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

  7. ethical marketing

  合乎职业道德的市场营销

  广告要有吸引力

  dialogue

  jane's team is going to design an advertisement of