Unit2MarketResearch

Listening1

M---MonicaS---Sara

M:Hi,Sara.What’sup?

S:I’mcool.

M:Didyouhearthatwehavetodoamarketresearchforourhairproduct—Rejoice?

S:Yes,Idid.

M:AsfarasIamconcerned,itisquiteatime-consumingtask.

S:True.Butitisrewarding,too.

M:How?

S:Well,ithelpsustocollectdataforustostudy.Withthat,weareabletofindwaystopromoteourproductinthemarket.

M:Howdoesthathelpustoincreasesales?

S:Thedatacanprovideuswithallkindsofinformation.Forinstance,howcustomersthinkofthequalityofourproduct;ifthepriceisreasonableandaffordable,etc.

M:Thenwhat?

S:Thenextstepistoprocessthefeedback.Ifthequalityisnotdesirable,wemaycomeupwithawaytoimproveit.

M:Itmakessense.

S:Iassumethisisyourfirsttimedoingamarketresearch,right?

M:Yeah!Actually,Iamalittlenervousaboutit.

S:Takeiteasy!Allthingsaredifficultbeforetheygoeasy.

M:Iagree.

S:Besides,youcanalwaysturntomeforhelp.

M:Thanks.Itisverykindofyou.

S:Don’tmentionit!

Listening2

M---MonicaS---Sara

M:Hey,Sara!

S:Hi!Todayisabigdayforourmarketresearch.Areyounervous?

M:Sortof.Whatshallwedo?Wheredowestart?Isitdifficult?

S:Wow,youaresoexcited.Basically,wehave6stepstogothrough.

M:6steps?

S:Yes.Everyoneofthemiscriticaltothesuccess.

M:I’mallears.

S:See!Thefirststepistodeterminetheresearchpurposewhichsetsthestagefortherestoftheresearchplan.

M:Yes,Isee.

S:Thesecondstepistoidentifywhatistobelearned,whichpointsusacleardirectionofwhatweshouldfocuson.

M:Ok,sure.

S:Obviously,youunderstandwhywehavedatacollectingasthethirdstep.

M:Emm...Absolutely.

S:Thenexttwostepsareactuallymoreimportantthantheformerones.

M:Youmeanevaluatingdataandanalyzingdata?

S:Yes.Bydoingthese,wecanalwaysfindanswerstoallthequestions.

M:Really?I’dliketoseethat.

S:Thelaststepofcommunicatingtheresultshelpsusdrawaconclusionontheproblemswemayhave.

M:Yourexplanationisquiteenlightening.Thanks.

S:Youarewelcome.

Task1

1.what’sup2.marketresearch3.time-consuming4.rewarding5.collectdata6.Forinstance7.reasonableandaffordable

8.comeup9.makesense10.turnto

Task2

1.F2.T3.T4.F5.F

Task5

1.crucialto2.allears3.determining4.setthestage

5.focuson6.data-collecting7.answersto

8.drawaconclusion9.enlightening10.welcome;

Task6

1.Sheisfine.

2.6steps

3.Thefirststepistodeterminetheresearchpurpose.

4.Becauseitletseveryone(e.g.,researcher,client,outsidefirms)knowthegeneralphilosophyoftheprojectandalsoestablishestheurgencyoftheresearch

5.Thelaststepofcommunicatingtheresultshelpsusdrawaconclusionontheproblemswemayhave.

Task9

1.A2.B3.C4.C5.B

Task10

1.Research,asageneralconcept,istheprocessofgatheringinformationtolearnaboutsomethingthatisnotfullyknown

2.Formarketers,researchisnotonlyusedforthepurposeoflearning,itisalsoacriticalcomponentneededtomakegooddecisions.

3.Ananalogyofahousefoundation.Marketingresearchcanbeviewedasthefoundationofmarketing.Justasawell-builthouserequiresastrongfoundationtoremainsturdy,marketingdecisionsneedthesupportofresearchinordertobeviewedfavorablybycustomersandstanduptocompetitionandotherexternalpressures.

4.Doingresearchrightmeansthenecessarycontrolsareinplacetoinsureitisdonecorrectlyandincreasethechancetheresultsarerelevant.

5.Itrequirestheincreaseincostandtime.

Task11

1.dynamic2.adjustments3.engagesin4.gathering

5.organizationsandpeople6.tightcontrol7.insure.8.balance

Task12

1.dynamicworld2.sometimeforadjustment3.distinguishrightfromwrong4.consequently,hefailedthetest5.ensureitsaccuracy

Task13

1.C2.A3.C4.A5.C

Task14

1.ingredient2.statisticalprograms3.thecreationofdatacenters

4.intergrate5.privacy

Task16

1.D2.C3.A4.C5.D6.A7.A8.D9.A10.D

Task17TranslatethefollowingChinesesentencesintoEnglish.

1.Thereisagirlsitting.

2.Thisisthequestiongiven

3.Thereisnothinginteresting.

4.Becauseofreceivingnoletter,Icalledher.

5.Caredmore,thetreescangrowbetter.

6.Usedforalongtime,thebooklooksold.

7.Whilereadingthebook,Ifounditveryuseful.

8.Ifoundmycarlost.

9.Wecanseethesunrisingintheeast.

10.

Heisaretiredworker.

Task18

AppleInc.Questionnaire

DearRespondent,thisquestionnaireisdesignedtogetyouropinionsaboutandexperienceswithAppleInc.Theresponsesyouprovidearewhollyforacademicresearchpurposesandwillremainconfidential.Thankyouforyourcontribution.

01.AreYou*

Male

Female

02.Whichagegroupdoyoubelongto?*

Under18

19-30

31-60

Over60s

03.Areyouconsideredtobea?*

MacUser

WindowsUser

Both

04.DoyouhaveanApplesmartphone?*

Yes

No

05.WouldyouconsiderofbuyinganApplesmartphone?*

Yes

No

06.WhatdoyouthinkaboutthepriceoftheApplesmartphonecomparedtoHuawei’sphone?*

Expensive

Reasonable

07.WouldyouconsiderbuyinganAppleproductifthepric