营销调研 Marketing Research UNIT 3. Contents Section I Special Terms 1 Section II Text Study 2...

营销调研

Marketing Research

UNIT 3UNIT 3

Contents

Section I Special Terms1

Section II Text Study2

Section III Situational Dialogues3

Section IV Tasks4

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

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?

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


Text A

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.


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.



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

Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text.

[ ]

[

[

]

]F

F

F

[ ]

[ ]F


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.

Exercise 2 Match the words in the table below with their correct Chinese equivalents.


1. approach

2. design

3. specific

4. general

5. taste

6. replace

7. modify

8. questionnaire

A. 设计

B. 替换

C. 途径

D. 修改

E. 味道

F. 明确的

G. 概括的

H. 问卷

Exercise 3

Fill in the blanks with the appropriate form of the words in brackets.


Many companies have their own marketing research departments.

However, due to (limit) corporate resources, more independent

market research companies (hire) to conduct research. The

external suppliers of market research (may) maintain a large

database, design models, as well as collect, process, and analyze survey

data.

limited

are hired

might

Pepsi once launched a large-scale consumer survey to

investigate ( 调查 ) the consumers’ impression of the

difference between Coca-Cola and Pepsi.

In a number of cities, market research staff selected

consumers who often drunk carbonated ( 碳酸气的 ) cola

beverages. They first inquired about their brand

preference, and then separated them into several groups.

For each group, the Pepsi investigators ( 调查员 ) asked

the same questions:

1) What is your impression of Pepsi-Cola (Coca-Cola)?

2) Pepsi-Cola or Coca-Cola, which is your favorite?

Why?


Pepsi: Seeking a DifferenceText B

The survey results showed that in the eyes of ordinary

consumers, Coca-Cola has become a symbol of American culture. It

gave a simple, familiar ( 亲近的 ) feeling but with an apparently

conservative ( 保守的 ) character, while Pepsi, from years of

competition with Coca-Cola, presented a vivid ( 活泼的 ) and

progressive ( 进步的 ) image.

Pepsi found that the difference and advantage of Pepsi is

“newness ( 崭新 )”. Pepsi decided to launch an unprecedented

advertising campaign ( 运动 ). Since the 1980s, Pepsi has launched

the “Pepsi Generation” ( 百事新一代 ) advertising offensive ( 广告攻势 ). Pepsi invited a number of local music stars to take a series of

advertisements in many countries.


Decide whether the statements are true (T) or false (F) according to the above text.

[ ]

[

[

]

]T

F

F

Exercise 4


1. Pepsi launched a large-scale consumer survey in many cities.

2. Pepsi-Cola had a conservative character.

3. The survey results showed that in the eyes of consumers, Pepsi has become a symbol of American culture.

Section III Situational Dialogues

Consulting Marketing Research

Du is a new employee. Today, he has a talk with his colleague, Paul.

Du: Good morning, Paul. May I ask you some questions about marketing

research?

Paul: Of course.

Du: How do you carry out marketing research?

Paul: You must find out the research topic in advance. Make sure that you have

really got something valuable (有价值的 ) to research. For example, why are

sales falling in Japan?

Du: Should we first decide what kind of people we ought to study?

Dialogue 1


Paul: Absolutely. That is the sample (样本 ) of a research. If you want to know

the image (印象 ) of one brand in the market, you may choose some people who

are using the products.

Du: Should we set a budget (预算 ) for the research?

Paul: That is a good question. It is very difficult to conduct marketing research

without financial support.

Du: Should we write a report for the research?

Paul: Normally a report is the result (成果 ) of marketing research. Hopefully it

will be a solution (解决之道 ) to the specific problems you have identified (确

定 ).

Du: Thank you very much, Paul.

Paul: My pleasure.


Marketing Research on Computers

Tom is doing a mall intercept interview with a teenager in front of a

portable computer stand.

Tom: Excuse me, are you looking for a computer?

Teenager: Yes.

Tom: I am from a marketing research company. May I ask

you some questions?

Teenager: OK.

Tom: Thank you. First, do you have a computer?

Teenager: No. That’s why I am here.

Dialogue 2


Tom: What kind of computer do you want to buy—a PC or a portable?

Teenager: I am looking for a portable.

Tom: What brands of computer do you know?

Teenager: IBM, DELL, SONY, HEDY, TCL, Haier, Acer.

Tom: Which brand do you prefer?

Teenager: It is hard to say. It depends on its function, appearance, and

price, of course.

Tom: Will you get some advice from your friends?

Teenager: I haven’t bought a computer before. My friend’s advice might

be very helpful.


Tom: How much are you ready to spend?

Teenager: About 6,000 RMB. But a portable computer costs more.

Excuse me. I would like to look around now.

Tom: Thank you for your patience. Here is a coupon (优惠券 ) for

buying IBM computers.

Teenager: Oh, very nice! Thank you. Bye!

Answer the following questions according to the dialogues.

Exercise 5


No. A company carries out a marketingresearch when it has really got somethingvaluable to research.

Normally it’s the result of marketing research. Hopefully it will be a solution to the specific problems the researcher has identified.

2. Why is a report so important for the research?

1. A company can do any marketing research if it wants. Is that true?

Answer the following questions according to the dialogues.

