanhelppreventmemorylossandotherproblemswiththinking.Second,lifelonglearningcanopenupmorecareeropportunities.Byregularlyupdatingyourskillsandknowledge,youcanworkmoreefficientlyandincreaseyourchancesofgettingpromotions.Third,lifelonglearningcanboostyourself-confidenceandimproveyouroverallqualityoflife.Learningnewthingsgivesyouafreshperspectiveonlifeandhelpsyouappreciatethebeautyandpossibilitiesofthehumanexperience.PartⅡReadDeeplyTraditionalChineseCulture“和气生财”源自传统商业智慧，将儒家“和为贵”思想融入经营之道，主张以温和友善的态度搭建商业沟通桥梁。通过构建良性商业关系，实现交易顺畅与财富增长，本质上是一种以“和”为核心、追求共赢的经营哲学。然而在传播中，“和气”常被曲解为妥协，比如面对不合理诉求时一味退让。实则，真正的“和气生财”并非软弱怯懦，而是超越短视利益的长远智慧：在复杂商业关系里，以善意消弭对立、用包容化解冲突，把每一次互动转化为信任积累。借“和气”降低沟通成本，以柔克刚为商业发展铺就可持续之路。PartⅡReadDeeplyUseofMarketingModel:SWOTModel

The

SWOTmodellooksatanorganization’sStrengths,Weaknesses,Opportunities,and Threats.Byanalyzingtheseelements,organizationscanmatchtheirstrengthswithopportunities, addressweaknesses,andmitigatethreats.PartⅢPracticeMorePartⅢPracticeMoreFlip&Fix:CraftingaWinningMarketingCampaignTaskBackground

Theschoolclubpre-purchased500T-shirtsforsaleduringtheevent.Despiteusingmethods likeposters,boothsales,andword-of-mouthpromotion,only100T-shirtsweresold,leaving400unsold.Asastudentvolunteerofamarketingteam,youaretaskedwithboostingthesalesoftheseremainingT-shirts.PartⅢPracticeMoreRevisedInstructions

Yourtaskistosolvethe“BoostingCampusT-shirtSales”challenge.Workinteamstoresearchtheproblem,designsolutions,andprepareapresentation(PPT/shortplay/marketingdocument)toshareinclass.Here’show:1.Out-of-classPreparationFormteams(projectmanager,marketresearcher,marketingstrategist,budgetcontroller,etc.).Conductsurveys/researchtofindwhythecampaignfailedtillnow.Createasolution(marketingstrategy,eventplan,etc.)andbuildyourpresentation.PartⅢPracticeMore2.In-classShowcase

Presentyourwork(6minsperteam)→Explainyourresearchprocess,solutions,andhowyou’llrevivethecampaign.3.ClassDiscussion

Whatideasaremostcreative?What’smissing?PartⅢPracticeMoreOpen-endedanswer.（教师可借助AI工具为学生提供参考或指引）参考：ToexecutemarketingcampaignforT-shirtsales，wewilltakethefollowingsteps:MarketResearch:Conductonlinesurveysandfocusgroupstounderstandstudents'preferencesregardingT-shirtdesignsandpricing.Identifyreasonsforlowsalesinpreviouscampaignstotailortheapproach.PromotionDevelopment:Createappealingpromotionbundles,suchas“BuyOne,GetOneFree”offersordiscountsforstudentswearingschoolcolors.SocialMediaCampaign:Launchamulti-platformcampaignonWeChatandTikTok,featuringengagingcontentsuchasstylingvideosfromstudentswearingtheT-shirts.Pop-UpEvent:Organizeapop-upsaleoncampusduringhigh-traffichours,featuringinstantdiscounts,funactivities,andgiveawaystodrawinstudents.BudgetManagement:Settingaclearbudgetlimitforthecampaignandallocatingfundstospecificcategories,focusingoneffectivedigitalmarketingstrategiesandin-personpromotions.Byimplementingthesestrategies,weaimtoengagestudentsthoroughlyandsignificantlyincreaseT-shirtsales.PartⅢPracticeMoreIn-classActivity:WhatYouNeedtoKnowinMarketingHowtoDesignaQuestionnaire

Aquestionnaireisatoolconsistingofaseriesofquestionsoritemsdesignedtocollectdataaboutpeople’sattitudes,experiences,oropinions.Itiswidelyusedinfieldssuchasmarket=research.Forexample,acompanymightuseaquestionnairetogatherfeedbackaboutarecent customerserviceexperience.Designinganeffectivequestionnaireinvolvesseveralkeysteps.PartⅢPracticeMoreStep1DefineGoalsandObjectives

Thefirststepindesigningaquestionnaireistoclearlydefineyourresearchgoalsandobjectives.Whattopicsorexperiencesareyouaimingtostudy?Whatspecificinformationdoyouwanttouncover?Isaquestionnairethemostsuitablemethodforyourresearch?

Afterestablishingyourgoals,transformabstractconceptsintomeasurableitems.Thisprocess,calledoperationalization,ensuresthateachquestionservesaspecificpurposeandaddressesaclearneed.PartⅢPracticeMoreStep2TailorQuestionstoYourRespondents

Whencreatingquestions,itisimportanttoconsidertheperspectiveofyourtargetaudience.Arethelanguageandtermsinyourquestionssimpleandfamiliartorespondents?Couldanyquestionconfuse,offend,orembarrassthem?Dotheresponseoptionsforclosed-endedquestionscoverallpossibleanswers?Aretheresponsechoicesmutuallyexclusive?

