03 产品销售（3 / 12）
b: sometimes we carry it out by ourselves, but for the major products costing higher we would employ specialists. the market research budget normally takes up 2% to 3%of the company sales.
b：有时我们自己搞调研，但对于那些开发费用高的主要产品，我们请专家做调研。调研的预算一般占公司销售额的2%到3%。
a: it seems that your company attaches great importance to the market research.
a：看来你们公司很重视市场调研。
b: of course. information is a critical ingredient in formulating and implementing a successful marketing strategy. when starting a research, we always collect the secondary data first to see whether their problems have been partly or wholly solved rather than the costly primary data.
b：当然。制定和实施一项成功的市场营销战略，信息是至关重要的一部分。开始做调研时，我们通常会先收集次级资料以判断问题是否部分或全部得到解决，而不是先去收集成本很高的初级资料。
a: what's that mean? what is the costly primary data?
a：那是什么意思？什么是成本很高的初级资料？
b: primary data can be collected in four ways: observation, focus groups, surveys and experiment. it will cost much in order to ensure a successful and efficient survey. the general rule is that the more developed the country, the greater the information available,and so is the cost.
b：初级材料的收集方法有4种：观察、专题讨论、问卷调查和实验。为了确保调研成功有效，调研成本是很高的。一般地，国家越发达，可获得的信息越多，调研成本也是如此。
notes
1. specialist ['spe??list] n. 专家；专科医生
2. take up 开始从事；把……继续下去；着手处理；占去
3. attach importance to sth. 对……引起重视
4. ingredient [in'gri:di?nt] n. 成分；原料，配料；因素
小贴士
seven characteristics of good marketing research:
有效市场调研有7个特征：
1. scientific method
科学的方法
2. research creativity
调研的创造性
3. multiple methods
多种方法
4. interdependence of models and data
模型和数据的相互依赖
5. value and cost of information
信息的价值和成本匹配
6. healthy skepticism
适当的怀疑态度 ↑返回顶部↑
b：有时我们自己搞调研，但对于那些开发费用高的主要产品，我们请专家做调研。调研的预算一般占公司销售额的2%到3%。
a: it seems that your company attaches great importance to the market research.
a：看来你们公司很重视市场调研。
b: of course. information is a critical ingredient in formulating and implementing a successful marketing strategy. when starting a research, we always collect the secondary data first to see whether their problems have been partly or wholly solved rather than the costly primary data.
b：当然。制定和实施一项成功的市场营销战略，信息是至关重要的一部分。开始做调研时，我们通常会先收集次级资料以判断问题是否部分或全部得到解决，而不是先去收集成本很高的初级资料。
a: what's that mean? what is the costly primary data?
a：那是什么意思？什么是成本很高的初级资料？
b: primary data can be collected in four ways: observation, focus groups, surveys and experiment. it will cost much in order to ensure a successful and efficient survey. the general rule is that the more developed the country, the greater the information available,and so is the cost.
b：初级材料的收集方法有4种：观察、专题讨论、问卷调查和实验。为了确保调研成功有效，调研成本是很高的。一般地，国家越发达，可获得的信息越多，调研成本也是如此。
notes
1. specialist ['spe??list] n. 专家；专科医生
2. take up 开始从事；把……继续下去；着手处理；占去
3. attach importance to sth. 对……引起重视
4. ingredient [in'gri:di?nt] n. 成分；原料，配料；因素
小贴士
seven characteristics of good marketing research:
有效市场调研有7个特征：
1. scientific method
科学的方法
2. research creativity
调研的创造性
3. multiple methods
多种方法
4. interdependence of models and data
模型和数据的相互依赖
5. value and cost of information
信息的价值和成本匹配
6. healthy skepticism
适当的怀疑态度 ↑返回顶部↑