5. What did the teenager get from Tom?

Exercise 5


A coupon for buying IBM computers.

6,000 RMB.

3. Which brand did the teenager prefer?

He didn’t say. It depends on the function, appearance, and price of the brand name computer.

4. How much was the teenager ready to spend on a computer?

Exercise 6 Group discussion

For example:

Question: Excuse me, Are you looking for a computer?

Answer: Yes.

Reason: Making sure the person is the right person to interview.

Question: ______________________________________

Answer: _______________________________________

Reason: _______________________________________

Invite some classmates to join you in listing all the questions that David has asked, and then explain why he asked those questions.


May I ask you some questions?OK.

To ask for the interviewee’s permission.

Marketing Skills

How to communicate with the interviewee？

如何与受访者沟通？

如果可能的话，见人之前先约定。因为受访者经过充分思考后的回答是认真和更具有参考价值的。预约可以这样问： I’m just calling to see if you’d

like to set up a short meeting with me.

只谈 10 分钟。尊重他人也尊重自己的时间 . It won’t take long. But your

opinion is very important to us.

陌生拜访 ( 调查 ) ，带点小礼物。礼物不贵重，却可获得宝贵的信息。Thank you very much for taking part in the research. Here is a gift for you.

I hope you like it.


Section IV Tasks

Exercise 7

Imagine you are working in Good Babies Education Center.

The following is your center’s Customer Survey Form. You should

first do a trial test by yourself and then help some parents to fill the

form, changing it if necessary.

Welcome to Good Babies!

Customer Survey Form

Section IV Tasks

Name of Parents: Mother

How many children do you have?

a) 1 b) 2 c) 3 and above

Name of Children:

Address:

Code:

Mobile Phone Number:

Li Ping Huang Qiang

Huang Gang

Huang Lin

08/23/05

08/23/06

510500

####

Room 1506, No. 2, Dong Quan Road, Guangzhou

###

Father

Birthday (mm/dd/yy):

E-mail Add:

Section IV Tasks

1. How did you hear of Good Babies Education Center?

a) Newspaper. b) TV.

c) Recommended by friends. d) Internet.

e) Outdoor Advertisements. f) Others .

2. Have you ever attended a Good Babies Education Center class?

a) Yes. b) No. c) If any, name the class ,

location (地点 ) .

3. Have you attended any similar classes in China?

a) If yes, please specify (注明 ) . b) No.

✓

✓

✓

Section IV Tasks

4. What features do you care most about an early childhood education

institute?

a) Brand. b) History. c) Professional organization.

d) Environment. e) Program. f) Safety.

g) Facilities. h) Foreign teacher. i) Local teacher.

j) Traffi c convenience. k) Close to home.

5. What features do you think are most important for early childhood

education?

a) Interest development. b) Sensory development (感观潜能开发 ).

c) Language development. d) Musical development.

e) Social development. f) Physical development.

g) Cognitive development (智慧潜能开发 ).

✓ ✓

✓

✓ ✓

✓

Section IV Tasks

6. What is your monthly educational budget for your child?

a) Less than 300 RMB. b) 300—500 RMB. c) 500—800 RMB.

d) 800—1,300 RMB. e) more than 1,300 RMB.

7. Your are interested in .

a) Music. b) Art. c) Play. d) Dance.

8. Who is / are going to attend the class with your child?

a) Mother. b) Father. c) Grandparents.

d) Aunt. e) Other .

9. If you attend the course, what transportation will you take?

a) By walking. b) By bus. c) By taxi. d) By car.

✓

✓✓✓

✓

✓

Section IV Tasks

Exercise 8 Complete the following dialogue.

A: Good evening， Paul. (你今晚有空吗 )?

B: Yes. Do you have any problem, Xiao Ming?

A: (我下不了决定 ) on which course I shall choose.

B: What are you interested in and what are you going to do in the future?

A: I am interested in English and I am going to do business in the future.

B: You may consider English or international trade courses.

A: International trade is a popular course since China is becoming a strong trading country. I can also practise my English in foreign trade. I think I would like to learn international trade. Thank you! Paul.

B: (不客气 ).

Are you free tonight?

I can’t make a decision

You’re welcome

Section IV Tasks

What do you need to do before you sell sports goods to a school?

Exercise 9

1. The number of students in this school means the potential market

size. If there are not many students, I won’t spend too much time on

that school.

2. The age of the students. Students of primary school, secondary

school and middle school like different sports.

Before I decide to sell sports goods to a school, I need to obtain the

following information.

3.

4.

The sports facilities of this school. If there is no football ground, I

won’t sell footballs to the students. Basketball may be welcomed.

I will try to find out who has the right to buy the sports goods.

Teachers of PE course, monitors of each class are the important

target customers.

Section IV Tasks

Section IV Tasks

营销调研

营销调研是一项非常复杂的工作，要顺利地完成调研任务，必须有计划、有

组织、有步骤地进行。有效的营销调研包括四个步骤：确定问题和调研目标、制

定调研计划、实施调研计划、提交调研报告。

营销调研中，确定调查对象的常用方法有：普查、重点调查、典型调查和抽

样调查；收集资料的方法有文案调查法、实地调查法和网络调查法。

营销调研 Marketing Research UNIT 3. Contents Section I Special Terms 1 Section II Text Study 2...

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