Additionally,thinkaboutthetimeandeffortrequiredtoansweryourquestionnaire.Open-endedquestionsdemandmoreeffort,sousethemsparingly.Forclosed-endedquestions,ensuretheoptionsareinclusivetoavoidoffendingrespondents.Apoorlydesignedquestioncanmakerespondentsloseinterestorfailtoprovideaccurateanswers.PartⅢPracticeMoreStep3DetermineLengthandOrder

Thelengthandorderofyourquestionnaireplayacrucialroleinmaintainingrespondents’ engagement.Ifyourrespondentsarenotofferedaward,keepyourquestionnairebriefand straightforward.Aconcisequestionnaireismorelikelytobecompleted.

Questionorderalsomatters.Alogicalflowmakesiteasierforrespondentstofollow,especiallyiftheyhavelimitedtime.Randomizingquestionscanreduceorderbiasbutmaycomplicatedataanalysis,sochooseanapproachthatalignswith yourresearchneeds.PartⅢPracticeMoreStep4PretesttheQuestionnaire

Pretestingisacriticalsteptoensuretheeffectivenessofyourquestionnaire.Shareitwithfriends,classmates,ormembersofyourtargetaudiencetoidentifyunclearorambiguousquestions.Reviseyourquestionnairebasedontheirfeedback.

Ifresourcespermit,conductapilotstudy.Thissmall-scaletestinvolvessampling,datacollection,andanalysis,allowingyoutoidentifyflawsinyourprocedures.Whileapilotstudycannottestyourhypothesis(假设)duetoitslimitedsize,ithelpsensureyourquestionnaireisreliableandvalid.

Byfollowingthesesteps,youcandesignaquestionnairethatcollectsaccurateanduseful data,ultimatelysupportingyourresearchgoals.PartⅢPracticeMore1.Whatistheprimarypurposeofaquestionnaire,asmentionedinthepassage?A.Toprovideentertainmentforrespondents.B.Tocollectdataonpeople’sattitudes,experiences,oropinions.C.Totestrespondents’knowledgeonspecifictopics.D.Topredictfuturemarkettrends.2.Whatshouldresearchersdofirstwhendesigningaquestionnaire?A.Pretestthequestionnairewithfriendsorclassmates.B.Randomizetheorderofquestionstoavoidbias.C.Clearlydefineresearchgoals andobjectives.D.Ensureallquestionsareopen-ended.PartⅢPracticeMore3.Whichofthefollowingisimportantwhentailoringquestionstorespondents?A.Includingtechnicaltermstodemonstrateexpertise.B.Makingquestionsaslongaspossibletocollectdetailedanswers.C.Ensuringlanguageissimpleandfamiliartorespondents.D.Usingambiguousresponseoptionstoencouragecreativity.4.Whyisthelengthandorderofthequestionnairesignificant?A.Itensuresthatrespondentswillprovideaccurateanswers.B.Itreducesthelikelihoodofrespondentsfeelingboredordisengaged.C.Itguaranteesthatallrespondentscompletethequestionnaire.D.Itallowsresearcherstotesthypothesesinapilotstudy.PartⅢPracticeMore5.Whatisthemainpurposeofpretestingaquestionnaire?A.Toensurethequestionnaireisclearandunambiguous.B.Totestthehypothesesofthe research.C.Toincreasethenumberofrespondentsinthestudy.D.Tofinalizethequestionnairewithoutmakinganyrevisions.PartⅢPracticeMoreAfter-classActivity:WhatYouNeedtoKnowBeyondMarketing

Inmarketing,honestyisn’tjustanicequality—it’sthekeytobuildingasuccessfulcareer.Withsomanyadsandmarketingmessageseverywheretoday,it’seasyformarketerstofocusonflashystrategiesandforgetaboutbeingtruthful.Butwithouthonesty,it’shardto wincustomers’trust.

Thinkofhonestyasthefoundationofastronghouse.Ifamarketerexaggeratesaproduct’s benefits orhidesitsflaws,customerswill feelcheated.Forexample,sayingacheappairofheadphoneshas“amazingsoundquality”whentheydon’tisasurewaytolosetrust.Instead, admitting“Theseheadphonesarebudget-friendlybutmightnotbegreatforbasslovers”helps customersmakerealchoices.Honesty:ThePathtoMarketingSuccessPartⅢPracticeMore

Somemarketersworrythathonestymeansfewersalesatfirst.Butthetruthis,beinghonest buildslong-termrelationships.Customerswhofeelrespectedaremorelikelytoreturnandrecommendthebrandtoothers.

Moreover,honestyhelpsmarketersgrow.Bybeingrealabouttheirproducts,theylearntocommunicatebetterandunderstandwhatcustomersreallyneed.Thismakesthembetterattheir jobsandhelpsbuildtheirbrand’sreputation.

Inshort,hardworkandhonestyarethetwothingsthatleadtosuccessinmarketing.Asthe sayinggoes,“Realmarketingwinscomefromhonestwordsandsteadyeffort.”PartⅢPracticeMore1.Whatisthemainideaofthispassage?A.Flashystrategiesarethemostimportanti