Market research · 市场调研
| English | 中文 | Pinyin · 拼音 |
|---|---|---|
| market research/ˈmɑːkɪt rɪˈsɜːtʃ/ | 市场调研 | shì chǎng diào yán |
| secondary research/ˈsekəndəri rɪˈsɜːtʃ/ | 二手调研 | èr shǒu diào yán |
| primary research/ˈpraɪməri rɪˈsɜːtʃ/ | 一手调研 | yī shǒu diào yán |
| surveys/ˈsɜːveɪz/ | 问卷调查 | wèn juǎn diào chá |
| focus groups/ˈfəʊkəs ɡruːps/ | 焦点小组 | jiāo diǎn xiǎo zǔ |
| qualitative/ˈkwɒlɪteɪtɪv/ | 定性 | dìng xìng |
| quantitative/ˈkwɒntɪteɪtɪv/ | 定量 | dìng liàng |
| sampling/ˈsæmplɪŋ/ | 抽样 | chōu yàng |
| sample/ˈsæmpl/ | 样本 | yàng běn |
| representative/ˌreprɪˈzentətɪv/ | 有代表性的 | yǒu dài biǎo xìng de |
Asking before you act
- Launching a product on a hunch is gambling. Smart firms find out what customers want first.
- That is market research 市场调研 — turning guesses into evidence.
行动之前先问
- 凭直觉推出一个产品是赌博。聪明的企业先找出顾客想要什么。
- 那是市场研究(market research)——把猜测变成证据。
Market research cycle · 市场调研周期
Follow how a business turns customer data into a marketing decision. · 跟踪企业如何将客户数据转化为营销决策的过程。
Conducting a new customer survey is an example of: · 开展新客户调查是以下哪种研究的例子：
Primary research collects new first-hand data. · 一手研究收集新的原始数据。
Using existing government statistics is: · 使用现有的政府统计数据是：
Secondary research uses data that already exists. · 二手研究使用已存在的数据。
Primary vs secondary research 二手调研
- Primary research 一手调研: new data collected first-hand (surveys 问卷调查, interviews, focus groups 焦点小组). Specific but costly.
- Secondary research: existing data (reports, government stats, internal sales). Cheap and fast, but not tailored.
Market research: primary (first-hand) versus secondary (already exists)
一手研究对二手研究
- 一手研究(primary research):第一手收集的新数据(调查、访谈、焦点小组)。具体但昂贵。
- 二手研究(secondary research):现有数据(报告、政府统计、内部销售)。便宜且快,但不是量身定制的。
市场调研:一手(原始)对二手(已有)
Research that explores WHY customers feel as they do is: · 探索客户“为什么”这样感受的研究是：
Qualitative research captures opinions and reasons. · 定性研究捕捉观点和原因。
Qualitative 定性 vs quantitative 定量
- Quantitative: numbers — how many, how much (sales figures, survey counts).
- Qualitative: opinions and reasons — why customers behave as they do (interviews, focus groups).
A mass market targets everyone; a niche serves a small specialist group
定性对定量
- 定量(quantitative):数字——多少、多大量(销售数字、调查计数)。
- 定性(qualitative):意见和原因——顾客为什么那样行为(访谈、焦点小组)。
A sample that is not representative can give misleading results, however large it is. · 无论样本量多大，非代表性样本都会导致误导性结果。
Representativeness matters as much as sample size. · 代表性的重要性与样本量一样重要。
A small group chosen to represent the whole market is a . · 被选出来代表整个市场的少量群体是一个。
Sampling avoids the impossible task of asking everyone. · 抽样避免了询问每个人的不可能任务。
Sampling 抽样
- A sample 样本 is a small group chosen to represent the whole market — you can't ask everyone.
- A bigger, more representative 有代表性的 sample gives more reliable results, but costs more.
Bad sampling ruins good research. If the sample isn't representative (e.g. only asking existing customers), the results mislead — no matter how many people you ask. Sample design matters as much as sample size.
抽样
- 一个样本(sample)是被选来代表整个市场的一个小群体——你不能问每个人。
- 一个更大、更有代表性的样本给更可靠的结果,但花费更多。
糟糕的抽样毁掉好的研究。 如果样本没有代表性(例如只问现有顾客),结果会误导——无论你问多少人。样本设计和样本规模一样重要。
You've got it
- primary research = new first-hand data; secondary = existing data
- quantitative = numbers; qualitative = opinions and reasons (the "why")
- a representative sample stands in for the whole market — design beats size
你掌握了
- 一手研究 = 新的第一手数据;二手 = 现有数据
- 定量 = 数字;定性 = 意见和原因("为什么")
- 一个有代表性的样本代表整个市场——设计胜过规模