工商管理专业英语unit9PPT推荐.ppt

工商管理专业英语unit9PPT推荐.ppt

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divideaccordingtoclass分类；

归类exploratory:

adj.（ofanaction）doneinordertolearnsomething（指某一措施，举动）探索的；

探险的descriptive:

adj.thatdescribes叙述的；

描写的causal:

adj.havingcause原因的；

因果关系的；

表示原因或理由的crystallize:

v.to（causeto）becomeclear,settled,orfixedinform（使）具体化；

使变得明确；

定形identify:

v.toproveorshowtheidentityof认明；

认出contemplation:

n.theactofthinkingdeeplyandquietly;

deepthought思考；

沉思paramount:

adj.fmlgreataboveallothers;

highestinpowerorimportance（正式）至上的；

最重要的；

最高权力的diagnostic:

adj.oforrelatingtodiagnosing诊断的predict:

v.toseeordescribe（afuturehappening）inadvanceasaresultofknowledge,experience,reason,etc.预言；

预测,BusinessSchoolofNankaiUniversity,Glossary,concomitant:

adj.fmlexistingorhappeningtogether（withsomethingelse）（正式）伴随而来的；

并存的；

连带的plurality:

n.thestateofbeingplural复数marginal:

adj.（ofaplace（SEAT）inparliament）whichmaybelostbyasmallnumberofvotes（指国会席位）以少数选票差距失败spurious:

adj.1.notreallytheproductofthetime,writer,etc.,showorclaimed假的；

伪造的；

假托的2.likesomethingelsebutfalselyso拟似的；

假的salient:

adj.standingoutmostnoticeablyorimportantly显著的；

特出的alternative:

adj.（of2things）thatmaybeused,had,done,etc.,insteadofanother;

other（两物中）可用来代替另一个的；

其他的pragmatic:

adj.dealingwithmattersinthewaythatseemsbestundertheactualconditions,ratherthanfollowingageneralprinciple;

practical实际的；

实用主义的,BusinessSchoolofNankaiUniversity,KeyTermsandConcepts,Exploratoryresearch:

Initialresearchconductedtoclarifyanddefinethenatureofproblem.Descriptiveresearch:

Researchdesignedtodescribecharacteristicsofapopulationorphenomenon.Causalresearch:

Researchconductedtoidentifycause-and-effectrelationshipsamongvariables.Concomitantvariation:

Thewayinwhichtwophenomenaoreventsvarytogether.相随变量，共变因素,BusinessSchoolofNankaiUniversity,Text,Marketingresearchprovidesinformationtoreduceuncertainty.Ithelpsfocusdecision-making.Sometimesmarketingresearchersknowexactlywhattheirmarketingproblemsareanddesigncarefulstudiestotestspecifichypotheses.Forexample,asoftdrinkcompanyintroducinganewclearcolamightwanttoknowwhetheragoldorsilverlabelwouldmakethepackagingmoreeffective.Thisproblemisfullydefinedandanexperimentmaybedesignedtoanswerthemarketingquestionwithlittlepreliminaryinvestigation.,BusinessSchoolofNankaiUniversity,text,Inmoreambiguouscircumstancesmanagementmaybetotallyunawareofamarketingproblem.Forexample,McDonaldsmaynoticethatMosBurgers,acompetitionintheJapanesemarket,introducedMosRoastKatsuBurger,aroastporkcutletdrenchedintraditionalJapaneseKatsusauceandtoppedwithshreddedcabbage.ThemanagersmaynotunderstandmuchaboutJapaneseconsumersfeelingsaboutthismenuitem.Ordinarily,mineexploratoryresearchisnecessarytogaininsightsintothenatureofsuchaproblem.Tounderstandthevarietyofresearchactivity,itisbeneficialtocategorizetypesofmarketingresearch.,BusinessSchoolofNankaiUniversity,text,Marketingresearchcanbeclassifiedonthebasisofeithertechniqueorfunction.Experiments,surveys,andobservationalstudiesarejustafewcommonresearchtechniques.Classifyingresearchbyitspurposeorfunctionshowshowthenatureofthemarketingprobleminfluencesthechoiceofmethods.Thenatureoftheproblemwilldeterminewhethertheresearchis

（1）exploratory,

（2）descriptive,or（3）causal.,BusinessSchoolofNankaiUniversity,text,ExploratoryExploratoryresearchisconductedtoclarifythenatureofambiguousproblems.Managementmayhavediscoveredageneralproblem,butitmayneedresearchtogainabetterunderstandingofthedimensionsoftheproblemandtoaidanalysis.Exploratoryresearchisnotintendedtoprovideconclusiveevidencefromwhichtodetermineaparticularcourseofaction.Usuallyexploratoryresearchisconductedwiththeexpectationthatsubsequentresearchwillberequiredtoprovidesuchconclusiveevidence.Rushingintodetailedsurveysbeforelessexpensiveandmorereadilyavailablesourcesofinformationhavebeenexhaustedcanleadtoseriousmistakes.,BusinessSchoolofNankaiUniversity,text,Forexample,supposeaChinesefast-foodrestaurantchainisconsideringexpandingitshoursandproductlinewithabreakfastmenu,ExploratoryresearchwithasmallnumberofcurrentcustomersmightfindastrongnegativereactiontoeatingaspicyvegetablebreakfastataChinesefastfoodoutlet.Thus,exploratoryresearchmighthelpcrystallizeaproblemandidentifyinformationneededforfutureresearch.,BusinessSchoolofNankaiUniversity,text,DescriptiveResearchThemajorpurposeofdescriptiveresearch,asthenameimplies,istodescribecharacteristicsofapopulation.Marketingmanagersfrequentlyneedtodeterminewhopurchasesaproduct,portraythesizeofthemarket,identifycompetitorsactions,andsoon.Descriptiveresearchseekstodeterminetheanswerstowhy,what,when,where,andhowquestions.,BusinessSchoolofNankaiUniversity,text,InfinitilearnedfromdescriptiveresearchthatAmericansgenerallystarttoshopforacarbyconsideringsixmodels.Theythennarrowthefieldandusuallyvisitthreeshowroomsbeforetheysettleonamodel.Thistakesanaverageoftwoweeks.However,buyersofluxurycarstypicallytaketwiceaslongtocompletethedecisionandmakeapurchase.Thesedescriptivefindings,combinedwithknowledgethattheyfacedcompetitionfromdozensofluxurymodelsonthemarket,influencedInfinititoencouragedealerstoemphasizethequalityoftheconsumersshoppingexperience.Thecompanymadesizableinvestmentsindramaticarchitectureforshowroomsandelegantfurnishingssuchasfountainsandindoorbridges.SomeInfinitishowroomshavecontemplationzonesdesignatedareaswherecustomerscansitwithoutharassmenttoconsidercarpurchasesinZenlikesilence.,BusinessSchoolofNankaiUniversity,text,Magazinestypicallyconductdescriptivesurveystoidentifythecharacteristicsoftheiraudience.ForyearsTeenmagazinemanagerssensedthat12to15year-oldgirlscaredalotaboutfragrances,lipstick,andmascara,buttheylackedanyquantitativeevidence.Theirdescriptiveresearchfoundthat94.1percentof12to15-yearoldgirlsusecreamrinse/conditioner,86.4percentusefragrance,and84.9percentuselip-gloss.OfthegirlsusingFragrance,73percentpreferredusingtheirownbrand,17percentsharedtheirbrand,and6percentusedsomeoneelsesbrand.Resultsshowedthatmostgirlsusecosmetics.Brandloyaltybeginsearly,and12-to-15year-oldspreferusingandchoosingtheirownbrands.,BusinessSchoolofNankaiUniversity,text,Accuracyisofparamountimportanceindescriptiveresearch.Whiletheycannotcompletelyeliminateerrors,goodresearchersstrivetodescriptiveprecision.Supposeastudyseekstodescribethemarketpotentialforpersonalphotocopyingmachines.Ifthestudydoesnotpreciselymeasuresalesvolume,itwillmisleadthemanagerswhoaremakingproductionscheduling,budgeting,andotherdecisionsbasedonit.,BusinessSchoolofNankaiUniversity,text,Unlikeexploratoryresearch,descriptivestudiesarebasedonsomepreviousunderstandingofthenatureoftheresearchproblem.Althoughtheresearchermayhaveageneralunderstandingofthesituation,theconclusiveevidencethatanswersquestionsoffactnecessarytodetermineacourseofactionhasyettobecollected.Manycircumstancesrequiredescriptiveresearchtoidentifythereasonsconsumersgivetoexplainthenatureofthings.Inotherwords,adiagnosticanalysisisperformedwhenconsumersanswerquestionssuchasWhydoyoufeelthatway?

Althoughtheymaydescribewhyconsumersfeelacertainway,thefindingsofadescriptivestudysuchasthis,sometimescalleddiagnostic,donotprovidecausalevidence.Frequently,descriptiveresearchattemptstodeterminetheextentofdifferencesinneeds,attitudes,andopinionsamongsubgroups.,BusinessSchoolofNankaiUniversity,text,CausalResearchThemaingoalofcausalresearchistoidentifycauseandeffectrelationshipsbetweenvariables.Exploratoryanddescriptiveresearchnormallyprecedecause-andeffectrelationshipstudies,Incausalstudiesresearcherstypicallyhaveanexpectationabouttherelationshiptobeexplained,suchaspredictingtheinfluenceofprice,packaging,advertising,andthelikeonsales.Thus,researchersmustbequiteknowledgeableaboutthesubject.Ideallythemanagerwantstoestablishthatoneevent（say,anewpackage）isthemeansforproducinganotherevent（anincreaseinsales）.Causalresearchattemptstoestablishthatwhenwedoonething,anotherthingwillfollow.Thewordcauseiscommonineverydayconversation,butfromascientificresearchperspective,atruecausalrelationshipisimpossibletoprove.Nevertheless,researchersseekcertaintypesofevidencetohelpthemunderstandandpredictrelationships.,BusinessSchoolofNankaiUniversity,text,Atypicalcausalstudyhasmanagementchangeonevariable（forexample,advertising）andthenobservetheeffectonanothervariable（suchassales）.Someevidenceforcausalitycomesfromthefactthatthecauseprecedestheeffect.Inotherwords,havinganappropriatecausalorderofevents,ortemporalsequence,isonecriterionforcausalitythatmustbemettobeabletomeasurearelationship.Ifaconsumerbehaviortheoristwishestoshowthatanattitudechangecausesabehaviorchange,onecriterionthatmustbeestablishedisthatattitudechangemustprecedethebehaviorchangeintime.,BusinessSchoolofNankaiUniversity,text,Intheaboveexample,someevidenceofconcomitantv